Most United Way donors we have surveyed recall being thanked by their local United Way. However, not all donors report they have been thanked the way they want to be thanked.
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Your community doesn’t care how much money you raise. If you want to convince your community to support your United Way, you need to stop talking about your campaign goal and start telling donors what they really want to hear.
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We’re not talking about how to word a harsh breakup; we’re talking about how you need to be marketing to your stakeholders. Stop making everything about you and start talking about how your stakeholders are changing the world.
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On a quiet two-lane road meandering through Michigan’s Upper Peninsula, somewhere between here and there, is a restaurant. The restaurant is rather plain looking, but it fits right in with the style of buildings in the Upper Peninsula, a style people might describe as . . .
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When your donors think of your United Way, what words come to mind? We frequently ask donors this question, and the hundreds of words donors use to describe United Way reaffirm the fact that most donors do not understand what your United Way does.
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Why does your United Way hold workplace campaigns? At first, this will seem like an easy question to answer. But, I would ask you to think about it at a deeper level – beyond raising money or because United Ways have always held workplace campaigns.
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