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United Way Update Mary Kay Leonard, Group Vice President, Investor Relations

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Title: United Way Update Mary Kay Leonard, Group Vice President, Investor Relations


1
United Way UpdateMary Kay Leonard, Group Vice
President, Investor Relations
  • NCL Advisory Council Meeting
  • June 20, 2007

2
Key Issues
  • Reframing
  • National Initiatives
  • Children and Youth Achieving their Potential
  • Financial Stability Partnership
  • 2-1-1
  • Disaster Response Recovery
  • Public Policy
  • Global Update

3
Reframing the Work of United Way
4
Challenge
  • Brand viewed favorably, but public lacks
    understanding of United Ways work and what brand
    stands for
  • Opportunity to build on National Professional
    Council metrics task force to frame/claim United
    Ways three broad impact areas
  • Need a brand frame that balances head and heart
    and is accurate, compelling, distinctive

5
?????
Promoting Financial Stability Independence
Helping Children Youth Achieve Their Potential
Improving Peoples Health
The Business Framework
6
Research Findings
  • UW is the one organization that addresses the
    issues that advance society
  • UW has the experience, size and issue focus to
    bring about broad social change
  • UW focuses on the underlying, fundamental issues
    to remove obstacles to opportunity and prevent
    problems from becoming crises
  • UW generates lasting change by helping people
    achieve better, independent lives, with benefits
    that reverberate to everyone
  • UW creates opportunities and sparks hope
  • UW works in ways that benefit us all

7
Research Findings
  • Specific Phrases
  • United Way works on behalf of the common good
  • with benefits that will ripple out to the
    community as a whole.
  • Helps make steady advances in society by
    identifying and addressing common problems
  • We all win when a child succeeds in school, when
    a neighborhood turns around, when families have
    good health and workers have solid jobs.

8
Research Findings
  • Specific Phrases
  • ensuring society will continue to progress and
    our children will have a better future.
  • It takes the whole community working together to
    reach our mutual goals.
  • regain hope.
  • Help us inspire hope and create opportunities.
  • United Way helpsnavigate obstacles, and strives
    to create opportunities for everyone.

9
Advancing the Common Good by Focusing on
Education, Income and Health
Promoting Financial Stability Independence
Helping Children Youth Achieve Their Potential
Improving Peoples Health
10
Process Next Steps
  • Research
  • Leadership Interviews
  • Local United Way CEOs, UWA leaders, volunteer
    experts, board members, National Corporate
    Leaders
  • Consumer Focus Groups
  • Exploratory focus groups (UW Investors and Active
    Community Investors)
  • Message, creative development and testing
    summer 2007
  • Communications materials production early 4th
    quarter 2007
  • Availability of communications materials late
    4th quarter 2007
  • External Launch January 2008

11
Helping Children and Youth SucceedAlex Sanchez,
Senior Vice President, Community Impact Leadership
12
Advancing the Common Good by Focusing on
Education, Income and Health
Improving Peoples Health
Helping Children Youth Achieve Their Potential
Promoting Financial Stability Independence
Success by 6TM
Financial Stability PartnershipTM
Health Initiative (TBD)
BornLearningTM
ASB/UWU/YV
1. Basic health care coverage2. Maternal and
infant well- being3. Substance abuse
4. Violence/Abuse Prevention

1. Increasing disposable income2. Increasing
assets3. Threshold income for basic living
1. Readiness to succeed in school2. Academic
achievement 3. Quality constructive care
13
Community Impact Framework
Advancing the Common Good by Focusing on
Education, Income and Health
Helping Children Youth Achieve Their Potential
Improving Peoples Health
Promoting Financial Stability Independence
Success by 6TM
BornLearningTM
ASB/UWU/YV
1. Readiness to succeed in school2. Academic
achievement 3. Quality constructive care
14
Early Childhood EducationUnited Way Priority
Initiative
  • Over 80 of United Ways focus on early childhood
    education
  • 360 Success By 6 initiatives the largest
    national network of early childhood education
    public-private coalitions working to increase
    school readiness
  • Born Learning a nationwide public awareness and
    parent engagement campaign, in partnership with
    the Ad Council and Civitas, designed to increase
    quality early learning

15
United Ways Program
  • What is Born Learning?
  • 90 million Nationwide Ad Council public
    engagement campaign (TV, radio, newspaper,
    billboard, magazine and Web ads)
  • 6 million worth of research-based, high quality,
    customizable early learning education materials
  • Web site (www.bornlearning.org) with
    research-based proven tools and information for
    parents, caregivers and communities
  • Nationwide community outreach and action through
    1,300 Local United Ways 12 intensive sites
    including Atlanta, Austin, Detroit and Washington
    state

16
National Ad Council CampaignBillboards
17
Born Learning Educational Tools
  • KidBasics At-a-glance information guide for
    caregivers on key topics sleep, feeding, play,
    care

18
Born Learning Web Sitewww.bornlearning.org
19
Results to Date Born Learning
  • Over 900 Million household impressions through Ad
    Council Campaign
  • 54.2 million in donated media
  • 1.2 million parents reached with Born Learning
    educational materials
  • 2.6 million page views on Born Learning web site
  • Traffic to www.bornlearning.com up 88
  • National Partners to extend reach including the
    Ad Council, American Academy of Pediatrics,
    Association of Childrens Museums, Buffett Birth
    to Five Policy Alliance, Civitas, Committee for
    Economic Development, Dolly Partons Imagination
    Library, Families and Work Institute, First Book,
    League of Cities, National Governors Association
    and Parents as Teachers

20
Results to Date
  • Alternative Spring Break Year Two
  • 27,060 hours
  • 496,542 to Louisiana match to FEMA

21
Partnering Opportunities
  • SB6 Enhanced Campaigns City by City
  • Outreach to Parents
  • Donated media
  • New media avenues / opportunities
  • Materials Distribution
  • Quality Child Care
  • Born Learning Trail
  • Community Engagement tool
  • Materials Development
  • Research and Evaluation
  • Public Policy Advocacy

22
United Way Financial Stability PartnershipDr.
Madye Henson, Vice President, Community Impact
Development
23
Community Impact Framework
Advancing the Common Good by Focusing on
Education, Income and Health
Helping Children Youth Achieve Their Potential
Improving Peoples Health
Promoting Financial Stability Independence
Financial Stability PartnershipTM
  • Increase Income, Savings and Assets
  • Increase access to public/employer benefits
  • Increase workforce readiness

24
Economic Drivers that helped Build the CaseDid
You Know
  • Average credit card debt among American
    households is about 9,300.
  • One out of three households reported using credit
    cards to cover basic living expenses including
    rent, mortgage payments, groceries, utilities and
    insurance.
  • The personal savings rate in 2006 (as a
    percentage of personal income), was a negative 1
    percent.
  • 10-23 of lower income households 25 to 56
    million adults do not have a bank account and
    are without access to mainstream financial
    institutions and services
  • 2 million people filed for bankruptcy in 2005.
    Approximately 50 of bankruptcies are caused by
    medical debt.
  • Over 38 million Americans have incomes below the
    federal poverty level. More than fifty percent
    are employed.
  • Each year, more than 30 billion in public
    benefits go unused, often because of confusion
    regarding eligibility requirements and lengthy
    application processes.

25
A Stepped Approach to Financial Independence

26
UWA Update Advancing the Common GoodUnited Way
Financial Stability Partnership
  • Goals
  • SYSTEM-WIDE INVESTMENT
  • United Way will increase its investment from 1
    billion to 1.5 billion over the next five years
    to strengthen the financial stability of low to
    moderate income families by implementing and
    bringing to scale targeted proven strategies that
    impact financial stability.
  • INCREASING INCOME THROUGH EXPANDING (EITC)
    OUTREACH
  • Increase the number of eligible families
    currently not claiming EITC by 50 percent in 400
    targeted communities over the next five years.
  • BANK THE UNBANKED
  • Across the United Way system, reduce by 25
    percent the number of un- banked and under banked
    households over the next five years.
  • EXPANSIVE INTEGRATION OF TECHNOLOGY
  • Through technology enable all United Ways to
    enroll eligible families in earned public
    benefits in 50 states over the next two years.

27
United Way Financial Stability
Partnership Partnering
Opportunities
  • EITC Outreach Expansion
  • Year-round Financial Stability Centers
  • mobile and site-based
  • Support for Technology Integration
  • earned benefits access
  • access to financial mainstream
  • Matched Individual Development Account (IDA)
    initiatives
  • Innovative Savings, Asset-building and Asset
    Protection Efforts
  • Workforce Development Initiatives
  • Research and Evaluation
  • Public Policy Advocacy

28
Including Speakers from Bank of America Clinton
Foundation CFED Center on Budget and Policy Ci
ties of San Francisco, San Antonio, New York
City
29
2-1-1Patrick McIntyre, Director, Public Policy
30
Advancing the Common Good by Focusing on
Education, Income and Health
Promoting Financial Stability Independence
Helping Children Youth Achieve Their Potential
Improving Peoples Health
Resource Generation
Citizen Involvement
Partnerships
2-1-1
Donor Relationships
Community Investment
Disaster Response Recovery
Public Policy
31
2-1-1 News
  • Alaska and Rhode Island just launched Mass in
    March
  • 8M calls received last year
  • Federal Communications Commission (FCC) request
    for comments
  • 2-1-1 Endorsement Campaign 3,047 sign-ons
  • Roughly 195M Americans, or 65 of the population,
    has access
  • 22 States have statewide coverage only 5 have
    zero coverage to date
  • Arkansas, NYC, and St. Louis by December 2007
  • Delaware, Missouri, New Hampshire, Pennsylvania,
    and Northern Virginia by December of 2008 80

32
2-1-1 News (continued)
  • Organizations Managing 2-1-1
  • Non-Profit or non-organization specific 56
  • Local or State United Way 38
  • Mental Health and Suicidology Orgs 3
  • Area Units on Aging 2
  • Volunteer Centers .5
  • Proprietary .5
  • Partnerships with the Alliance of Information and
    Referral Systems, the 2-1-1 Leadership Council,
    FEMA, NENA, American Red Cross, and Points of
    Light continue to grow.

33
2-1-1 in Retrospect Successes
  • Not enough money to do it allbut did it anyway
  • 5 ? 65 coverage in 7 years
  • Success in organizing state leadership
  • Value proposition is on target
  • Success stories valuable
  • Commitment to standards and increase in
    accreditation and certification
  • Shared vision and true collaboration
  • Legislative leadership
  • Generosity of field leaders contributed to rapid
    expansion

34
2-1-1 National Coverage
  • 2-1-1 covers approximately 193 million Americans
    (January 2007) - over 65 of the US population
    209 active 2-1-1 systems covering all or part of
    41 states (including 18 states with 100 coverage)

35
2-1-1 in Retrospect Lessons Learned
  • Long-term, reliable, sustainable funding needed
  • Technology not clearly understood
  • Branding complex and fractured
  • Disaster Preparedness and 2-1-1s ability to
    respond
  • Financial partners are varied, presenting
    challenges
  • Capacity building for programs and advocacy
    needed
  • Accountability System
  • Cost goes down as infrastructure is built and
    scaled across networks
  • Key Lesson National development of an integrated
    2-1-1 system requires dedicated/designated people
    to do the work, set the agendas, and drive the
    initiatives.

36
2-1-1 Whats Next?Partnering Opportunities
  • Complete Reach
  • Unify System
  • Utilize advanced technologies
  • data aggregation
  • seamless connections
  • Demonstrate quality through Accreditation and
    Certification
  • Improve Disaster Preparedness
  • Pass The Calling for 2-1-1 Act (HR 211 / S. 211)
    and secure additional public and private funding

37
2-1-1 Connection Services
  • Support for Children, Youth and Families
    Childcare, after school programs, Head Start,
    family resource centers, summer camps and
    recreation programs, mentoring, tutoring,
    literacy, protective services.
  • Financial Stability EITC, WIC, credit
    counseling, food stamps, rent utility
    assistance, unemployment benefits, job training,
    education programs.
  • Physical and Mental Health Resources medical
    information lines, crisis intervention, prenatal
    care, support groups, counseling, drug and
    alcohol intervention, rehabilitation, Medicaid
    and Medicare, maternal health, childrens health
    insurance programs.
  • Support for Older Americans and Persons with
    Disabilities home health care, adult day care,
    congregate meals, Meals on Wheels, respite care,
    transportation, and homemaker services.
  • Basic Human Needs Resource food, clothing,
    shelter, temporary financial assistance,
    transportation, disaster
  • Civic Engagement Volunteer opportunities and
    donations.

38
Disaster Response and Recovery
39
Advancing the Common Good by Focusing on
Education, Income and Health
Promoting Financial Stability Independence
Helping Children Youth Achieve Their Potential
Improving Peoples Health
Resource Generation
Citizen Involvement
Partnerships
2-1-1
Donor Relationships
Community Investment
Disaster Response Recovery
Public Policy
40
Disaster Response Recovery - Infrastructure
Hurricane Response Recovery Fund Long Term Focus
  • Greater New Orleans
  • Gulfport/Biloxi
  • Key Target Areas
  • Service-Supported Housing
  • Promoting Partnership Grants
  • Quality Child Care
  • Accessibility to Health Mental Services
  • On-Site Support to Virginia Tech
  • Technical support to website design migration
  • Click Give solution

41
United Way Disaster Response
Recovery Partnering
Opportunities
  • Disaster response - ability
  • 2-1-1 infrastructure and access
  • land, cellular and web based
  • disaster and non-disaster
  • Support for Technology Integration
  • processing
  • access to financial mainstream
  • Support for National Appeal/Pledge Integration
  • United Way, Red Cross, Salvation Army
  • Research and Evaluation
  • Public Policy Advocacy
  • Especially preparation and long-term recovery

42
Public PolicyPatrick McIntyre, Director, Public
Policy
43
Advancing the Common Good by Focusing on
Education, Income and Health
Promoting Financial Stability Independence
Helping Children Youth Achieve Their Potential
Improving Peoples Health
Resource Generation
Citizen Involvement
Partnerships
2-1-1
Donor Relationships
Community Investment
Disaster Response Recovery
Public Policy
44
Public Policy What is it?
  • Politics is the role we play in making decisions
    about how we care for one another, our
    communities, and the land. 
  • Public policy is the combination of goals, laws,
    rules, and funding priorities set by public
    officials that determine how government meets
    needs, solves problems, and spends public funds.
  • - Marcia Avner, Minnesota Association of
    Non-Profits

45
Public PolicyGovernment vis a vis United Way
  • 2.022T Health Care, Education, Welfare
  • 918.7B Defense and Protection
  • 872.7B Pensions (including Social Security)
  • 329B Interest on the Debt (fastest growing part
    of the budget)
  • 246.8B Transportation
  • 4B United Way
  • United Way raises 0.002 of what all levels of
    government (federal, state, and local) spend on
    Health Care, Education, and Welfare. United Ways
    would have to increase their campaigns 505 times
    in order to match government spending on the
    issues we tackle.
  • Source www.usgovernmentspending.com/index 2007

46
Public Policy 2-1-1 and the FCC
  • N-1-1 numbers viewed by FCC as a precious
    national resources
  • FCC issues Request for Comments in May If these
    codes are not widely used, what can the
    Commission do to facilitate more widespread use?
  • UWA and Original Filers Submit Comments in June
  • Heres what we said we were going to do
  • Heres what we did
  • Encouraged partners to submit comments (97
    filings)
  • Second round will focus on issues where the FCC
    can help, i.e. emerging technologies and N-1-1
    integration

47
Public Policy The Calling for 211 Act
  • Authorizes 700M over six years, matched
  • Money to lead state entity
  • Every state eligible flexible in use
  • Senate HELP House Energy Commerce
  • S. 211 36 cosponsors
  • HR 211 113 cosponsors
  • Broad bipartisanship

48
Public Policy Financial Stability
  • The Congressional Savings and Ownership Caucus
  • Formed in February 2005
  • Bi-partisan, forward-looking
  • Goal of expanding savings and asset ownership
  • Relevant Bills and Concepts
  • Savings for Working Families Act
  • 10M for Free Tax Preparation and Financial
    Literacy

49
Public Policy Financial Stability
  • The Savings for Working Families Act
  • Would make IDAs (matched savings accounts)
    available to 900,000 low-income Americans to be
    used for three purposes
  • Buying a first home
  • Paying for post-secondary education
  • Starting or expanding a small business 
  • Authorizes an IDA tax credit to encourage
    financial institutions to sponsor matched-savings
    programs
  • HR 1514 / S. 871

50
Public Policy Financial Stability
  • 10M Appropriation for VITA Sites
  • Thirty-four (34) Senators to sign onto letter in
    support of 10 million in additional funding to
    help support Volunteer Income Tax Assistance
    (VITA) clinics. An increase in funding will
    enable VITA clinics to
  • Strengthen the economies of low-income
    communities 
  • Encourage individuals to open accounts with banks
    and credit unions
  • Expand electronic filing to decrease IRS
    processing costs.

51
Public Policy Early Childhoodand Youth
  • Head Start Reauthorization
  • Increase teacher qualification requirements
  • Demand great coordination and collaboration
  • Provide resources for teacher training and pay
  • Provide resources for great reach, particularly
    for Early Head Start (only half of all children
    eligible receive Head Start due to the lack of
    funding only 3 of eligible EHS babies served)
  • HR 1429 / S. 556

52
Public Policy Early Childhood and Youth
  • Education Begins at Home Act
  • Authorizes 500M for voluntary home visitation
    over five years 50M set aside for military
    families
  • Connects families to available services
  • Home visitation has shown to reduce child abuse
    and increase school readiness and success
  • Must have empirical outcomes and independent
    monitoring and evaluation
  • HR 3628 / S. 503 Very bipartisan

53
Public Policy Early Childhoodand Youth
  • State Childrens Health Insurance Program
  • United Way of America Principles
  • 50B in new funding over five years
  • Continue to allow states to expand over 200 of
    federal poverty line
  • Encourage state reach by offering financial
    incentives
  • Keep Medicaid strong
  • Ensure more Americans

54
United Way Global Initiative UpdateMary Kay
Leonard, Group Vice President, Investor Relations
55
Current Global Footprint
The mapping of current international presence
illustrates the current global reach of the
movement.
China 210 members
Jordan
National United Ways City United Ways Single UWI
Members
Moscow, RU
Belarus
Warsaw, PL
Hungary 4 members
Canada 123 members
Liverpool, UK
x
x
x
Kampala, UG
x
US 1,385 members
Korea 16 members
Belgium
Japan 3,200 members
St. Thomas St. John St. Croix
Israel
Puerto Rico
Mexico 5 members
Hong Kong
Ho Chi Minh City, VN
Venezuela 2 members
x
Guatemala
x
Jamaica
x
India 4 members
Taiwan
Philippines 14 members
x
x
Nicaragua
Ghana
Columbia 1 member
Costa Rica
Singapore
Bangkok, TH
Accra, GH
Ecuador
x
Indonesia
Mauritius
Peru
Lagos, NG
Auckland, NZ
Bucharest, RO
Sao Paulo, BR
Australia 12 members
Chile
South Africa 7 members
x
Source UWI, January 07
56
United Way Global Brand Identity Audit
SOURCE UWI As of May 2007
Logos used on this page are single examples from
each category.
57
Global SystemVision Construct and Mandates
  • Elements of a Global Vision

Mandates
Strengthen and Develop UW System, Movement and
Network
Shape Philanthropic Landscape
Generate Resources for Mission-centered Work
Manage and Enhance UW Global Value Proposition
Mobilize Key Stakeholders around Shared Vision
and Aspirations
Build and Enhance UW Members Capacity to Create
Local Change
58
Global Value Proposition Considerations
The strength of the value proposition of the
Global United Way system is that it will deliver
significant benefits to all the major
stakeholders groups.
  • GLOBAL SYSTEM BENEFITS
  • Stronger reputation
  • Consistency and accountability
  • - A stronger network

COMMUNITY BENEFITS - More lives improved - E
nergized and inspired leaders focused on common
agendas addressing the most compelling human needs
MEMBER BENEFITS - Trusted brand - A worl
dwide learning network - Greater access to re
sources, volunteers and in-kind gifts
- Certification by Global of the Standards
DONOR BENEFITS - Linking their aspirations to
proven strategies for community change
- More engagement opportunities, choice beyond
borders
EXTERNAL PARTNER BENEFITS - Trusted relation
ship and partner in more places where they
live, work, and conduct business
59
Measures of Success
  • Initial metrics were designed to assess progress
    towards the major objectives of the Global United
    Way network
  • Community Impact and Mobilization
  • Number of United Ways with documented community
    change strategies and commitments to measuring
    change in their communities.
  • Total revenue and money raised.
  • A Strong United Way Network
  • Number of affiliates signing and verifying
    compliance with membership agreements.
  • Usage by members of learning opportunities, best
    practices, and other services. Satisfaction with
    each service.
  • United Way Recognition
  • Understanding of mission and scope of United Way
    by key multilateral and international development
    organizations.
  • Ratings of esteem, differentiation and relevance
    of United Way by key stakeholders and donors.
  • United Way Donors
  • Increased funds under management for community
    investment resulting from donors support of the
    impacted agendas of their United Ways
  • Satisfaction ratings related to donors view of
    their United Way experience including trust,
    accountability, and results.
  • Within these metrics are also measures to
    understand how the Global United Way network is
    succeeding on providing the value for which
    members will pay.
  • As the Global United Way network evolves, the
    metrics will also evolve to provide timely
    feedback on the success of achieving the mission.

60
Next Steps and Requirements
A Global Transition Board will be initiated by
the leaders of United Way of America and United
Way International to explore and advance the
readiness of the network through the engagement
of United Way members and stakeholders in the
progression of the work required to shape and
establish the Global United Way organization.
  • Next Steps
  • The global network will take shape with
    deliberate planning and forward movement shaped
    and driven in stages
  • Plan and Establish Base Infrastructure June to
    December 2007
  • Deliver Value, Solidify Buy-in, Legal Due
    Diligence January to June 2008
  • Formalize Membership and Partnership
    Agreements July to December 2008
  • Launch and Operate as a Global System January to
    June 2009
  • Requirements
  • A robust and meaningful engagement process
    inclusive of all members, affiliates, and key
    stakeholders
  • On-going identification and securing of
    resources
  • The continuing development of a strategic plan to
    ensure long-range sustainability, growth, and
    improvement
  • Continual course-correction and refining of the
    operating and financial model as appropriate and
    necessary
  • The leadership of founding United Way partners
    and members
  • The ability to attract the talent to carry out
    the prioritized activities that will build
    capacity and expand reach and impact

61
QA
62
Collective Action Break-Out Groups
  • Topics
  • Public Policy (Each initiative)
  • Financial Stability Partnership
  • 2-1-1/Disaster Response and Recovery
  • Helping Children and Youth Succeed
  • Questions for topics
  • What is your company already doing?
  • What are your metrics?
  • What are your key strategies?
  • How can we advance more quickly working together?
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