VIRTUAL CONSUMER SHOW: UNITED WAY WWW.INXPO.COM Industry: Nonprofit organizations Location: Cincinnati, OH Virtual Events Are Now A Reality at United Way Overall Campaign Objectives: New economic realities require new strategies for nonprofits. • Increase participants (10,000 new donors) and dollars ($62mm) in a challenging economy. Situation: 50% over the last 20 years. He knew this would require moving beyond the limitations of a traditional campaign Results: • Increased reach of the launch event United Way’s annual campaign historically focuses on and enlisted a team of innovators from P&G and United • Increased media coverage of launch event working with large employers to distribute pledge Way to rethink fundraising and reach new and younger by 215% cards urging their workers to contribute. However, this audiences. • 85% of attendee survey respondents plan to approach has been showing signs of weakness, evidenced contribute and 43% plan to increase their gift by a steady decline in the total number of donors over Solution: this year the last several years and little, if any, growth in its annual • 69% of attendee survey respondents learned campaign since 2005. The new strategy was designed to build on its strengths something new about United Way and 86% plan in the workplace campaign with a stronger digital effort, to tell others about the event and the campaign With the changing nature of the workplace, the growth in using social networking tools such as Facebook and • 465 people attended the launch event, the number of nonprofit organizations and increasing ways Twitter, enlisting bloggers, and creating an online “virtual” representing 196 companies. to easily donate to a wide range of charities, United Way environment by InXpo to launch and educate the of Greater Cincinnati recognized the need to explore new community about United Way. ways of doing its fundraising and raising awareness of its impact goals. Departing from its traditional campaign launch format, the team worked with InXpo to kick off the annual fundraising When P&G Chairman A.G. Lafley assumed leadership campaign via a virtual environment. It enabled users to of the campaign in 2009, his research revealed the steep circulate from the main hall to video presentations by A.G. challenge presented by the slippage in donors: the number Lafley and others as well as chat online and share their of individual donors had declined 33% in 10 years and United Way experiences. For additional information contact: David Kaz | email@example.com | (312) 962-3732. VIRTUAL CONSUMER SHOW: UNITED WAY WWW.INXPO.COM “I think that everyone involved did a fantastic job! It was creative, innovative, and engaging. It was nice to be able to directly speak with our agency contacts, and other agencies, as well.” It allowed anyone with a personal computer to access a Nearly 70% learned something new about the United Way, presentation by Lafley and hear the announcement of the goal. 78% were satisfied or very satisfied with the experience and 55% of attendees indicated this first-ever virtual “P&G shared the virtual event concept with United Way as a way to expand both the reach and impact of this year’s event exceeded their expectations. 42% opted to receive campaign,” said Charlotte R. Otto, campaign vice chair and updates on progress throughout the campaign. newly retired global external relations officer at P&G. Results: Comments included, “Great use of celebrities who were clearly engaged and provided wonderful interaction. This unique virtual strategy and platform not only reached new audiences, but also brought more media attention to Excellent comments from staff to welcome and the United Way of Greater Cincinnati kickoff than ever. acknowledge various key customers and partners.” Media impressions increased by 215%. “Terrific way to educate folks!” “People are always surprised when they realize that United Way and its agencies touch nearly everyone in our “I thought it was fun and creative! “ community,” said Lafley. “In this spirit, we wanted to get more people involved in the campaign than ever before “I only planned to make a quick visit for 10 minutes, and and the virtual kickoff was just one way to do it.” ended up spending over an hour.” A total of 465 people attended the event, representing “I think that everyone involved did a fantastic job! It was 196 companies. Over 85% of the attendees planned to creative, innovative, and engaging. It was nice to be able contribute to United Way this year, with 43% planning to INCREASE their gift. 55% said they’d volunteer their to directly speak with our agency contacts,and other time and 85% plan to share their experience with others. agencies, as well.” For additional information contact: David Kaz | firstname.lastname@example.org | (312) 962-3732.