The Inside Story on Payroll Giving Anissa Msallem, WaterAid

Introduction Overview of our internal campaign, experiences and key learnings Top ten tips Questions

WaterAid Objectives Raise awareness of payroll giving with staff Achieve 10+% uptake up from 8% Achieve Gold Quality Award Mark Good employer and set an example to others What we did Theme – linked to payday drinks Posters and internal communications PFO fundraiser – desk visits/ allocated space Beveraged themed cakes and treats Prize draw for all payroll givers – new & existing 225 staff Had previously run a internal comms only promotion which didn’t yield any results. Spoke to Head of HR who was encouraging and delegated to new head of UK HR. Benefits marketplace held few months earlier helped, as there was a lot of interest in PG and many didn’t know much about it. Pay day drinks big at WA so we used this as a theme – include your favourite charity in your round i.e. You can make a donation for the price of pint, which many identified with. Worked with PFO to develop messaging and posters – last minute tweak – to be inclusive, removed the alchohol reference. This impacted communications, in particular posters, which we were not as strong as result. HR not keen on desk visits but we found a compromise which worked well. Ensured HR fronted the campaign, although it was driven by he payroll giving team, to demonstrate it was an organisational initiative. All-staff announcement led by comms, included endorsement from CEO. Home-baked cakes – coffee, Guinness, Bailey’s fudge, drinks, plus beer glass sweets for all those who signed up Prize draw of £40 vouchers for Las Iguanas, donation through a corporate partner

WaterAid Results Uptake increased to 16.8% 38 charities nominated – WA & NSPCC most popular £6,166 annual value of pledges What we learnt HR buy-in makes a big difference It is not difficult; can be simple but effective Ensure messaging appropriate for all Option of a desk visit or seeing FR separately worked well Need to find a way to engage non-FR staff more effectively Cake is a great motivator! Very pleased with the results; better than expected. Surprised to see WA most popular as we explicitly said you could give to any charity. HR keen to do another promo early next year Learnings Messaging – check all happy, ours got diluted which weakened our messaging Desk visits most effective, but not the only way – mixture used, including email sign-ups – good for those located in regional offices Integrate regional offices more and engage non FR staff more Improve follow-up communications Cake, cake, cake!

Top TenTips Support from the top Get HR buy-in Keep it simple Use existing communication channels Use personal relations & networks in the offices Get timing right Include regional offices Get an incentive if possible: raffle Cakes, biscuits, other treats work! Have fun!