OVER 80 PERCENT OF ALL UNITED WAY GIVING FLOWS THROUGH WORKPLACE CAMPAIGNS, AND TOTAL WORKPLACE GIVING HAS DECLINED ANNUALLY SINCE 2014.
Financial sustainability is an all too familiar challenge for United Ways. As open campaigns and new technologies for giving have multiplied, United Ways have watched their workplace campaigns decline.
Is your United Way diversifying its resources and attracting new donors?
The potential of diversified resources from grants, sponsorships, and planned giving is difficult to realize when United Ways are raising money for dozens of programs addressing a variety of issues. Attracting new donors - especially the younger generation - is challenging when fundraising efforts do not emphasize a specific cause or issue.
Many United Ways already see the writing on the wall - they can no longer rely exclusively on workplace campaigns:
United Ways have spent two decades trying to overcome their biggest challenge: the fading popularity of on-the-job donation drives.
- Chronicle of Philanthropy, Oct. 29, 2015
The Greater Twin Cities United Way ... is turning to different and creative methods to attract a new generation of donors.
– Star Tribune, Nov. 23, 2017
“If you are completely dependent on workplace giving, you are going to stagnate and stay in decline,” Hanbury said. “You must execute on other kinds of philanthropy.”
- Washington Post, Jan. 13, 2013
United Ways require financial resources to operate.
United Ways will not survive if they are completely dependent on workplace campaigns.
To maintain sustainability, United Ways need to diversify their revenues beyond the workplace campaign.
To maintain sustainability, United Ways need to attract new donors.