Evolution of United Way-Centraide in Canada
I read with interest Cam Tait's remarks in his recent "Coffee with
Cam" article entitled Bigger
Umbrellas?
While we haven't experienced any of the declines in United Way - Centraide
(UW-C) giving in Canada that have been experienced in the US, we have been
tracking developments there on a regular basis. Many of the trends in the
charitable sector (i.e. the rapid growth in the number of charities, the donor
trends, the call for transparency and accountability, a new focus on governance
etc.) are similar in both countries but there are significant differences
too.
The most significant change for UWs-Cs in Canada involves our mission. We
are evolving from being a fundraising organization focusing on raising dollars
for a select number of "member" agencies, to a much broader based role "to
improve lives and build community by engaging individuals and mobilizing collective
action." Our goal in the years ahead is to be more focused on achieving impact
in local communities, partnering with agencies, governments, corporations,
labour and citizens in tackling the most pressing community issues, and strengthening
the capacity of charities to achieve their individual missions.
At the national level we have set six (6) broad priorities to support the
realization of our mission. These include: community building; governance
and operations; resource development; public policy; human resources; and
image/brand.
We are reassessing our relationship with major corporations and examining ways we can more effectively respond to their changing needs, both to generate new resources and maximize employee volunteerism and community involvement. UWs-Cs enjoy a special relationship with labour and we are continuing to strengthen our partnership with workers across the country.
These are some of the new challenges we are actively addressing across our total Movement in response to the rapidly changing external environment.
-- Al Hatton
President & CEO
United Way of Canada/Centraide Canada
E-mail us your thoughts today at help@charityvillage.com.
