United Way’s CEO on Shifting a Century-Old Business Model
Publication Date: September 01, 2018
In the 1950s the United Auto Workers negotiated a plan that allowed employees at the big carmakers to donate money directly from their paychecks to the local precursors of United Way. For most of the organization’s history, it had no direct relationship with its donors. That has changed. Payroll deductions still play an important role, but United Way is moving to technology-driven engagement that allows individual donors to become more closely involved with the mission. In partnership with Salesforce, it has created a platform on which donors have their own home pages; there they can track all the gifts they’ve made and all the volunteer hours they’ve committed to causes and find content or policy news or volunteer opportunities relevant to their interests. It has found that individuals who engage with it online give more and continue giving from year to year. Today some 25,000 people have each given more than $10,000 to United Way; more than 600 have given $1 million; and 35 have given $10 million or more.
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United Way’s CEO on Shifting a Century-Old Business Model
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