Every United Way starts every campaign season with four percent fewer donors than the year before. Where do those lost donors go? And how can you get them back?

Your volunteering opportunities have made a lot of good happen for your community. But, how much good did those volunteer opportunities do for your United Way?

Most United Way donors we have surveyed recall being thanked by their local United Way. However, not all donors report they have been thanked the way they want to be thanked.

Your community doesn’t care how much money you raise. If you want to convince your community to support your United Way, you need to stop talking about your campaign goal and start telling donors what they really want to hear.

We’re not talking about how to word a harsh breakup; we’re talking about how you need to be marketing to your stakeholders. Stop making everything about you and start talking about how your stakeholders are changing the world.

When your donors think of your United Way, what words come to mind? We frequently ask donors this question, and the hundreds of words donors use to describe United Way reaffirm the fact that most donors do not understand what your United Way does.