FEDEX + UNITED WAY | Fundraising

The United Way campaign, the FedEx Corporation’s annual signature employee-giving program, generates more than $10m in contributions every year. But in 2008, with the country in recession, the fundraising goals that had been set the previous year looked unattainable. At a time when communities were in most need, employees and their families also faced increased financial challenges. FedEx needed to retool the campaign to meet targets.

AlleyCat devised a complete overhaul of the campaign, creating a more emotional call to action that resonated with employees in a personal way. “Be the Difference” strengthened the connection between employees and community organizations working at the grassroots level. Our integrated campaign architecture provided a consistent look, feel and message to FedEx facilities across the country, creating the sense that employees were part of a large movement grounded in strong local roots.

The campaign exceeded all targets for that year—in contributions, volunteer hours and engagement.