United Way Performance Campaign Performance Index + PerformanceLink Kelli Kreps, Vice President, U.S. Network Engagement & Performance Marie Eberlein, Manager, United Way Worldwide Research March 7, 2018

Today Campaign Performance Index & 5 Drivers of Revenue Performance PerformanceLink Demo Campaign Best Practice Highlights Small Group Discussion Tools & Resources

Objectives Understand the 5 drivers of revenue performance Ability to navigate PerformanceLink and find your United Way’s performance data Learn from your peers in the room Know where to look for best practices tailored to your POP group, as well as tools & resources

Evaluating U.S. Revenue Performance and Potential Creating a Revenue Performance Index: 1. Campaign: Best, most consistent indicator of community support across markets 2. Growth: Indicates effective resource development practices 3. Market Penetration: Indicates relevance 4. Time: Indicates consistency and takes into account economic variations

Population Groups: A New Way to Segment United Ways Provides a clear and simple way for United Ways to find their peers and evaluate their giving potential Population Group 1:  1M+ Population Group 2:  500K-999.9K Population Group 3:  250K-499.9K Population Group 4:  100K-249.9K Population Group 5:  50K-99.9K Population Group 6:  <50K  Leslie Population is the single best predictor of how much a United Way raises in its community. Population provides a clear and simple way for United Ways to find their peers and evaluate their giving potential relative to communities of similar size.  PerformanceLink uses these groups as filters on many interactive charts and graphs, so that you can focus on United Ways that are most similar to yours. Use these groups to answer questions such as: What similarly-sized United Ways raise more campaign revenue than mine?  How many donors do other similarly-sized United Ways have and what is their campaign per capita?  Are we generating the revenue we need given our resource development staffing levels? How much is generated per full-time resource development professional by our population peer United Ways?

Revenue Growth and Changes in Per Capita Giving 2001 2016 Campaign % Change Per Capita Change Top Quintile $1,177,570,967 $1,279,207,408 8.6% $25.22 $23.22 -$2.00 Bottom Quintile $417,376,284 $187,227,971 -55.0% $8.62 $3.18 -$5.44

Network Engagement POV: Baseline of Performance 1. Robust volunteer engagement in workplace and Major Gifts / Tocqueville fundraising 2. Balancing top line (CYS) with Resources Under Management (RUM) and adept at incorporating donors / public sector / companies who designate 3. Deep relationships with corporate leaders 4. Ability to unbundle impact agenda into products and causes donors want to invest in 5. Knowledgeable CEO / Board in United Way practices and accompanying accountability

Let’s discuss!

United Way Research United Way Research

PerformanceLink: What Is It? First ever, Business Intelligence/Data Visualization Portal for United Way performance data Access to the vast majority of results/data from all Research studies (previous access to Database 2 survey through DataLink.) Data visualization capabilities to help create a more engaging/interactive environment Customized scorecards to depict current and past performance; help tell a clearer story Ability to download, filter, sort, data for local use Help United Ways identify their peers Highlight key areas of business performance and identify performance drivers

Leaderboards/Profiles Per Capitas Content Tabs Affinity Groups EPG RD Continuum Leaderboards/Profiles Per Capitas Volunteers Leadership/Major https://online.unitedway.org/PerformanceLink

Leaderboards/Profiles RD Trends Per Capitas Content Tabs Welcome Affinity Groups My Scorecard EPG My Performance Impact Peer Finder Impact Map Peer Scorecard Performance Index Impact & Campaign Map Income & Expense RD Continuum Leaderboards/Profiles RD Trends Per Capitas Corporate & Employee Giving Resource Investment Donors Volunteers Leadership/Major Human Capital Study https://online.unitedway.org/PerformanceLink

Apply it! Case Studies, Group Discussion & Tools and Resources

United Way of Berks County Reading, PA Best Practices: Campaign Planning Process Annual Campaign Analysis Corporate Campaign Planning Workshops – data and experience driven Year-Round Relationship Management Plan Strong Team Culture = Low Turnover = Strong Relationships with Volunteers and Companies Board and Cabinet Infrastructure High participation on board committees Play to volunteers’ strengths Cabinet responsible for setting campaign goal and participating in CEO calls 

United Way of Portage County Stevens Point, WI Best Practices: Resource Development Structure Drive Chairs established. Shift from traditional CEOs as chairs to families, couples or a team of 5 women of varying ages. Helped to create a new image. Represent areas from around County. Continual involvement of past chairs dating back to the 70s has been instrumental in their success. Success at the Leadership Giving level ($500). Co-chairs handwrite notes at the bottom of solicitation letters. Relationship Management Great relationship with a large workplace campaign. Relationships are built through board and board leadership involvement. Peer to peer asks – when searching for new Tocqueville members the ask comes from the current giver and not the United Way. A thank you card written by past drive chairs and board members are sent to all leadership givers. Sweepstakes and Coupon Incentives

Small Table Discussions What’s working well in your community?

Tools to Turbocharge Your Campaign Text TOOLS to 50503 online.unitedway.org/RDToolsQ1 online.unitedway.org/workplace-campaign-tools ASK UNITED WAY: online.unitedway.org/questions

Resource Development Tools (Q2) Join the Conversation Friday, April 6, 2018 2:00 - 3:30 PM Eastern Time https://uww.adobeconnect.com/ campaignplanningtools2/event/registration.html

Participate in More Learning Opportunities Virtual Fundraising for Impact Summit  May 9 – 10, 2018 [online] Centers of Excellence​: United Way Campaign March 21 – 22, 2018 in Allentown, PA​ April 11 – 12, 2018 in Milwaukee, WI ​ Donor-Centered Development: United Way Fundraising 101 ​ March 20 – 22, 2018 in Alexandria, VA​ April 24 – 26, 2018 in Racine, WI Learn more and register now! conferences.unitedway.org Resource Development Tools (Q2) Stay tuned for more programs & resources throughout the year

Objectives Understand the 5 drivers of revenue performance Ability to navigate PerformanceLink and find your United Way’s performance data Learn from your peers in the room Know where to look for best practices tailored to your POP group, as well as tools & resources

Thank you