B.     FUNDRAISING TECHNIQUES

Workplace giving is the fundraising technique which offers the highest potential, is least likely to compete with existing efforts, enjoys substantial support within the women's community, and is best suited to a collaborative initiative.

The individual donor market is currently the largest funding market in Canada with the highest potential. Workplace giving or payroll deduction is a cost-efficient and ongoing source of untapped revenue for women's groups and would in no way compete with local and provincial women's groups' endeavors. The technique also offers opportunities for increasing profile and visibility so valued by women's groups.

Our research indicated that women's groups are hesitant about workplace giving because of a lack of experience with the technique. Although women's groups are more attracted to special events, they also support those techniques which are the most cost- effective and which do not compete with current activities.

Opportunities of Workplace Giving

• The average gift is high -- some estimates are as high as $ 125 annually
• It is an untapped market for women's groups that has enormous long-term potential
• Payroll deduction is a less painful way of giving
• Many workplaces are accustomed to giving
• Cost efficient
• Favorable profile building during employee presentations
• Easy vehicle for donors to give through
• Gives donors more choice
• Allows everyone to give regardless of amount
• Ongoing, predictable cash flow
• Potential for strong public relations
• The more fundraising that is done the more everyone benefits
• Recent studies reveal that more employees would give if choice is increased
• Attracts new supporters
• Recruits and involves volunteers

Challenges of Workplace Giving

• The employee market is shrinking due to the economy
• It takes three to five years to make money and close to ten years for substantial revenue generation -- growth is slow
• It requires a very strategic approach and ongoing commitment from members and the federation
• Access is very difficult
• Competition with United Way efforts
• Recipient organizations have difficulty developing personal relationships with donors
• It requires staff, time, resources, extensive network of volunteers and a tremendous amount of work
• Employer/employee and participant groups' education requirements are enormous due to existing payroll deduction plan
• Corporations are interested in direct service on a local level
• Donee organizations must demonstrate results involving community problems
• Recession has decreased donations
• The value of alternative funds will be questioned constantly
• Organization/staff may lack expertise
• Majority employee support is a critical factor in success
• Members need to have charitable status

Chrow

Gibson

Omidvar