directly - Institute of Fundraising

2012 Payroll Giving Conference
I am very proud of our payroll giving scheme,
which is one of the largest in the UK, providing
charities with a vital source of sustainable
Sir Michael Rake, Chairman, BT
Going for Platinum - BT
• Overview of BT’s Payroll Giving scheme
• Objectives/Targets for 2011/12
• Activities during 2011/12
• Results 2011/12
• Plans for 2012/13
• Payroll Giving going forward
Overview of BT’s Payroll Giving scheme
• Set up 25 years ago
• Core to our CSR programme – bedrock of a responsible business
• Open to all employees (UK, Ireland and the US)
• Employees can give to any charity with direct donations to
charities of their choice, via CAF accounts or group accounts
• 11,600 donors giving c£2.6million
• BT pays the admin costs and £1m matching contribution/our
largest CSR programme
Overview of BT’s Payroll Giving scheme Ctd
• A win (for business), win (for employees) win (for charities)
“GAYE is a great regular
and easy way to donate”
BT Employee
“Thank you for the fantastic amount that BT people
have raised for Macmillan Cancer Support. You
couldn’t be more right when you say that GAYE
donations provide charities like ours with a source
of sustainable income. This money enables us to
plan ahead and help us achieve our ambition to
reach and improve the lives of everyone effected by
cancer.” MCS
Objectives/Targets for 2011/12
• End to end review of the programme
• Develop and deliver a communications and promotional plan
• Enhance and relaunch website
• More donor engagement
• Chairman engagement
• Increase in donor numbers
• Increase in revenue
• Increase in building promotions
• Increase in pride in BT’s Payroll Giving scheme
• Go for Platinum Quality Mark
Activities during 2011/12
• End to end review of Payroll Giving - interfacing with all
stakeholders to identify efficiencies and enhancements to drive up
donor numbers and improve customer satisfaction
• Payroll Giving paper to the BT Board - updating on end to end
review, progress against zero cost activities and funding request
for new activities
• Development of a programme plan - including a comms plan and
promotional plan; secured buy in from key stakeholders
• Development of a comms plan for the year – include promotion of
the different ways of giving eg benefits of a CAF account
• Identified and drove promotions at core times - bonus period,
Christmas, New Year and Valentines
• Developed banner ads to place on other intranet sites, linking to
Payroll Giving site – including payslips
Activities during 2011/12 Ctd
• Increase in building promotions – targeted new and existing
donors and Manpower staff
• New building opportunities – identifying buildings with the largest
footfall and new promotional opportunities
• Targeted networks – including apprentices and graduates
• Cross promotional opportunities – including positioning Payroll
Giving as part of all employees’ remuneration package; payslip
• Refreshed collateral – aligning with the brand; also sourced love
heart sweets for promotional events
• Improved the donation form – streamlined the form, enhanced
formatting to speed sign up and provided links to a search of
charities, postcode look up and predictive text to save time.
Activities during 2011/12 Ctd
• Re-freshed and re-launched Payroll Giving website – more user
friendly, improved navigation and new features including vox pops
featuring employees and charities
• Engaged donors more – focus groups, thank yous, questionnaires,
team presentations, promotions etc
• Engaged BT Chairman more – thank you emails to all donors at
year end and relaunch of the website
• External engagement – letters to charity beneficiaries, promotion
to charities sending unsolicited letters for funding, profile in our
annual report, press etc
Results 2011/12 (baseline 2010/11)
• Increase in total donors – up 49% from 1622 5o 2421
• Increase in new donors – up 43% from 1096 to 1569
• Increase in Manpower donors – up 19%
• Increase in donations at bonus time – 180% increase in July cf
• Increase funds raised through payroll - £624,305.44 additional
annual income, surpassing last years record of £549,761
• Increase in building promotions – 73% increase
• Increase in pride score – up 11.8% from 76-84%
Results 2011/12 Ctd
• Secure Platinum award – RESULT!
Plans for 2012/13
• Build on successes from last year - create new opportunities;
internal and external learning's
• Develop a rolling comms plan – first comms of the new financial
year celebrated the 25th anniversary of payroll giving
• Exploit new social media opportunities - blogs and tweets;
proactively source information
• Further engage BT’s Chairman - agreed this year to put his name
and signature to thank you emails going out to new donors
• Employee payslip enhancement - test results
• Further engage individual business units – set targets
• Identifying external engagement opportunities – press, charity
newsletters, speaking to corporates etc (Platinum status provides
additional credibility)
Payroll Giving going forward
• Opportunity with a difficult economic climate to present payroll
giving differently
• Barriers to sign up can provide new ways of thinking by constantly
engaging and listening to stakeholders
• Standard comms as part of BT’s remuneration package and
mainstream activity
• Exploit technology and social media
• Flag to those leaving the business
• Promote to suppliers/customers
• Opt in scheme – top 150 senior managers/those on 50% tax
• Campaigning and working together
• Untapped potential!
Better Future

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