(United Way Central Alberta)

By Sheldon Spackman

Expanding Engagement

Women United seeking community-driven members

Nov 2, 2020 | 2:15 PM

United Way Central Alberta is launching a new gender-inclusive affinity group aimed at highlighting and promoting the philanthropic efforts of local women.

Women United is a national campaign described as a Leadership Giving program where members can make a difference in the lives of women in need, and build relationships with other like-minded women donors.

Chelsea O’Donoghue, Donor Relations Manager, United Way Central Alberta, says Women United is another way to increase engagement with both their current and new donors.

“It’s much like our GenNext, which is a way that we speak to and engage with millennials or those in their 20s and 30s,” she explains. “As things evolve, we have to evolve as well and rather than just blanketing with our large workplace campaign, this is a way where we connect passionate, like-minded women with each other and it really goes beyond just a financial contribution.”

O’Donoghue says Women United is undergoing a soft launch this fall, with plans for a more official launch in 2021.

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“Donors will have the opportunity to be on a committee and to actually make decisions about where their funding goes to, and it would really evolve as the committee sees fit,” says O’Donoghue. “Then come 2021, if we have a group, they would self-govern.”

According to O’Donoghue, financial obligations for members would be $1,200 per year or more.

“We consider that a Leadership gift. There’s also a Step-Up program, so if you wanted to be involved, from day one, you could make a commitment to start with $500 year one, and then increase your gift over three years to the $1,200 level and be membership right off the bat.”

O’Donoghue notes that a large portion of United Way donors are already giving at that level.

“So if you’re already a current donor that wants to be more involved and become more of a volunteer or just be more engaged with our organization, as well as the agencies that we support, that’s definitely a great alternative,” she suggests. “But we’re also trying to encourage new donors that maybe don’t realize how many opportunities there are at that engagement level.”

O’Donoghue also points out that Women United is not just for women.

“It’s open to everybody, but giving that platform and voices and more of a control on women’s issues or women that want to see their funds go towards more specific areas,” she remarks. “I should also be clear that the giving levels for Women United are not in addition to any current donor’s workplace contributions. If donors have already made a donation this year, they can still reach out directly to us with their interest to join after making their pledge.”