How United Way Rebuilt Trust and Created a Sense of Belonging with Mobilize

3x

Avg. Member Engagement

50%

Member RSVP Rate

The Problem: A Frustrated and Disconnected Membership

United Way Worldwide is an international nonprofit that works with 1,200 local United Way affiliates throughout the United States to pool efforts in charitable fundraising and support. United Way of Greater Cincinnati (UWGC) supports that larger purpose as a platform and grant-maker for social services in the region.  


Prior to Mobilize, UWGC relied on “one-to-many” communication and member information tools (like spreadsheets and a CRM). This resulted in isolated members and no sense of community. The tools were unreliable and the messaging intermittent, which created trust issues among the grantees and a lack of information about grant opportunities (one of the key benefits of belonging to the UWGC community). Members were frustrated at UWGC’s opaque approach instead of the desired transparency.

Hear Amy talk about UWGC's experience with Mobilize.

The Partnership: Transforming Trust and Community

United Way selected Mobilize because they wanted more than just communication - they wanted the feeling of community. They wanted to increase awareness about the opportunities available and come through on their core mission of serving grantees.


They were up and running in less than a week including backend integration. Using Mobilize's central communication hub and seamless email integration, members felt “in the loop” and understood how to get value from the United Way community. In addition, UWGC community managers were able to track engagement rates on posts and emails (e.g. views, open rates) and report this success back to their board.


The Results:


Trust has skyrocketed as members feel connected to UWGC and each other, and feel like they’re no longer missing out on key information. The member directory has made it easy for grantees to connect with each other by finding the right people easily.

Reach has gotten broader and people know where to find everything they need. Sending targeted emails has made communication more meaningful and personalized. Metrics like 88% of members viewing posts, 70% clicking on posts, and 28% replying in the last year are 3X the average for communities of this kind.

In addition, community members are connecting on more personal levels, with 35% joining topic focused sub-groups. Plus, in the least year event attendance rates have increased with 27% of community members RSVPing to events over the last year and nearly 50% RSVPing in recent months.

With the help of Mobilize, United Way has seen an increase in personal engagement between members, which indicates a greater sense of belonging overall.


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