March 24, 2019; Wall Street Journal
That deal nonprofits used to make with their local United Ways to forego fundraising during what was one of the most lucrative periods in the year has not turned out well for anyone involved. For some nonprofits, momentum and relationships with donors might also have been foregone, along with the infrastructures needed to glean those end-of-year donations. Now, report after report is warning all of us about the declining ranks of regular folk as individual donors, but that has not deterred United Way, which apparently just wants to double down as an intermediary for small individual donations to small individual nonprofits even while it further aligns itself with the larger gifts.
Of course, United Way does not see or portray it that way. In 2017, the Giving Institute found that US companies donated approximately $20.7 billion to charitable causes globally. Highe