Most United Ways struggle to communicate what they do in a clear and simple manner because they do many things. However, United Ways that adopt an issue focus have a much easier time communicating what they do because they are focused on a single issue or a limited number of issues. One United Way we have helped transition to an issue focus through our Direction-Setting Process is United Way of Wells County (Bluffton, IN). Let’s take a look at how United Way of Wells County has clearly communicated their issue of children entering kindergarten ready to learn and their bold goal of “90% of all children ready for Kindergarten by 2020!”

What are they doing right?

First, the home page of United Way of Wells County makes it clear they are focused on the issue of children entering kindergarten ready to learn. You can see “Early Childhood Initiative” as a menu choice, and there is a link to their 90by20 Web site dedicated to their issue. Their goal of “90% of all children ready to enter kindergarten by 2020” makes it clear what United Way of Wells County is trying to accomplish. There is also a button for their Imagination Library, which parents can click to enroll their child. Equally important is what is not found on their home page – you do not see a campaign goal or a thermometer, and you do not see categories, such as education, income, and health.

Second, United Way of Wells County provides essential information about the issue of children entering kindergarten, with an entire Web site dedicated to their issue. The Web site includes information on why children entering kindergarten is an important issue in Wells County, how United Way of Wells County selected this issue, and that currently only 59% of Wells County children enter kindergarten ready to learn. The Web site outlines the actions United Way of Wells County is taking to address the issue of children entering kindergarten ready to learn. For example, United Way of Wells County provides preschool scholarships, Imagination Library, Kindergarten Countdown, parent learning and activity guides, a Getting Ready for Kindergarten calendar, and Reading Days at preschools. With this Web site, donors and the community will understand the issue of children entering kindergarten ready to learn, and what United Way of Wells County is doing to address the issue of kindergarten ready to learn.

Third, United Way of Wells County shows how people can get involved and help with the issue of children entering kindergarten ready to learn. Their 90by20 Web site provides information and resources for parents of young children divided with menu choices for infants and toddlers, preschoolers, and kindergarten. For people who do not have young children, their Web site has a menu tab titled “How Can I Help.” This page suggests how people can volunteer to address children entering kindergarten ready to learn by reading to a child or volunteering at a preschool, child care or school. People can also donate to address the issue.

If your United Way struggles to get your donors and community to understand what you do, consider what United Way of Wells County has done by adopting the issue of children entering kindergarten ready to learn. An issue focus will make it easier for your United Way to clearly and simply communicate your work to your donors and community. Their “Children Ready to Learn” Web site provides donors and the community opportunities to help address their issue of children entering kindergarten ready to learn by volunteering or donating. United Way of Wells County made the transition to an issue focus using our Direction-Setting Process and has done an exceptional job communicating what donors want and need to know – their issue, how they are addressing the issue, and their results. United Way of Wells County, you are Doing It Right!