Utilizing a more streamlined and personal approach
than in previous years, Johns Hopkins' three 2006 campaigns
for United Way of Central Maryland — for the
university, Johns Hopkins Medicine and the Applied Physics
Laboratory — will either kick off or swing into high
gear this month. (SAIS' donations are reported to the
Washington National Capital Area campaign.)
In place of traditional university and divisionwide
kickoffs, the campaigns this year will feature more
department- and office-level events that seek to educate
Johns Hopkins employees on why to give to United Way of
Central Maryland, which supports human service agencies in
Baltimore City and its five surrounding counties.
Frank Bossle, chair of the university effort, said
that Johns Hopkins wants to make the campaign as personal
as possible and to emphasize how the various United Way
agencies improve lives in the community.
"We found that the big kickoff events in general
attracted people who were already generous supporters, so
now we want to take the campaign to the individual
departments and offices," said Bossle, executive director
of the Office of Hopkins Internal Audits. "We also wanted
to shorten the length of the campaign, to keep it in front
of people for a shorter period of time."
The university's campaign launches today and will
continue until Nov. 22. In large part, the campaign will be
rolled out by its "ambassadors," selected Johns Hopkins
employees who will distribute pledge forms, educate others
about United Way and answer questions.
Bossle said that in developing its new approach, the
university took a cue from United Way of Central Maryland,
which has adopted a new, sharpened focus that seeks to
prioritize four impact areas: Basic Human Needs, Family
Safety, School Readiness and Youth Achieving Potential.
In a break from how it has operated in the past,
United Way of Central Maryland will now support only
agencies that fall into these impact areas and that can
deliver long-term, measurable results. In fact, the
organization plans to set forth specific and measurable
targets and make the agencies accountable for achieving
them within three years. It also will issue periodic
progress reports to the communities on what impact these
agencies are having.
"It's a bold and courageous move," Bossle said. "They
are trying to invest in agencies for the long term and
offer a better chance to improve the quality of life for
those who live in the communities they serve."
In addition to selected local agencies, United Way
will continue to support its seven affiliated
organizations: the American Heart Association, American Red
Cross, American Cancer Society, Associated Jewish
Charities, Associated Black Charities, Associated Catholic
Charities and Community Health Charities.
The university's financial goal for the 2006 campaign
is $1,228,000. In terms of the impact areas, that dollar
figure, Bossle noted, could provide 14,172 children from
low-income families with education on nutrition and
fitness; 1,967 families with counseling to prevent
foreclosure on their homes; 5,903 abused or neglected
children with counseling; and 1,773 teens with education to
prepare for their futures, improve their self-esteem and
stay away from drugs.
The Johns Hopkins Medicine campaign, for the third
year in a row, will be confined to a two-week period,
beginning Oct. 9. Its goal is $1.3 million.
Patty Brown last week at Johns
Hopkins Medicine's United Way leadership
breakfast.
Photo by Will Kirk/HIPS
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Patricia Brown, chair of Johns Hopkins Medicine's
campaign and president of Johns Hopkins Health Care, said
that she wants to focus on participation and, like the
university's campaign, emphasize the impact of each dollar
contributed.
"We want people to really understand how they can help
the community with their donations," said Brown, who
recently became a board member of United Way of Central
Maryland.
Like Bossle, Brown thinks the organization's new
approach is a bold one, and worth trying.
"I'm thrilled with what they are doing," she said.
"There is a new level of energy and excitement at United
Way. These guys are serious about this."
The Applied Physics Laboratory's campaign began on
Sept. 11 and will conclude Oct. 11.
Sharon Warner, chair of the campaign and managing
executive of the Lab's Business Services Department, said
that APL did not set a financial goal this year but wants
to focus on reaching out to the staff and on Day of Caring
projects, with a goal of 55 events and 500 participation
hours at or for local United Way agencies.
"Our focus is on educating people and giving them the
right info to make an informed decision," Warner said. "Our
ambassadors will go out to the groups and tell the United
Way story. The low-key approach of just mailing out pledge
forms is not working. You really need to reach out."
Bossle and a small team of Johns Hopkins employees
last Tuesday reached out to the community by participating
in United Way's "Share Yourself Makeover Challenge," which
invited six major area employers to help renovate the East
Baltimore headquarters of Healthy Start, a United Way
agency that offers client-oriented core services to the
area's pregnant women and infants.
The eight-member Johns Hopkins team, led by Bossle and
Jim Zeller, vice provost for budgets, helped make over the
agency's lobby and reception area as part of the full-day
effort.
"This was the perfect place for Johns Hopkins to
help," Bossle said. "This wonderful agency serves children
in the shadow of our East Baltimore campus and fits in so
closely with its mission."
For more information on the Johns Hopkins campaigns,
go to
www.jhu.edu/unitedway.
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