HC Brand Package by Vicki Lloyd

Highlands Circle United Wayâ&#x20AC;&#x2122;s Young Leaders

Highlands Circle

Brand Brief United Way of Asheville and Buncombe County January 30, 2012, updated July 11, 2012

Contents The History The Position Statement

The Brand Identity

The Competitive Advantage

The Big Idea

The Target Market

The Key Competitors The Research

Highlands Circle

The Primary Activities

The History Highlands Circle was established in 2004 as a special initiative to increase Leadership Giving among community leaders 40 years of age and younger.

events and networking and community engagement opportunities, as well as volunteer projects through Hands On Asheville-Buncombe.

membership of 140. Highlands Circle and Hands On Asheville-Buncombe’s 2010 School Supply Drive provided 667 children with fully-stocked backpacks.

It was designed to further philanthropy and volunteerism in emerging leaders of our community and offered social, educational and community service opportunities for its members.

All Highlands Circle events were developed to help improve members’ leadership skills, business networks and community awareness.

Highlands Circle awarded the first Circle of Fire award in 2008 to honor an emerging leader in our community who advances the work of United Way and the community at large by demonstrating inspirational leadership in philanthropy and volunteerism. The award was also given in 2009 and 2010.

Throughout the year, members enjoyed a number of exclusive members-only

In 2010, Highlands Circle giving made up 3.7 percent of United Way’s annual campaign, with $193,827 from a

1984: The Peaks Society is formed to recognize donors giving $1,000+ annual gifts to United Way ABC. 1990: The local

2000: First Call for Help (later 2-1-1) becomes 5th nationally accredited information and referral center in nation.

Tocqueville Society was formed to recognize donors giving $10,000+ annual gifts to United Way ABC.

Highlands Circle

2004: Highlands Circle is formed to engage donors age 40 and under giving $1,000+ annual gifts to United Way ABC.

2003: United Way ABC

reopens The Volunteer Center (later Hands On Asheville-Buncombe)

2008: Jason Ingle receives HC Circle of Fire Award; United Way ABC launches LIVE UNITED.

2007: Leadership

Givers make up 50% of the annual campaign; Campaign surpasses $6 million.

2010: Allan Morse receives HC Circle of Fire Award; United Way ABC launches Middle School Success focused initiative.

2009: Brian Turner receives HC Circle of Fire Award; United Way ABC adopts Education, Income and Health focus areas; HC Step Up Program begins, running through 2010.

The Position Statement

Highlands Circle connects and engages philanthropic young leaders who want to make a significant impact in their community. This United Way affinity group engages members through networking, volunteerism and leadership development. Unlike similar organizations, Highlands Circle connects membersâ&#x20AC;&#x2122; financial giving and their active involvement in their community in order to create long-lasting, positive change in peopleâ&#x20AC;&#x2122;s lives.

Highlands Circle

Because young professionals’ travels often take them to places beyond their own hometowns, they seek opportunities to meet with other young professionals across the country who share their interests in improving lives.

The Primary Activities Young professionals are just ascending their career ladders and seek opportunities to interact with people of influence in their communities. Because United Ways already engage people of influence in their communities they can provide young professionals with the opportunity to learn from people who are already established and successful in their careers.

Networking

Networking: Developing relationships with other

Volunteering is not a new phenomenon for young professionals, as many young people have had to perform community service for graduation requirements.

Volunteerism

In fact, young people under the age of 40 volunteer at higher rates than the overall population, with 79 percent of young leaders indicating they volunteer compared to 65 percent of the general population.

• encouraging participation in Highlands Circle and United Way giving, advocating and volunteering activities. Members feel a connection with one another through common experience, and prospective members feel welcome and invited to become part of the change.

Highlands Circle

Leadership Development Professional/Leadership Development:

Providing members with opportunities to grow professionally, enhance their leadership skills and recognize the importance of philanthropic giving helps members significantly impact their community by: • expanding their understanding of the power of philanthropic giving and the responsibility of stewardship.

young, active community investors helps members significantly impact their community by: • building on the power of collective action, bringing members together around common issues.

Volunteerism: Improving the condition of others without

expectation of compensation helps members significantly impact their community by: • offering volunteer projects specifically for Highlands Circle members and prospective members around improving community Education, Income and Health conditions in partnership with Hands On Asheville-Buncombe. • sharing other Hands On Asheville-Buncombe projects that members and prospective members may participate in as a group, with their families and friends or as individuals. • coordinating special Highlands Circle volunteer initiatives, such as the School Supply Drive, with Hands On Asheville-Buncombe.

• increasing their access to information on challenges facing organizations and individuals in our community and solutions to address them. • increasing their access to community leaders who are creating positive community change. • encouraging their participation in United Way committees and board so they may become the organization’s future leaders.

The Target Market: Young, Active Community Investors Under 40 Age Group: Membership in the Highlands Circle affinity group is for active investors in their 20s

and 30s. Couples whose combined gift is $500 or more may remain active in Highlands Circle until the youngest partner reaches age 41. Members will be asked to consider increasing or maintaining a leadership gift ($1,000 per year) prior to aging out of Highlands Circle, so they may transition into membership into The Peaks Society.

$500 Giving Level: Members must make a financial gift to United Wayâ&#x20AC;&#x2122;s Community Investment Fund of $500 or more per year. This giving level reflects a commitment to creating community change appropriate for the age range of the group. Those giving $500-$999 per year will be considered members of the Highlands Circle affinity group, and those giving $1,000+ per year will be considered members of the Highlands Circle affinity group as well as Peaks Society members (Leadership Givers).

Active Involvement: Although Highlands Circle does not set guidelines for member engagement, regular

participation in monthly activities is encouraged. Monthly activity (networking, volunteer opportunity or leadership development), will center around an issue in United Wayâ&#x20AC;&#x2122;s Education, Income and Health focus areas. Highlands Circle recognizes that young investors want to do more than write a check; they want to get their hands dirty, and they want to connect with like-minded peers and community leaders committed to making a difference.

What is an affinity group?: Affinity groups within the United Way system are collaborations of donors with shared interests who are committed to significantly improving the quality of life in the region through focused philanthropic giving, advocacy and volunteering.

Unlike giving societies, such as The Alexis de Tocqueville Society or The Peaks Society, whose memberships are based solely on giving level, an affinity group gives members the opportunity to help make change happen and enhances their development as individuals and as community leaders. Rather than offering exclusive events and engaging a select few, affinity groups strive to be inclusive of as many young, active community investors and prospective members as possible to grow membership, encourage networking, volunteerism and leadership development, so members can significantly impact their community and develop future Leadership Givers.

Highlands Circle

The Research United Way Data: Membership in Highlands Circle grew steadily in the years following its 2004 establishment, reaching a high of 180 members.

Membership began declining in 2009, and only 56 Leadership Givers have indicated their intention to be members in 2011. (This indication is made on the pledge card, where Leadership Givers elect to participate in Highlands Circle by stating they or their partner is age 40 or younger). In 2010, the Highlands Circle attrition rate was 30 percent, nine points higher than for overall Leadership Givers. This is likely due to the more frequent family and/or job changes occurring in this demographic. In November 2011, the committee and staff reexamined the purpose and perception of Highlands Circle to reverse trends of low participation and energy. Data was collected from a member focus group, information from other United Ways, background on other local Young Professional organizations and personal, anecdotal evidence. Highlands Circle programming was scaled back in 2011 to allow for a strategic rebranding process, the results of which are reflected in this brand brief.

Highlands Circle

Other United Ways: Young Leaders programs have sprung up across the country as United Ways look

for ways to recognize, involve and expand their base of younger donors. While a Young Leaders program will look different from community to community, they are all focused on giving these young, active community investors the opportunity to personally experience the impact of United Way by engaging them through various events. These events are usually a combination of social activities, educational/networking opportunities, recognition functions and volunteer projects. In 2008, almost 100 United Ways had a Young Leaders program. Most have the following elements in common: age cap at 40, giving level of $500 or less and offer a combination of social, educational, recognition and volunteer activities. The three main focus areas of the groups are considered to be Connect. Serve. Lead. (These are the three attributes already being used locally by Young Professionals of Asheville (see page 8).

The Research Focus Group: In November, 2011, 15 Highlands Circle members participated in a focus group to answer questions about the direction of the group. In addition, 29 members completed the same questions in an online survey. Highlights include:

• Members did not feel the $1,000 giving level was too expensive for themselves, but cited it as the number one reason they do not ask their friends to get involved with Highlands Circle. Networking/ social interaction and giving back to the community were the main aspects they share with others. • Many members feel the 40 year old age cut off should be better enforced and want the membership to better include the 20-30 age range. Several of those who did not share this view admitted they were approaching the cut off age themselves and that having more engagement through The Peaks Society would help them leave Highlands Circle at age 40. • In ranking aspects of Highlands Circle, philanthropic giving was most important, followed by ability to impact change in EIH, Volunteerism, Networking and Leadership Development, in that order. • Members did not want to focus on a particular impact area, but rather wanted Highlands Circle activities to reflect the variety of interests of the group, offering something for everyone each quarter. • Members have mixed feelings about the existing logo, but agreed they would like to see a tagline to describe what the group is about. • Members do not feel they receive too many communications from Highlands Circle and would like a centralized place to few the events calendar for the year.

Highlands Circle

The Key Competitors Asheville Affiliates: “The Asheville Affiliates is a group of young

professionals who partner with local non-profits annually to host fund raising events. Founded in 1999, we have raised awareness and over $250,000 dollars for the Asheville nonprofit community. We rely on sponsorship within our community and volunteers to reach our goals! The Asheville Affiliates have partnered with the following non-profits: The Pisgah Center; Friends of the WNC Nature Center; Slow Foods Asheville; Asheville Area Arts Council; Asheville Greenways, Asheville City Market; Junior Achievement; Green Opportunities; All Souls Counseling Center; Asheville City Schools Foundation; Asheville Community Theatre and many more. The organization’s board/members help four non-profits selected through a competitive application process throw parties/events that will raise awareness and funds for their causes. Tickets for events are generally $25/$30 at the door and include food, beer, wine and entertainment. Event themes and elements differ, with some including raffles and silent auctions, information stations, music, jugglers, dancers and more. The group’s slogans are “Parties with a purpose since 1999” and they encourage members to “Think of us as a support system for Non-Profits.” There is no membership requirement listed on the groups’ website, blog, Facebook group page (769 members) or newsletter. Members are notified of quarterly events and encouraged to attend those events they find meaningful and/or interesting.”

Highlands Circle

The Key Competitors Young Professionals of Asheville: â&#x20AC;&#x153;YPA is a non-profit

organization created by the Asheville Chamber of Commerce connecting young adults in order to better lead and serve the greater Asheville community. YPA focuses on connecting young professionals (21-40 years old) in WNC through community and social events. Developing Professionals: As young adults, we seek to engage with and learn from seasoned professionals on topics related to development within the business world. Our professional events provide opportunities for growth in leadership, mentorship, discussion and networking. As a valued business affiliation, YPA enables future community leaders to learn, grow and mature in our careers and aspirations. (Activities: Morning Networking & Professional Speakers, Annual Lunch and Learn Seminars, Leaders on Board (pairing members with non-profit board opportunities), Job Postings on Facebook) Fostering Connection: YPA is an outlet for interacting with other young professionals monthly throughout the city. Our social events facilitate a body of peers to support and encourage personal and professional growth in a relaxed, casual environment. (Activities: Monthly Socials, Annual Signature Event (Members Only), Sports Events, Group Outings) Serving Others: We strive to positively impact our cultural landscape by fostering a desire in YPA members to serve and contribute to the greater Asheville community. Our members are dedicated to serving a variety of socially conscious organizations on a monthly basis. (Activities: ABCCM Cook & Serve, MANNA Pack-N-Sort)

Highlands Circle

Membership dues are $20 per year, although membership is optional. Nonmembers may participate in most events at no charge or pay only the cost of the event (i.e. food, drinks). Members are included in a YPA directory, may serve on the YPA board, receive discounts on event costs, may be profiled in newsletter, have a YPA nametag and may add the YPA logo on their company website.â&#x20AC;?

The Competitive Advantage Differentiation Statement (part of Position Statement): Unlike similar organizations, Highlands Circle connects members’ financial giving and their active involvement in their community in order to create long-lasting, positive change in people’s lives. Key Points of Differentiation: United Way’s Highlands Circle is unlike any similar local organization in the following areas:

• Highlands Circle was created on a financial investment model rather than a dues or event fee model. • Members make a much higher level of financial commitment to community change, and Highlands Circle holds philanthropic giving as an important aspect of its Leadership Development activities. • Networking, Volunteerism and Leadership Development programming are designed to connect members to their United Way investment in the areas of Education, income and Health. • United Way’s focus on results allows members to see how the long-lasting impact investments are making in the community. • Highlands Circle connects young, active community investors both with one another and with community leaders making an impact in our community. • United Way, 2-1-1, Hands On Asheville-Buncombe and Middle School Success offer Highlands Circle members information on needs and services provided in our community, the challenges faced by our neighbors and the solutions available to overcome barriers because of their unique role in community change. • As United Way further develops its Advocacy work, Highlands Circle members will have the opportunity to raise their voices and participate in efforts to change policy or improve systems of service for those in need.

Highlands Circle

Therefore, United Way sees other programs for young professionals as complimenting its work and encourages Highlands Circle members to participate in any or all other organizations, such as Asheville Affiliates and YPA, in which they have an interest.

The Brand Identity Full-Color Brandmark: Highlands Circleâ&#x20AC;&#x2122;s symbolic logo incorporates a mountain

range within the three overlapping circles. Each circle is a gradation of a different logo color, drawn from the United Way color palette, to represent the three activity areas of Networking, Volunteerism and Leadership Development. The tree represents the core strength of Highlands Circle - a commitment to philanthropic giving. Silhouettes of male and female active, young adults are used to broaden the groupâ&#x20AC;&#x2122;s appeal to diverse audiences. The full-color version should always be used on electronic media and whenever possible in print.

One-Color Brandmark: In cases where full-color production is not possible, the logo

may be used in an alternative black version.

Special Use Brandmark: In cases where printing on colored or unusual surfaces, the logo may be used in an alternative white version. It should be bound by a black stroke.

Unacceptable Uses: Although the scale of the logo will vary from application to application, the proportions should never change. The logo should never be

stretched or distorted in any way. Parts of the logo should not be extracted and used individually. New elements or words should not be added to the brandmark. The color, arrangement and shape of the logo should never be altered.

Highlands Circle

The Brand Identity Tagline: Highlands Circle’s tagline, “United Way’s Young Leaders” is a simple statement identifying the group’s origin (United Way) and describing the group’s

category (Young Leaders). Symbolic logos for organizations whose name does not explain their purpose need a straightforward, explanatory tagline, such as Highlands Circle’s. The tag line must always appear as a lockup with the brandmark, however the phrase can be used independently in other material to describe the group.

Action Areas: Highlands Circle’s three action areas should be named in the following order: Networking, Volunteerism and Leadership Development. They are not

part of the brandmark and should not be added to it; however, the words should be used consistently throughout the group’s communications.

Typography: Highlands Circle’s brandmark shares United Way of Asheville and Buncombe County’s LIVE UNITED heading font Trade Gothic, providing continuity

between the two organizations. The Highlands Circle brandmark softens the application by using lower case/capitalized rather than capital case. The lines of the group name and tagline are justified. In all other communications:

for headings use

trade gothic bold condensed no. 20 or no. 18

For body copy use the Meta family of fonts in sentence case. Use the complete range of styles and weights available as needed, for example: Meta Book Roman; Meta Book Italic; Meta Bold Roman; Meta Bold Italic. For numbers, use Meta Expert to ensure that the characters are consistent in height, for example: 123456789. Justify paragraphs with the last line aligned left (as this example shows.

justify all lines of headings

For correspondence or day-to-day communications, use Calibri, the default font for Windows.

in capital case Highlands Circle

For electronic communication, use the default font of the system (often Verdana), as these are designed for optimal screen usability.

The Brand Identity Color Palette: Highlands Circleâ&#x20AC;&#x2122;s color palette is taken from the United Way LIVE UNITED primary, secondary and tertiary color palettes. The colors should be used

consistently across executions.

Spot: Pantone Black C:0 M:0 Y:0 K:100 R:0 G:0 B:0 HEX: #000000

Spot: Pantone Black 75% C:0 M:0 Y:0 K:75 R:80 G:80 B:80 HEX: #505050

Spot: Pantone 282 C:100 M:85 Y:35 K:0 R:0 G:0 B:100 HEX: #000064

Spot: Pantone 187 C:10 M:100 Y:80 K:30 R:180 G:20 B:40 HEX: #b41428

Spot: Pantone 152 C:0 M:60 Y:100 K:0 R:245 G:120 B:20 HEX: #f57814

Spot: Pantone 7500 C:10 M:10 Y:35 K:0 R:230 G:215 B:170 HEX: #e6d7aa

United Way Blue

United Way Red

United Way Orange

Spot: Pantone 287 C:100 M:74 Y:0 K:0 R:16 G:22 B:127 HEX: #10167f

Spot: Pantone 179 C:0 M:85 Y:89 K:0 R:254 G:35 B:10 HEX: #fe23oa

Spot: Pantone 143 C:0 M:34 Y:86 K:0 R:255 G:150 B:0 HEX: #ff9600

Spot: Pantone 7500 50% C:0 M:3 Y:15 K:3 R:240 G:230 B:200 HEX: #f0e6c8

Spot: Pantone 179 50% C:0 M:40 Y:50 K:0 R:255 G:150 B:125 HEX: #ff967d

Spot: Pantone 143 50% C:0 M:15 Y:50 K:0 R:255 G:200 B:125 HEX: #ffc87d

Spot: Pantone 7500 0% C:0 M:0 Y:0 K:0 R:255 G:255 B:255 HEX: #000000

United Way Lt. Blue

Spot: Pantone Black 50% C:0 M:0 Y:0 K:50 R:150 G:150 B:150 HEX: #969696

Highlands Circle

Spot: Pantone 659 or 287 50% C:55 M:40 Y:0 K:0 R:124 G:129 B:184 HEX: #7c81b8

The Brand Identity Executions: A striped background using various widths and colors from the palette along with a black text box and white text should be used on Highlands Circle materials, particularly through the roll out, to present a unified design.

2012 Leaders in Giving Book

introducing ...

the new

highlands

circle

Web site calendar

affinity group

Highlands Circle connects and engages philanthropic young leaders who want to make a significant impact in their community.

Facebook page

By engaging members through networking, volunteerism and leadership development, we connect members’ financial giving and their active involvement in their community to create long-lasting, positive change in people’s lives.

ready to get

involved? Highlands Circle United Way’s Young Leaders

Highlands Circle

2012 Highlands Circle Brochure

Highlands Circle

Rollout Communications Plan United Way of Asheville and Buncombe County February 14, 2012

Contents The Web site The Facebook Page

The Timeline

The Big Idea

The Rollout Event & Other Events

The Media Relations

Highlands Circle

The Other Social Media

The E-newsletter The Rack Card & Membership Form

The Web site Highlands Circle’s Web site presence will live on United Way’s Web site, www.unitedwayabc.org, under the tab GIVE to the right of the rotor image. Currently, Highlands Circle has one subpage under the heading Leadership Giving. Upon becoming an affinity group, the page will be pulled out from under that heading and be a subpage unto itself. The Highlands Circle Web site presence will be the hub of communication. It will serve as the place with the most comprehensive information about the group, and other media, such as Facebook and e-newsletters, will link back to it. New content can be shared via the Latest News feature on the homepage and be shared through RSS as well. This single source strategy will serve to drive traffic to the Web site, and metadata will be added to the pages to attract those searching for ways to get involved.

Features of the Highlands Circle Web site presence will include: • Overview of the affinity group/membership requirements • Highlands Circle activity areas - networking, volunteerism, professional/leadership development • Calendar of Events (by quarter if not for the entire year) • Social Media links (to media center) • Archived e-newsletter links (to media center)

United Way of Anytown

uniQue apart

united

our families, even the person next to us. Real change won’t happen without you. Sign up today at liveunitedanytown.org. togetHer communities,

GIVE. ADVOCATE. VOLUNTEER.

LIVE UNITED ®

uniQue apart

united United Way’s homepage, www.unitedwayabc.org.

Highlands Circle

togetHer

We come from different places. We come to different conclusions. But underneath it all, we share a passion for improving the human condition. When we Live United, we create real, lasting change in the building blocks of life: the education, income and health of our communities, our families, even the person next to us. Real change won’t happen without you. Sign up today at liveunitedanytown.org.

GIVE. ADVOCATE. VOLUNTEER.

LIVE UNITED ®

Location of Highlands Circle subpages

The Facebook Page Highlands Circle’s current Facebook page will be updated to reflect the change to affinity group while the transition is made from personal page to an official page. The original personal page was set up incorrectly, and, after the correct style page is created, current friends will be invited to visit the new official (formerly called “fan”) page and click “like” to follow the page. Once the transition is complete, the personal Highlands Circle page will be removed.

United Way’s Highlands Circle

Highlands Circle United Way’s Young Leaders Society

The decision to create an official page as opposed to a group or community page is based on three factors: • Group pages are not indexed in Google • Facebook takes over administration of Community pages that get very large • Official pages are customizable and multiple administrators can maintain full control over them. The Facebook page will be used to create a two-way conversation about community issues, United Way’s work and Highlands Circle activities. The Highlands Circle page will be administered by United Way staff and will be subject to the organization’s E-communications Policy.

Highlands Circle

Highlands Circle Facebook Official Page - demo

The Other Social Media

Twitter newsfeed showing 2-1-1 Tweet

Photos from Highlands Circle events will be hosted by Flickr in a Highlands Circle album in the United Way account, and any videos created for Highlands Circle will be hosted on YouTube on the United Way channel. Highlands Circle had a Twitter account set up a few years back, but it was not utilized and was eventually deleted. At this time, Highlands Circle does not generate enough content to support a Twitter presence. Should this decision be revisited, a first step could be to link the Highlands Circle Twitter account to the Facebook official page and have status/tweets delivered to both social media. Highlands Circle also has a LinkedIn account that was never fully utilized. It is a possibility to revive this social media presence, as it could help meet the activities of professional/leadership development and networking. However, a clear purpose and strategy for its use would need to be developed to justify the work of maintaining another social media presence for the group.

Volunteerism

Highlands Circle United Wayâ&#x20AC;&#x2122;s Young Leaders Society

Highlands Circle pages will be administered by United Way staff and will be subject to the organizationâ&#x20AC;&#x2122;s E-communications Policy.

Highlands Circle

Highlands Circle current LinkedIn page - demo logo

The E-Newsletter Highlands Circle will send out a quarterly e-newsletter to its membership via Constant Contact is a similar format to the current United Way monthly e-newsletter.

Highlands Circle E-newsletter - demo

United Way’s Highlands Circle

The e-newsletter will be used to share • Quarterly events notifications with links to Web site for more information, to rsvp • Highlights from the past quarter’s events, with links to the Flickr page for photo sharing

Highlands Circle United Way’s Young Leaders Society

April - networking Social

The e-newsletter will be released on March 29, June 28, September 27 and December 5. Highlands Circle pages will be administered by United Way staff and will be subject to the organization’s E-communications Policy. May - conversations with community leaders

HIghlands Circle information, particularly information about membership, may also be shared in the United Way monthly e-newsletter or the 2-1-1 and Hands On Asheville-Buncombe e-newsletters.

march - roll out event

Highlands Circle

June - volunteer project

The Rack Card & Membership Form A new rack card will be produced for Highlands Circle, to be included in campaign mailings, personal calls and meetings, workplace rallies, information booths and other promotional settings. The card will incorporate the key messages of Highlands Circle’s strategic rebranding, including: • What is an affinity group? • Highland’s Circle membership requirements • Activity areas - Networking, Volunteerism, Professional/ Leadership Development • Photos • Web site, social media addresses Art Direction will take its lead from the United Way Duos campaign, taking two people from different backgrounds and different looks who come together around a common purpose through United Way. This language will be the basis of content for the Web site presence as well as Loaned Executive presentation language and other United Way print material, such as the annual report, Leadership Giving book and Community Investment Fund Results brochure. A separate document, a membership form, will be created to capture information on every member as he/she selects to participate in Highlands Circle, including date of birth and other important information for our records.

Highlands Circle

Highlands Circle United Way’s Young Leaders Society

Highlands Circle Rack Card - demo

The Media Relations

Highlands Circle

IA D E M

IA R ELEA SE MED

It will be important to consider the appropriateness of open invitations to events in the media before issuing announcements, as we want to make sure the organization’s purpose and membership expectations are clearly represented to prospects and the public.

AS E L E R

Other media releases and media advisories will be sent as appropriate to promote: • Networking events to prospective members • Networking events to publications with “Out and About” photo sections • Volunteer efforts, such as the school supply drive, to encourage donations or other participation • Professional/Leadership Development events, such as Conversations with Community Leaders to prospective members • Professional/Leadership Development events, such as Conversations with Community Leaders to publications with“Out and About” photo sections • Community Calendar listings • Circle of Fire Award winners • Other special recognitions • Others as appropriate

The media will be notified of Highlands Circle’s strategic rebranding and new membership guidelines through a media release created to coincide with the roll out event.

The Rollout Event The rollout event is a perfect opportunity to share the results of the strategic rebranding process with those who participated in the process (former committee members and survey and focus group participants) as well as interested members, board, staff and other volunteers. Content for the rollout event may include: • Acknowledgement of participants • Introduction of new committee and chair • Overview of the strategic rebranding process • Sharing new membership guidelines • Sharing the three activity areas - networking, volunteerism and professional/leadership development • Sharing expected outcomes of the changes • Discussing the communications plan and transition strategy • Unveiling the new/modified logo and tagline • Networking • Light refreshments and beverages This event is tenatively planned for April to kick off the year’s event schedule. It’s date and location are to be determined.

Highlands Circle

The Other Events Details for the year’s event calendar will be determined as early as possible and promoted quarterly.

In addition, each activity will include a component of United Way’s focus on Education, Income or Health as well as its efforts around Giving, Advocacy or Volunteerism. These activity focuses will also serve to attract members who are interested in specific aspects of United Way’s work and engage them at least once a quarter. United Way’s staff will conduct event planning, with feedback and support of the Highlands Circle committee. Each event will be planned based on a Pre-Event Planning Tool being completed and a planning meeting held. Purpose, audience, content and measurable goals will be set for each event, and volunteers will be given tasks prior to, during and following each event to connect with Highlands Circle members and prospects and encourage their participation.

Highlands Circle

2012 Schedule

A draft schedule has been created, balancing each of the three activity areas - networking, volunteerism and professional/leadership development - so that each type of activity is held once a quarter. This will serve to attract members who prefer specific aspects of Highlands Circle activities and engage them at least once each quarter.

January February March

Soft Rollout - Networking

1st Quarter April

Rollout - Networking

May

Volunteer Project

June

CWCL - Prof/Lead Dev

2nd Quarter July August

School Supply Drive - Vol CWCL - Prof/Lead Dev

September

Social - Networking

3rd Quarter October

Philanthropy Panel - Dev

November

Volunteer Project

December

Social - Networking

4th Quarter

The Timeline

2011-2012 Strategic Rebranding Proposed OCTOBER

Data Analysis NOVEMBER Research; Member Survey; Focus Group

Highlands Circle

DECEMBER

Rack Card & Membership Form Printed; Rollout Event Held; Media Release Distributed; UW Annual Meeting & Annual Report Mention

Present to UW Board JANUARY

FEBRUARY

Community Investment Fund Brochure Mention; Plan for promoting HC in the Workplace/ LE Speeches

MARCH Logo/Tagline Chosen; Web Site & Social Media Updated/ Metadata Added; Quarterly E-newsletter Released

APRIL

MAY Leadership Giving Book Mention

JUNE

Strategic Rebranding Focus Group Guide Highlands Circle Nov. 10, 2011

Role of Facilitator Arrive at the focus group early to be prepared when participants arrive Become familiarized with this focus group guide Keep participants focused, engaged, attentive and interested. Use limited time effectively Politely/diplomatically enforce ground rules, limiting side conversations and encouraging all participants to speak Be prepared to explain or restate questions Diffuse and pre-empt arguments Be a good listener, observer and speaker, fostering open/honest dialogue Remain impartial and be sensitive to gender and cultural issues, power among/within groups Explain participantsâ&#x20AC;&#x2122; rights, confidentiality Obtain written consent to participate At the end, give participants contact information for who to contact with questions Debrief with note takers, time keepers and staff and share your insights from observing the group

Role of Note Takers Arrive at the focus group early to be prepared when participants arrive Become familiarized with this focus group guide Know where all supplies are located and where ground rules are written (on flip chart in the room) Assist facilitator in greeting participants, answering questions Record major themes, ideas, comments and observations regarding group dynamics in hand-written notes on provided Note Taking Form, keeping all papers Debrief with facilitator, time keepers and staff and share your insights from observing the group

Role of Time Keepers Arrive at the focus group early to be prepared when participants arrive Become familiarized with this focus group guide Follow along with the questions in the guide, referring to the times allowed for each question Use the times to notify the facilitator when it is time to move on to the next question Debrief with facilitator, note takers and staff and share your insights from observing the group

Welcome Script    

Welcome participants, invite them to have coffee/refreshment, share the location of restroom Introduce the facilitators, note takers, time keepers and observers Overview of how Highlands Circle is an important component of The Peaks Society Explain the purpose of the group and how information will be used

(The group will then break into three and the focus group will begin)

Facilitator Script   

Thank you for participating in the focus group. Introduce (again) yourself as Facilitator and the Note Taker and Time Keeper as well as staff/observers Explain confidentiality/ right not to participate: * Participation is voluntary and there are no consequences for refusing to answer specific questions * Communicate how information obtained during the focus group will be used * Please ask any questions you have at any time * I may ask follow up questions during the focus group to draw our more information from you. However, if you do not want to elaborate on a topic, you do not have to * Should any personal information be revealed will be kept confidential among staff and volunteers * We as the facilitators, note takers and time keepers are respectful of the rights of participants to hold values, attitudes and options that differ from our own.

(Pass out consent form, collect them in a basket)



I’d like to now go over the ground rules. Here are some ways the group can proceed smoothly and respectfully for all participants: * Only one person talks at a time. * Confidentially is assured. “What is shared in the room stays in the room.” * It is important for us to hear everyone’s ideas and opinions. There are no right or wrong answers to questions – just ideas, experiences and opinions, which are all valuable. * It is important for us to hear all sides of an issue – both the positive and the negative. * It is important for all participants to be equally represented and respected – male and female members, younger or older members, active and inactive members etc. * Are there ground rules that aren’t included here you would like to add to the list?

We’ll now begin with the questions (See Question Form)

Consent to participate in focus group study as a part of Highlands Circleâ&#x20AC;&#x2122;s strategic rebranding effort The purpose of the group discussion and the nature of the questions have been explained to me. I consent to take part in a focus group about my experiences, including some ways to improve the services of Highlands Circle. I also consent to my comments being recorded via hand-written notes. My participation is voluntary. I understand that I am free to leave the group at any time. If I decide not to participate at any time during the discussion, my decision will in no way affect the services I receive with Highlands Circle or United Way of Asheville and Buncombe County. None of my experiences or thoughts will be shared with anyone outside of United Way of Asheville and Buncombe County and Highlands Circle committee volunteers unless all identifying information is removed first. The information I provide during the focus group will be grouped with answers from other people so I cannot be identified.

(Please Print Your Name)

(Please Sign Your Name)

(Date)

(Witness Signature)

(Date)

Focus Group Questions (2 min) DEMOGRAPHICS/ Question 1 (Write-In Response) “This is a write-in response question. Please take the notepad at your place and write “Question 1” across the top of the page and number down the left side 1 through 6. These are demographic questions, so please feel free to answer these questions if you like on your page: How many years have you been a part of Highlands Circle? Are you currently serving on a Highlands Circle committee? Gender? Age Range? 20-29, 30-39 or 40+ Marital Status? Single or Married Do you have Children? “ When you have completed your response, please put your paper in the basket.”

(8 min) HC BRAND/ Question 2 (Write-In Response) “This is a write-in response question. Please take the notepad at your place and write “Question 2” across the top of the page. You will have two minutes to write your response to the following question: How would you describe Highlands Circle to a friend? Now, on the same paper, write the answer to the following questions: What are some of the aspects of HC you think are most appealing to your friends? What aspects of HC do you think would be less appealing to your friends? When you have completed your response, please put your paper in the basket.”

(5 min) HC BRAND/Question 3 (Verbal Response) “Currently Highlands Circle membership is made up of Leadership Givers – donors who give $1,000 or more each year to United Way – who are age 40 and under. Describe your thoughts on the age range of Highlands Circle members. (Probe) How does this impact the feel or tone of the group?”

(5 min) HC BRAND/ Question 4 (Verbal Response) (Display the HC logo) “Take a look at the Highlands Circle logo. What kind of organization do you perceive Highlands Circle to be by looking at this logo? How accurate/inaccurate is this perception?”

(5 min) HC BRAND/ Question 5 (Poll Question) “This is a poll question. Take the notepad and write “Question 3” across the top of the page. Then, write down the following words down the center of the page: “Leadership Development, Philanthropic Giving, Volunteerism, Networking and Impacting Change in EIH.” To the right of the words, please rank these elements in order of Highlands Circle’s focus on them. In other words, how important do you feel each element is to the Highlands Circle program? 1 is most important, 5 is least important. Leadership Development _____ Philanthropic Giving _____ Volunteerism _____ Networking _____ Ability to impact change in Education, Income and Health _____ (Prompt) (Verbal Response) Now look at the list. Tell us how would you rank these elements in terms of their importance to you? In other words, what on this list is most important to you?

What excites you about the elements Highlands Circle offers? What expectations do you have about Highlands Circle that haven’t been met? Please put your paper in the basket.”

(5 min) HC BRAND/ Question 6 (Verbal Response) “Other organizations have Young Professional Associations or groups. Think of a Young Professional Association or group you belong to or are aware of other than Highlands Circle. What makes Highlands Circle different from these groups? (Prompt) Do you feel these differences are positive or negative?”

(5 min) FINANCIAL COMMITMENT/ Question 7 (Verbal Response) “How did you make your choice to become a Leadership Giver to United Way? What factors did you consider? Whom did you consult? (Prompt) ”Was this a difficult decision for you? Why/Why not?”

(5 min) FINANCIAL COMMITMENT/ Question 8 (Verbal Response) “How do you feel about the requirement of a $1,000 Leadership Gift to be a member of Highlands Circle: too high, too low or just right?”

(5 min) VOLUNTEERISM/ Question 9 (Verbal Response) “If Highlands Circle were to offer regular volunteer opportunities for its membership, how often would you likely participate? (Prompt) What are some of the factors you consider when deciding if you will participate in a volunteer project?”

(5 min) NETWORKING/ Question 10 (Verbal Response) “If Highlands Circle were to offer regular networking events, what features would you like those event to incorporate?”

(5 min) LEADERSHIP DEVELOPMENT/Question 11 (Verbal Response) “If Highlands Circle were to offer leadership development opportunities for its members, what kinds of opportunities would you like to have? (Prompt) Would you be interested in participating on the Highlands Circle committee? (Prompt) Would you be interested in being on other United Way committees or the Board of Directors?”

(5 min) COMMUNICATION & ENGAGEMENT/ Question 12 (Verbal Response) “How often do you receive communication from Highlands Circle? (Prompt) Is this too often, too rarely or just right? (Prompt) What is the best way to communicate with you – e-mail, letter, phone call, text, other?”

(3 min) COMMUNICATION & ENGAGEMENT/ Question 13 (Poll Question) ““This is a poll question. Please take the notepad at your place and write “Question 4” across the top of the page. Please write each of the Highlands Circle events, activities or meetings you have attended in the past year. I’ll list the events for you: Mystery in the Mountains – Oct. 2010 MANNA Packs for Kids Volunteer Event - Nov. 2010 Holiday Networking Social at Bonefish Grill – Dec. 2010 MANNA Volunteer Event – Jan, Feb, Mar, Apr, May 2011 Conversations with Community Leaders – July 2011 Hands On School Supply Sorting – Aug. 2011 Tocqueville/Highlands Circle Social at the Hilton – Aug. 2011 Leadership Giving Prospecting Event at AB Tech – Sept. 2011 None Then, please write the one thing about the event you remember. When you have completed your response, please put your paper in the basket.”

(5 min) COMMUNICATION & ENGAGEMENT/ Question 14 (Verbal Response) “Upon receiving an invitation to an event (be it volunteer opportunity, networking event, committee meeting, etc.), when do you usually decide you will attend? (Prompt) How much notice do you need to be able to attend an event?”

(5 min) COMMUNICATION & ENGAGEMENT/ Question 15 (Verbal Response) “What do you think are the best days of the week, times of the day to hold a Highlands Circle event (be it volunteer opportunity, networking event, committee meeting, etc.)?

(Prompt) How would you like Highlands Circle events to be shared/communicated with you? (Prompt) What are the best locations for events? What Highlands Circle events were at locations you enjoyed? What Highlands Circle events were at locations you didn’t enjoy?”

(5 min) COMMUNICATION & ENGAGEMENT/ Question 16 (Verbal Response) “Which of United Way’s three focus areas – Education, Income or Health – has the most meaning/connection to you? (Prompt) Could you elaborate on the reasons these focus areas are important to you? Are there specific issues within this focus area that are important to you?”

(5 min) COMMUNICATION & ENGAGEMENT/ Question 17 (Verbal Response) “Do you feel Highlands Circle should develop its volunteer opportunities, events, activities, etc. around a specific issue within United Way’s Education, Income and Health focus areas (meaning Highlands Circle would make a long-term commitment to a specific issue)? Or would you prefer these events to be developed around a variety of issues within the focus areas (Highlands Circle would offer flexible, onetime events)?”

TOTAL 83 min. (1 hr. 23 min) on questions plus facilitator script before and after questions. That completes our focus group today. Thank you for their time and contributions. The information you have shared is valuable for this project. If you have any questions, please feel free to contact Victoria McDowell on staff at United Way at 255-0696.

Note Taking Form Instructions: Please use this form to record the proceedings of the focus group. Notes should be extensive and accurately reflect the content of the discussion, as well as any salient observations of nonverbal behavior, such as facial expressions, hand movements, group dynamics, etc. Please specify which focus group you are recording: ___ Conference Room 1 ___ Conference Room 2 ___ Conference Room 3

Date: ________________________________________________________________________________ Name of Note Taker: ___________________________________________________________________

DEMOGRAPHICS/Question 1

HC BRAND/Question 2

HC BRAND /Question 3

HC BRAND /Question 4

HC BRAND/Question 5

HC BRAND/Question 6

FINANCIAL COMMITMENT/Question 7

FINANCIAL COMMITMENT/ Question 8

VOLUNTEERISM/Question 9

NETWORKING/ Question 10

LEADERSHIP DEVELOPMENT/ Question 11

COMMUNICATION AND ENGAGEMENT/ Question 12

COMMUNICATION AND ENGAGEMENT/ Question 13

COMMUNICATION AND ENGAGEMENT/ Question 14

COMMUNICATION AND ENGAGEMENT/ Question 15

COMMUNICATION AND ENGAGEMENT/ Question 16

COMMUNICATION AND ENGAGEMENT/ Question 17

APPENDIX - Focus Groups From Omni Research and Training, Inc. “A focus group is a data collection procedure in the form of a carefully planned group discussion among about seven to 10 people plus a moderator and observer, in order to obtain diverse ideas and perceptions on a topic of interest in a relaxed, permissive environment that fosters the expression of different points of view, with no pressure for consensus.” Focus Group Benefits – Insights trigger the sharing of others’ experiences; gain direct information from those invested in the issue; provides a representation of diverse opinions and ideas; provides a low cost/efficient way to generate a great deal of information. Focus Group Limitations – Can have facilitator bias; discussions can be sidetracked or dominated by a few vocal individuals; information may have limited generalizability to a whole population.

Building Rapport * Individuals are being invited to participate in focus groups because they are viewed as possessing important knowledge about particular experiences, needs or perspectives that we hope to learn more about. Let participants know that you are there to learn from them. Expressing this to participants helps to establish a respectful appreciation for valuable contributions that they will make. * Become familiar with some of the critical issues affecting the community represented by participants. It is necessary to have a basic awareness of sensitive issues so you do not offend or insult participants unknowingly or unintentionally. * It is important to present yourself as a researcher rather than a friend. This formality communicates to participants that their participation is important and contributes to the community. Your role during focus groups is not that of a good conversationalist or a friend who provides feedback, but a professional. Strike a balance between being too formal (intimidating) and too casual (not to be taken seriously).

Listening * Show you are listening by leaning in, looking directly at speakers or nodding at appropriate times. This will also encourage participants to become more engaged with the process. * Maintain neutrality. Show you are listening and interested, but do not express agreement or disagreement with their remarks. Use “Thank you, that is helpful” instead of “I can’t believe it!” or “You really think that?” * If participants sense you have an opinion, they may want to change their responses so they will seem more socially desirable. * Allowing silence encourages elaboration by participants, giving them a chance to think about what they want to say. Balance keeping the conversation moving with allowing adequate time to share.

Question Format * Probing/Clarifying questions – “Please tell me about…” “Could you explain what you mean by…” “Can you tell me something else about…” “What do you mean by the word…?” “How do you define…?” “Can you give me more detail about…” “Can you give me an example of…” (Do not say “So you’re telling me that…right?” “Don’t you think…? which is leading) *Interrupt as little as possible. * To probe for a fuller, clearer response – repeat the question (to give more time to think); pause for the answer; repeat the reply; ask when, what, where, which, how questions; use neutral comments (“anything else?”) * Using probes to clarify reinforces the fact that the respondent has expert knowledge, based on their direct experiences with the topic you want to understand. * To encourage all participants to speak, address questions directly to them; give nonverbal cues (look in another direction or stop taking notes if one goes on too long); intervene, politely summarize the point, refocus the discussion. * Minimize the group dynamic of pressure to conform to a dominant view point. “We have had an interesting discussion, but let’s explore other ideas of points of view. Has anyone had a different experience that they wish to share?”

Time Management * Structure the interview in such a way that you elicit a complete response to questions, probing insightfully so you get the level of detail you need within the time frame you have established. * Listen for segue opportunities to the next question. * Mention that your time together is waning and you want to make sure you have time to get to a few other topics. * If you do run out of time, be sure to use the remaining time asking and exploring only the most important questions remaining.

Facilitation Team * The facilitator uses the Guide to lead the discussion; obtains verbal consent * Note taker(s) watch the clock and help facilitator keep the conversation on track. They also make hand-written notes and observations during the discussion. Notes should be extensive and accurate and include nonverbal behavior such as facial expressions, hand movements, group dynamics. * Observers may sit in the room as non-participating members of the facilitation team and participate in the debrief, sharing their observations.

HC Web Site

HC Facebook

what is

Highlands Circle United Way’s Young Leaders

an affinity group?

“Change brings opportunity.” Nido Quebein In early 2011, committee chairs and United Way staff reexamined Highlands Circle’s purpose to make sure it was serving an important role in the community and furthering the mission of United Way. What came out of the strategic rebranding process was a fresh, innovative group designed to be highly inclusive. It also now has a unique niche among the service and leadership offerings for our community’s young professionals. The new, improved Highlands Circle is now an affinity group for active community investors in their 20s and 30s who give $500 or more annually to United Way. Highlands Circle will engage members through networking, volunteerism and professional/ leadership development opportunities that connect members’ financial giving and their active involvement in their community in order to create long-lasting, positive change in people’s lives.

2011 HIGHLANDS CIRCLE Committee Community Involvement

Leadership Development

Kelly Brandon, Chair Greg Sullins, Chair Scott Workman Allison Jordan Stephen Aiken Matthew Maultsby Eric Michael

Membership Engagement

Paige Littlejohn, Chair Jamie Taylor Chris Caldwell Brian Gillespie

2012 HIGHLANDS CIRCLE AFFINITY GROUP CHAIR:

PAIGE LITTLEJOHN

“We are so excited with the new direction of Highlands Circle

and hope that after reading through the changes we’ve made that you will spread the word with friends, family and coworkers. We believe that this unique affinity group will give young professionals a meaningful way to invest in their community and an active way to help create long lasting change. All while connecting them with other fun, interesting people. “Thank you to the 2011 committee members who planned the programming last year. And a special thanks to the 2011 Highlands Circle members who provided their input during the strategic rebranding.”

H I G H L A N D S

Affinity groups within the United Way system are collaborations of donors with shared interests who are committed to significantly improving the quality of life in their region through focused philanthropic giving, advocacy and volunteering. Unlike giving societies, such as The Tocqueville Society or The Peaks Society, whose memberships are based solely on giving level, an affinity group gives members the opportunity to help create long lasting change and enhances their development as individuals and as community leaders.

Rick and Kristy Allemang Curtis and Heather Alley Will and Althea Aycock Ricky Babaoff Angie and Dan Baechtold Himanshu Karvir and Swati Patel Norma Beaty Sean Kerschen Shane Robichaud and Clint and Ashley Lasher Lauren Bradley-Robichaud Jeff and Cherie Ledford and Kelly Brandon Jonathan Paige Littlejohn Scott T. Burnette Vicki Clark and Chad Lloyd Waite Scott and Jennifer Dan and Loizzo Chris and Jennifer Angela Crawford Rick and Rebecca Manske Sarah M. Davis Samantha and Michael Chris and Betsy Dixon David Traci Meyer Tad andand Ellen Dixon Eric andand Mary Michael Amanda Derek Edwards Sara and Mukunda Pacifici Ashley H. Ensley Rich and Leigh Pettus Fisher III Mr. and Mrs. E. Thomas Dr. Christie Posner Todd and Amy Fowler John Alan Reed Michael and Elizabeth Freeman Brian Repass and Sandy Feutz Hank and Sarah Garbee Alex and Lynn Mr. Jason BoyerSchneider and Melanie T Shelton Mrs. Sandra Garcia Boyer Eric Stelter Gast and Valerie True Jason Greg and and Leah AnnaGillespie Sullins Brian Erich andPamela Delise Talley Chad and Griffin Doug Mr. andTate Mrs. W. Neal Hanks, Jr. Amanda and Taylor Stephanie andJon Chris Harkleroad Benjamin and Haley Teague Kevin and Jennifer Hefner Tara and Dennis Theodossis Sarah K. Hendricks Robyn and Lee Thomason Walter Quincy Hill Hannahand E. Webb Bradley Wendy Hines Jed and and Laura Bree Welmaker Rob Hooks David A. Wiggins William and Tara Irby Brian Young Himanshu Karvir and Swati Patel

2011 highlands circle members Rick and Kristy Allemang Curtis and Heather Alley Will and Althea Aycock Ricky Babaoff Angie and Dan Baechtold Norma Beaty Shane Robichaud and Lauren Bradley-Robichaud Jonathan and Kelly Brandon Scott T. Burnette Scott Clark and Jennifer Waite Chris and Angela Crawford Sarah M. Davis Chris and Betsy Dixon Tad and Ellen Dixon Amanda and Derek Edwards Ashley H. Ensley Mr. and Mrs. E. Thomas Fisher III Todd and Amy Fowler Michael and Elizabeth Freeman Hank and Sarah Garbee Mr. Jason Boyer and Mrs. Sandra Garcia Boyer Jason Gast and Valerie True Brian and Leah Gillespie Chad and Pamela Griffin Mr. and Mrs. W. Neal Hanks, Jr. Stephanie and Chris Harkleroad Kevin and Jennifer Hefner Sarah K. Hendricks Walter Quincy Hill Bradley and Wendy Hines Rob and Laura Hooks William and Tara Irby

Sean Kerschen And and one Ashley donor who wishes to remain Clint Lasher anonymous. Jeff and Cherie Ledford Paige Littlejohn Vicki and Chad Lloyd Dan and Jennifer Loizzo Rick and Rebecca Manske Samantha and Michael David and Traci Meyer

C I R C L E

2727

Leaders in Giving Book

Talking Point

tip sheet Giving Societies, Affinity Groups and Loyal Contributors

Talking Point: Membership in giving societies (The Tocqueville Society and The Peaks Society) is based solely on giving level. These donors represent different segments of the population in terms of gender, age, race, sexual orientation, interests... just about everything! What they have in common is their belief in United Way and the work we are doing together to impact Education, Income and Health conditions in Asheville and Buncombe County. Affinity groups are groups of donors with shared interests who are committed to significantly improving the quality of life in the region through focused philanthropic giving, advocacy and volunteerism. At United Way of Asheville and Buncombe County, our affinity group is Highlands Circle, our young leaders. Some United Ways also have affinity groups based on gender, race, sexual orientation or interests. If you have been giving at any level to any United Way for 25 years or more, please let us recognize you. Let us know by notating your Diamond Donor status on your pledge card.

the details: • The Peaks Society - Donors who give $1,000+ each year. Also called Leadership Giving, this is a giving society. • The Tocqueville Society - Donors who give $10,000+ each year. This is a giving society. (These donors are also members of The Peaks Society/called Leadership Givers. They could be members of Highlands Circle if they are age 21-40 and elect to participate.) • Highlands Circle - Donors age 21-40 who participate in networking, volunteerism and leadership development activities and donate $500+ each year. This is an affinity group. (Members who give $500-$999 are not members of The Peaks Society/not called Leadership Givers. Members who give $1,000+ are both Highlands Circle members and members of The Peaks Society/called Leadership Givers. Those who give $10,000+ would be Highlands Circle, The Peaks Society and The Tocqueville Society members.) • Diamond Donors - Donors at any giving level who have given to any United Way for 25+ years. Sometimes called Loyal Contributors. Their giving level determines if they are also members of Highlands Circle, The Peaks Society and/or The Tocqueville Society.

hint: Refer those interested in more information to the Leaders in Giving Book. This publication features Leadership Givers (The Peaks Society (p.10) and The Tocqueville Society (p.4)) as well as Affinity Group members (Highlands Circle (p.26)) and Diamond Donors (p.29). Donors should mark their membership in these groups, or their interest in learning more, on their pledge card. Jennifer Fletcher is staff contact for our giving societies, and Tina Jepson is staff contact for Highlands Circle. Feel free to refer any questions to staff. Th e Tocqu e v i l l e S o c i e t y

United Way’s

The Peaks Society

Highlands Circle United Way’s Young Leaders