Does your United Way live in the past? United Ways talk about last year a lot. They talk about . . .

In lieu of traditional paper pledge forms, many United Ways are developing virtual campaign pledge pages. But what does it take to make an effective virtual pledge page?

As I noted in my previous blog post, many United Ways communicate information like their campaign goal, number of investment panels, number of funded partner agencies, and how many volunteer hours it took to determine the allocations – but, this information does not motivate donors to give.  

Nearly every United Way struggles with the challenge of trying to explain to their donors and community what exactly it is that United Way does. Even the tallest buildings in the world are not tall enough for most United Ways to be able to finish their elevator speech before reaching the top floor.

When you focus all of your marketing activities and marketing budget solely on reaching your donors, everyone else is in the dark about your United Way. What other groups should your marketing seek to engage in order to build a stronger future?