United Charities, a leading social service agency, had served Chicago-area families since 1857.  Yet beyond a core group of committed supporters, few people in the community clearly understood the organization’s mission to strengthen families and help them become more productive.  The organization’s name was often confused with the United Way or Catholic Charities, and the word “charity” no longer accurately defined the agency’s approach to service. Addressing concerns of identity and visibility were especially critical as United Charities prepared to launch a major gifts campaign.

 

The solution >