United Way of Massachusetts Bay

Source: 
Harvard Business School

Date

1998

Case Study Sector

Management

The United Way of Massachusetts Bay held the monopoly on workplace giving for 50 years. In the 1990s it has experienced a dramatic change in the workplace itself and in donor attitudes toward giving and toward the United Way organization. This case investigates the implications of these changes on the United Way and explores the tools and messages it can use to market itself, in particular, how to use direct mail and the Internet to create one-to-one relationships with donors.

Link

Keyword

  • Field Building

Region

  • Northern America

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