Boosting participation and optimizing administration helps Macy’s deliver on a major giving objective.
Macy’s, Inc. believes strongly in giving back to local communities. Their contributions, leadership, and volunteer efforts help create stronger, healthier communities where customers and associates live and work. One key element of their substantial contribution is their annual United Way campaign – a large-scale effort widely promoted within the company, with marketing materials, events, and a cross-functional team that coordinates efforts throughout the company’s network of stores and support offices.
Our annual challenge is to create an effective and engaging campaign that communicates Macy’s commitment and United Way’s efforts, creates a sense of urgency, and builds a sense of community among Macy’s associates.
Sanger & Eby designed and developed a sophisticated online donation system that enabled associates across the U.S. to securely pledge online and donate via cash, check, or payroll deduction. The United Way Donations system integrates with Macy’s employee authentication system, enabling users to log in and make pledges easily. Donation data provided to Macy’s payroll team enables execution of the payroll deduction option in a streamlined, efficient way.
Streamlined data feeds into payroll system
In addition to choosing how and when to donate, participants have the ability to designate local recipients for their donations through the system, allocating them to any of 1.5 million charities nationwide. A partnership with micropayments provider FrontStream distributes the funds to appropriate charities, minimizing the effort required by the Macy’s payroll team for a more effective use of resources.
Macy’s United Way goals are ambitious, and progress against goals is tracked on an overall basis as well as by department and at the individual employee level. Behind the scenes, a robust reporting tool updates in real-time with pledge numbers and goal percentages, providing executives with the ability to track their group’s donations and benchmark versus other groups – critical information that enables them to manage and motivate teams accordingly.
To create engagement and make United Way campaigns more fun for employees, Sanger & Eby designed and developed a sophisticated online auction system that enabled associates across the U.S. to bid on items donated, with all proceeds going to Macy’s, Inc.’s United Way campaign.
We further streamlined the auction site by regionalizing auctions developing the ability to conduct separate auctions at the local level across multiple divisions - increasing efficiency and decreasing shipping requirements for delivery. An administrative backend enables users to upload auction item photos and descriptions as well as track payments and deliveries.
To promote the campaign, Sanger & Eby develops a logo each year and designs supporting marketing collateral including flyers, posters, website assets, pledge forms and displays, driving high levels of awareness and helping Macy’s achieve its goals for supporting United Way.
The annual campaign, online auction, and donation system have been a resounding success for Macy’s, building awareness and facilitating participation in ways that help Macy’s achieve its ambitious objectives for United Way as well as driving high levels of energy, employee engagement, and a sense of community among Macy’s associates.
The online systems designed and developed by Sanger & Eby have dramatically reduced administrative overhead, provided executives with critical tools and data to motivate their teams appropriately, and helped Macy’s meet and exceed its objectives for United Way campaign, helping fund the organization’s important work in communities across the U.S.