United Way California Capital Region (UWCCR) faces a significant branding challenge: many people in the community either do not know who they are or misunderstand the important role they play. Despite being a leader in innovative direct services, such as launching Sacramento’s first Guaranteed Income programs and supporting former foster youth pursuing higher education, many still view United Way as a middleman rather than a direct agent of social change. This misperception has hindered community engagement with their mission. To address this, United Way unveiled a refreshed brand and a new unified mission statement: “United Way mobilizes our community to action so all can thrive.” This shift is essential for re-establishing their identity, and UWCCR is actively working to change the narrative through marketing, storytelling, and public relations. Print and direct mail are central tools in this strategy, helping UWCCR connect with diverse audiences, including underserved populations, and build awareness of their impact.

Historically, UWCCR has used print and direct mail to engage stakeholders and highlight the tangible impact of their programs. Annual reports and impact brochures have showcased the measurable outcomes of services like Guaranteed Income, where recipients overcome systemic barriers. These materials make it clear that UWCCR is not just a middleman, but an organization that actively mobilizes resources and supports individuals directly. Additionally, seasonal giving campaigns using direct mail letters have shared emotional, human-centered stories about the individuals and families benefiting from their work. These campaigns are critical in fostering donor connections and encouraging contributions. UWCCR has also used print and direct mail for volunteer recruitment by sending postcards to local businesses and organizations, inviting employees to participate in community service initiatives such as school supply drives and financial literacy workshops. These materials have been effective in building relationships, enhancing credibility, and increasing community participation.

Looking forward, UWCCR plans to expand their use of print and direct mail to increase brand awareness, enhance storytelling, and drive greater involvement in their programs. One initiative is a direct mail campaign designed to highlight our innovative Guaranteed Income programs and other direct services. These visually compelling postcards will feature QR codes linking to success stories and video testimonials from participants. The messaging will emphasize that UWCCR mobilizes resources, rather than merely acting as a pass-through for donations. Each piece will include clear calls to action, inviting recipients to donate or get involved.

Print and direct mail are essential in reaching underserved populations who may not be digitally engaged or who rely on physical mail for important community information. Research has shown that print materials are particularly effective in reaching disadvantaged groups, including low-income families, seniors, and communities with limited internet access. A study by the Direct Marketing Association found that 62% of consumers engage more with print than digital media when they receive it through the mail, with print being seen as more trustworthy and tangible. This is particularly crucial for populations such as those they serve, including families in underserved areas who may not have consistent internet access. Print materials offer an effective way to communicate their programs and ensure that UWCCR is reaching these groups where they are.

In addition to general community engagement, print and direct mail also support their efforts to promote specific programs such as the Dolly Parton Imagination Library, which provides bilingual books to children from underserved families. Flyers and direct mail pieces can target these communities with culturally relevant information, ensuring that language barriers do not hinder access to their resources. By leveraging print materials for advocacy, UWCCR can also engage policymakers and the community in understanding the success of our programs, like Guaranteed Income for foster youth, and how they can be scaled to benefit a broader population.

By expanding the use of print and direct mail, UWCCR will continue to build trust and credibility with underserved communities. High-quality brochures, newsletters, and other print materials will not only promote their mission but also ensure that they are effectively reaching and empowering disadvantaged populations. A print grant would allow UWCCR to produce professional, high-impact materials that reflect our refreshed brand, expand outreach to culturally diverse groups, and promote key community events. Ultimately, these efforts will help mobilize the community to action, ensuring that all can thrive.