Focused ethnic strategy pays off for United Way

Posted on February 3, 2005 by nicknoorani

Six years ago the United Way of Greater Toronto engaged a few staff in fundraising across the city’s entire, diverse multicultural spectrum with unsatisfactory results. Since then, it has adopted a more focused approach to tapping into specific ethnic communities.
Previously, it raised about $20,000 to $25,000 annually from about seven or eight communities. With a more focused approach to three prominent ethnic groups particularly, it last year raised about $700,000 which represents about a 300 percent increase in donations within six years.
Daisy Tse, director of ethnic markets for the United Way of Greater Toronto, described the strategic shift in detail to delegates at the recent Canadian Marketing Association conference. She was part of an executive track panel on “Communicating to the Changing Canadian Market: A Road Map to Diversity Marketing.”

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