Knopfel & McKeown: Notes
Enhancing Employee Communications
Ameristar Cares Community Relations and Workplace Giving Campaign
Denice McKeown and Mike Knopfel were co-chairs of Ameristar Casino St. Charles' 2004 Ameristar Cares workplace giving campaign that shattered property, management and company expectations. It set the prototype for all Ameristar properties. Ameristar St. Charles eclipsed its goal of $100,000 on the first day of the three-week campaign and had 45 percent participation by its 1,923 employees - well above the national average for workplace giving participation.
At the May 2005 PRSA-St. Louis luncheon Knopfel and McKeown talked about the use of employee communications as a means to challenge employees and enhance community relations.
What's the Campaign Story?
- Five Charitable Organization Choices
- Three Week Campaign
- Property and Corporate Driven
Pledge participation increased from 14 percent ($34,000) in 2003 to 45 percent ($152,500) in 2004. Dollar for dollar, all donations were matched by Ameristar Casino St. Charles and its CEO matched donations to SSM Rehab for a total campaign contribution of $383,000.
What is Ameristar Cares?
Ameristar Cares offered five pledge choices: SSM Rehabilitation, Operation Food Search, Community Health Charities, United Way, and Ameristar Cares Sunshine Fund. A company that strives to be an employer of choice, Ameristar Casino kept under consideration that 90 percent of their casino guests come from outside the St. Charles Community. As a result, they wanted to impact the region. Company CEO, Craig Nielson, offered a personal match to SSM Rehabilitation donations after his experience of suffering a spinal cord injury. Community Health Charities was selected since it is an organization not necessarily covered by United Way. And the Ameristar Cares Sunshine Fund offered its internal fund to assist team members who experience difficult situations (ie. health, fire, etc.).
Campaign Event Structure
- Kickoff Event: Open Cafeteria
Ameristar demonstrated excitement with $2.50 meals throughout the day. Employees could choose from a beautiful dessert tray and were tantalized by a delicious chocolate fountain.
- Mid-Campaign Event: Employee Trivia Night
To encourage full participation, Ameristar offered an additional sign-up opportunity.
- Closing Event: Oktoberfest Celebration
Along with beautiful pumpkin decor in the casino Blues Bar, Ameristar offered a party and band to celebrate its employee campaign.
Weekly Raffle Drawings
"You gotta give to get," said Knopfel. Three great trip packages were raffled for employees to a variety of destinations: Orlando, FL, New York, NY and Sun Valley, ID. Besides their travel office donating complimentary airfare, their property manager donated hotel stays. As a bonus, winners received non-vacation time as a benefit to enjoy their holiday.
How did it all start?
A company-wide campaign initiated by CEO, Craig Nielson, matched employee pledges dollar-for-dollar. The CEO, too, matched all pledges to SSM Rehabilitation. Four co-chairs were selected and educated, including those in Human Resources to maintain sensitivity to financial donations. Frontline employees were recruited to lead committees in each department for various venues and shifts (six Midwest properties). A total of 40 team members were sent invitations to speak with their St. Charles team members. Because of quality communications, education and commitment the campaign was a success.
COMMUNICATION
Weekly Internal Newsletter
Ameristar began early with advance stories and the Ameristar Cares logo. They included personal columns by senior management with board members who matched financial contributions. The campaign was clearly explained to educate, and it incorporated the use of graphics to generate excitement. $100,000 was eclipsed on the first day of the campaign and employees were kept informed along the way.
Employee Campaign Packets
Packets contained information about Ameristar partner's, the Ameristar Cares campaign, and pledge cards. In addition, all partners received information about the campaign.
Special Ameristar Cares Newsletter
This campaign centered communication piece featured information on the Ameristar Casino partners and employees helped by its partners. It discussed where the money was going, how it helped and even profiled one team member who was the recipient of SSM benefits after surviving a brain aneurysm.
EDUCATION
Committee Meetings
Rolled out in July, weekly meetings allowed time for committee members to learn about selected campaign partners. Committees were educated with partner collateral, partner videos, and agency field trips. Not only did meetings provide insight to Ameristar employees, but committee members were available in company shirts to answer questions.
Manager & Employee Meetings
Managers and employees were routinely educated by committee members with: Dedicated Ameristar Cares Special Newsletter and Partner Videos.
COMMITTMENT
• Corporate and CEO - this surge of commitment was a big help!
• Senior Management
• Senior Management
• Management
• Co-Chairs
• Committee Members
• Employees
What did we learn?
Ameristar Casino learned the crucial campaign component of offering choices. They delivered the message early and often. Value was found in educating committee members and employees by way of filtering the message down. Support needs to be tapped from your corporate office and senior management.
Keep costs low and utilize your vendors. Ameristar Cares budget was $3,000; consider the use of things already in place. Make it simple and keep it fun. For example, consider online giving capability. Continually celebrate campaign results. And don't discount the "human touch." It's all about the people.
One Step Further
Ameristar Casino continues with "post-campaign" projects and communications. Their inside look at employees helped by the campaign is both motivational and inspirational. Ameristar Cares and its relationship building is kept alive with campaign partners throughout the year.
Notes Reported by: Dawn DeBlaze, PRSA-St. Louis Board Director
 
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