Reshaping United Way

Recently completed United Way fund-raising campaigns across the state for the most part grew over last year’s figures but did not grow as much as hoped, making them look a lot like the standard state economic indicators – state revenues, jobs, income, etc. In eastern Maine, the United Way news was even worse, a small loss compared with last year. But rather than just wait to see which way the economy shifts this year, local United Way officials have looked at their organization and tried to make it more effective no matter what else happens.

Led by United Ways in York County and Greater Portland, and with advice from the national trade organization, United Way of America, the local agency has rethought how funding decisions are made and made a larger effort at finding out what effect those decisions have. Traditionally, United Ways have taken in money, reviewed which agencies got what amount and then spent the money and started raising funds for the next cycle. Now, United Way of Eastern Maine is starting with existing reports and data, then backing up and returning to the community to identify areas that need funding – discussion groups currently are taking place – then setting an agenda and establishing ways to measure the results. This new model recognizes that unless contributors are confident their money is spent wisely, no agency will receive adequate funding.

At least as important is United Way’s focus on support that involves more time than money. It wants to expand the number of donors who can contribute hours to helping children through literacy programs or companies that can adopt an agency. Nancy Roberts of United Way of Eastern Maine points to examples such as Georgia-Pacific in Old Town undertaking building projects at United Cerebral Palsy of Maine’s Camp Capella and United Parcel Service employees contributing time and labor to needed projects at the BangorArea Homeless Shelter.

The new strategy recognizes that the key funding source for United Way donations – longtime, community-based businesses with a stable employee base – are becoming more and more rare. To continue to help, the United Way has had to respond to changing workplace trends as effectively as it responds to changing donation needs. Engaging the community both by gather-ing more information and more directly through volunteer projects are positive responses to these new challenges.