KPMG's numbers tell the story

A potent cocktail of education, communication and motivation proved to be the right mix for KPMG's workplace giving campaign. Employees at the Seattle branch of the accounting and consulting firm raised $336,668 versus a goal of $250,000 and participation was 72% versus a goal of 70%.

The results are doubly impressive considering that last year, participation at KPMG hovered around 22% and the campaign netted $106,000.

"We really believe in being involved in our community, both as an organization and as individuals." KPMG's Managing Partner, Bob Carlile, said. "We take pride in everything that we do and knew we could do better with our workplace campaign."

Several of the firm's partners took a personal interest in running a successful campaign. Among the most involved were Ann Nelson, Karen Saunders, Lynette Richmann, Jim Yerges and Rich McCune. Their leadership provided a powerful example for their staff.

KPMG held a drawing as part of its campaign, and one of its partners donated a stay at his townhouse in Mexico as the grand prize. Two other partners added airfare for two to the prize package.

As extra enticement for people to exceed KPMG's campaign goals, the Seattle office leaders, also known as the "FAZ 5," promised to sing "Born To Be Wild" at KPMG's United Way campaign celebration event.

"That personal touch and support from partners was very key," Carlile said. "It helped engage people and build a sense of ownership and pride about the campaign."

The partners asked some of its high-profile clients to record voicemails encouraging staff to participate in the campaign. These included Gates Foundation Co-Chair, Bill Gates Sr., Costco Wholesale CEO, Jim Sinegal, and Weyerhaeuser CEO, Steve Rogel.

KPMG also focused on educating its employees about the impact their donations could make in the community. The company invited United Way of King County Resource Development Officer, Gary Rose, to talk to staff about the value of giving back and community results United Way could deliver.

Campaigners at KPMG made sure that employees were aware of important campaign details, such as due dates for giving. They used e-mail, voicemail and meetings to relay information.

"Tell them, tell them and tell them again about the opportunity and what it can mean for the community," Carlile said. "United Way is an organization that provides accountability, oversight and effectiveness. It uses money wisely and directs it towards the needs."

"Once people understand what their giving can do, it's easier for them to give."

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