American Girl gets creative for United Way campaign

Specialty-doll manufacturer American Girl is setting the pace for charitable giving in Dane County through its 2005 United Way fundraising campaign.

The Middleton-based company used creative incentives and awareness-raising events to motivate employees to increase their donations. Contributions increased by more than 19 percent over last year.

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"The activities we did this year were a tremendous success for us. It was far and away our biggest year yet," said Kerry Stampfle, a human resources generalist and the United Way campaign director for American Girl. The company has 700 employees in Middleton and DeForest.

The company matched, dollar for dollar, both employee contributions and money raised through special events. Together, the company and staff donated $152,752.98.

"We're very excited to have results like that," said Erica Monroe-Kane, director of marketing for United Way.

"What we've found is there are great ideas out there, and they are coming from the companies themselves."

Rather than just encouraging employees to make cash donations out of pocket, American Girl created opportunities to make giving fun.

For example, staff members could buy for a dollar plastic eggs that contained a piece of candy and a note with a message.

"That message either said, 'Thank you for contributing to our United Way Campaign' or some messages indicated that the purchaser had won a prize," Stampfle said.

"We gave away some vice president parking spots for a week, the right to wear jeans on a particular day, limited-edition dolls and such."

Fundraising events at American Girl also included a book sale and a lunch-hour talent show.

"In addition to raising funds, that one really raised awareness for our campaign as well," Stampfle said. "If nothing else, people came into the break room, saw that this was happening, and said to themselves, 'Oh yeah, it's United Way campaign time.'"

American Girl public relations director Julie Parks said contributions come readily from employees as well as the company because United Way strengthens local communities. By directly addressing social problems such as homelessness, child poverty and affordable health care, Parks said United Way makes Dane County a better place to do business.

"A stronger community means a stronger economy and a stronger business environment," Parks said. "Our success as a business means more employment opportunities, a stronger work force we can tap in to."

Parks said employees like working for a company that cares about its people and is mindful of what is going on around it.

"All of those things add up to an all-around successful venture," she said.