United Ways Adjusts Approach for Annual Campaign

The United Way of Central Indiana kicked off its annual fundraising campaign today, downtown Indianapolis.

Last year, the organization just missed its $42.5 million goal, so is trying a new strategy this time around.

And she says compared to years past, the United Way is highlighting more of its mission and goals, as opposed to fundraising.

The organization is not announcing a goal, although it has one internally, but President Ann Murtlow believes this strategy offers new opportunities.

"We really want people to understand, we are not a fundraising organization, first and foremost," she said. "We are a mission based organization that is trying to do real good in our community and we believe that when people understand that and see how we are moving the needle already on these issues, that they'll want to be part of our team."

There was a lot of energy around Monument Circle this afternoon as crowds gathered for the annual Colts United Way Community Day.

Murtlow says having people come out and learn about the organization’s mission is key to its growth.

"It's great to see the excitement," said Murtlow.  "People get to feel really what our agencies do, as well as what our big goals are and I think the more times you can touch people and get them to hear our story, the bigger our team is going to grow.”

Murtlow says because the area is still recovering slowly from the recession, organizations like the United Way Need to be deliberate in how they deliver their message.

Also, part of the local non-profit’s mission is goals to have 80 percent of child cares in the region as high quality, 90 percent of third graders reading at grade level, and 90 percent of high school seniors graduating on time by 2021.