It was a comment from a United Way president last week that got me thinking – and worried. He said “Our COVID-19 relief fund has made our United Way . . ..”

Several years ago, a restaurant chain completely redesigned the outside of their restaurants. The restaurants weren’t out-of-date nor falling down, but restaurant managers explained that they made significant changes . . .

For those of you who have been marching the beat of the “one day at a time” mantra, I want to ask you to do two things: one for yourself, and one for your United Way.

Over the past three weeks, we have spoken with United Ways throughout the United States about their coronavirus/COVID-19 relief funds. From these conversations, we have identified three points of information you must clearly communicate with your community related to your relief fund.

Being stuck in the house all day can be dull, and COVID-19 seems to be the only thing anyone can talk about. Here’s one way you take a productive break to ward off monotony and think about something other than the virus.

What can United Ways learn from Supreme?

The answer isn’t that you should release United Way-branded Oreos. Instead, it’s that if your United Way wants to build a cult following, you need to build a brand that emulates…