A campaign fuelled by perseverance and generosity

The Jury was particularly impressed by:

• Renewal of Ultramar's campaign's strategies to send into overdrive a campaign that was already high performing.
• 17% increase in employee and Leadership donations, which propelled the average donation to $305 and included $38,000 raised through original and motivating activities.
• Outstanding participation rate of 96%, up 2% over the year before.
• Mobilizing effect of the personal involvement of the president, who met with all employees during a special campaign launch activity, facilitated their involvement, and raised awareness by encouraging attendance at presentations by agency speakers and participation in agency visits.
• Efficiency of the campaign committee which was directed by two co-chairs and composed of 16 members representing every employee group at the company in order to encourage healthy competition among co-workers.
• Well established Leadership Giving campaign with personal involvement of the president, who organized a special lunch to solicit potential donors: leadership donations advanced by 13% due to an increase in the number of Leaders and the average donation.
• New means of communication (intranet) and strategies used to promote payroll giving.
• Establishment of a retirees' committee to encourage their participation.
• Perseverance demonstrated in attaining all set goals.