If the word “math” causes you to tense up and want to run away screaming because math is not your thing, bear with me for a paragraph or two. Math can certainly be complicated and complex, but mathematics can allow us to quantify and simplify complex ideas and concepts. Let’s see how math can help us understand the role and purpose of your United Way.

Equation

Here is a simple equation you can use to understand the role and purpose of your United Way:

Donor + United Way = X

This equation asks the question: What happens when a donor makes a contribution to your United Way? If we used this equation for Goodwill, as an example, it might look like this:

Donor + Goodwill = Helps create jobs

But, unlike Goodwill, every United Way is different, so instead of being able to say “helps create jobs,” we use the letter “X” as a placeholder to represent all of the different possibilities. It is highly likely there are several possibilities for what “X” could be at your United Way. If you have adopted an issue focus at your United Way, your “X” might be:

Donor + United Way = Help 3,000 families become financially stable by 2030

Donor + United Way = Increase the graduation rate to 90% by 2028

Perhaps your “X” could come from your mission statement. If you have a well-crafted mission statement, your equation might be:

Donor + United Way = Improving lives and building a strong community

Donor + United Way = Permanently break the cycle of poverty for our most vulnerable neighbors: families, children, veterans, and the homeless

What is X?

Many donors struggle to see what “X” is at their local United Way. When we conduct research with local United Way donors, many donors don’t know how their contribution makes a difference or how their contribution changed their community for the better.

It is imperative that you are able to clearly and concisely complete this equation with an “X” that is meaningful to your donors. The inability to describe the value of United Way is why a lot of donors designate their contribution. We have done enough research with local United Way donors to find that lack of understanding about what United Way brings to the equation is the number one or number two reason why donors designate at most United Ways.

In this equation, “X” is how a donor’s contribution changes lives or makes their community better. The equation does not need to talk about every last thing your United Way does – it would be much too complicated and complex. Make a list of the value that your United Way adds to a donor’s contribution and then pick one or two key results and plug them into your equation.

Back to Math Class

This equation really is simple math, involving the addition of just two items. But often it is not a simple equation for United Ways to solve. At your next staff meeting, take a moment and have each staff member try to complete this equation. Compare your results and see if there is a clear, concise, and consistent equation among all staff. For a real challenge, ask your board members to do the same at their next board meeting. I can predict that your board members will come up with about as many equations as there are board members. Using all these equations as a starting point, narrow down your value and come up with one or two simple but powerful equations that resonate with your donors.

When you are able to demonstrate the value your United Way adds to the equation, people will want to become donors to be a part of your equation.