TimesDispatch.com | A commitment to change: "A commitment to change
United Way refocuses its emphasis to service instead of fund raising
BY STACY HAWKINS ADAMS
TIMES-DISPATCH STAFF WRITERNov 5, 2004
'We felt if we didn't address this and set a course to add value over the long term, there was a possibility that United Way wouldn't exist,' said Sherrie Brach, United Way's president and chief professional officer.
Five years ago, leaders of United Way Services began questioning the agency's relevance and ultimately decided a makeover was in order.
Eight weeks into this year's annual fund-raising campaign, the agency continues to focus more on selling its new image than barking for the bucks to come in.
Fund raising is still important but no longer the primary aim, United Way leaders say."
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