1. The Inside Story on Payroll Giving
Anissa Msallem, WaterAid

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

3. 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

4. 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 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!

5. 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!