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Celebration

Guide


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125 YEARS OF

UNITED WAY As we celebrate 125 years of the United Way movement, we invite all people around the world to join hands with others to improve the education, income and health of our communities. This milestone is more than an opportunity to honor our past. It’s a time for United Way to thank our supporters and an invitation to LIVE UNITED. We encourage you to bring LIVE UNITED to life in your community. Host a United Way Day of Action event on June 21. Be part of the LIVE UNITED Street Project. Host Community Conversations. And, give a BIG thanks to your United Way volunteers, supporters and partners. United Ways celebrating a local anniversary are welcome to acknowledge both the local and worldwide anniversaries, though not required. United Ways have flexibility to incorporate the 125 Years of United Way graphic into localized marketing and other communications materials according to guidelines established by United Way Worldwide. 1


MESSAGING General Messaging

Messaging for Your United Way

Celebrating 125 years of United Way

Celebrating 125 years of The Movement

As we celebrate 125 years of the United Way movement, we invite all

United Way of Anytown was founded in (insert year), but we are part of a

people around the world to join hands with others and improve the

movement that is celebrating 125 years of improving lives.

education, income and health of our communities. During this milestone, we celebrate those people and organizations— past, present and future—

During this milestone, we celebrate those people and organizations—

who continue to advance the common good by creating opportunities for

past, present and future— who continue to advance a movement to create

a better life for all.

opportunities for a better life for all.  

In 1887 in Denver, Colorado, a diverse group of community leaders—

In 1887 in Denver, Colorado, a diverse group of community leaders—

a woman, a priest, two ministers and a rabbi— came together to improve

a woman, a priest, two ministers and a rabbi— came together to improve

community conditions. The campaign they created, which joined ten

community conditions. Today, their actions have grown into United Way,

local health and welfare agencies to a common goal, became one of the

the world’s largest privately-supported nonprofit. We’re proud to be one of

most important social inventions in history and sparked a movement that

the nearly 1,800 United Ways in 41 countries and territories.

established United Way. Join the movement. You can give. You can advocate. And you can volunteer. Today, nearly 1,800 community-based United Ways in 41 countries and territories, celebrate 125 Years of United Way. Be part of the movement. You can give. You can advocate. You can volunteer. That’s what it means to LIVE UNITED.

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That’s what it means to LIVE UNITED.


Bring Live UNITED to LIFE • United Way Day of Action– Thursday, June 21 • Take Part in the LIVE UNITED Street Project • Host Community Conversations

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Bring Live UNITED to LIFE

UNITED WAY

DAY OF ACTION United Way Day of Action is the day we stand up for ourselves, our friends, our families and our community to pledge to change the course of our future.

Thursday, June 21

Take United Way Day of Action Online Use 125 Years of United Way messaging and visually promote LIVE UNITED in your United Way Day of Action. Consider incorporating a LIVE UNITED Street Project, and invite volunteers to post a picture, video or

Hosting a United Way Day of Action in your community is one of the most important things you can do to build visibility of 125 years of the United Way movement.

message on Facebook (facebook.com/UnitedWay) and Twitter (@UnitedWay #iamthechange). In addition to aggregating United Way Day of Action content using the Twitter handle, @UnitedWay, and hashtag, #iamthechange, ask your community to participate in The

Check out the United Way Day of Action toolkit at: online.unitedway.org/dayofaction.

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Big Tweet, a mass Twitter event certain to inspire.


THE “BIG” TWEET On June 21, we’re asking United Way volunteers, partners, supporters, friends, family and staff around the world to join a simultaneous Twitter event to make a splash in social media. The event requires individuals to tweet a statement about how they LIVE UNITED using the hashtag #iamthechange.

Example Tweets for Day of Action • I am Jimmy’s mentor. #iamthechange How do you #LIVEUNITED? • I give to @UnitedWay. #iamthechange How do you #LIVEUNITED? • I volunteer at my local food bank. #iamthechange #fighthunger • I advocate to for patients at my local hospital. #iamthechange • I read with a third grade class every Wednesday. #iamthechange #betterthanlunch • I’m volunteering on @UnitedWay Day of Action. #iamthechange

Notes: Encourage people to add #LIVEUNITED to fully incorporate this twitter event into Day of Action content. Adding additional hashtags that are conversational and as character limitations allow will help expand the reach of your tweets. This is our best chance to make an impact on Twitter.

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Bring Live UNITED to LIFE

LIVE UNITED

STREET PROJECT Celebrate 125 Years of United Way by taking LIVE UNITED to the streets. Let’s show the power of living united by creating visible displays around the world. Dust off your best ideas for street-level, guerilla marketing, and create a display that gets attention in your community. The cost to put on this project can be little to none, and it can be simple. Ideally, this would be something that would stay in place long-term, but projects that are temporary are also fine. Your project must incorporate “LIVE UNITED,” but is otherwise open for wide interpretation. Make sure you photograph the project and submit it to United Way Worldwide so we can share the great projects throughout the Network, as well as, in a commemorative photo book. You’ll also be able to customize and order your own photo book if you choose to do so.

Timing Your project can take place at any time, however photo submissions must be received by September 30, 2012 for inclusion in the 125th Commemorative Photo Book and social media.

Submitting Your Project Submit

photo(s)

of

your

project

by

email

to

125photo@local.unitedway.org. Please include signed photo release forms for anyone pictured, as well as a brief description of the project and your contact information. Check out other project ideas at online.unitedway.org/125.

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Bring Live UNITED to LIFE

COMMUNITY

CONVERSATIONS Bring your community’s voice to the table as we celebrate 125 years of United Way. A Community Conversation is a truly transformative way to listen to and honor people’s hopes and aspirations for the future. Through a semi-structured but open format, parents, young people, community leaders and many others share their aspirations and thoughts on how to improve their community.

Using Social Media for Your Community Conversations Take your Community Conversations a step further by engaging your followers online and in social media. Create opportunities for conversation on your website and across your social media assets. Community Conversations provide a great opportunity to begin the conversation with supporters on an issue, but the web provides the opportunity to continue the conversation and keep in touch

Not sure how to start? Download the United Way Community Conversation Workbook on Creating Opportunity. It provides the how-to’s to put on a successful session and to share what you’ve learned. For access to the workbook and other Community Conversation resources, visit online.unitedway.org/125. 8

year round. On the following pages are a few ideas on how you can socialize your community conversations.


Live Tweet If you host a webcast of your event, or if you tweet live from your Community Conversation, you

can

solicit

questions

and

feedback

directly from your followers. While Twitter is the perfect platform for live socialcast, you should limit your total posts on Facebook to a total of one to two per day.

Create a multi-platform approach A full online engagement plan would include the following: • Blog

posts

before,

during

and

after

your Community Conversations written from different angles • A plan to communicate with your email list and provide the opportunity for them to participate online or register for the event (e.g. They can vote in a poll, submit a question, sign a petition) • Plan 3–5 Facebook posts and 5–10 Twitter posts

for

the

week

surrounding

your

Community Conversations • Plan for sharing multimedia and video content online

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Get The Word Out • Sample localized messaging • Using Social media • Supporting Assets

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Getting the Word Out

SAMPLE

LOCALIZED MESSAGING The 125th anniversary celebration of the United Way movement is an excellent opportunity to highlight the work of your United Way. Use the following sample messaging as content that can be used in existing communications with volunteers, community and corporate partners, the media and supporters.

Current and Former Volunteers and Supporters As we celebrate 125 years of the United Way movement, we thank you for joining hands with all people around the world to improve the education, income and health of our communities. In 1887 in Denver, Colorado, a diverse group of community leaders— a woman, a priest, two ministers and a rabbi— came together to improve community conditions. Today, those actions have grown into United Way— a worldwide movement to advance the common good. During this milestone, we celebrate people such as you who have joined with United Way throughout our 125 years. By giving, volunteering and lending your voice to the cause, you’ve made a real difference in your community and are an example of what it means to LIVE UNITED. We give you a BIG thanks for the tremendous trust you’ve placed in United Way in the past, and we look forward to all we can accomplish together in the future.

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Corporate Partners

Letters to the Editor

COMPANY celebrates 125 years of the United Way movement. We are proud to join

This year United Way celebrates 125 years of advancing the

United Way and people around the world to improve the education, income and health of

common good. I’m proud to join United Way of Anytown

our communities.

to improve the education, financial stability and heath of

During this milestone, we celebrate the strong partnership between COMPANY and United Way of Anytown. [INSERT INFORMATION ON PARTNERSHIP.] We’re proud to be a part of the past, present and future of United Way, and we commit to creating opportunities for a better life for all.

my community. [INSERT SHORT PARAGRAPH OF PERSONAL CONNECTION TO UNITED WAY.] Join me and United Way of Anytown. LIVE UNITED.

Community Partners As we celebrate 125 years of the United Way movement, PARTNER is proud to join all people around the world working to improve the education, income and health of our communities. During this milestone, we celebrate the strong partnership between PARTNER and

Feel free to adapt the sample messaging or other communications with your supporters and community.

United Way of Anytown. [INSERT INFORMATION ON PARTNERSHIP.] We’re proud to be a part of the past, present and future of the United Way movement to create opportunities for a better life for all.

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Getting the Word Out

USING

SOCIAL MEDIA Leverage Facebook, Twitter and other social networking channels to promote 125 years of the United Way movement. Ideas include inviting supporters to share their favorite United Way memories featuring historic United Way milestones in your community and showcasing your community impact and results.

Facebook and Twitter • Post open-ended questions: Facebook: 125 years ago a woman, a priest, a rabbi and two ministers started the movement that became United Way. Leave a comment and tell us your first United Way experience. Twitter: Celebrating 125 years of giving, advocating & volunteering w/ @UnitedWay. Share was your first United Way experience #LIVEUNITED • Post engaging content: Facebook: Like this post to say THANK YOU to the countless volunteers who have been giving, advocating and volunteering through United Way for 125 years! Twitter: Retweet this to say THANK YOU to the thousands of people who work with

Note: Hashtag #LIVEUNITED is the official hashtag for all Day of Action activities. Send your photos and tweets

@UnitedWay every year to advance the common good. • Post links and drive content to actionable website content:

from on-the-ground activities using #LIVEUNITED. To

Facebook: For 125 years volunteers have been working with United Way to advance

participate in our social media event on Day of Action,

the common good. We need your help to prepare for the next 125 years. The best way

see The "Big" Tweet on page 5.

to prepare for the future is to make a difference in the life of a kid today. Become a volunteer reader, tutor or mentor today: http://unitedway.org/volunteer

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Blog • Your blog is your opportunity to position your work as part of a greater movement. Weave 125 Years of United Way messaging throughout your posts • Create posts on a broad range of content topics, weaving in common good and 125 Years of United Way messaging to increase external referrals and search engine traffic • Add a “footer” below each blog post: 00 In 1887, a Denver woman, a priest, a rabbi and a minister came together to improve their community. Today, those actions have grown into United Way— the world’s largest privatelysupported nonprofit. We’re proud to be one of the nearly 1,800 United Ways in 41 countries and territories.

Website • Incorporate 125 Years of United Way graphic in website templates • Create actionable engagement opportunities e.g. polls, pledges, petitions, social media sharing and stream

Email List • Incorporate 125 Years of United Way graphic in email templates e.g. Constant Contact • Drive actions on website through email outreach

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Getting the Word Out

SUPPORTING

ASSETS

125 Years of United Way Graphic To help mark the celebration of 125 years of the movement in print and digital materials, United Ways has created a trademarked graphic. United Ways can use the graphic on their website and other materials according to established brand guidelines. Download the files and read the guidelines at online.unitedway.org/125.

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Constant Contact Template United Way brand templates featuring the 125 Years of United Way graphic that you can use to thank your volunteers and supporters for joining with United Way throughout our 125 years.

Web Banners Web banners for partners to place on websites and intranets in celebration of their partnership with United Way.

Poster Companion poster template for use by United Ways and partners.

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For more information, visit: online.unitedway.org/125.


Promotional Use of 125 Years of United Way Graphic A collection of promotional materials commemorating 125 years of the United Way movement are available for purchase from the United Way Store, the exclusive provider of merchandise, apparel and promotional products bearing the 125 Years of United Way graphic. No other vendor is authorized to use the trademark graphic for any purpose.

Check out the collection of promotional products at: UnitedWayStore.com.

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125TH ANNIVERSARY

ADVISORY COMMITTEE Special thanks for the leadership and support of the United Way 125th Anniversary Advisory Committee and many others who shared their ideas and feedback. Mary Adams

Brian Boyer

Del Galloway

Peter Hahn

Kim Lockhart

United Way of Monterey County

United Way of Central and Northeastern Connecticut

United Way Worldwide

United Way Worldwide

Samuel Gonzale

Ed LeMieux

United Way of Canada, Centraide Canada

Fondos Unidos de Puerto Rico

United Way of Metropolitan Nashville

Phil Baldwin Chairman of the Board of Trustees, United Way U.S.A.

Christine Benero Mile High United Way

Vicki Carayiannis FedEx Services

Susan Dunn United Way of Central and Northeastern Connecticut

Mary Graham

Andy Smith United Way of Rhode Island

United Ways of Tennessee

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701 North Fairfax Street Alexandria, Virginia 22314 U.S.A. UnitedWay.org

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Š 2012 United Way Worldwide | BL-0412

United Way Worldwide

125th anniversary Celebration Guide  

As United Way Worldwide celebrates 125 years, they needed a celebratation guide for all of the local affiliates to help them implement their...

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