INDIVIDUAL EXPERIENCE REPORT
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The world has changed United Way has always been about helping people solve big problems together. In 2015 alone, we mobilized millions of donors and volunteers. But it’s clear our world has changed. Technology, digital marketing, and changing individual expectations are disrupting us and our sector. The exciting news? These same changes create an opportunity for United Way to connect with people as individuals, ask them what they think and help them find their passion for making a difference.
This new “Era of the Individual” needs United Way. The future needs a strong United Way. Our collective impact approach is the best way to sustain community change. We mobilize people and resources at an irreplaceable scale. We are local, around the world. The opportunity ahead of us is to apply the best of individual digital engagement to these unique strengths. The journey will not always be easy, but together we can do it. -The Innovation Team [email protected]
Inside This Report (click to jump)
1. Top 5 Insights of 2015 The latest and best insights from United Ways, cutting edge NGOs, and other experts.
2. Three Network Actions How United Ways and UWW are working together in new and powerful ways.
3. Five Local Actions and Examples United Ways are innovating all the time. Learn five hot tips observed from leading United Ways.
Top 5 Individual Engagement Insights from 2015 (drum roll please…)
#1 Fight for the User Companies that provide great individual experiences have one thing in common: they place the individual customer (user) at the center of the experiences they design. Our friends at DoSomething.org adopted the phrase “Fight for the User” (any TRON fans out there?) as their rallying cry. United Way Digital Services has adopted it as well. It means we always make the user’s needs our top priority.
Image of DoSomething.org office provided by TMI Agency
#1 Fight for the User This user-centered approach is championed by some of the leading companies of our time. Amazon CEO Jeff Bezos is known to leave a seat open during meetings and asks attendees to consider that empty chair occupied by a customer. For United Way, this relentless focus on the individual user experience already is yielding results. Whether you’ve just started or are an expert, the key is to continue flexing this user-centered design muscle through our strongest channel: the workplace.
#2 Individual engagement and the workplace need each other In our network, we sometimes view “individual” and “workplace” as opposites. But our best way to provide great individual experiences is with and through workplaces. Nine out of ten of our current donors come from workplaces. The average payroll deduction gift is 10x larger than an online donation. Individual engagement means connecting with people in a way that drives payroll donations and employee engagement, not replaces them.
#2 Individual engagement and the workplace need each other So what will individual engagement that employees and companies love look like in the (near) future? Year-round digital content and local opportunities to get involved Modern payroll deduction giving experiences Lifetime impact tracking and personal accounts Direct connections to employees that persist as workplaces change
In marketing terms, we’re developing a business-to-businessto-consumer model (B2B2C) rather than just B2B or B2C. (Acronym Party, it’s true.)
#3 We’re Better Together United Ways are doing this work together in exciting new ways, from United Way LINC and Text-to-Mobile to the Operating Groups. This collaborative approach helps us all and happens to be one of our five Bold Plays (see what we did there?). The benefits to this approach are very real: We deliver better, consistent experiences and maintain local flare We