Planning to Engage the Millennial Generation at United Way Suncoast
United Way Suncoast (UWS), a regional chapter of the United Way, was a non-profit based in West Central Florida that had annual revenues of $22 million and served four counties. Recent performance at UWS had been excellent, but Jamie Renee, the Chief Development Officer (CDO), responsible for strategic long term relationships with corporate donors, was concerned for the future. Multiple sources of information indicated that Millennials' charitable giving differed from other generations. She particularly noted that as a group, Millennials tended to put a lower priority on local charities and the highest priority on supporting international human rights. The entire mission of UW was to collect resources and allocate them to local charities that supported local causes. If Millennials continued to shun local charities while supporting overseas causes, what would become of UW? This dilemma led Renee to think about UW's approach for targeting Millennials. She needed to devise a three-pronged strategy for appealing to Millennials: volunteering, giving and employment.