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Board Marketing Presentation

Part One

We’ve been working (for a very long time) on updating our mission, vision, and values, Here is where we’ve landed. What do you all think?

Mission

At United Way Fresno and Madera Counties, we mobilize the collective power of our neighbors to establish community solutions that abolish historic and systemic barriers to prosperity.

Vision

We envision an equitable and liberated society, where things like race have no bearing on an individual’s access to education, wealth creation, or well-being. We plan to achieve this future by dismantling the racial wealth gap that has been harming Communities of Color for far too long. Our work relies on partnerships that align inclusive resources, services, and funding. We see a future that honors the experience of everyone in our communities. One that is more safe, just, and promising for all people and the planet itself.

Values

  • We work on issues that are bigger than any one organization, so we commit to building partnerships that are grounded in fierce solidarity, courageous vulnerability, and shared common goals.
  • We fight for those who need it most, especially Communities of Color who face longstanding disparities in access to health, educational, and financial security.
  • We believe that the work of equity is an active process, and we recognize that the daily and ongoing cycle of learning, unlearning, and assessing ourselves is the only way to make space for new, bold, and radical possibilities.
  • We demonstrate intentional, strategic boldness in our words, values, and actions.
  • We treat all people with dignity, including our team members, our clients, our community partners, and even those who might not yet understand the vital importance of equity work.
  • We continually strive for greater diversity within our board, committees, staff, volunteers, and partners that reflect the community we live in, while always prioritizing community voices over our own.
  • We acknowledge and respect the intersections of this work. We celebrate the remarkable diversity of all our neighbors who may benefit from utilizing our services, donating to our organization, and/or joining us in partnership.
  • We vow to always allocate resources to help those most adversely challenged in our communities at any given time.
  • We support policy and funding choices that aim for social justice and create equal opportunity.
  • We prioritize partnerships and fund organizations that share our commitment to equity and antiracism
  • We deal in hope and recognize that – with it and with love for our communities – we can achieve so much more than by approaching our mission with a deficit-based approach

Part Two

How do these new statements fit into our branding/marketing? United Way has always had a specificity issue. And now as we are shifting, particularly as our chapter is really out front leading this work and other United Way chapters are looking at us, we are considering a bolder, more cohesive strategic plan for branding/marketing. Including:

Informational spots/campaigns that don’t necessarily have specific calls to action but are really more about letting the public know about our newly adjusted mission/values and all the ways it intersects with the world around us and the people we serve.

Examples include commercials like this :

MENTAL HEALTH:  https://f.io/AuJr-4hI (This one does have a CTA for 211)

PARTNERSHIPS: https://f.io/pw0LPK9_

HOPE: https://f.io/eW9zZWjK

It also requires us to be more explicit and bold on social media and elsewhere about what we do. I foresee multiple approaches to achieve this.

One, with a “VIBE CHECK SERIES” where we do not mince words about hot-button topics and we strategically lift up the work our like-minded community partners are doing in those areas

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We also will be more intentional about reshares of other content that uplifts/showcases such things:

Infographics, Interviews, Art, Black Joy, Representation, Uplifting community partners who are doing the work, Celebrating POC and Immigrant ‘firsts’’, talking about policies that impact human rights, etc.

We will be strategic around platforms. I wouldn’t necessarily show the same thing on LinkedIn that I might on TikTok.

Some random examples::

Data: https://www.instagram.com/p/CPJcyGlBFB1/

Tips for POC: https://www.instagram.com/p/ChDQnmkPNKE/

Uplifting Partners:  https://www.instagram.com/p/CBqPi1XgHEg/

Art: https://www.adrianbrandon.com/work

Black (queer/immigrant/POC) Joy – frolic tiktok

Celebrating Achievements: https://www.21ninety.com/solange-knowles-is-the-first-black-woman-to-compose-original-score-for-new-york-city-ballet

Representation: https://www.tiktok.com/t/ZTRy4F5Fo/ 

Education:  https://www.instagram.com/reel/CfhEwOBFqln/?igshid=YmMyMTA2M2Y=

Policy Information: https://www.instagram.com/reel/CfhEwOBFqln/?igshid=YmMyMTA2M2Y=

The added bonus of including more of this sort of content to our repertoire means our engagement numbers will likely go up. In terms of website, we are building out our partner page with more testimonial video of the people we work with regularly and, in addition to that, may also do seasonal features on other orgs/businesses in town who do truly mission-aligned work, rather than just keep up the same Top Ten partners that we no longer regularly work with, especially considering our work may not be 100% aligned any longer.