II. PHASE 1: IDENTIFYING THEMES AND ISSUES
To develop ideas about how to move from where we are to where we should be, the Board of Directors and Strategic Planning Committee worked through a comprehensive reorientation. The subjects of this process were: our current focus vis-à-vis our priorities; our past performance and the public perception of that record; what we have actually accomplished and the cost of our operations. They studied local and national trends, reviewed best practices, and compared UWCM’s performance to that of other United Way organizations. Finally, in an effort to surface key themes and priorities, they met with corporate stakeholders and other constituents, including human-services agencies, foundations, and community leaders.
A. Community Impact and Image
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Through funding agencies, 2-1-1, individual initiatives and designations, and staff work, UWCM has pervasive impact in our area. This impact is invisible to the public, however, because we highlight only the small allocable pool of $2.6 million—in contrast to the more than $30 million we distribute annually along with our public policy and volunteer efforts. We must communicate the full effect of what we do— both on our own and in partnership with others.
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This communication of the resources we marshal and their tangible results must be made clearly and compellingly. We have to tell the whole story. Donors expect openness and transparency, yet few of UWCM’s donors recalled even hearing how their gifts were used.
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Donors and corporate gatekeepers expect a meritocracy in how funding decisions are made. We must rebuild trust and eliminate any perceptions of arrogance and bureaucracy.
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Gathering, analyzing and maintaining data is costly, but this knowledge infrastructure is critical for effectively engaging donors and developing trust in our relationships.
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Empowering volunteers and staff to be UWCM’s best spokespeople is fundamental to our success.
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We must reduce overhead; competition in the philanthropy universe is fierce, and there are few opportunities to raise this issue with donors through Websites such as GuideStar and Charity Navigator.