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.

Recently, I saw an interesting editorial from a United Way CEO about how their United Way is changing the way it addresses social issues in their community. What caught my attention in the editorial was not what the United Way is going to do to address the pressing local needs it has identified but how they are going to measure their success.

Your donors do NOT care about . . .

“Change is inevitable. Growth is optional.” – John C. Maxwell

“The trouble with not having a goal is that you can spend your life running up and down the field and never score.” – Bill Copeland

One of my fondest memories of being a Boy Scout was orienteering at Scout camp.