125th anniversary celebration guide

Celebration

Guide

1

125 YearS oFunited WaYAs we celebrate 125 years of the United Way movement, we invite all people around the world to join hands with others to improve the education, income and health of our communities. This milestone is more than an opportunity to honor our past. It’s a time for United Way to thank our supporters and an invitation to LIVE UNITED.

We encourage you to bring LIVE UNITED to life in your community. Host a United Way Day of Action event on June 21. Be part of the LIVE UNITED Street Project. Host Community Conversations. And, give a BIG thanks to your United Way volunteers, supporters and partners.

United Ways celebrating a local anniversary are welcome to acknowledge both the local and worldwide anniversaries, though not required. United Ways have flexibility to incorporate the 125 Years of United Way graphic into localized marketing and other communications materials according to guidelines established by United Way Worldwide.

2

MeSSaGinGGeneral MeSSaGinG Celebrating 125 years of United Way

As we celebrate 125 years of the United Way movement, we invite all

people around the world to join hands with others and improve the

education, income and health of our communities. During this milestone,

we celebrate those people and organizations— past, present and future—

who continue to advance the common good by creating opportunities for

a better life for all.

In 1887 in Denver, Colorado, a diverse group of community leaders—

a woman, a priest, two ministers and a rabbi— came together to improve

community conditions. The campaign they created, which joined ten

local health and welfare agencies to a common goal, became one of the

most important social inventions in history and sparked a movement that

established United Way.

Today, nearly 1,800 community-based United Ways in 41 countries and

territories, celebrate 125 Years of United Way. Be part of the movement.

You can give. You can advocate. You can volunteer. That’s what it means to

LIVE UNITED.

MeSSaGinG For Your united WaYCelebrating 125 years of the MoveMent

United Way of Anytown was founded in (insert year), but we are part of a

movement that is celebrating 125 years of improving lives.

During this milestone, we celebrate those people and organizations—

past, present and future— who continue to advance a movement to create

opportunities for a better life for all.

In 1887 in Denver, Colorado, a diverse group of community leaders—

a woman, a priest, two ministers and a rabbi— came together to improve

community conditions. Today, their actions have grown into United Way,

the world’s largest privately-supported nonprofit. We’re proud to be one of

the nearly 1,800 United Ways in 41 countries and territories.

Join the movement. You can give. You can advocate. And you can volunteer.

That’s what it means to LIVE UNITED.

3

• united WaY daY oF aCtion– thurSdaY, June 21 • take Part in the liVe united Street ProJeCt• hoSt CoMMunitY ConVerSationS

brinG liVe united to liFe

4

take united WaY daY oF aCtion onlineUse 125 Years of United Way messaging and visually

promote LIVE UNITED in your United Way Day of Action.

Consider incorporating a LIVE UNITED Street Project,

and invite volunteers to post a picture, video or

message on Facebook (facebook.com/UnitedWay) and

Twitter (@UnitedWay #iamthechange).

In addition to aggregating United Way Day of Action content

using the Twitter handle, @UnitedWay, and hashtag,

#iamthechange, ask your community to participate in The

Big Tweet, a mass Twitter event certain to inspire.

united WaYdaY oF aCtionUnited Way Day of Action is the day we stand up for ourselves, our friends, our families and our community to pledge to change the course of our future.

Hosting a United Way Day of Action in your community is one of the most important things you can do to build visibility of 125 years of the United Way movement.

Check out the United Way Day of Action toolkit

at: online.unitedway.org/dayofaction.


Thursday, June 21

5

exaMPle tWeetS For daY oF aCtion• I am Jimmy’s mentor. #iamthechange How do you #LIVEUNITED?

• I give to @UnitedWay. #iamthechange How do you #LIVEUNITED?

• I volunteer at my local food bank. #iamthechange #fighthunger

• I advocate to for patients at my local hospital. #iamthechange

• I read with a third grade class every Wednesday. #iamthechange #betterthanlunch

• I’m volunteering on @UnitedWay Day of Action. #iamthechange

the “biG” tWeetOn June 21, we’re asking United Way volunteers, partners,

supporters, friends, family and staff around the world

to join a simultaneous Twitter event to make a splash in

social media. The event requires individuals to tweet a

statement about how they LIVE UNITED using the hashtag

#iamthechange.

Notes: Encourage people to add #LIVEUNITED to fully

incorporate this twitter event into Day of Action content.

Adding additional hashtags that are conversational and

as character limitations allow will help expand the reach

of your tweets. This is our best chance to make an impact

on Twitter.

7

tiMinGYour project can take place at any time, however photo

submissions must be received by September 30, 2012 for

inclusion in the 125th Commemorative Photo Book and

social media.

SubMittinG Your ProJeCtSubmit photo(s) of your project by email to

[email protected]. Please include signed

photo release forms for anyone pictured, as well as a brief

description of the project and your contact information.

Check out other project ideas at online.unitedway.org/125.

liVe unitedStreet ProJeCtCelebrate 125 Years of United Way by taking LIVE UNITED to the streets. Let’s show the power of living united by creating visible displays around the world. Dust off your best ideas for street-level, guerilla marketing, and create a display that gets attention in your community.

The cost to put on this project can be little to none, and it can be simple. Ideally, this would be something that would stay in place long-term, but projects that are temporary are also fine. Your project must incorporate “LIVE UNITED,” but is otherwise open for wide interpretation.

Make sure you photograph the project and submit it to United Way Worldwide so we can share the great projects throughout the Network, as well as, in a commemorative photo book. You’ll also be able to customize and order your own photo book if you choose to do so.


8

CoMMunitYConVerSationSBring your community’s voice to the table as we celebrate 125 years of United Way.

A Community Conversation is a truly transformative way to listen to and honor people’s hopes and aspirations for the future. Through a semi-structured but open format, parents, young people, community leaders and many others share their aspirations and thoughts on how to improve their community.

Not sure how to start? Download the United Way Community Conversation Workbook on Creating Opportunity. It provides the how-to’s to put on a successful session and to share what you’ve learned.

For access to the workbook and other Community Conversation resources, visit online.unitedway.org/125.


using Social Media for Your Community ConversationsTake your Community Conversations a step further by

engaging your followers online and in social media. Create

opportunities for conversation on your website and across

your social media assets. Community Conversations

provide a great opportunity to begin the conversation

with supporters on an issue, but the web provides the

opportunity to continue the conversation and keep in touch

year round. On the following pages are a few ideas on how

you can socialize your community conversations.

9

liVe tWeetIf you host a webcast of your event, or if you

tweet live from your Community Conversation,

you can solicit questions and feedback

directly from your followers. While Twitter is

the perfect platform for live socialcast, you

should limit your total posts on Facebook to a

total of one to two per day.

Create a Multi-PlatForM aPProaChA full online engagement plan would include

the following:

• Blog posts before, during and after

your Community Conversations written from

different angles

• A plan to communicate with your email list and

provide the opportunity for them to participate

online or register for the event (e.g. They can

vote in a poll, submit a question, sign a petition)

• Plan 3–5 Facebook posts and 5–10 Twitter

posts for the week surrounding your

Community Conversations

• Plan for sharing multimedia and video

content online

11

• SaMPle loCalized MeSSaGinG • uSinG SoCial Media• SuPPortinG aSSetS

Get theWord out

12

SaMPleloCalized MeSSaGinGThe 125th anniversary celebration of the United Way movement is an excellent opportunity to highlight the work of your United Way. Use the following sample messaging as content that can be used in existing communications with volunteers, community and corporate partners, the media and supporters.

GettinG the Word out

Current and ForMer VolunteerS and SuPPorterSAs we celebrate 125 years of the United Way movement, we thank you for joining hands

with all people around the world to improve the education, income and health of

our communities.

In 1887 in Denver, Colorado, a diverse group of community leaders— a woman, a priest,

two ministers and a rabbi— came together to improve community conditions. Today,

those actions have grown into United Way— a worldwide movement to advance the

common good.

During this milestone, we celebrate people such as you who have joined with United Way

throughout our 125 years. By giving, volunteering and lending your voice to the cause,

you’ve made a real difference in your community and are an example of what it means to

LIVE UNITED.

We give you a BIG thanks for the tremendous trust you’ve placed in United Way in the past,

and we look forward to all we can accomplish together in the future.

13

CorPorate PartnerSCOMPANY celebrates 125 years of the United Way movement. We are proud to join

United Way and people around the world to improve the education, income and health of

our communities.

During this milestone, we celebrate the strong partnership between COMPANY and

United Way of Anytown. [INSERT INFORMATION ON PARTNERSHIP.]

We’re proud to be a part of the past, present and future of United Way, and we commit to

creating opportunities for a better life for all.

CoMMunitY PartnerSAs we celebrate 125 years of the United Way movement, PARTNER is proud to join all people

around the world working to improve the education, income and health of our communities.

During this milestone, we celebrate the strong partnership between PARTNER and

United Way of Anytown. [INSERT INFORMATION ON PARTNERSHIP.]

We’re proud to be a part of the past, present and future of the United Way movement to

create opportunities for a better life for all.

letterS to the editorThis year United Way celebrates 125 years of advancing the

common good. I’m proud to join United Way of Anytown

to improve the education, financial stability and heath of

my community.

[INSERT SHORT PARAGRAPH OF PERSONAL CONNECTION

TO UNITED WAY.]

Join me and United Way of Anytown. LIVE UNITED.

Feel free to adapt the sample messaging or other communications with your supporters and community.

14

uSinGSoCial MediaLeverage Facebook, Twitter and other social networking channels to promote 125 years of the United Way movement. Ideas include inviting supporters to share their favorite United Way memories featuring historic United Way milestones in your community and showcasing your community impact and results.


FaCebook and tWitter• Post open-ended questions:

Facebook: 125 years ago a woman, a priest, a rabbi and two ministers started

the movement that became United Way. Leave a comment and tell us your first

United Way experience.

Twitter: Celebrating 125 years of giving, advocating & volunteering w/ @UnitedWay.

Share was your first United Way experience #LIVEUNITED

• Post engaging content:

Facebook: Like this post to say THANK YOU to the countless volunteers who have

been giving, advocating and volunteering through United Way for 125 years!

Twitter: Retweet this to say THANK YOU to the thousands of people who work with

@UnitedWay every year to advance the common good.

• Post links and drive content to actionable website content:

Facebook: For 125 years volunteers have been working with United Way to advance

the common good. We need your help to prepare for the next 125 years. The best way

to prepare for the future is to make a difference in the life of a kid today. Become a

volunteer reader, tutor or mentor today: http://unitedway.org/volunteer

Note: Hashtag #LIVEUNITED is the official hashtag for all

Day of Action activities. Send your photos and tweets

from on-the-ground activities using #LIVEUNITED. To

participate in our social media event on Day of Action,

see The "Big" Tweet on page 5.

15

bloG• Your blog is your opportunity to position your work

as part of a greater movement. Weave 125 Years of

United Way messaging throughout your posts

• Create posts on a broad range of content topics,

weaving in common good and 125 Years of United

Way messaging to increase external referrals and

search engine traffic

• Add a “footer” below each blog post:

0 In 1887, a Denver woman, a priest, a rabbi

and a minister came together to improve their

community. Today, those actions have grown into

United Way— the world’s largest privately-

supported nonprofit. We’re proud to be one

of the nearly 1,800 United Ways in 41 countries

and territories.

WebSite• Incorporate 125 Years of United Way graphic in

website templates

• Create actionable engagement opportunities e.g.

polls, pledges, petitions, social media sharing

and stream

eMail liSt• Incorporate 125 Years of United Way graphic in email

templates e.g. Constant Contact

• Drive actions on website through email outreach

17

SuPPortinGaSSetS


125 YearS oF united WaY GraPhiCTo help mark the celebration of 125 years of the movement in print and digital materials, United Ways has created a trademarked graphic. United Ways can use the graphic on their website and other materials according to established brand guidelines.

Download the files and read the guidelines at online.unitedway.org/125.

18

ConStant ContaCt teMPlateUnited Way brand templates featuring the 125 Years

of United Way graphic that you can use to thank your

volunteers and supporters for joining with United Way

throughout our 125 years.

Web bannerSWeb banners for partners to place on websites and

intranets in celebration of their partnership with

United Way.

PoSterCompanion poster template for use by United Ways

and partners.

For more information, visit: online.unitedway.org/125.

19

Check out the collection of promotion-al products at: UnitedWayStore.com.

ProMotional uSe oF 125 YearS oF united WaY GraPhiCA collection of promotional materials commemorating

125 years of the United Way movement are available for

purchase from the United Way Store, the exclusive pro-

vider of merchandise, apparel and promotional products

bearing the 125 Years of United Way graphic. No other

vendor is authorized to use the trademark graphic for

any purpose.

21

125th anniVerSarYadViSorY CoMMittee

Mary AdamsUNITED WAY OF

MONTEREY COUNTY

Phil Baldwin CHAIRMAN OF THE

BOARD OF TRUSTEES,

UNITED WAY U.S.A.

Christine Benero MILE HIGH UNITED WAY

Brian Boyer UNITED WAY OF CENTRAL

AND NORTHEASTERN

CONNECTICUT

Vicki Carayiannis FEDEx SERVICES

Susan Dunn UNITED WAY OF CENTRAL

AND NORTHEASTERN

CONNECTICUT

Del Galloway UNITED WAY WORLDWIDE

Samuel GonzaleFONDOS UNIDOS

DE PUERTO RICO

Mary Graham UNITED WAYS

OF TENNESSEE

Peter Hahn UNITED WAY WORLDWIDE

Ed LeMieux UNITED WAY OF

METROPOLITAN

NASHVILLE

Kim Lockhart UNITED WAY OF CANADA,

CENTRAIDE CANADA

Andy SmithUNITED WAY OF

RHODE ISLAND

Special thanks for the leadership and support of the United Way 125th Anniversary Advisory Committee and many others who shared their ideas and feedback.

22

United Way Worldwide701 North Fairfax StreetAlexandria, Virginia 22314 U.S.A.UnitedWay.org

© 2

012

Uni

ted

Way

Wor

ldw

ide

| B

L-04

12

125th anniversary celebration guide

Documents