United Way Zooms into communities

At United Way of Metropolitan Nashville, Zoomerang is helping the staff enhance their relationship with donor groups and agencies, resulting in increased levels of program participation.

The United Way of Metropolitan Nashville improves lives by partnering with various organizations in Davidson County, Tennessee. To maintain and increase United Ways impact in the community, the staff needs to understand the interest level of their volunteers and certain donors as well as the effectiveness of their programs.

Donors survey increases interest
In early 2003, United Way began surveying its donors to learn about their level of interest in participating in volunteer programs and events. We have a Leadership Giving Group defined by their level of annual donation, says Joy Marcrum, Director of Marketing. Targeted marketing or communication had been limited for this group. We had some anecdotal information about this groups level of interest in participating in our volunteer programs, she says, but United Way had never inquired about volunteering directly with the donors.

The Marketing team decided the first contact should be a survey targeted specifically to these donors. The survey measured the donors awareness of United Way activities and their interest in opportunities, such as a hosted reception or participation in volunteer activities. Of the almost 1,000 people included in the September 2003 survey, over 10% responded. Since the survey, there has been an increase of interest from this group, including inquiries into volunteer opportunities. The response has allowed staff to plan group volunteer activity to involve these donors specifically. We see the use of Zoomerang as a great means of improving donor relationships, Marcrum says.

Marketing group expands use of surveys
Traditionally, United Way of Metropolitan Nashville has raised funds in the workplace, connecting with donors by employer. Because were now capturing donors by name and email address, rather than through their donation source, were able to use these surveys more effectively, Marcrum says. Following the success surveying the Leadership Giving Group, the Marketing team expanded their use of Zoomerang to survey several different giving groups, including a younger donor group. They were able to both test and raise awareness of the United Way through their use of Zoomerang. The surveys allow us to take a pulse of our donors interest, rather than just guess, says Marcrum. The results of the surveys are being used to plan volunteer opportunities targeted to the donor groups.

Agencies asked for their opinions as well
United Way of Metropolitan Nashville sees the benefit of using Zoomerang in areas beyond marketing. We also use it to survey our volunteer and partner organizations, says Phil Orr, Senior Vice President of Community Investments. United Way selects its participating organizations in a competitive application process. Once the charitable organization is selected, United Way follows up with an annual review. The staff responsible for managing the process now sends out a Zoomerang survey to both volunteer review team members and United Ways partner organizations, inquiring about the review process. Once they receive the survey results, staff and volunteer leaders discuss the findings. We use the surveys to see the areas where we could improve, Orr says.

From agency surveys to donor relations, the team at United Way of Metropolitan Nashville is finding that Zoomerang is helping them understand where they can best use their resources in the community.