It’s a Great Day to be a Great United Way

Last year, the average United Way raised less money and decreased their allocations to programs and partner agencies. The average United Way held fewer workplace campaigns last year and ended up with fewer donors. Last year, average United Ways continued to do what they have done for years, but less successfully now. And all of this happened before COVID-19.

Being an average United Way isn’t good enough anymore.

United Ways need to be great. How do you know a United Way is great? Simple, their progress is better than average. For example, take a look at the United Way of Lee, Hendry, Glades and Okeechobee Counties (Fort Meyers, Florida). Last year, their campaign increased 4% over the previous year. Even with the COVID-19 pandemic, their campaign goal for this year is even higher. There is nothing average about this United Way.

Take a look at the United Way of Pierce County (Tacoma, Washington). Their bold goal is “United, we will lift 15,000 families out of poverty by 2028.” Last year, their Centers for Strong Families lifted 145 families out of poverty, and I am sure they will lift even more families out of poverty this year. There is nothing average about this United Way.

Great United Ways keep score.

United Way of Lee, Hendry, Glades and Okeechobee Counties and United Way of Pierce County are great United Ways because they each have a very clear goal. They each have a singular focus, they keep score of their progress, and they are staffed and operated to achieve their goal. These United Ways are not trying to be everything to everyone.

Donors like great United Ways.

Who doesn’t like a winner? Based on our donor research, we know that results are far more important to United Way donors than administrative costs. If you want a donor to give to your United Way, you must clearly demonstrate results. When you give to United Way of Lee, Hendry, Glades and Okeechobee Counties you are supporting over 70 partner agencies in your community from Abuse Counseling and Treatment to Wellfit Girls. When you give to United Way of Pierce County, you are helping 145 families out of poverty. Donors can clearly see what great United Ways are doing and want to be a part of their success. Donors only care about your administrative costs if they don’t understand what your United Way does or your results.

Today is a great day to be a great United Way.

Stop being average and start being great today. You can start becoming a great United Way by clearly setting your goal and keeping score. We are working with United Ways throughout the United States facilitating board and staff retreats to help them choose their goal and start becoming great. You can’t afford to be average until the COVID-19 pandemic is over - whenever that may be. Today is a great day to choose how your United Way will be great.