united way’s segment strategy targeting women. only 33% of u.s. fourth graders are proficient...
TRANSCRIPT
United Way’s Segment Strategy Targeting Women
Only 33% of U.S. fourth graders are proficient
readers.
34 million students enrolledin public schools pre-K through grade 8 means:
2Sources: National Assessment of Educational Progress and National Center for Education Statistics
2 million children in each grades 1, 2 and 3
won’t be proficient readers by 4th grade.
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The Truth about Kids and Reading
Reading: a critical predictor of high school success.
Children arelearning to read until fourth grade.
Then, they’re reading to learn.
Kids who don’t read on grade level in 4th grade typically don’t catch up.
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Without Reading Proficiency, a Negative Domino Effect Can Happen
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Harder coursework
More challenging reading
Difficulty keeping up
Course failure
Disengaged from school
Drop out
So What Can We Do About It?
Our plan: rally women around this problem.
Just imagine the progress we could make if we can help harness the energy and passion of a
group of determined women.
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Why Women? Two Reasons
Women represent an enormous market that controls their household’s financial resources, and they are generous with them.
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#1
We have significant momentum with women already. Building from our strengths makes good business sense.
#2
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What’s Going to Be Unique About This Work?
For women, it’s about the entire cause, not just the dollars they contribute.
Women expect to get involved and see positive results.
We have to connect with women holistically to have breakthrough success.
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Individual Engagement 8
What is Individual Engagement
INDIVIDUAL ENGAGEMENT: Build more personal and relevant connections with current and prospective individuals so that they become inspired to sign on for the cause and committed to act on
the work and/or with United Way.
Identify UW Supporters and Gain
Better Understanding
Dialogue with Individuals
and Motivate Hand Raisers
Deepen
Recruit
Retain
MOBILIZING WOMEN
In communities around the country and the world, United Ways are mobilizing the power of women to drive social change
that creates opportunities for a better life for all.
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The promise
Women in Workforce
Women with
Children
Women of WLC
MOBILIZING WOMEN
In communities around the country and the world, United Ways are mobilizing the power of women to drive social change
that creates opportunities for a better life for all.
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Immediate Focus
The promise
Women with
Children
Women of WLC
• Sub segment based on life-cycle
• Build partnerships
• Social Media
• Women’s corporate affinity groups
• Senior level female advocates
• Cultivate all women in the workplace
MOBILIZING WOMEN
In communities around the country and the world, United Ways are mobilizing the power of women to drive social change
that creates opportunities for a better life for all.
• National WLC
• Broaden WLC network
• Deepen engagement with existing WLCs
• Grow international presence.
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Women in Workforce
Immediate Focus
Strategies to
engage women
The promise
Women with
Children
Women of WLC
• Sub segment based on life-cycle
• Build partnerships
• Use Social Media
• Women’s corporate affinity groups
• Senior level female advocates
• Cultivate all women in the workplace
MOBILIZING WOMEN
New capabilities New processes New technology
In communities around the country and the world, United Ways are mobilizing the power of women to drive social change
that creates opportunities for a better life for all.
• National WLC
• Broaden WLC network
• Deepen engagement with existing WLCs
• Grow international presence
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Women in Workforce
Immediate Focus
Strategies to
engage women
Neededfor success
The promise
Women with
Children
Women of WLC
Retired Women
Young Women
Immediate Focus
• Sub segment by life cycle
• Build partnerships
• Social Media
Next Up
Strategies to
engage women
• Women’s corporate affinity groups
• Senior level female advocates
• Cultivate all women in the workplace
MOBILIZING WOMEN
New capabilities New processes New technology
Neededfor success
The promise
In communities around the country and the world, United Ways are mobilizing the power of women to drive social change
that creates opportunities for a better life for all.
Women outside
workforce
• National WLC
• Broaden WLC network
• Deepen engagement with existing WLCs
• Grow international presence.
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Women in Workforce
Broadening Engagement with Women
April 18, 202314
As a woman with children
As a woman in the workforce
As a woman of the WLC
Improved4th GradeReading
Improved4th GradeReading
As a young womanAs a retired woman
As a woman outside the workforce
Transforming our Relationships
FromLimited engagement around annual cycles focused on giving.
One way communication, United Way to women.
Transaction-dominated relationships.
ToYear-round engagement focused on community change.
Multi-faceted communication and dialog.
Enduring relationships with heart and passion.
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Transforming our Relationships
FromWorkplace campaign relationships.
ToRelationships fostered by United Way so women can make their communities stronger and more viable.
The #1 choice for women seeking to improve their community.
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One of many choices and options.
So we can make true progress within 3 years…
In targeted communities, we’ll see movement toward an increased percentage of 4th graders reading proficiently.
Ensure the percentage of women reporting trust in United Way is at least 76%.
Current year support among WLC members doubles by over next ten years (by 2022)
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#1
#2
#3
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Table Exercise
UW that does not have WLC.
•What part of this strategy resonates with you?
•What piece do you think would be most successful in your United Way?
•What three things can you do when you get home to better engage women?
UW with WLC
•What part of this strategy resonates with you?
•How can you leverage the members and success of your WLC to engage more women?
•What three things can you do when you get home to better engage women?
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Your Call to Action
Let’s work together to identify just how we’ll put this plan into operation.
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Thank you!
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