how united way works to advance the common good. how united way works 2 to improve lives by...

How United Way Worksto Advance the Common Good

How United Way Works 2

To improve lives by mobilizing the caring power of communities

Mission of the United Way System


United Way’s transformation to community impact

• Not just a tweak here and an adjustment there

• Fundamental changes in what we do and how we work

• Changes in structures and processes are necessary, but not sufficient

• Also requires changes in mindset and culture


If you continue to think as you have always thought, you will continue to get what you have always gotten.

- Marilyn Ferguson The Aquarian Conspiracy


To achieve this mission, we …

… strategically engage and build relationships with diverse community stakeholders, contributors, and partners




just make presentationsjust survey them

just run focus groups

just give information just get input




Agencies

“Real people”Corporations

Labor groupsGovernmentFoundationsAcademia

InstitutionsSystems

Neighborhoods

Formal

organizations

Faith communities

Informal

associations

Networks

Demographic groups

Issue

advocates

Community investors


We engage with the community to …

Identify COMMUNITY GOALS and concerns

Choose a LIMITED NUMBER OF CRITICAL ISSUES

Develop IMPACT STRATEGIES that change community conditions to improve lives


We engage with the community at each step

Identify COMMUNITY GOALS and concerns

Choose a LIMITED NUMBER OF CRITICAL ISSUES

Develop IMPACT STRATEGIES that change community conditions to improve lives


Impact strategies: Not about an assortment of direct services for program clients

direct service

direc

t se

rvice

direct service

direct

service

direct service

direct service

direct

service

direc

t se

rvice

direct

servicedirect service

program clients

program clients program

clients

program clients

program clients

program clients

program clientsprogram

clients

program clients

program clients


Impact strategies: About changing community conditions to benefit entire populations

Organizations

Personal networks

Neighborhoods

Systems

Community population


To make the community’s strategies work …

RESOURCESpeople

relationshipsexperience

influence

technology

research

timeskillsmoney

materials

media

leadership

expertise


To generate resources, we …

… start with the community’s shared goals, priority issues, and impact strategies

COMMUNITY GOALS

CRITICAL ISSUES

IMPACT STRATEGIES

MULTI-YEAR RESOURCE DEVELOPMENT PLANS

to build …


FRAME community goals, issues, and strategies as INVESTMENT PRODUCTS

CONNECT CONTRIBUTOR INTERESTS with investment products and volunteer opportunities

EDUCATE, ENGAGE, AND THANK contributors and volunteers

Our multi-year resource development plans …


“Theory of the Business”How United Ways will grow resources to fuel the community impact model

Frame strategies as investment products and connect them to contributor interests/aspirations

Segment, prioritize, and understand interests of

contributors and build ongoing relationships with them

Develop & implement impact strategiesthat improve lives


Needed for impact strategy

Potential contributor with related interest

Financial support

Connecting contributor interests with investment productsUnited Way of Dane County; Madison, WIHealth Access Project

Board member connected to health care


Connecting contributor interests with investment productsUnited Way of Dane County; Madison, WIHealth Access Project

Board member secured $75K from a pharmaceutical company, $10K from another health care company

Financial support

Board member connected to health care


Connecting contributor interests with investment productsUnited Way of Tucson and Southern ArizonaSchool-Community Partnership

Volunteers for after-school

program

Employees of companies in

school’s neighborhood


Potential contributors with related interest


Connecting contributor interests with investment productsUnited Way of Tucson and Southern ArizonaSchool-Community Partnership

Volunteers for after-school

program

Employees of companies in

school’s neighborhood

Adults investing time and talents in neighborhood youth


Connecting contributor interests with investment productsUnited Way of Greater Rochester, NYC.A.S.H. Initiative


Potential contributors with related resource

Space for tax preparation services

Organizations with accessible, unused space


Connecting contributor interests with investment productsUnited Way of Greater Rochester, NYC.A.S.H. Initiative

Multiple sites convenient to lower-income populations

Space for tax preparation services

Organizations with accessible, unused space


With resources in hand, we …


Improved lives

Institutions

Corporations

Associations NeighborhoodsFaith community

United Way

GovernmentIndividuals Agencies Labor groups Academia etc.Foundations

C o m m u n i t y a s s e t s / p a r t n e r s / i n v e s t o r s

Working together to change the community

Community plan for action

Targeted changes in community conditions


POSSIBLE ROLES FOR UNITED WAY

data provider

leader

analystcollaborator convener

investor

facilitator

educator

mobilizer

planner

advocate

advisor

administratorfundraiser

United Way a partner; not always the leader


Because we are accountable and seek to increase our impact, we …


Our results contribute to …

Helping children & youth achieve

their potential

Promoting financial stability & independence

Improving people’s health

Advancing the Common Good


Define community goals, critical issues, and impact strategies,

Mobilize needed resources,

Engage with the community to …

Implement strategies

Use the results

United Way’s work …

… requires an aligned organization


Not simply alignment within business units

Resource

Development

Investor Relations

CommunityResearch

Marketing &Communications

Community

Investment

PublicPolicy


Organizational alignment:All efforts aligned toward a common goal


Improved lives

Targeted changes in community conditions

Community plan for action

Aligning to help change the community

Resource developmentVolu

nteer

s

Finance

Agency relationsCom

mun

ity re

sear

ch

Public policyIn

vest

or re

latio

ns

Community investmentMar

ketin

g &

com

mun

icat

ions

Gov

erna

nceStaff Hum

an resources

Technology


Related Resources on United Way Online

• Aligning for Impact (keyword: Alignment)

• Brand Management resources (keyword: Brand)

• Community Impact resources (keyword: CommunityImpact)

• Resource Development resources (keyword: ResourceDevelopment)

• United Way Knowledge Café (keyword: Cafe)- Community Engagement in Component 1- Impact Strategies and Resource Development in Component 2- Relationship Building in Component 3

• What Is Community Impact? (keyword: WhatIsCI)

how united way works to advance the common good. how united way works 2 to improve lives by...

Documents