103. Rethink Employee Giving (Part 1) - Jonathan McCoy, CFRE and Becky Endicott, CFRE
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Overview
Buckle up, campers. Because we're going on a bit of a journey as Jon and Becky unpack what we believe holds one of the keys to revolutionizing your development strategies: employee giving. That's right, there's some serious untapped power by championing the philanthropy of those closest to your mission. If you're open to exploring a 180 degree strategy shift on how to build an employee giving campaign that is built upon a community-makes-it-better-ethos, one that grows and swells over time and ALSO infuses a healthier, more vibrant culture within the organization... then tune in. This four-week discussion will dive into new concepts leading to some quick-to-implement ideas to make some immediate tweaks now.
“This is about movement making at its core. It is about getting people aligned and excited about philanthropy and feeling the effects of it.”
Episode Overview
Jon and Becky’s background with employee giving (1:30)
8 values of employee giving: how to ignite a movement (6:30)
Stay tuned for our 4 part series!
Episode Transcript
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Powerful quotes
“We have seen employee giving ignite the most incredible moments that we share collectively in philanthropy. When you start with asking people who are within their family to give back, something really magical can happen.” -Becky
“Nothing that we saw really felt like it would create a movement.” -Becky
“We believe that employee giving can transform a culture, or break one.” -Becky
“This is about movement making at its core. It is about getting people aligned and excited about philanthropy and feeling the effects of it.” -Jon
“It’s not about the best practice tactics. You have to get to the core. What is the philosophy of how you are going to grow an authentic movement?”- Jon
“We want to make sure we are doing the most good for the most amount of people.” -Becky
“You’ve got to change the way you have been thinking about employee giving, and you are going to have to challenge your leaders. What are you truly trying to do at your core?” -Jon
“Play the long game and subscribe to these ideals because it is so worth it.” -Jon
“We want you to trust us that this truly matters and it will make a difference.” -Becky
1. Everyone Matters.
The CEO matters just as much as the housekeeper of your organization. It immediately disarms anyone considering making a donation. When you say things like “we want as many people to get in lockstep to help our patients, students, etc.” it ignites a different wave of a movement. Show that you care about them as an individual, and you care about what their passion is.
“What are you passionate about? Consider making a gift there.”
2. Play the Long Game.
Your employees are your most captive audience. These are the people that are going to be with you on the slowest and fastest days of the year, the highs and the lows. When you create a best-in-class experience and value everyone, it will grow over a period of time. One of the bedrocks of monthly giving, you are bought into smaller amounts adding up. Don’t think about the transactional amount of a gift.
3. Simplify, Humanize, and Tell a Good Story.
We love story here on the podcast. It is something that binds us together. It adds color to our lives. It gives us a window into someone else’s experiences. When you ask someone about their personal connection to their passion, it can build empathy, connection, and community. It can build believers out of your base and it starts with storytelling.
4. It’s not about giving. It’s about belief.
You are setting up a strategy in which individuals fall in love with philanthropy. They need to fall in love with their ability to make an impact. Do you have the program in place to deliver a tangible impact where people can see the results of their philanthropy? Someone can go from being a passive donor into a believer. Believers champion your mission to their friends, families, and networks. Put systems in place to make meaningful impact.
5. Cultivate and Mobilize Rabid Fans.
It’s one thing to get people to subscribe and believe in your mission, but when they become crazy fans, it can create a ripple. Their profound passion gets poured into this, and it allows them to go into places and networks we could never reach. Create and cultivate these rabid fans so they can start a movement. The secret sauce is giving your believers and fans a way to take your campaign to the next level.
6. Steward Relentlessly.
How are you making people extremely proud of the gift they made? Do they have access to their impact? Most importantly, know your donors. Some want their name in lights, and some just want you to sit across the table from there. There are different ways to reach out and connect with your people.
7. Disrupt. Grow. Adapt. Repeat.
We must be constantly listening and innovating. Just because you put together a great employee giving campaign means it is completely perfect. Social engagement, the world, and digital tech is always changing. Don’t ever stop listening, and create space to listen to the needs of those being impacted and your donors. Work smarter, and take a hard look at risk. We need to not be content with the ways things are, and push the envelope because our missions deserve that.
8. Community is Everything.
This campaign will be so much more impactful as more people step in and add their own color to it. Make sure everybody has a place and voice in your campaign. An employee campaign at its core is about creating community giving. This is something that will create a ripple. When you start internally, it will only ripple out. When you can say, “we have an 85% retention on our employee giving”, it makes people sit up a little bit straighter. It will strengthen your other fundraising programs. This is where radical philanthropic movements can begin.
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