United Way Reboots Brand With Help of New Tech Tools
June 2, 2019
The Wall Steet Journal - Deloitte
When Lisa Bowman joined United Way Worldwide in 2015 as its CMO, the nonprofit, which raised $4.6 billion last year, had a unique brand problem: It had broad name recognition, but few people knew anything about the organization beyond that.
Founded in 1887, United Way Worldwide’s mission is to mobilize communities around the world to work for the common good by providing monetary, operational, and other support to local organizations and charities.
“People knew our brand, but when it came to articulating the actual work we did, they couldn’t really respond,” Bowman says. “There is a tie between awareness and trust. If people aren’t aware of what an organization does, they’re less likely to trust it and, subsequently, less likely to give money or time.”