Campaign

Back to Basics?

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In less than two weeks, we will be holding our next webinar: “When the Basics No Longer Work, What’s Next?” If you are struggling with workplace campaigns, how to explain what United Way does, and/or are tired of partner agencies feeling entitled to funding, then this webinar is for you. We will talk about how what used to work for United Ways no longer works so well, and more importantly, what United Ways should be doing now. This webinar will show you how your United Way can be more relevant, sustainable, and impactful in the future.

“When the Basics No Longer Work, What’s Next?” is the next webinar in our series of nine webinars we will be presenting monthly between now through next July. Our webinar topics include: engaging your board, using social media successfully, effective affinity groups, connecting with the younger generation, designing campaign brochures, and what donors want from United Way. Click here for a complete list and description of all nine webinars.

You have two weeks to sign up for “When the Basics No Longer Work, What’s Next?”, which will be held on Wednesday, December 19th. If you can’t join us for the live webinar, we will be recording the webinar which will also be available for purchase.

Two promises for you.

First, we promise you that every one of our webinars will provide you with information your United Way can use and put to work immediately. Following our “Six Methods to Maximize Your Impact” webinar last week, we received an email from an attendee who said: “Great webinar yesterday. It was very informative!”

Second, we promise you that our webinars will be your most productive training investment as you can have everyone at your United Way watch our webinars – staff, board, and volunteers. Additionally, your United Way will have access to the recording of the webinar for one year.

We look forward to having you join us for “When the Basics No Longer Work, What’s Next?” on Wednesday, December 19th and for all of our upcoming webinars.

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P.S. As a reward to people who read the P.S., if you send me an email at Gary@perspectives4uw.com, I will send you a promo code you can use to save on our webinars!

Are the Times Changing?

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One of the most common refrains I hear from United Ways is that the times are changing. Society is changing, technology is changing, the economy is changing, and even competition for charitable giving is changing.

Just consider this headline from an article in the New York Times: “United Way, Faced With Fewer Donors, Is Giving Away Less.”  You can easily attribute the downward trend in the number of donors to changes in society, technology, the economy, and competition – among other reasons. As you would expect, the article talks about corporate downsizing, increasing competition for charitable dollars, and donors choosing to designate their contribution or just by-pass United Way and give directly.

There are a variety of United Way directors quoted in the article saying things like “There is a disconnect between what United Ways do and what people think they do and the reason for that disconnect is our ineptness at explaining what we do” or “We drive the agencies nuts because they don’t know from year to year what they will get.”

The article also shares some of the strategies being used by United Ways to counteract this trend. For example, United Ways are focusing on growing leadership giving, which according to the article presents a new challenge: “United Way is now competing more with its member agencies to raise money from the wealthiest people.” Another strategy mentioned in the article for stemming the downward trend in the number of donors is allowing donors to give to charities of their choice – designations.

If all this sounds strangely familiar, it should. The New York Times article I am referring to was published on November 9, 1997. No, that is not a typo. The year was 1-9-9-7 or just over 21 years ago. Nearly everything that was mentioned in the article still applies today – over the past 21 years the challenges mentioned in the article have not gone away – they have become the new reality.

Solutions to these external changes are not easy. Instead of being on the receiving end of all these changes, what if United Ways led change? United Ways can change conditions in their community, but that change will not be measured by the number of donors or how much money is given away. United Ways that exist to impact their communities, what we refer to as issue-focused United Ways, are creating change in community conditions by reducing the number of homeless or increasing the number of high school graduates, as examples.

Issue-focused United Ways exist to measurably change a critical issue in their community. Their success comes from measuring lives changed, not from how much money was raised or distributed to partner agencies. An issue focus is one solution to the changes facing United Ways today. Does it make changes in society, technology, the economy, or competition go away? Of course not, but an issue focus allows United Ways to be relevant, sustainable, and impactful in spite of these changes. You can learn more about the Issue Focus Model on our website and learn more about how one issue-focused United Way is relevant, sustainable, and impactful in their community.

It may not be surprising that the New York Times article still applies today, but it is probably disappointing. We all hope that the New York Times will be able to write a different article about United Ways 20 years from now, but that will require United Ways to lead change rather than be crushed by change.

The Communication Challenge Facing United Ways

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In my most recent blog post, The Difference Between Auto Manufacturers and United Ways, I asked the question “What if automobile manufacturers sold cars and trucks the way United Ways ask people to give?”

As I noted in my previous blog post, many United Ways communicate information like their campaign goal, number of investment panels, number of funded partner agencies, and how many volunteer hours it took to determine the allocations – but, this information does not motivate donors to give.  

The communication challenge facing many United Ways is sharing a message that resonates with donors. Fundraising-focused United Ways, which exist to raise money to fund local nonprofits and programs, share a lot of information about their processes – like their campaign goal and number of funded programs – but this does not motivate donors. Some fundraising-focused United Ways share stories about people that were impacted by funded programs. Donors appreciate stories about how their contribution changed lives, but when the story is about a funded program, it strengthens the connection between the donor and the funded program, rather than the donor’s connection to United Way.

One solution to this challenge is to redefine the purpose of United Way. We are helping United Ways across the United Ways to adopt an issue focus, which redefines the purpose of United Way. Issue-focused United Ways exist to measurably change in an issue in their communities and then raise money to impact the issue. For example, issue-focused United Ways are reducing poverty, increasing the graduation rate, and lowering obesity in their communities.

What we know from our donor research is that the three things donors want and need to know to be able to support United Way are:

•  What issue is United Way addressing?
•  What actions is United Way taking to address that issue?
•  What results have United Way achieved addressing that issue?

Issue-focused United Ways focus all their efforts addressing a single issue. Therefore, issue-focused United Ways communicate messages that resonate with donors because the issue, actions, and results of that United Way are clear.

Issue-focused United Ways can share messages about the results of giving to United Way, not the processes used by United Way. Issue-focused United Ways do not communicate about their campaign goal, number of investment panels, number of funded partner agencies, and how many volunteer hours it took to determine the allocations. Instead, issue-focused United Ways communicate messages like “Donating to United Way reduces poverty” and “We are halfway to our goal of a 90% high school graduation rate . . . from 59% in 2005 to 76% in 2014!”

I realize that not every United Way will be able to adopt an issue focus, so this is not a solution that will work for every United Way. I would encourage you to consider the potential of an issue focus at your United Way not only because it offers a simpler message that resonates with donors but for many other benefits including maximizing your impact and diversifying your resources.

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