Division/Category:
Communication
Management/Employee or Member Communication
Organization:
Thomson West
Intended Audience:
6,800 employees at
Thomson West campus in Eagan
Thomson West’s annual
“Because We Care” employee giving campaign raises money for the Greater Twin
Cities United Way, Charities @ Work, and any qualifying nonprofit organization
chosen by employees. The 2007 campaign needed to build on previous success; in
2006, it raised a total of $1.66 million. To exceed previous results, the
campaign committee (called the cabinet) encouraged employees to make the
campaign their one giving vehicle for the year and maximize the company’s
matching funds (50 cents to every dollar).
The communications team created posters in bold colors with photos of and facts about those who would benefit from the campaign. Other materials included buttons worn by campaign volunteers, banners hung in entryways and the cafeteria, badge holders given as gifts to responding employees, window clings, and fliers. In addition, two videos, one aimed at company leaders and one for the main workforce, highlighted campaign volunteers and the employees who contributed and encouraged the audiences to follow their lead. Giving information could be accessed via a dedicated site on the company’s intranet.
The cabinet selected 200 volunteers—called care captains—to disseminate information, answer questions, and plan activities in each department. Several all-employee events, including a Chia Pet–growing contest, donations of outerwear to benefit Goodwill/Easter Seals, and a concert by an employee jazz band, heightened awareness and participation in the campaign.
The 2007 efforts resulted in contributions totaling $1.9 million, exceeding the previous year. The campaign also measurably increased awareness and response.
