United Way’s Segment Strategy Targeting Women

Only 33% of U.S. fourth graders are proficient readers. 34 million students enrolled in public schools pre-K through grade 8 means: 2 Sources: 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 4 th grade. 2

The Truth about Kids and Reading Reading: a critical predictor of high school success. Children are learning 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. 3

Without Reading Proficiency, a Negative Domino Effect Can Happen 44 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. 55

Why Women? Two Reasons Women represent an enormous market that controls their household’s financial resources, and they are generous with them. 6 #1 We have significant momentum with women already. Building from our strengths makes good business sense. #2 6

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. 77

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. 9 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. 10 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. 11 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 12 Women in Workforce Immediate Focus Strategies to engage women Needed for 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 Needed for 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. 13 Women in Workforce

Broadening Engagement with Women May 18, Actively engage as a reader, tutor, mentor Get involved in the cause To be determined; 2013 focus Lead the way recruiting others As a woman with children As a woman in the workforce As a woman of the WLC Improved 4 th Grade Reading As a young woman As a retired woman As a woman outside the workforce

Transforming our Relationships From Limited engagement around annual cycles focused on giving. One way communication, United Way to women. Transaction-dominated relationships. To Year-round engagement focused on community change. Multi-faceted communication and dialog. Enduring relationships with heart and passion. 15

Transforming our Relationships From Workplace campaign relationships. To Relationships fostered by United Way so women can make their communities stronger and more viable. The #1 choice for women seeking to improve their community. 16 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 4 th 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) 17 #1 #2 #3 17

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? 18

Your Call to Action Let’s work together to identify just how we’ll put this plan into operation. 19

Thank you!

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