1. sports
2. walking

A How to Guide
Harrisburg
Produced by Highmark Blue Shield specifically for use with the
Highmark Walk for a Healthy Community
Written by J. L. Ruediger/last edit November 2013
1
Table of Contents
Task List and Timeline
Section One
November and December: Internal Support
Section Two
December and January: Creating Promotion and Recruitment Plans
Section Three
February-April: Registration, Recruitment and Coaching
Section Four
May and June: Pulling it all Together
Section Five
Resources for Getting Organized and Raising Money
Committee Descriptions
Board Pledge Form
Creating a Walker Coaching Plan
Combating the Economy and Overcoming Common Obstacles
Sphere of Influence Exercise
E-mail Topics and Scripts
Section Six
Promotion and Marketing Toolkit
Section Seven
Walker Resources
Team Captain Kit
Teambuilding and Fundraising Tips
Section Eight
Highmark Blue Shield Contacts
2
Task List and Timeline
Task
Helpful Resources
November – December
Form Walk Committee:
 Assign Tasks, Timelines and Goals.
Inform Board, Staff and Volunteers of
Participation:
 Secure board support.
Provide required information to Highmark
Blue Shield and Fundraising Software for
webpage and brochure creation.
Make decision about online donations.
Suggested Internal Committee Positions
and Descriptions
Board Pledge Form
Highmark Blue Shield monthly meeting, email updates.
Information provided by Highmark Blue
Shield and Fundraising Software
Company.
December – January
Create Promotional Plan:
 E-mail communications.
 E-mail signature blocks.
 Brochure distribution (mail, sponsors,
vendors, community partners,
board members’ companies,
volunteers’ companies, etc.).
 Web/newsletter presence.
 Social media.
 Cross event marketing.
 Media partners/story telling.
Create Recruitment Plan:
 Create strategy for past walkers.
 Work with committee on
recruitment tactics and goals.
 Include walker coaching and
communication.
Create Sponsor Plan.
Save the date e-blast provided by
Highmark Blue Shield.
Attendance at January Fundraising
Workshop.
Attend Fundraising Software webinars.
Promotion and Marketing Tool Kit
 Work with Highmark Blue Shield
Corporate Communications on
making the best use of your media
contacts/telling your story.
February-April
Registration Goes Live February 3:
 Begin utilizing online registration
tools.
 E-mail registration link to everyone.
 Distribute brochures.
Continue Recruitment Activities
Walker and Team Coaching:
 Provide walkers and captains with
fundraising tips.
Walk website and Fundraising Software
resources.
Fundraising Software webinars.
Creating a Walker Coaching Plan
Team Captain Kit
Teambuilding and Fundraising Tips
Combating the Economy and
3
Overcoming Common Obstacles
Sphere of Influence
Establish ongoing communication:
 E-mails to check in on team
captains.
 E-mail walkers facts about your
organization and tips for asking
friends and family for support.
 E-mail reminders the week of event.
E-mail Topics and Script
May and June
Continue with Recruiting and Coaching
Event Day Planning:
 Pull registration reports.
 Pack supplies.
 Make plans for money.
 Table display, giveaways, etc.
For June events, continue with coaching
and communications.
Enter money received at event into
system.
Make last push to collect outstanding
pledges after event.
Send thank you e-mails/letters to
walkers/captains.
Use all Highmark Blue Shield and
Fundraising Software resources.
Use all Highmark Blue Shield and
Fundraising Software resources.
Use all Highmark Blue Shield and
Fundraising Software resources.
Use all Highmark Blue Shield and
Fundraising Software resources.
Use all Highmark Blue Shield and
Fundraising Software resources.
Use all Highmark Blue Shield and
Fundraising Software resources.
4
Section One
November and December: Internal Support
5
Internal Walk Committee
Creating internal support is the first step in having a successful walk experience. The
walk coordinator can NOT do this alone.
Make sure that all staff, board members and volunteers have been informed of your
organization’s participation in the walk and what they can do to help.
The walk coordinator will lead the committee. Other members can be staff or non-staff.
It is beneficial to have a board member on the committee if possible.
Current volunteers and top donors make some of the best walk committee members.
They have an existing passion for your mission and have many community connections.
Utilizing the Suggested Internal Committee Positions and Descriptions located in section
five of this guide, decide what positions are most needed for your organization.
Always be honest and realistic with potential volunteers so they know exactly what is
expected of them.
Decide on a meeting schedule. Meet once per month, with updates sent via e-mail.
Once your committee is formed, review the timeline included at the beginning of this
guide, and assign tasks accordingly.
Setting goals for the walk will be the first decisions your committee makes. Assertive but
realistic goals are best.
A good place to start is to set a goal of $100 per walker. Ask your corporate team,
family team and registration chairs to develop goals for recruiting and fundraising
based on this guideline. Together this will help to create your overall walk goal.
6
Board Support
Your board members can be powerful resources in helping you reach your goals. Board
members typically have a wide sphere of influence in their workplaces and community.
Even with this amount of influence, it can be difficult to get a commitment from a
board member.
Your organization’s participation in the walk should be considered to be one of your
major fundraising events of the year and needs to be emphasized to all board
members.
To facilitate 100% board support:

Make sure the board knows about your participation in the walk, what the funds
will support and why it’s important that they participate.

Encourage board members to serve as a team captain.

Ask board members to secure a sponsorship from their employer.

Create a recognition program for board members to show your appreciation.

Use the included Board Pledge Form in section five to formalize their support.
7
Section Two
December and January:
Creating Promotion and Recruitment Plans
8
How will your organization let the community know that you are participating in the
Highmark Walk for a Healthy Community? How will you recruit walkers and teams?
December and January are the months where you will answer these questions by
creating your Promotion and Recruitment Plans.
Attend the fundraising workshop to learn about the most effective strategies.
In order to effectively promote your participation in the walk, the message must be
pervasive inside and outside of your organization.
Use the Highmark Blue Shield e-blast Save the Date message provided via e-mail by
Highmark Blue Shield. Send it to everyone in your donor/volunteer/sponsor database.
Some other ways to promote the walk:
 Utilize the Promotion and Marketing Tool Kit located in section six.
 Encourage all employees and board members to place the date and walk web
link in their e-mail signature block.
 Make sure the e-blast, and later a “registration is open” message, is placed on
the front page of your website and newsletter (web-based or printed).
 Use social media and get the message out on Twitter, Facebook, Pinterest, etc.
Reiterate and send informational updates frequently.
 Make sure to cross-promote the walk at your other events.
 Tell a story. Potential participants want to know what the goal is and how the
funds will be used.
o Give enough information so that potential participants can pass the
information to others.
Brochure distribution
Create a plan now for brochure distribution in February:
 Schedule volunteers to stuff/label brochures to be mailed to donors, volunteers
and sponsors.
 Ask community partners and board members to display brochures in their
business and retail locations. Make sure they distribute internally to their
employees.
 If you are a returning organization, ask your highest fundraisers or team captains
to distribute in their communities and at their work locations.
 Utilize brochures at your other events.
9
Recruitment plan
Promoting the walk is a major piece in recruiting walkers. If you promote the event
consistently and thoroughly you will receive a steady number of participants throughout
the process.
Here are some other tactics that will help to increase registration numbers:
 If you are a returning organization, make sure you reach out to past walkers with
the date and registration information. Give them ideas on how to improve from
last year.

Create lists of possible groups for recruitment of walkers and team:
o Board members
o Staff
o Volunteers
o Current sponsors
o Vendors
o Community partners
o Schools, school clubs, school sport teams
o Area recreational sports teams
o Community and Civic Groups and Clubs
o Places of worship
o Businesses

Map out a daily/weekly plan to reach out to these groups with personal asks, emails and brochures.

Set a goal of acquiring a certain number of walkers and teams each week.
Even with the best promotion and recruitment plan in place you will inevitably
encounter some barriers. When recruiting walkers you will receive as many no’s as yes’s.
Use the tips and talking points in the Combating the Economy and Overcoming
Obstacles sheet in section five to turn a no to yes!
10
Teams
The number one way to increase dollars raised is to increase the number of teams
participating. $$$ MORE TEAMS = MORE MONEY $$$
Following the example in the Suggested Internal Committee Positions and Descriptions
in section five, utilize your Corporate Team Chair and Family Team Chair to reach out to
the groups in the list created in the recruitment phase.
There are three keys to a successful walk team.
1. A motivated team captain
2. Wrap Arounds and Matching Gifts
3. Friendly Competition and Recognition
A Motivated Team Captain
 Share your mission and goals with the team captain. Provide talking points for
them to share with the team about your organization and the Highmark Walk for
a Healthy Community.
 Provide the Team Captain Kit in section seven.
 Help develop a goal for the team. A good start is $100 raised per team member.
Wrap Arounds and Matching Gifts
 Wraparounds are mini-fundraisers that support the main fundraiser and are a
great way for teams to double their funds.
 Encourage teams to host car washes, bake sales, raffles, yard sales, etc.
 Many employers offer matching gift programs. Be sure to have the team captain
ask each walker to inquire at their place of work.
Friendly Competition and Recognition
 Contests within teams and among all teams can provide motivation.
 Encourage team captains to host contests within their teams and provide small
prizes for:
o First walker to get a pledge
o First walker to raise $100
o Every walker who recruits another walker gets entered into a drawing
 Your organization can provide contests among all the teams too, to include:
o First team to recruit 10 walkers, first team to reach their goal, largest team,
highest fundraising team, etc.
 Recognizing all team accomplishments is also important for motivation and
shows appreciations. Recognition can be done via group e-mails, your
organization website and newsletters, appreciation parties, certificates, etc.
11
Sponsor plan
Recruiting corporate sponsors is a great way to increase the funds raised for your
organization.
Sponsors can be secured to:
 Provide prize incentives for your walkers.
 A matching gift for the total amount raised by walkers.
 A flat amount to support the overall walk effort.
Keep sponsorship packages simple, but be creative and offer different levels and ways
to sponsor so that you attract a variety of businesses.
Your organization can show recognition in the following ways:
 Have sponsor logos and messaging on your organization’s website.
 Note contributions and participation in your web-based or printed newsletter.
 Promote sponsors on all communications with walkers/teams.
 Provide recognition at your organizations other events and/or meetings.
 Place signage in your tent on the day of the walk thanking sponsors.
 Include sponsor logos on your walk tent banner.
Don’t forget to ask sponsors if they would also like to put together a walk team!
Many businesses sponsor nonprofit walks as a way to give back to the community. But
please keep in mind they are a business and it is helpful to point out how their
sponsorship can help their business.
Let potential sponsors know that:
 Supporting your organization is a great way to build pride within their company.
 Having a walk team or several competing walk teams builds morale and serves
as a wonderful team building exercise for their company.
 Those you serve and those that are walking for your organization are potential
customers for the sponsor. (Be sure to include why? How so? How many people
will their logo or message reach?)
 By supporting your organization the sponsor is aligning themselves with;
o A long standing, well known and reputable nonprofit or
o An up and coming nonprofit on with which the sponsor could build a
long-term relationship.
Please note:
Highmark Blue Shield does not show recognition of sponsors supporting individual
organizations.
12
Section Three
February-April:
Registration, Recruitment and Coaching
13
February: Registration
Please note the majority of information regarding registration and the online registration
and fundraising software will be presented in monthly meetings, e-mail updates and
through webinars provided by the Fundraising Software contractor.




Registration goes live Monday, February 3.
Make sure you have done everything necessary to hit the ground running.
o Have you placed the link (www.walkforahealthycommunity.org) on your
organizations home page?
o Have you sent out messages announcing when registration opens?
o Are all promotional and recruitment plans in place?
Be sure to attend the special webinars for the online registration system.
o Are you ready to go with online payments?
o Is all the information on the walk website and registration system correct?
o Can you assist your walkers and team captains with establishing
fundraising pages?
Distribute the bulk of brochures this month.
March and April: Recruitment and Coaching
Continue with the recruiting methods outlined in section two until walk day!
Coaching
Coaching gives walkers the tools and support to fundraise effectively.
Create a walker coaching plan from the guide in section five.
Once registrations are coming in, be sure to begin the coaching process by utilizing the
tools in section seven.
 Make sure team captains have the Team Captain Kit.
 All walkers should set a goal of at least $100. Be sure to give them the Raising
money for the walk is easy! flyer
 Review the Teambuilding and Fundraising Tips with walkers and teams.
 Whenever possible engage walkers and teams in discussions using the Sphere of
Influence Exercise in section five. This helps walkers set goals based on the
people in their lives.
 Establish ongoing communications:
o Refer to the Highmark Blue Shield e-mail scripts in section five.
o Check in on team captains.
o Make sure participants have talking points about your organization.
14
Section Four
May and June: Pulling it all Together
15
In May and June, continue recruiting and coaching walkers and teams.
Visit your goals, reassess your plan and make any necessary tweaks.
o Utilize the online reporting tools to track individual walkers and team progress.
Begin making plans for the day of the walk:
o Pull reports for checking in participants.
o Pack supplies.
o Make plans for collecting and storing the money during the event.
o Create a table display, plan for giveaways, etc.
o Participants walking for other organizations will also visit your tents the day
of the event. Make sure you have information about your organization
readily available.
After the walk:
o Send thank you e-mails to walkers/captains.
o Make a last push to collect outstanding payments.
o Enter funds collected into the online system.
o Once your total is finalized, e-mail your participants again with the final count.
o If possible, let them know what you did with the funds (pictures of a new
facility or piece of equipment, participants at a program, etc.).
16
Section Five
Resources for
Getting Organized and Raising Money
17
Highmark Walk for a Healthy Community
Suggested Internal Committee Positions and Descriptions
Below are suggested positions, descriptions and estimated time investments for use in
building your internal committees. The walk coordinator from each organization will
serve as the overall chair. Each chair can also have a co-chair to help complete tasks.
Please note that these are suggestions and should be changed to suit the needs of
your organization. Be up front with volunteers about duty and time expectations.
Corporate Team Chair
A corporate team chair is a business person willing to serve as a role model for
corporate teams and help engage companies to form walk teams.
At a minimum, they agree to:
 Form a team within their company and serve as team captain (5 hours).
 Set a goal of $1,000-$5,000 for their team (a good goal to start with is 10 people
each raising $100).
 Recruit other business teams by:
o Sending e-mails and mailing letters on company letterhead to engage
business contacts, clients, vendors, etc. to join or donate to the team or
form their own team (3 hours).
 Attend internal walk committee meetings (1 hour/month, January-May=5 hours).
 Attend and participate in walk (2 hours).
Time Investment: 15 hours
Family Team Chair
A family team chair is someone in the community that has benefitted from your
organization, is a volunteer, major donor or otherwise involved in your organization that
is willing to serve as a role model for family teams and help engage families to form
teams. At a minimum they agree to:
 Form a team of family, friends, neighbors, etc. (5 hours).
 Set a goal of $500-$1,500 for their team.
 Reach out to families in the community by:
o Sending e-mails and mailing letters to family and friends to join a team,
donate to a team or form their own team (2 hours).
o Distributing brochures and posters (1 hour).
 Attend internal walk committee meetings (1 hour/ month, January-May=5 hours).
 Attend and participate in walk (2 hours).
Time Investment: 15 hours
18
Registration and Promotion Chair
A registration and promotion chair should be someone within your organization, but
can also be a trusted volunteer. This person will assist the walk coordinator in registration
and promotional efforts and will at a minimum:
Learn online system in addition to main walk coordinator (4 hours).
o Assist as needed to monitor registrations.
o Assist as needed to enter incoming cash/checks into system.
 Attend internal walk committee meetings (1 hour/month, Jan-May=5 hours).
 Assist in making sure a plan is created to distribute brochures (1 hour).
 Assist with promotions via e-mail, web presence, social media (1 hour).
 Make sure internal public relations contact has information to promote (1 hour).
 Be responsible for creating a system for checking in pre-registered walkers, day
of registrations, money collection, transportation, depositing, reporting (1 hour).
 Secure volunteers to work the table the day of the event (1 hour).
 Design display for table, preparation/packing of materials (1 hour).
Time Investment: 15 hours

Sponsorship and Incentive Chair
The incentive chair will head up the effort to secure corporate sponsorships and
incentives to be used to encourage fundraising among participants. At a minimum,
they will:
 Work with the walk coordinator on corporate sponsorship package (5 hours).
Ideas to consider:
o Securing corporate sponsors at various cash levels and create recognition
for them in your walker communication, organization website, newsletter,
walk tent, etc.
o Securing corporate sponsors to match funds raised by the walk.
o Securing corporate sponsors to donate prizes to be used for competitions
among walkers/teams.
 Attend internal walk committee meetings (1 hour/month, January-May=5 hours).
 Create a plan for how incentives will be used. For example:
o The first ten people to register receive a pizza or the first person to raise
$100 gets a gift card to Wal-Mart (2 hours).
 Implement and monitor incentive plan to participants (2 hour).
 Decide on appropriate amounts and types of incentives (1 hour).
Time Investment: 15 hours
19
Highmark Walk for a Healthy Community
Board Pledge Form
(Name of organization) is participating in the 2014 Highmark Walk for a Healthy
Community on Saturday, May 17 at Harrisburg Area Community College.
This annual fundraising event will help raise funds for ## local health and human service
organizations. Since Highmark Blue Shield underwrites the event, we get to keep 100
percent of the funds we raise through this event.
Our fundraising goal for the Highmark Walk for a Healthy Community is ($##, ###).
We can’t reach that goal without the support of our board members. Please pledge
your support to this major fundraising effort!
Thank you.
(CEO name and signature)
(Walk coordinator name and signature)
I pledge to support (organizations name) in the Highmark Walk for a Healthy
Community by:
(Check all that apply)
□ Registering for the walk and raising funds as an individual walker.
□ Registering for the walk as a family or corporate team captain .
□ Asking my company to sponsor the walk.
□ Asking my company to match what I raise for the walk.
□ Serving on the internal walk committee.
________________________________________
Name of Board Member
________________________________________
Signature of Board Member
________________________________
Date
20
Highmark Walk for a Healthy Community
Creating a Walker Coaching Plan
For returning organizations
Start by utilizing the tips below and then continue with the items listed under New
organizations.
Divide walkers into “A” and “B” categories with “A” being your highest fundraisers:



What do your highest fundraisers have in common? Are they staff, volunteers or
someone helped by your organization?
These are your level “A” walkers and have the most potential to become more
involved by sitting on the committee, increasing their pledges and creating
teams.
Level “B” walkers are those who are not ready to take a leadership position, but
have the potential to raise more money by utilizing the online system and
improving basic fundraising skills.
o Make sure they understand the online fundraising system.
o Give them more information to connect to your organization.
New organizations
Because you don’t have a list of previous walkers, you will need to base your coaching
on two things:
1. Making sure that your current donors/volunteers who have become involved in
the walk have the fundraising tools they need to be successful. Most of these
walkers already have a connection to your organization and passion for
supporting your mission.
2. Provide new walkers with fundraising tips and tools, along with quick and easy
talking points about your organization so they can build passion to share with
others about why they are supporting your mission.
When a team is created, be sure to reach out to the team captain with a personal email thanking them and provide them with the Team Captain Kit.
To reach everyone involved in the walk (individual walkers, team captains and team
members), create a coaching plan that is based on continual communication using
newsletter, e-mails, mailings or phone calls. Use the Teambuilding and Fundraising Tips,
Combating the Economy and Overcoming Common Obstacles and the E-mail Topics
and Scripts located in sections five and seven.
21
Highmark Walk for a Healthy Community
Combating the Economy and Overcoming Common Obstacles
What your organization can say/do to combat the economy:

Thank your walkers from last year
o Let them know you are counting on them to help those in need by
continuing their support this year.

Be accountable
o Tell them what you did with the money raised last year and what you plan
on doing with this year’s funds.
o Providing specifics makes it easier for people to give. People like
supporting projects, not “overhead” or “administrative” costs.
o Make your cause tangible and relevant.
o Tell a story.

Equate what they are spending now to something they can fund at your
organization
 By giving up your two cups of Starbucks a day for one week you can
provide ## of meals to a family.
 Skip a pedicure and donate that money to the walk.

Put more emphasis on recruitment
o You may need to recruit more walkers to make the same amount of
money.

It’s tax deductible
o Make sure potential participants know that you are a nonprofit and that
their donation is tax deductible.
o Be prepared to provide receipts for their donations.
What to say to potential walkers/team captains to overcome obstacles:
I don’t know anyone.

Use the Sphere of Influence Exercise created by the American Lung
Association in section five to show walkers they know a lot of people who
would like to support a cause that is close to the walker’s heart.
22
I can’t afford to donate.


Try saying this, “It’s great if you can make a personal donation, but you
don’t have to, you can raise funds for our organization by asking others to
donate or by having a car wash or bake sale! Every dollar helps us fulfill
our mission.”
You can also recruit individuals to assist in promoting the walk by helping
to distribute brochures, stuffing envelopes, etc.
I don’t feel comfortable asking others for money.

Walkers aren’t asking for the money for themselves. They are asking for
funds to support a wonderful cause. If walkers share what they know
about your organization and why it means so much to them, people will
support the cause.
I don’t have time to fundraise.



Fundraising doesn’t have to be time consuming. In just five minutes,
walkers can write an e-mail and send it to all of their friends and coworkers.
If they have 30 minutes to spare, they can write, print and mail letters to
everyone in their address book asking for their support. A self-addressed
stamped envelope makes it even easier for people to send donations.
With just a few hours of effort, walkers can plan and host a wraparound
event like a bake sale or car wash.
The weekends are for my family.

All ages and abilities can participate. Walk as a family team and enjoy
the 5K route or One Mile Fun Walk!
I’ll be out of town.

If someone will be out of town on walk day, they can participate as a
“virtual” walker and collect donations just like a regular walker. They can
tell all of their friends and family that the cause is important to them and
they are willing to support the effort even if they can’t be there in person.
23
Sphere of Influence Exercise created by the American Lung Association
The Sphere of Influence is an exercise designed to help team members realize their full
fundraising potential.
It is basically a casual conversation that pulls in all aspects of the team member’s life
and helps establish a list of personal contacts. This exercise helps reach their fundraising
goal.
Here is a list of potential things to cover in the conversation:
1. Tell me about yourself.
2. Tell me about your family.
3. Does a member of your family have asthma or another other lung disease?
4. Where do you work? What is your position there?
5. Tell me about your friends. What do you do for fun?
6. Do any of your friends have lung diseases, asthma, bronchitis or COPD?
7. What types of hobbies/interests do you have?
8. Are you affiliated to a house of worship?
9. Do you send holiday cards?
10. Do you belong to any clubs or organizations?
As you talk with the person, more questions may come up that are not on this list. These
are just guidelines to help you through the conversation. Feel free to make notes during
the discussion so you can remember specific people mentioned.
Once you have completed the questions, take your team member back through the
conversation. Only this time, highlight the people that were mentioned (for example,
family members, friends, co-workers, etc.) When you name a person, discuss with your
team member the potential giving level of that person. Once completed, tally the
results.
It’s amazing what you’ll discover! Your team member will have their initial list of people
to contact and a great look at their fundraising potential.
24
Highmark Walk for a Healthy Community
E-mail Topics and Script
Save the Date (send in December/January)
Save the date e-blast is provided by Highmark Blue Shield
Registration (February)
(Organization Name) is one of ## organizations participating in the Highmark Walk for a
Healthy Community. This annual fundraiser is underwritten by Highmark Blue Shield so
that 100 percent of the funds raised go to the nonprofit of your choice.
The 2014 Highmark Walk for a Healthy Community will be held Saturday, May 17 at
Harrisburg Area Community College.
Online registration is available NOW at www.walkforahealthycommunity.org. Register as
an individual, create a team or join a team. You can even create your own fundraising
webpage and share it with family, friends and co-workers. Register today!
Goals and recruiting walkers (mid to late February)
Thank you for choosing to support our organization in the 2014 Highmark Walk for a
Healthy Community.
This unique event benefits ## local health and human service nonprofits and because
Highmark Blue Shield underwrites the entire event, 100 percent of the money you raise
will go directly to supporting (organization name here)!
Here are a few tips to get you started in your fundraising efforts:
1. Set a fundraising goal of at least $100. It’s as easy as asking 10 friends for $10.
2. Donate yourself. It shows your commitment to the cause!
3. Ask everyone. Friends, family, co-workers and others in your community.
Remember you are asking for a good cause, so don’t be afraid to aim high.
4. Ask early and often so you are not rushed in trying to reach your goal.
5. Build a team. The best way to raise funds for your favorite nonprofit is to build a
“friends and family” team or a company team.
6. Use the tools provided on the online system where you registered. You can
create a webpage for yourself or your team, send out e-mails with a link to
everyone you know and track your progress.
25
Letters and e-mails (March)
The 2014 Highmark Walk for a Healthy Community will be here soon! To make sure that
you reach your goal, try your hand at sending a heartfelt letter or e-mail to everyone
you know.
Tell them why you’re walking for (organization name here). Include some information
about us and your connection to our organization. We’ve included some talking points
below.
Don’t forget to tell them what your goal is and then send it to everyone in your address
book. Include a self-addressed stamped envelope if sending by mail.
You can send your letter via e-mail too, and follow up with e-mails on your progress
toward your goal!
Talking Points
 (Insert your organization talking points here).
Wraparounds (April)
The 2014 Highmark Walk for a Healthy Community is approaching quickly. Want an easy
and fun way to double your donations?
Host a wraparound!
A wraparound is a small fundraiser that benefits the big fundraiser. You could have a
car wash at your local community center or a yard sale with proceeds benefitting the
walk. Have a bake sale at work or maybe a pancake breakfast. Perhaps your boss
would let you auction off his/her parking space for one week to the highest bidder.
The possibilities are endless!
Matching gifts (beginning of May)
The 2014 Highmark Walk for a Healthy Community is just a few weeks away!
So, you’ve sent out your letters, asked everyone you know and even had a wraparound
or two. Now what?
Have you thought about matching gifts? A lot of companies offer matching gifts to
employees who donate to a nonprofit fundraiser. Some will match your personal
26
donation or some will match all the funds you’ve raised. Ask your manager, human
resource department or community relations manager if your company participates.
Don’t forget to have those who donate to you ask their employers too! Before you
know it, you’ve doubled or tripled your donations!
Final ask and walk day highlights (two weeks before the walk)
Just two weeks to go until the 2014 Highmark Walk for a Healthy Community!
Check your list. Ask everyone you missed and collect donations from those who
committed earlier. If you are walking with a team, give everyone a call to give them
one last push!
The walk will be held rain or shine, so check the weather reports and dress accordingly.
Refreshments, prizes and entertainment are part of the walk day festivities!
Pulling it all together and walk day information (one week prior to the walk)
The Highmark Walk for a Healthy Community is just five days away!
Be sure to have all of your un-submitted donations in a marked envelope. Check-in
begins at 7:45 a.m. Arrive early to hand in your donations at our table and pick up your
official walk T-shirt while supplies last!
The walk begins at 9 a.m. and the One-Mile Fun Walk starts at 9:15 a.m.
Get those sneakers ready and we’ll see you on Saturday!
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Section Six
Promotion and Marketing Toolkit
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Promotion and Marketing Toolkit
TO: Highmark Walk for a Healthy Community participating organizations – Harrisburg
FROM: Highmark Community Programs and Highmark Corporate Communications
______________________________________________________________________
Highmark Blue Shield is pleased to provide the opportunity for your organization to
participate in this year’s Highmark Walk for a Healthy Community.
In order to maximize your organization’s exposure and to create a broader
understanding of the benefits of this fundraiser to your organization, we encourage you
to promote the Highmark Walk for a Healthy Community in as many means as you
deem appropriate. The enclosed toolkit provides you with guidelines, publicity ideas
and communication suggestions that will help you through the process.
In order to maintain a consistent message about this event, we encourage you to
collaborate with our corporate communications team before promotional materials
mentioning the Highmark Walk for a Healthy Community are distributed to the news
media or printed.
If you speak with a member of the news media, please be sure to let us know because
we would like to recognize and track your organization’s coverage. Please send us
copies of news releases, newsletter articles, promotional materials and newspaper
articles that mention your organization and the Highmark Walk for a Healthy
Community.
For all public relations and media relations needs, please contact:
Rebecca Kleha
Highmark Corporate Communications
717-302-2348
[email protected]
_____________________________________________________________________________________
Thank you and best wishes as you begin promoting and recruiting for the event.
29
Publicity Guidelines
We encourage you to promote your organization’s participation in the Highmark Walk
for a Healthy Community as often as you can. The following guidelines and ideas will
help you begin to think about promotions and marketing. Please collaborate with
Highmark corporate communications team before promotional materials mentioning
the Highmark Walk for a Healthy Community are distributed to the news media or
printed.
_____________________________________________________________________________________

Please include an acknowledgement that your organization is one of ##
organizations participating in the Highmark Walk for a Healthy Community.

Please mention that: Highmark Walk for a Healthy Community is presented by
Highmark Blue Shield, who underwrites the cost of the walk so that 100 percent of the
money raised by walkers supports the participating organizations, in all press
releases, newsletters, website and Facebook mentions, brochures, annual reports
and other promotional materials for this project.

We encourage you to utilize the Highmark Walk for a Healthy Community logo on
your organization’s website, on your organization’s Facebook page and in printed
materials.

To increase and streamline registration, all participating organizations must include a
link to www.walkforahealthycommunity.org on your organization’s website.
Publicity Ideas
_____________________________________________________________________________________

By promoting the Highmark Walk for a Healthy Community on behalf of your
organization, you will help the community at large understand how Highmark Blue
Shield supports nonprofit health and human service agencies.

Tell your story: By engaging the community in the mission of your organization, they
will learn firsthand how their donation and participation in the Highmark Walk for a
Healthy Community will have a direct impact in making a difference.

Utilize all existing means of communication to promote your participation in the
walk. This may include monthly newsletters, weekly e-mail blasts, post card mailings,
website calendars, letters to board members, etc.
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Save the Date!
You may think that it’s too early to start promoting your organization’s participation in
the 2014 Highmark Walk for a Healthy Community, but now is the perfect time. Take
advantage of holiday mailings, social gatherings and end-of-year communications to
encourage supporters of the walk to save the date.
_____________________________________________________________________________________
Website or Facebook post template
Save the Date!
Highmark Blue Shield will present the Highmark Walk for a Healthy Community on
Saturday, May 17, 2014 at Harrisburg Area Community College.
The walk benefits ## local health and human service organizations, including <insert
your organization name here>.
For more information, visit www.walkforahealthycommunity.org. (include hyperlink)
_____________________________________________________________________________________
Newsletter template
Save the Date!
[Your Organization] is participating in the Highmark Walk for a Healthy Community
presented by Highmark Blue Shield on Saturday, May 17, 2014 at Harrisburg Area
Community College.
The Highmark Walk for a Healthy Community is a fundraiser that benefits local health
and human service agencies in Central Pennsylvania, such as [Your organization].
Highmark Blue Shield underwrites the cost of the walk so that 100 percent of the money
raised by walkers goes directly to the ## participating organizations.
Mark Saturday, May 17, 2014 on your calendar and start gathering friends, family
members, neighbors and co-workers to join you in walking to ensure a healthier
community.
For more information, visit www.walkforahealthycommunity.org.
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Registration Promos
_____________________________________________________________________________________
Get your walking shoes ready!
Now is the time to register to participate with [Your Organization] in the Highmark Walk
for a Healthy Community presented by Highmark Blue Shield on Saturday, May 17, 2014
at Harrisburg Area Community College.
The Highmark Walk for a Healthy Community is a fundraiser that benefits ## local
nonprofit health and human service agencies, including [Your organization].
Highmark Blue Shield underwrites the cost of the walk so that 100 percent of the money
raised by walkers goes directly to support our goal of [Your organization’s mission here].
Register now at www.walkforahealthycommunity.org to join the 5K or One-Mile Fun
Walk, and raise funds to support [Your organization].
For more information, call XXX-XXX-XXXX [Your organization phone number].
_____________________________________________________________________________________
It’s not too late to register!
It’s not too late to join us in walking for a healthier community!
Register by noon on May 16, 2014 to participate with [Your Organization] in the
Highmark Walk for a Healthy Community presented by Highmark Blue Shield on
Saturday, May 17, 2014 at Harrisburg Area Community College.
The Highmark Walk for a Healthy Community is a fundraiser that benefits ## local
nonprofit health and human service agencies, including [Your organization].
Please join [Your organization] in this 5K or One-Mile Fun Walk, and help us to raise
money [for/to] [Your organization’s purpose/cause]. Highmark Blue Shield underwrites
the cost of the walk so that 100 percent of the money raised by walkers goes directly to
the organization of their choice.
Register now at www.walkforahealthycommunity.org, and raise funds to support [Your
organization].
For more information, call XXX-XXX-XXXX [Your organization phone number].
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Key Messages
These fast facts about the walk can help you develop phone scripts, “elevator
speeches” and provide your office and board members with talking points they can
use to encourage registration and support of the event.
_____________________________________________________________________________________

The Highmark Walk for a Healthy Community will be held on Saturday, May 17,
2014 at Harrisburg Area Community College.

Walk registration is at 7:45 a.m. The 5K walk begins at 9 a.m., and the One-Mile
Fun Walk begins at 9:15 a.m.

There is no registration fee. However, walkers are encouraged to raise funds for
an organization of their choice.

Walkers can register for the event by visiting
www.walkforahealthycommunity.org. Or request a registration brochure by
calling XXX-XXX-XXXX [Your organization phone number].

After the walk, Highmark Blue Shield provides refreshments, raffle drawings,
games and live entertainment for the participants.

The Highmark Walk for a Healthy Community is an annual fundraiser that benefits
## local, nonprofit health and human service agencies.

Highmark Blue Shield underwrites the cost of the walk and handles the logistical
planning. Because of Highmark Blue Shield’s commitment, 100 percent of the
money raised by walkers goes to the participating organizations.

The primary goal of the walk is to help participating organizations raise money for
their individual missions. The secondary goal of the walk is to energize
participants to have a greater hand in their own health. The Highmark Walk for a
Healthy Community provides an outlet for active individuals to continue their
exercise routines and provides motivation to encourage inactive individuals to
become more physically active.

Highmark Blue Shield hosts the Highmark Walk for a Healthy Community each
year because it believes that by working together, we can encourage people to
lead healthier lives. With your support, you’re making this community a better
place to live.
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Section Seven
Walker Resources
34
Team Captain Kit
35
Team Captain Responsibilities
1. To build one or more teams of walkers from co-workers, family and friends.
2. Motivate walkers to raise money for your participating organization.
3. Communicate walk information and distribute walk registration forms to team
members.
Note:
• Each team member must complete a registration form or register online at
www.walkforahealthycommunity.org.
• Team members are responsible for submitting offline collected donations to the
nonprofit of their choice on walk day.
Team Captain Helpful Hints
1. Communication
• Send a general memo or e-mail to employees announcing the walk and formation of
a team (sample attached).
• Send several e-mail messages to your team of walkers to maintain their enthusiasm
and provide new fundraising ideas.
• Use a flyer as a recruitment tool for walkers.
2. Display Logo
• Offer a t-shirt, visor or cap for all members of your walk team.
3. Incentives
• Sponsor additional incentives for your walk team. Seek donations from vendors and
other sources and include promotional items.
4. Team Kick-Off
• Hold a kick-off walk meeting to get people interested.
(If you wish, we can have a representative from our organization attend your meeting.)
36
Sample Announcement Memo/E-mail
(Please personalize this memo and send or e-mail to your team prospects)
TO: (All employees, family members, neighbors, friends, etc.)
FROM: (Your name)
I’d like you to join me as a team member for the Highmark Walk for a Healthy
Community presented by Highmark Blue Shield scheduled at 9 a.m. on Saturday, May
17, 2014 at Harrisburg Area Community College.
I know that walk events are not new, but this one is unique. The Highmark Walk for a
Healthy Community supports local nonprofit organizations, such as < org name
>.
This year, we are one of ## organizations participating in the walk. Highmark Blue Shield
underwrites all of the expenses for the walk ensuring that 100 percent of the funds you
collect will help support < org name
>. All organizations participating provide
many important programs and services that make a difference in the lives of those
living in our community.
You can contact me for a registration form, information about this organization and tips
for collecting donations. My phone number is <
> and my e-mail address is
<
>.
Highmark Blue Shield is providing incentive prizes for the walk, and they’ll have
entertainment and refreshments.
I’ll keep you up-to-date on new details regarding the walk, additional fundraising ideas
and news about our walk team. Please join us in this exciting event. Thanks for your
participation!
37
Raising money for the walk is easy!
Here’s How To Raise $100 in Just Five Weeks
TOTAL
Week 1
Week 2
Week 3
Week 4
Week 5
$ 10.00
$ 20.00
$ 20.00
$ 30.00
Put in your own $10 contribution
Ask two relatives for $10 each
Ask four neighbors for $5 each
Ask your employer to allow you to hold a 50/50 raffle
Ask your hairdresser, veterinarian, dry cleaner, pharmacist
or other retailer for $10 each
$ 20.00
$100.00
Here’s How To Raise $200 in Just Six Weeks
TOTAL
Week 1
Week 2
Week 3
Week 4
Week 5
Week 6
$ 10.00
$ 30.00
$ 30.00
$ 30.00
$ 50.00
Put in your own $10 contribution
Ask three relatives for $10 each
Ask three friends for $10 each
Ask six neighbors for $5 each
Ask your employer to hold a dress-down day
Ask your hairdresser, veterinarian or dry cleaner to
raffle a package of their services* to benefit your team
$ 50.00
$200.00
Here’s How To Raise $500 in Just Seven Weeks
TOTAL
Week 1
Week 2
Week 3
Week 4
Week 5
Put in your own $20 contribution
Hold a bake sale
Ask your employer to hold a dress-down day
Ask four neighbors, four friends, and four co-workers for $10 each
Ask your hairdresser, veterinarian, dry cleaner and one
other retailer to raffle a package of their services*
$ 20.00
$ 50.00
$ 50.00
$120.00
Ask your kids to hold a car wash to benefit your team
Ask your spouse to reward your efforts with a $20 contribution
$ 40.00
$ 20.00
Week 6
Week 7
$200.00
$500.00
*Examples include $50 of dry cleaning services, a basket of pet products or a manicure
and hairstyling gift certificate. If retailers would prefer not to hold a raffle, ask for a direct
contribution.
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Highmark Walk for a Healthy Community
Teambuilding and Fundraising Tips
 Set a goal
o Reaching $100 is as easy as asking 10 people for $10.
o Ask family, friends, co-workers, at your place of worship, golf buddies,
people in your book club, or your hairdresser.
o Ask early and often.

Use the online fundraising tool to share a link to your own fundraising page
o You can add pictures and tell your story.
o Supporters can pledge/donate instantly and follow your progress.

Use the online fundraising tool to create a team
o Encourage all of your team members to register online.
o Host a kick-off event. Ask a volunteer from the organization of your choice
to attend. This is a great way to recruit team members quickly.
o Keep in touch with all of your team members.

Write a letter or e-mail and include:
o Why you are walking.
o How the organization has helped you or someone you know.
o Statistics and numbers related to the cause (people affected, helped,
etc.) Include pictures if you can.
o Everyone in your address/e-mail address book/list.
(If sending by U.S. mail, include a self-addressed stamped envelope or if by e-mail
include a link to your fundraising page.)

Doubling your money
o Matching gifts
 Many employers will match what an employee donates or raises for
a nonprofit. Your supervisor or human resource manager will have
more information.
o Wraparounds (a mini-fundraiser to benefit the big fundraiser)
 Wraparounds can double your money and create team spirit.
 Tried and true wraparounds:
 Bake sales, car washes, cookouts, pancake breakfast, coin
canisters, gift basket raffles and yard sales.

Keep in touch with the walk contact at your selected organization. Ask questions
early and often so that you and your team are receiving the most timely
information and tips.
39
Section Eight
Highmark Blue Shield Contacts
40
Jodie Ruediger
Sr. Community Affairs Specialist
Walk Coordinator
717.302.3853 office
717.571.8317 cell
717.302.3874 fax
[email protected]
Rebecca Kleha
Highmark Corporate Communications
717.302.2348
[email protected]
41