United Way

Date: October 21, 2014

Name: Company of Young Professionals – Leadership Café

Presenter: Michael McKnight

Leadership Café is an event for all members of Company of Young Professionals to offer their innovation and creativity ideas back to community. It is honored to invite Michael McKnight, the President and CEO of the United Way Lower Mainland. United Way is a charitable organization that supports the community needs. The organization delivers funding to support other organizations’ programs. McKnight will present operational issues the organization is facing to members. Members will break into teams and address the issues. Ideas from this event will formulate with the strategic planning for United Way.

United Way has been around for over 85 years. Moreover, the brand is considered to be top 5 in Canada. While British Columbia is going through demographic shift, United Way is trying to keep the brand recognition in the society.

United Way has been raised over 30 million dollars through local business and donors and over 50 million dollars through government. A majority of funding will support children through education, program supplies, prevent bullying, and many senior services. Overall, there are 12 locations in British Columbia. United Way is currently promoting the program “Better at Home” to help senior shopping, transportation and rental.

Due to economic meltdown for the past years, the organization’s funding is declining. There are around 85,000 charities in Canada, and many charitable organizations are competing with the donation pool.

“Giving makes you happier”

McKnight emphasizes many organizations are trying to raise money by themselves by starting their own foundation. The average charitable revenue per year is 10 billion. Most of the new charities are marketing their clients to donate, which creates competition with United Way.

“Giving is linked with a longer life span”

“Giving promotes mental health”

McKnight indicates young people are not writing cheques to donate; instead, they want to be a part of the event experience. They are looking to have fun and expand network while donating their money to the society. If Canadian donated in 2011 at the same rate as 2006, Canadian charities would have received an additional 2.3 billion dollars. Young people from age 30 to 40 are willing to buy event tickets, and auction items, but they will not donate. Therefore, United Way is at risk because they need to find people to continue to donate.

Millennial like to share and they are driven by passion for specific causes. They are willing to donate their time to help because they are looking for experience. Furthermore, they like to engage with community, but few will give money away.

McKnight believes it is important to align their organization with the corporate social responsibility. 82% of Canadians expects corporation to create shareholder values that align with society interests. 54% of Canadians have rewarded companies that achieve goals that are related to socially responsibility. 45% of them have punished companies that are socially irresponsible. Nevertheless, 97% of employees in Canadian companies are very involved with their companies’ causes and make them feel a strong sense of loyalty in society.

The amount of donation in society has not changed. It only shifts from one place to another. McKnight wants members of Company of Young Professionals to answer the following 3 questions.

1. How can United Way of the Lower Mainland inspire philanthropy and engagement among the millennial generation?
2. What role do they think the business sector should play in supporting the Non for profit sector and social services?
3. Is an engagement activity like ALS more important than the cause?

Answers from members

For the first question, members suggest United Way to provide startup kit program for new young entrepreneurs to develop the understanding of the social responsibilities. They will be under the umbrella of United Way. This will also increase awareness and network connection for young entrepreneurs.

Members also suggest United Way to create micro charity for young entrepreneurs. The brand will empower them through experience. It will create story for young entrepreneurs. United Way can host gala networking events associated with young entrepreneurs. Moreover, United Way is recommended to develop mobile apps that can donate directly to United Way.

For the second question, members believe companies have the responsibility to educate and facilitate in the community. Instead of let companies to choose which nonprofit organization to support, coworkers can pick for themselves. This will create awareness through branding and give back the culture. Companies can engage activities through their leadership by team building exercise to teach coworkers the importance of giving.

For the third question, members believe engagement activity is more important than the cause. To change that, members suggest United Way to implement call of action. It is important to create engagement and awareness through story, which can relate to meaningful message. Due to short attention span from people in this generation, there must have a sense of urgency to ask for donation. Therefore, short, simple and direct are the key to connect with the millennial.