Remarkable Campaign for Abundant Life Furthers Mission

The success of United Church Homes’ historic Campaign for Abundant Life is a testament to the trust and appreciation of those who have so generously supported its past, present and future efforts to help older adults live abundant lives.

Imagine a world where friendships, learning, exploration, creativity and personal and spiritual growth have no age or income limits. This is the world we all want for our parents, loved ones and ourselves. This is the world that United Church Homes envisions.

This message, shared with potential donors from all walks of life, helped inspire historic levels of giving to UCH: more than $47 million over the five-year period of the Campaign for Abundant Life.

“Beyond sharing our vision, we told stories of abundant life that we, as an organization, have helped create,” said UCH board member Jim Henry, who chaired the campaign.

“UCH’s mission isn’t limited to providing seniors with a physical place to reside and access to medical care. We’re helping them achieve happiness.”

According to UCH Vice President of Advancement Gloria Hurwitz, the campaign was very strategic. It followed United Church Homes’ 100th anniversary celebration and a period of limited fundraising activity. Working with the UCH Board, Hurwitz established an aggressive goal to raise $20 million over a five-year period.

“We initially focused on outreach to some of UCH’s strongest supporters with whom we had existing relationships,” Hurwitz said. “We developed campaign materials that painted a clear and compelling picture of seniors’ needs and provided opportunities for donors to direct their contributions to aspects of UCH’s services that aligned with their own views and priorities.”

The campaign sought funding in six areas with targeted goals:

Unrestricted Support, Charitable Care and Quality of Life which included gifts that enhance quality of life for all residents, such as intergenerational activities and volunteer opportunities;

Pastoral Care to support spiritual care which contributes to community, wholeness and peace;

Ruth Frost Parker Center for Abundant Aging which provides a forum for the exchange of ideas and innovation in the fields of senior services, higher education, research and advocacy;

Residential Campuses and Healthcare Communities which allows for expansion of the availability of specialized resident care;

Affordable Housing Communities which includes emergency needs and projects that enhance quality of life; and,

Endowments – from current and planned gifts – which support general or designated areas of need.

Henry and Hurwitz say there is no typical UCH donor. Generous contributions were made by affluent philanthropic families, residents’ grateful family members and loved ones, UCH leaders both paid and volunteer, staff and strategic partners.

UCH staff campaigns are an important fundraising mechanism with contributions of nearly $900,000 over the past five years. Hurwitz is proud that employees give so generously to support the residents UCH is privileged to serve.

“We make it fun,” she said. “Team captains are designated in each UCH community. We give away logo-wear and recognition gifts, and host special campaign luncheons and end-ofcampaign celebrations. On average, 80 percent of UCH employees give annually, which is twice the industry benchmark of 40 percent. Their financial support is another way in which they demonstrate a true commitment to our mission.”

Contributions to the campaign have funded many key initiatives including: acquisition of The Polaris Community; development of The Hamlet on Darby; pre-development of The Longfellow Commons Community; support for the Benevolent Care Fund; pre-development of a new affordable housing community; support for many capital projects; technologies for resident engagement and connectivity; and support for memory care programs.

Henry said, “It’s all about the work we do – the positive difference we make in so many lives. And our growth isn’t just for the sake of growth. It’s about serving more older adults and helping them live abundantly.”

“The success of this historic campaign would not have been possible without the support of our volunteer leaders and the dedication of the Advancement Team,” Hurwitz said.

“I’m grateful for all who walked beside us on this five-year journey by volunteering, investing and advocating for the good work we do on behalf of those we serve.”