Younger Generation

Great Rivers – Great Times in Green Bay!

Gary and I headed back from Green Bay, Wisconsin last night after attending the 2017 Great Rivers Conference. It was a wonderful conference and we enjoyed meeting with United Ways from across the Midwest!

While we were at the conference, we presented two sessions and had a lot of great discussions with United Ways about how we can guide them in transforming to an issue focus.

During our first session, "Positioning Your United Way for 2020: What You Must Plan & Start Doing Today," we started by talking about the common communication, resource development, and impact challenges facing United Ways across the country. We then asked United Ways to think about the important question of why their United Way exists and whether they are fundraising-focused or issue-focused. Finally, we discussed the strategies being used by progressive United Ways, such as various issue investment methods, donor-centric methods, and creating a call to action.

Our second session, "Effectively Communicate on Social Media," focused on what people want to know from your United Way and how to use social media effectively, based on our research with United Way donors and community members across the country. We shared examples of how to inform and engage your donors and community members, and attendees had discussions about best practices and ideas for using social media effectively.

We are so glad we had the opportunity to connect with so many wonderful people while attending the conference, and look forward to working with some of you in the near future!


Thanks + Giving

Are you thanking your donors and encouraging them to give this holiday season?

United Way of Greater Augusta (Staunton, VA) sent out an e-newsletter just before Thanksgiving, thanking their donors and encouraging them to give this #GivingTuesday. Their e-newsletter was simple and to-the-point, and the two sections of the e-newsletter each focused on a specific issue.

In the “Thanks” section of the e-newsletter, United Way of Greater Augusta wished everyone a Happy Thanksgiving and thanked their donors for supporting their United Way. They explained how they were able to help community members obtain financial stability with their support.


In the “Giving” section of the e-newsletter, United Way of Greater Augusta explained that they were participating in #GivingTuesday to raise money for the Dolly Parton Imagination Library, an initiative which encourages reading and promotes childhood literacy. They explained that the program sends a child a book once a month and currently there is a waiting list for kids in the community to receive books. United Way of Greater Augusta encouraged people to sponsor a child for $30 to help the children on the waiting list receive books.


United Way of Greater Augusta did a great job focusing on one issue while thanking donors, and one issue while encouraging people to give. People will be more likely to remember what your United Way does, and will be more likely to donate, if you communicate a simple and focused message, just as United Way of Greater Augusta did in their e-newsletter.

If you are interested in learning more about adopting an issue focus to simplify and focus your United Way’s message, visit:

We hope you had a wonderful Thanksgiving and if you are participating in #GivingTuesday this year, we hope you have a successful #GivingTuesday tomorrow!


Make It Awesome! A Day Dedicated to Fundraising

Is your United Way involved in a day dedicated to raising money for your organization?

More United Ways each year are participating in #GivingTuesday, Red Nose Day, or a citywide or statewide fundraising day, like Give to the Max Day, in which United Way of Northeastern Minnesota (Chisholm, MN) is involved. However, while more United Ways are getting involved in some sort of fundraising day, most United Ways are not communicating about a specific issue the funds being raised will address, or how the donations will make a difference on a specific issue in the community.

Let’s take a look at the fundraising day in which United Way of Northeastern Minnesota is participating:

Today is Give to the Max Day in Minnesota, which is an annual 24-hour event in which Minnesotans are encouraged to donate to causes and organizations in Minnesota on the GiveMN Web site. Donors were able to schedule their Give to the Max Day donations beginning on November 1st, but the cut-off for donating is the end of the day today, November 17th.

There are prizes and leaderboards for Give to the Max Day on the GiveMN Web site. The organizations that raise the most funds appear on the leaderboards – Overall Leaderboard, Medium Nonprofits Leaderboard, Small Nonprofits Leaderboard, and Colleges & Universities Leaderboard – and the top five organizations on each leaderboard receive prize grants. "Golden Tickets" of $1,000 each and other prizes are awarded throughout the day, as well as two "Super-Sized Golden Tickets" of $10,000 each.

United Way of Northeastern Minnesota is doing a good job of communicating about their direct services, such as Buddy Backpacks, Imagination Library, Bright Beginnings, Good360, Smiles Across Minnesota, and United for Veterans. They are also doing a good job of communicating results that will be achieved if money is donated to each of these programs.

If you are involved in a fundraising day like United Way of Northeastern Minnesota, we would encourage you to communicate about your specific issue(s), the actions you are taking to address your issue(s) (for example: your direct services), and the results you are achieving in the community.

Check out these three ideas to take a fundraising day to the next level and Make It Awesome!

How to Take a Fundraising Day and Make It Awesome!

  1. Only communicate about one or two issues. Many United Ways communicate about multiple issues within categories, such as education, income, and health. If you are not yet issue-focused, we would encourage you to focus on communicating about one or two issues your United Way is addressing in the community. You do not want to overwhelm your community with multiple issues you are addressing and you want to be able to communicate a concise message that people will remember, especially if you are competing for dollars with other local nonprofits. When people are searching for a specific cause/issue on these Web sites, you want them to find your United Way and understand what your United Way does if they visit your fundraising page.
  2. Do not talk about categories or processes. You have limited space and time to get your message across, and you do not want to waste it talking about multiple categories or processes. Potential donors want to know about the issue(s) your United Way is focused on addressing in the community, and categories are not issues. Potential donors do not care about processes or how you do things at your United Way – they are concerned about how their donation will make an impact on a specific issue.
  3. Communicate clear actions and results. Take a look at United Way of Northeastern Minnesota’s "Find a Cause" page here. They are doing a great job of communicating about their direct services, which are the actions they are taking, as well as the results that will be achieved if they receive donations toward those programs/causes (If you click on each program/cause on the "Find a Cause" page, it opens up a new Web page with additional information about United Way of Northeastern Minnesota’s actions and results). We would encourage you to communicate actions and results like United Way of Northeastern Minnesota is doing, but only the actions and results for the one or two issue(s) you decide to highlight.

By following these three simple ideas, you will take your involvement in a fundraising day and Make It Awesome!

If you would like us to review something your United Way is doing and Make It Awesome! send me an e-mail at As your Issue-Focused Consultant, I will share great tips and ideas with you about how to enhance what you are doing, and will provide you with the information your donors and community want to know, based on our research and experience in working with United Ways.