In a recent Tech+ Livecast hosted by Mindgrub, Founder & CEO, Todd Marks, sat down with Renee Beck, Vice President and Chief Marketing and Innovation Officer at United Way of Central Maryland, to discuss how technology and innovative marketing approaches are revolutionizing nonprofit engagement.
Digital Transformation in Traditional Organizations
One of the most striking takeaways from the conversation was United Way of Central Maryland's evolution from a traditional donation-based organization to one leveraging technology to enhance both their operations and community impact. As Beck emphasized during the interview, "We are not your grandfather's United Way."
Traditional nonprofit marketing often relied heavily on printed materials, face-to-face fundraising, and manual processes. Now, organizations like United Way are embracing digital transformation to reach donors, raise awareness, and deliver services more effectively.
From Print to Digital Experience: The Interactive Giving Guide
A highlight of the discussion was the innovative digital Giving Guide developed through the Mindgrub-United Way partnership. This project perfectly illustrates the shift from conventional marketing materials to immersive digital experiences.
Previously, United Way relied on paper handouts and basic digital documents to inform potential donors about their initiatives. Recognizing the limitations of this approach, they collaborated with Mindgrub to create something more engaging and interactive.
The result was a SimCity-like digital experience that gives users an eagle-eye view of Central Maryland. Users can navigate through different regions, discover programs, watch videos, listen to podcasts, and donate—all within an interactive environment that represents the communities United Way serves.
This approach transforms what would have been a passive reading experience into an active exploration, creating more meaningful connections with potential donors.
Technology-Driven Empathy Building
The conversation also highlighted how technology is being used to build empathy and understanding. United Way's "30/30 Experience" is a prime example—a 90-minute virtual experience that simulates the challenges faced by those living paycheck to paycheck.
This technology-enabled simulation puts participants in the shoes of someone making 30 decisions over a virtual 30-day period, complete with metrics tracking how choices affect different aspects of life, from housing stability to job satisfaction.
The digital format allows:
- Wider reach than in-person simulations
- Data collection for post-experience insights
- Lower operational costs and resource requirements
- Consistent delivery of the experience
By leveraging technology in this way, United Way has been able to scale their empathy-building efforts, reaching thousands of people since 2021—something that would have been logistically challenging with traditional methods.
Looking Ahead: Continuing Digital Innovation
The livecast briefly touched on what might come next in United Way's digital journey. Todd Marks suggested the possibility of "immersive VR" experiences as a natural evolution of their current digital initiatives.
Meanwhile, Beck emphasized the importance of thoughtful implementation when using technology for sensitive topics. As she noted during the discussion about digital experiences, "we also have to walk the fine line... not gamifying it too much that it feels like we are making a game of people's lives."
This balance between innovative technology and respectful representation of real-world challenges will likely continue to guide United Way's approach to digital marketing and engagement tools.
Key Takeaways for Organizations
For other organizations looking to enhance their digital marketing strategy, several insights emerged:
- Meet your audience where they are: Digital transformation isn't just about technology—it's about responding to changing user expectations.
- Balance innovation with sensitivity: When addressing serious social issues, gamification and interactive elements must be thoughtfully implemented.
- Use technology to scale impact: Digital tools can dramatically increase reach while potentially reducing costs.
- Data-driven approach: Digital experiences can provide valuable analytics that inform future strategies.
The Mindgrub-United Way partnership demonstrates that even century-old organizations can embrace technological innovation to remain relevant and increase their impact. As Beck noted, today's United Way is focused on "thinking of new innovative ways to deliver our programs" and "creating models that can be used at scale."
