united way of greater cincinnati channeling influence into action tocqueville growth and engagement
TRANSCRIPT
United Way of Greater Cincinnati
Channeling Influence Into Action
Tocqueville Growth and Engagement
• World Class Arts Institutions
– Strong Arts Campaign raising $11.5 million for 101 organizations
• Professional Baseball and Football Teams
• Nationally Ranked Universities and Colleges
• Hospital Systems with Strong Research Capacity
• Growing YP Presence
• s
• The Region is Home to 9 Fortune 500 Companies
• Revitalized Downtown and Riverfront
• Independent Restaurants and Local Chefs Gaining National Prominence
• Strong Local Attractions: Zoo, Museums, Waterparks, Aquarium, Casino, Amusement Park
Metropolitan Statistical Area: 2.14 Million
CINCINNATI AT A GLANCE: A LIVEABLE AND VIBRANT MIDWESTERN CITY
• $61,700,000 raised in 2013 for services
• 6th Largest United Way in the Country
• 4th Highest Per Capita Giving among 50 largest United Ways
• Efficient Campaign: 100,000 donors unite in our region’s largest community engagement effort
1.55 Million Reside or Work in the Service Area
Regional Model and Vision: 10 Counties: Hamilton, Clermont, Brown and Butler (Middletown) in Ohio; Boone, Kenton, Campbell and Grant
in Kentucky;
Dearborn and Ohio
Counties in Indiana
CINCINNATI AT A GLANCE: ONE OF THE STRONGEST UNITED WAYS IN THE COUNTRY
CINCINNATI AT A GLANCE: STRONG GROWTH IN MEMBERS AND DOLLARS
Founding
• Founded in 1985 with 13 Members (5 current members)
• Company Driven
• One Annual Gathering
Tocqueville Award Established
Current State
• More than 900 members
• Donating $11.1 Million
• Member Driven
• Bring One
• Diverse Menu of Engagement Opportunities
– Unique Affinity Groups
– Strong Pipeline
– Growing Brand Recognition
SO, HOW DID WE DO IT?
02 03 04 05 06 07 08 09 10 11 12
60.2 60.561.2 61.8 61.8
62.862.0 62.0
60.6 60.9 61.5
2002 2012
OUR PATH, OUR PLANANNUAL CAMPAIGN SUSTAINED BY LEADERSHIP GIVING
0.1% avg. annual growth
Leadership GivingIncreases ($M)
Donor NumberDecrease
2002 2012
17.3
145K
21.2
100K
Dollars Raised (in Millions)
Tocqueville Giving
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
$3.1
$5.1$5.4
$6.9
$7.7 $7.8$8.4
$8.9
$9.9
$10.7$10.9
$12.0
$11.2$11.8
$11.1
Our Plan
• 1999 – Create Challenge Match that Funded a Product that Started a Conversation.
• Apply Human Resources Coupled with Known Champions.
• Offer a Network that Did Not Exist in Large Scale
• Build Brand Using a One on Many Approach
• First Engage the Mind then the Heart and then make the Ask
• ALLY ALIGN ACT
OUR PATH, OUR PLAN
OUR PATH, OUR PLAN
People, Product & Passion
• Have a Product(s) to Sell
• Identify Prospects Aligned with the Product(s)
• Enlist/Train Solicitors Who Are Passionate about the Product
• Coupled with a Challenge Match Until 2014
EDUCATION
By 2020, at least 45%of adults will have an
Associate's degree or higher
By 2020, at least 85%of youth will graduate
from high school (preparedfor life, college and career)
By 2020, at least 85%of children will be
prepared for kindergarten
Preparing children, youth & young adults to
succeed in school and life
EDUCATION
By 2020, at least 45%of adults will have an
Associate's degree or higher
By 2020, at least 85%of youth will graduate
from high school (preparedfor life, college and career)
By 2020, at least 85%of children will be
prepared for kindergarten
Preparing children, youth & young adults to
succeed in school and life
INCOME
By 2020, at least 90% of the labor force will be
gainfully employed
Ensuring individualsand families achieve
financial stability
INCOME
By 2020, at least 90% of the labor force will be
gainfully employed
Ensuring individualsand families achieve
financial stability
HEALTH
By 2020, at least 70% of the community will report
having excellent or very good health
By 2020, at least 95% of the community will report
having a usual place to go for medical care
Helping individuals live quality lives & achieve maximum health and
independence
HEALTH
By 2020, at least 70% of the community will report
having excellent or very good health
By 2020, at least 95% of the community will report
having a usual place to go for medical care
Helping individuals live quality lives & achieve maximum health and
independence
GREATER CINCINNATI RESIDENTS ARE EDUCATED, FINANCIALLY STABLE AND HEALTHY
BOLD GOALS FOR THE REGION: THE PRODUCT
AGENDA FOR COMMUNITY IMPACT: PRODUCTUltimate Outcome:
Children Grow Into Successful Adults
Ultimate Outcome:
Families and Individuals Achieve Financial Stability
Individuals live healthy lives and achieve maximum independence
Bold Goals: By 2020, at least 70% of the community will report having excellent or very good healthBy 2020, at least 95% of the community will report having a usual place to go for medical care
Key Strategies: Prevention & wellness activities Access to quality care Chronic disease management
Supporting Strategies: child abuse, domestic violence, substance abuse prevention and treatment
#3. Children/Youth achieve success in school and life
Bold Goal: By 2020, at least 85% of youth will graduate from high school (prepared for life, college and career)
Key Strategies:
Early grade reading proficiency Quality out of school time
Supporting Strategies: social, emotional and physical health;parenting education; family involvement in schools
EDUCATION INCOME
#1. Children prepared for kindergarten
Bold Goal: By 2020, at least 85% ofchildren are prepared for kindergarten
Key Strategies:
Best practice home visitation Quality early care and education
Supporting Strategies: social, emotional and physical health; parenting education
#2. Families/Individuals achieve sustained employment
Bold Goal: By 2020, at least 90% of the labor force will be gainfully employed
Key Strategies:
Family & work supports
Ready for work
Secure & maintain employment
Advance in career
Supporting Strategies: housing; financial education
HEALTH
Neighborhoods are Vibrant Places to Live
October 2011
PATH TO TOCQUEVILLE ENGAGEMENT: ALLY, ALIGN, ACT
• Lists
• Recognize
• Luncheons
• Networking
• Reward• Inform• Conne
ct
• Engage
• Advocate
• Educate
• Inspire
• Influence
• Change
• Impact
Accountants6%
CEO’s23%
Lawyers7%
Non-Workplace13%Others
13%
Top 25 Non-CEO’s38%
TOCQUEVILLE SOCIETY:LEADERSHIP STRUCTURE
Tocqueville Advisory Council: Strategy and Content
• Launched in 2011 to Oversee Strategic Direction, Governance, Retention
• Developed : Mission/Vision Statement
Channeling Influence Into Action
• Message Platform
Live Your Legacy
• Program Alignment
Ally Align Act
•
Tocqueville Cabinet: Sales
• Identifies and Cultivates New Members
• Identifies and Cultivates New Segments of the Campaign
Record-breaking results in:
• 2011 161 New Members (54 WLC)
• 2012 139 New Members (35 WLC)
• 2013 138 New Members (40 WLC)
• Advocates Within Their Industry/Sphere of Influence
2013 Chair – Paul DeLucaManager Leadership Development PracticeP&G
2014 Chair – George YundManaging Member, Frost Brown Todd LLC
UNDERSTAND AND SELL THE VALUE OF THE NETWORK WHILE BUILDING THE BRAND
Give the member a unique and safe network or experience that no other organization can provide on a large scale.
The Cincinnati Tocqueville Society is the premiere leadership platform in the region.
Crosses all geographies, industries, ages, gender, religions, ethnicities.
Channels influence to drive change. Members are truly Living Their Legacy.
As the brand builds – the flywheel will bring members to you.
Structure/balance engagement opportunities around common themes of Ally, Align and Act.
A.G., Lafley, CEO, P&G
UNDERSTAND THE CHANGING NEEDS OF YOUR MEMBERSHIP
Survey, Analyze, Adapt! Resulted In: Tocqueville on the RoadSurvey of membership in 2010 yielded
three distinct themes and one over-arching comment. Quotes follow:
“Work does not permit me to attend the day time events – do something in the evening hours outside of the downtown location.”
“Like the speakers at the lunches – wish there was more networking time.”
“Happy to write the check, why aren’t you using my brain?”
And throughout each of the these statements: want a stronger connection – “How can I plug in?”
An evening series outside of downtown that alternates between networking and deep dive sessions on specific topics.
Ally & Act
Beyond the Check (Align)
Brief 45 minute gatherings to engage new and longstanding members on programs and progress
UNDERSTAND AND SELL THE VALUE OF THE NETWORK WHILE BUILDING THE BRAND
First Tuesday Lunches (Ally)
Held: First Tuesday of each month September – June
Speaker: Member only
Topic: Speakers choice
Cost: Full sponsorship $50,000/year
Attendance: At capacity 175
United Way Message: CEO and speaker (brief)
Member Message: Recent awards noted
Tocqueville Updates: New members introduced, Legacy Gifts recognized
Program Updates: Events highlighted on calendars
Prospects: Welcomed with member (limited seating)
UNDERSTAND AND SELL THE VALUE OF WOMEN GIVING AT THE $10,000 LEVEL
Women’s Leadership Council (WLC)
Member Quote “My company requires me to mentor young women coming up through the ranks. I would do this happily if not required. WLC gatherings are the only place that I can be with like-minded women who face similar challenges as I do each and every day. I have formed relationships that will last a lifetime … I will always connect the dots back to United Way and the WLC.”
200+ Members Giving $2.2 Million
Benefits & Engagement Opportunities :
• In home gatherings
• Signature ongoing mentoring program
• Professional development
• Networking – just fun!
UNDERSTAND AND SELL THE VALUE OF AFFINITY GROUPS
African American
Plus One! Tocqueville benefits, plus one more • Quarterly lunches similar to First Tuesdays
• Volunteer projects
• Mentoring opportunities
• Unique venue events
The pipeline includes donors of $1,000 or more.
Founded in 2001 this affinity group has 110 leadership and 11 Tocqueville donors giving $407,000.
It is not about dividing, it is about including. Use to drive growth and keep the pipeline full.
UNDERSTAND AND SELL THE VALUE OF AFFINITY GROUPS
It is not about dividing, it is about including! Use to drive growth and keep the pipeline full.
Emerging Leaders
Plus One! Tocqueville benefits, plus one more.
Professional development seminars, board training, networking, mentoring and hands-on projects
The pipeline includes donors under the age 40 and giving $1,000 or more annually.
Adapted message platform to include social media paths.
Member Quote: “ I joined Tocqueville when I was in my late 30’s. It was a stretch. When my peers figure it out in their 50’s, I will own the room.”
UNDERSTAND AND SELL THE VALUE OF AFFINITY GROUPS
It is not about dividing, it is about including! Use to drive growth and to keep the pipeline full.
Hispanic Leadership Society:
Plus One! Tocqueville benefits, plus one more.
Baseline : 4 Leadership/3 Tocqueville for $42,750
2013 (Preliminary): 51 Leadership/16 Tocqueville for $320,487
Members of the Hispanic community giving a gift of $2,500 or more.
Annual volunteer project(s) within the Hispanic Community
Networking events – Partnerships with other Hispanic Groups
Dinners in private homes for Tocqueville members and prospects
Created Mission & Vision statement and Brand Mark
Connected By Culture
ENGAGEMENT IS BROAD, INCLUSIVE, INTEREST AND PASSION DRIVEN
Tocqueville Riders – 4 Rides in 2013
Women's Tennis, Travel & Book Groups
Tocqueville Innovation Lab
Under consideration:
Foster unconventional collaboration to solve problems
Convene leaders who share a common bond of interest, talents and networks
Recent Book Club Trip to Napa
UNDERSTAND HOW TO MARKET YOUR MESSAGE
• Tocqueville/WLC/WINGs LinkedIn
• Crowd-source ideas
• Create virtual community
• Brand recognition on business LinkedIn page
Social Media Ambassadors to drive attendance and
excitement
Newsletters with rotating stories based on unique interests
SO, HOW DID WE DO IT? IT NEVER ENDS UP LOOKING LIKE THIS.
THIS IS WHAT IT REALLY LOOKS LIKE!