Two Strategic Questions Your United Way Must Answer

Question #1

Several years ago, we were helping a United Way develop their new, three-year strategic plan. This United Way raised a total of approximately $6 million every year from their workplace campaign, corporate contributions, foundations, and grants. Thirty of their board members and staff had gathered for this strategic planning session and I asked them this question:

“Every year, you raise $6 million. If I gave you $6 million right now and said I want you to spend it addressing critical social issues and changing the social condition of your community, would you do exactly what your United Way is doing now and spend it exactly how your United Way spends it now? Raise your hand if you would.”

Not a single hand went up in the room. Unquestionably, this United Way was making a difference in the community – I could cite a variety of examples. The reason no hands went up is not because they aren’t doing good in the community. So, why did no hands go up?

Some board members and staff said their investment process could be better, with a greater focus and more powerful impact if it was done differently.

Some board members and staff said their resource development efforts could raise significantly more resources, with more diversified sources of funding and less reliance on workplace campaigns if it was done differently.

Some board members and staff said their marketing and engagement efforts could involve many more people, to volunteer and advocate for change if it was done differently.

And perhaps most importantly, many board members and staff said the processes they had been using for years, which worked really well years ago, were not as efficient and effective anymore.

Once the board members and staff realized there was a better way to do things, we spent time brainstorming and developing innovative new visions for the future. These visions transformed their United Way with a laser-focus on addressing the community’s needs and maximizing the impact of the community’s investment.

Your Turn to Answer Question #1

Your turn. Would your board and staff raise their hands if I asked you this question?

“Every year, you raise $ (insert the total resources raised by your United Way). If I gave you $ (insert the total resources raised by your United Way) right now and said I want you to spend it addressing critical social issues and changing the social condition of your community, would you do exactly what your United Way is doing now and spend it exactly how your United Way spends it now? Raise your hand if you would.”

Question #2

If you would not raise your hand, then you need to consider this question: “Why does your United Way exist?”

When we ask the board and staff of a United Way to answer the question “Why does your United Way exist?” two things always happen. First, there are about as many answers as there are people in the room. Rarely do two or more people answer the question in the same way, although responses can be grouped into some common themes such as “help people” or “raise money.” Second, although you might think that the board and staff would cite their mission statement, typically only one or two staff people answer this question with their United Way’s mission statement.

The more your United Way does, the more challenging it becomes to answer the question “Why does your United Way exist?” If the board and staff of your United Way cannot agree on why your United Way exists, then it is unreasonable to expect that your donors or community members would understand why your United Way exists. The key to your United Way’s long-term relevance and sustainability is for donors to understand why your United Way exists and be willing to financially support why your United Way exists.

Your Turn to Answer Question #2

Your turn. Would your board and staff agree on why your United Way exists if you ask them this question?

“Why does (insert the name of your United Way) exist?

If you would not raise your hand to question #1 and your board and staff cannot agree on question #2, then now is the time to transform your United Way.

How to Transform Your United Way

Transforming your United Way starts with answering the question “Why does your United Way exist?” Even after working with United Ways for over 30 years, we cannot tell you “Why your United Way exists” but we can help you, your board, and your staff figure out the answer with our New Directions Board and Staff Retreat. This half-day board retreat clearly explains the three types of United Ways, why each type of United Way exists, what each type of United Way looks like and how they operate, and the advantages and disadvantages of each type of United Way.

The number one comment we hear every time we facilitate our New Directions Board and Staff Retreat is, “We should have had this conversation years ago.” Don’t wait, now is the time to get your board and staff together to tackle these two important questions that will determine the direction of your United Way for years to come.