United Way of Greater St. Louis

BRAND ASSESSMENT

How do you encourage community-wide giving to 200 agencies that support all our families?

RESEARCH OBJECTIVE

Measure awareness and perceptions of the United Way across the St. Louis region to plan a rebranding campaign to raise its visibility and underscore its importance.

KEY INSIGHTS

The brand audit documented a lack of awareness about our local United Way and how it benefits all area households regardless of zip code. It revealed that those most able to support United Way financially often didn’t understand how “United Way helps me too,” which is key to its annual fundraising campaign.

HOW UNITED WAY USED THE INSIGHTS

Factual research was translated into emotional storytelling by TOKY Branding + Design, profiling people helped by United Way agencies. The brand audit and subsequent annual awareness and attitude tracking research became the foundation of the ongoing United Way rebranding campaign.

The campaign led to significant increases in leadership givers, companies running employee campaigns and gifts to the United Way.

WHAT WE DID

Face-to-face and telephone interviews were conducted across the St. Louis bi-state region. The audit gathered perceptions of United Way from board members, CEOs of donor and non-donor companies, employee givers and non-givers, employee campaign coordinators, executive directors of United Way-funded agencies, elected and administrative public officials and United Way staff.