Engagement Initiative (for nonprofit clients)

Research tells us that when employees are more engaged with their workplace retirement plans, they are more financially confident and knowledgeable – which directly correlates with greater employee financial wellness. We also know that the more employees are engaged with their benefits, the more satisfied they are. ¹

Yet, many employees are not as engaged as they could be with their benefits because they don’t know how to log on, or they simply do not know what services Fidelity provides, like personal help and financial support.

What are the goals of the campaign?

Increase employee engagement and overall satisfaction by driving employees to relevant activities and experiences based on their engagement level and needs.
Employees who engage will be more financially confident and knowledgeable and will have help to make better financial decisions.
We will take these learnings to enhance experiences, messaging, and targeting capabilities so that we can continue to support your employees in their financial wellness.

Who will receive this campaign?

This initiative was designed with our targeting capabilities that allow us to identify employees based on engagement level (unengaged, basic engaged, or education engaged) and identify employees who have foundational needs.

Employees with foundational needs are more dissatisfied and less engaged than the other employee populations. We are focusing on this segment to help them feel less stressed about their financial situation so that they can be more focused on what matters to them.

There are 5 versions of the email based on employee balances and engagement level. When you opt in to the campaign, you’re opting into all 5 emails.

Employees who are not engaged will receive an email directing them to the NetBenefits.com/AtWork website to login or register.
Employees with low engagement with balances under $100K will receive an email directing them to the Life Events resource page to explore what other types of benefits Fidelity provides.
Employees with low engagement with balances over $100K will receive an email directing employees to call Fidelity for financial support.*
Employees who engage with some of our resources with balances under $100K will receive an email directing employees to schedule a 1:1 appointment.* 5. Employees who engage with some of our resources with balances over $100K will receive an email directing employees to call Fidelity for financial support.*

* If your participants are enrolled in Personalized Planning & Advice, they will be directed to those resources.

There will be one version of the in-app message that will be targeting employees with low engagement directing them to visit the Life Events resource page.

What is the call to action?

Login to NetBenefits^® account
Visit the Life Events hub
Call a Fidelity representative
Schedule a 1:1 appointment with Fidelity Investments

How are the communications delivered?

1 touch email
1 touch in-app message
Plan sponsor internal messenger – (example: Workplace from Meta, Yammer, or Teams)

Timing?

Email, In-App Message, and Plan Sponsor Internal Message will be available week of March 28

Email and In-App Campaign Content

Additional Resources

Our research shows that employers who use their own channels see an increase in employee engagement, so we developed messages as a compliment to the emails and in-app message to increase employee engagement.

Leverage Internal Message #1 if:
- Majority of your employees are not engaged
- Employee login is below average

Leverage Internal Message #2 if:
- Your employees need support going through major life events
- Majority of your employee population have low engagement

Leverage Internal Message #3 if:
- Your employees want to schedule 1:1 appointments with Fidelity representatives
- You want to increase engagement for an already engaged population