The Difference Between Auto Manufacturers and United Ways
What if automobile manufacturers sold cars and trucks the way United Ways ask people to give?
Imagine if Ford said: “Our goal at Ford is to sell three million cars and trucks this year. So, please buy a Ford and help us meet our goal.” Does this move you to purchase a Ford? Of course not! This is no different than United Ways saying, “Our goal at United Way is to raise $3 million dollars this year.” Our research with United Way donors has found that United Way’s campaign goals do not motivate donors to give, nor do they increase, in the slightest, the amount donors contribute.
Imagine if Toyota said: “Please buy a Toyota because we have six manufacturing plants in the United States.” I am not sure any of you are running out to buy a Toyota because of their number of manufacturing plants. This is no different than United Ways saying, “Give to United Way because we have three investment panels or four allocation committees.” Talking about the number of investment panels or allocation committees is like talking about how cars are manufactured – no one really cares and no one is inspired to invest when they learn about your production process.
Imagine if General Motors said: “Please buy a General Motors car or truck because we use over 70 suppliers to manufacture our cars and trucks.” Using suppliers may be necessary for manufacturing cars and trucks, but it certainly does not supply me with the motivation to buy a General Motors car or truck. This is no different than United Ways saying, “We fund 36 partner agencies and 42 programs.” Knowing how many partner agencies or programs are funded by a United Way does not motivate donors to give. There may be some donors who might be motivated by knowing which partner agencies and what programs a United Way funds. But, I am willing to bet that if we told a United Way donor that last year we funded 36 partner agencies, and this year we funded 39 partner agencies (or even 32 partner agencies), that it would not change the amount of their contribution one bit.
Imagine if BMW said: “Buy a BMW because it takes 40 hours to manufacture each BMW.” Are you driven to buy your BMW knowing this? This is no different than United Ways saying, “Over one hundred volunteers met eight times over the past three months to determine what partner agencies and programs will be funded this year.” I have had United Ways tell me that donors want to know that United Ways hold their partner agencies and funded programs accountable, and sharing the number of people and time spent on the allocation process is one way to demonstrate this to donors. But, the number of people and time spent does not demonstrate accountability. Accountability for donors is simple – show donors what United Way accomplished with their contribution.
Imagine if Honda said: “Our cars and trucks have four wheels, seats, a steering wheel, and headlights.” I am sure you almost feel offended that Honda would feel the need to tell you this. This is no different than United Ways saying, “We help people, advance the common good, and bring people and communities together.” United Way are not unique here – every nonprofit does these things. The difference is that other nonprofits talk about the issue they address, how they make a difference in the community, and the results of their efforts. Our research with United Way donors is clear on this point – donors want and need to know: the issue you are addressing, how you are addressing the issue, and the results you have achieved.
Going back to the opening question, I suspect that if automobile manufacturers sold cars and trucks the way United Ways ask people to give, sales of cars and trucks would be on the decline. Thankfully for us in Michigan, a state highly dependent on the success of the auto industry, automobile manufacturers do not ask people to buy their cars and trucks the way United Ways ask people to give.
The way most United Ways communicate does not motivate people to donate to United Way. These examples of automobile manufacturers asking people to buy their cars and trucks in same way United Ways ask people to give illustrates this challenge. Over the next week or two, think about what your United Way is saying to donors. This is a challenge that must be solved.
P.S. In my next blog post, I’ll share with you the solution to this challenge.