Tis the season of giving! When you read this, perhaps your thoughts jump to the upcoming Christmas holiday and the need to finish your last-minute shopping for family and friends. Unfortunately for many United Way staff, the season of giving is . . .

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.