United Way Capital Area faced increased competition for attention and consideration in the face of company-sponsored giving programs that offer employees the choice of giving directly to specific nonprofit organizations. Conducting studies with givers, we found that many were unclear about the value that is added by United Way and they desired the ability to more directly target giving to specific areas of concern. We worked with local United Way leaders to establish a set of five investment portfolios (impact areas) within the United Way family and created a marketing approach that helped inform givers of these options, reinforcing the value offered when United Way ensures that their gifts are shared wisely.
