One of the United Ways that has put a stake in the ground about a specific issue is United Way of the Columbia-Willamette (Portland, Oregon). We have previously highlighted United Way of the Columbia-Willamette for their issue focus as a United Way that is Doing It Right!  On United Way of the Columbia-Willamette’s home page, they clearly show how donors, volunteers, companies, and funded partners can work together to break the cycle of childhood poverty.

On May 21st, United Way of the Columbia-Willamette is taking their engagement efforts to a new level with their More than 24 (>24) day. They describe the purpose of More than 24 (>24) day as breaking the cycle of childhood poverty.

What are they doing right?

First, United Way of the Columbia-Willamette is addressing their issue of childhood poverty. It can be challenging to maintain a focus on just one issue, however, United Way of the Columbia-Willamette has kept the focus of More than 24 (>24) day solely on their issue of childhood poverty. Anyone who visits their Web site will see a consistent message about the issue of childhood poverty, how United Way of the Columbia-Willamette is addressing childhood poverty, and how a person can donate or volunteer to address childhood poverty through More than 24 (>24) day.

Second, United Way of the Columbia-Willamette gives people an opportunity to donate or volunteer on May 21st. For many young people, the opportunity to volunteer to address a cause proceeds donating to address a cause. People can sign up to volunteer just as easily as they can sign up to give on More than 24 (>24) day. For example, the social media feed on their Web page includes a post about how someone will be volunteering to address the issue of childhood poverty at Todos Juntos (a local foundation).

Third, More than 24 (>24) day makes it clear that the time to give or volunteer is May 21st. This is a dramatic departure from most United Way workplace campaigns, which take place over months without any urgency. By focusing attention on May 21st, United Way of the Columbia-Willamette will have focused attention on childhood poverty among donors, volunteers, and most likely the local media as well.

United Ways often struggle with how to engage donors and community members in their community impact work. United Way of the Columbia-Willamette is offering residents the opportunity to donate or volunteer (or both) to break the cycle of childhood poverty with their More than 24 (>24) day. The next time you are considering ways to engage your community, consider setting aside a day like More than 24 (>24) day like United Way of the Columbia-Willamette. United Way of the Columbia-Willamette, you are Doing It Right!