The Way We Work

For decades, long-time, loyal donors have supported United Way. However, these contributors are retiring, so the organization is changing its image to invite younger donors to step up to the plate. “The problem is that people view us as their grandma’s United Way,” says Jacinda Adams. “We’re more than that. We’re about creating the next generation of change makers.”

Although United Way is responding to an evolving demographic in terms of its donors and constituents, its purpose remains the same: to unite people to build stronger communities. The organization’s main focus is to identify critical issues facing the community, marshal all the resources required to make change, and build partnerships to innovatively solve our community’s most critical issues. Segal says United Way focuses on three impact areas: Nurturing Children and Families, Meeting Basic Needs, and Supporting Health and Independence. United Way relies on community contributions in a variety of ways, including:

Volunteering. Opportunities are always available with United Way partner agencies at unitedwaytwin-cities.org/caringconnection and through programs such as Emerging Leaders, which combines volunteerism and philanthropy with leadership-building skills, and professional
networking.

Donations. Donors can give online via credit card at unitedwaytwin-cities.org/give. Plus, people whose employers run a United Way campaign can give through payroll deduction. Contributors can earmark their gift to a specific agency, program area, or the general fund.

Corporate partnerships. These include workplace campaigns, programs to match employee gifts, paid time off for volunteering, and sponsoring a United Way event or program.