Embracing technology to drive change
Knowing there is a direct correlation between child well-being and thriving communities, United Way of Greater Atlanta has been laser-focused on improving child well-being across the metro area. To develop a plan for solving these issues within the communities most in need, the organization is using a combination of proprietary data, analytics and technology. Through this work, United Way can secure the allocation of resources to “red zones” where they are most scarce. Driving these efforts is Sarah Ming Hsi, United Way of Greater Atlanta’s Chief Information Officer. Her goals for the organization and the Child Well-Being Agenda are to improve operational efficiency as well as the overall customer experience.
Interactive Maps
United Way of Greater Atlanta created the Child Well-Being Index, composed of child, family and community measures, to track the progress and effectiveness of the Child Well-Being Agenda. These scores are reflected in interactive maps and organized by zip code. Ming Hsi explains, “These maps help us identify the neighborhoods in the Greater Atlanta region that need the most help and resources.” There is significant disparity in Greater Atlanta with zip codes driving one’s destiny. The map below displays the varying levels of child well-being within the metro area.
211
The organization has an identified methodology for categorizing calls coming into 211, the United Way call center, using information on both location and need. From this data, Ming Hsi says, “UWGA has been able to understand the resources that are needed most and it also allows us to improve the efficiency of donations distributed.” United Way’s Gifts in Kind (GIK) program was designed to address these specific needs. GIK is a partnership with businesses that donate goods to be distributed to agencies in Greater Atlanta. These donations are stored in a 20,000-ft. state-of-the-art warehouse on the Beltline until a proper match is identified.
Living in the Red
To illustrate what it is like to live in a “red area,” United Way is developing neighborhood simulators. More specifically, they illustrate the challenges families face in these neighborhoods on a regular basis, including where to allocate their limited resources. This simulator will be live in late 2018.
VolunHere
United Way recently updated its VolunHere app to identify the numerous places and times to volunteer and participate in the efforts around the Child Well-Being Agenda. The app features a comprehensive menu filled with opportunities to get involved with the largest issues impacting the Atlanta community. Ming Hsi explains, “United Way became focused on better communicating these volunteer opportunities after recognizing that younger generations, especially Millennials, want their philanthropy to be more hands-on.”
Salesforce Philanthropy Cloud
United Way of Greater Atlanta, along with 20 other United Way organizations and United Way Worldwide have partnered with Salesforce to create a CRM tool to establish and track engagement with United Way donors and volunteers. This tool, which launches in July 2018, will improve the experience for those involved in United Way’s efforts as they can monitor their impact and involvement within the organization. Relationship management is one of UWGA’s main focuses for the next three years.
Through this technology and additional efforts, United Way has been able to strengthen and expand its ability to deliver its mission. The technology is touching all aspects of the organization and is being strongly embraced by all members. United Way is dedicated to the end goal of improving the well-being of 250,000 children in across Greater Atlanta and raising the child well-being score from 58.9 to 68.9 by 2027.
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