Engaging the Unengaged Campaign (for nonprofit clients)

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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. Greater financial wellness is beneficial to employers as employees that identify as mentally and financially well are 10X less distracted at work than those who don’t.¹

Yet, many employees are not engaged with their NetBenefits^® account 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.

By providing access to the Fidelity Ask us Anything resources, employees will have a better understanding of Fidelity’s services and will be more apt to act based on the clear and simple approach the materials provide.

What are the goals of the campaign?

- This campaign was designed with our targeting capabilities that allow us to identify unengaged employees to invite them to our Ask us Anything site.
- Employees who engage will be more financially confident and knowledgeable, help to make better financial decisions.
- We will take these learnings from this campaign to enhance our Ask us Anything site and targeting capabilities so that we can continue to support your employees in their financial wellness.

Who will receive this campaign?

- There are two versions of the email based on employee balances:

Unengaged: Balances $100K+ will receive Complex Needs email that will help employees with services that include budgeting, paying down debt, saving for kids’ college, and planning for retirement
- A small percentage will receive the service version for testing

Unengaged: Balances <$100K will receive Foundational Needs email that will help employees with services that include account changes, adding beneficiaries, moving money, resetting passwords

What is the call to action?

- Visit the Ask us Anything website to learn about what services Fidelity offers and take action by calling or scheduling an appointment with a Fidelity phone representative.

Timing

- Email will launch November 28
- Plan Sponsor materials for signage are available beginning November 28

Campaign Content

- Complex Needs Email
- Foundational Needs Email

Additional Resources

- Our research shows that employers who use their own channels see an increase in employee engagement, so we developed onsite signage as a compliment to this email campaign to increase employee engagement with the Ask us Anything site via a QR code.

Plan sponsors can PRINT and leverage onsite or
Plan sponsors can leverage the digital content on digital signage onsite