Recently, I saw an interesting editorial from a United Way CEO about how their United Way is changing the way it addresses social issues in their community. The editorial explained some of the social issues and needs in the community and outlined the role of United Way in addressing those needs. What caught my attention, though, was not what the United Way is going to do to address those needs, but how they are going to measure their success.
Before I share their measurement of success, it will be helpful to look at two of the most common ways United Ways measure success. For many years, measuring success revolved around how much money a United Way raised – the campaign goal. The campaign goal was often represented by thermometers that would spring up all over town during campaign season. You can read more about campaign goals and thermometers in these blog posts.
In the past 20 years or so, United Ways have turned to measuring success by the number of people who have been helped. For example, a representative of United Way of the Alberta Capital Region was talking about leaving the campaign goal behind and said, “So instead of bringing forward a financial target, I ask … how many do you want to help in our community?” United Ways that measure success in this way will often include information about the number of people helped by funded programs, or the will make a broader statement like “7,418 children, individuals and families participated in United Way funded programs last year.” This evolution in measuring success is largely the result of United Ways adopting some form of community impact.
The quote that caught my attention comes from the United Way of Tarrant County’s president and CEO, who said in an editorial article, “Central to our beliefs, we know it is time to measure our results not by the number of people we’ve helped, but by the number of people who no longer need help.”
On the surface, measuring success by the number of people who no longer need help does not seem like such a big deal because United Way of Tarrant County is still counting people. But, if you look at the people helped by a local organization, like a food pantry for example, people may be returning to the food pantry every month. Until their underlying challenges have been addressed, they will continue to need help. When you count the number of people who no longer need help, your success becomes the number of lives that have been changed.
We have been helping United Ways transition to measuring their success by counting people who no longer need help for years. We call these United Ways issue-focused, and we help them to set goals like “United, we will lift 15,000 families out of poverty by 2028” (United Way of Pierce County) or “By 2025, all Skagit children entering kindergarten are ready to learn” (United Way of Skagit County). These United Ways and many others are focused on changing conditions in their communities, so people no longer need help.
If you are looking at how you define and measure success for your United Way, consider the possibility of measuring the number of people who no longer need help. United Ways that are issue-focused are not only changing their communities in powerful ways, but they are changing their United Ways as well.
When issue-focused United Ways measure the number of people who no longer need help, they become more relevant to their donors and community. When issue-focused United Ways measure the number of people who no longer need help, they become more sustainable as they grow and diversify resources. When issue-focused United Ways measure the number of people who no longer need help, they become more impactful as they change lives in their community.
If your United Way is interested in the possibility of defining success by measuring the number of people who no longer need help in your community, let us know. Our Challenges and Opportunities Retreat or our Introduction to an Issue Focus Retreat will help your United Way to decide how best to measure your success and you can learn more about how we transform United Ways to an issue focus here.