Glossary of Terms
An alphabetical listing of common United Way words and phrases
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2-1-1 Helpline. Easy-to-remember, three-digit number (similar to 911 or 411) that helps people find the human service programs that can help them. To access 2-1-1 Helpline, dial 2-1-1 or (800) 346-2211, or click here.
Admiral Society. The Admiral Society recognizes businesses and organizations that demonstrate outstanding support of our community by conducting successful leadership giving campaigns. Membership criteria: Leadership giving campaigns equal at least 33 percent of the total employee campaign and a minimum of 10 percent of employees are leadership donors.
Advocacy. Efforts to influence public policy through various forms of persuasive communication to federal, state or local government.
Agency. An organization that provides health and human services to clients.
Agency Partner, Partner Agency or Community Partner. Community-based non-profit human service organizations that receive funding through the United Way investment process. For a list of current agency partners, click here.
Allocation. The amount of money a partner agency receives through the investment process.
Allocable Pool. The amount available for distribution to partner agencies.
Alexis de Tocqueville Society®. One of three leadership giving societies. A national major gifts society, sponsored by United Way Worldwide, with chapters in United Way member organizations across the country. Members of the Alexis de Tocqueville Society give at least $10,000 annually.
Annual Report. A document issued each year to provide current and prospective donors/investors, partners and the general public with information about your United Way’s income, expenditures, activities and accomplishments. The most recent annual report for United Way of the Southern Tier is available here.
Average Gift. Total gift from company’s employees divided by the number of givers.
Bill Direct or Direct Bill. A pledge option in which the donor requests a bill from United Way either quarterly or yearly, then pays the pledge upon receipt.
Board of Directors. A group of people legally and morally charged with the responsibility to govern an organization (non-profits). To see the members of United Way of the Southern Tier's Board of Directors, click here.
Business Pledge. A business' annual gift to United Way.
Campaign. An intensive, time-limited fundraising endeavor to meet a specific financial goal.
Campaign Audit. The outside verification of pledges and cash gifts to ensure that campaign results are accurately tracked and reported.
Campaign Costs. The annual expenses of conducting a local campaign, including salaries, promotional materials, fixed office expenses, etc., that are directly related to campaign activity. Campaign costs are kept separate from other overhead expenses.
Campaign Film or PSA. A film or video production used to educate and inform local audiences about the United Way movement in an effort to encourage giving.
Card Value. The total current dollar value of each campaign giving account.
Charting the Course. Newsletter mailed to Leadership Society members to keep them informed about news that is important to Leadership givers (those who give $500 or more annually, either individually or as a couple).
Combined Federal Campaign (CFC). A federally regulated campaign that governs all fund-raising among federal employees at their places of employment and members of the armed forces at their duty stations.
Communications Committee. Volunteer committee responsible for year-round public relations and development of an intensive promotional and public information effort during the campaign.
Community Campaign. United Way's yearly fund-raising effort.
Community Fund. All funds raised during the annual campaign that are not designated to another program or agency are placed in the Community Fund. Volunteer teams invest the money in this fund in five strategic impact areas: children and youth, families, senior independence, healthy communities and economic self-sufficiency.
Community Impact. Mobilizing communities to improve lives by creating lasting changes.
Company Coordinator. The person selected to manage a company's United Way employee campaign.
Community Assessment. An effort undertaken to evaluate and understand the aspirations, issues and current state of affairs in a community. The assessment could include goals, assets and needs.
Community Engagement. Encouraging community members to get involved with activities that enhance the community life and contribute toward developing and achieving a shared vision for the future.
Companywide Campaign. A plan for employee giving developed by a national firm and implemented at all its local plants and offices. This national effort relies on local giving guidelines and materials.
Continuous Payroll Deduction (Rollover). An employee payroll pledge that automatically rolls over from year to year without requiring the employee to reaffirm it annually, but providing the employee with the ability to stop, increase or decrease the pledge upon request. Works best when applied as a percentage of salary rather than a set dollar amount.
Corporate Gift. A business' annual gift to United Way.
Creating Assets, Savings and Hope (CA$H). A free tax assistance program for working families that make generally $54,000 or less. The intent of the program is to help these families access tax credits for which they qualify, such as the Earned income Tax Credit. For more information, click here.
Cultivator. The person responsible for contacting an organization for one or all of the following activities: corporate gift, CEO’s personal gift, leadership giving campaign, employee campaign and/or loaned executive (L.E.) support.
Cultivator Call. A personal meeting with volunteers, staff and the CEO to confirm details regarding their campaign and corporate gift.
Day of Caring. A day of service during which volunteers from area businesses and organizations visit, assist and complete projects at one of our community’s non-profit or government agencies. Day of Caring provides an opportunity for community members to help others through hands-on experience and to see where their donations go and how agency programs are improving people’s lives.
Deferred Giving. A form of donor giving in which the beneficiary organization receives the principal or corpus of the gift a considerable time after the decision to give was made by the donor, usually after the donor’s death.
Designation. An option provided to donors during the campaign that allows them to direct their contributions to a specific agency or program.
Direct Service. Services delivered directly to individuals and families.
Division. A United Way grouping of campaign accounts that are classified according to their similarities. Often, such groupings are based on size, trade (manufacturing, education, health and human services, etc.), geographic location (Eastern Steuben, Central Steuben, Western Steuben, Chemung) or a combination of these considerations.
Donor. A person making a contribution, financial or in-kind, to a charitable organization.
Donor Choice. Donors may designate their contributions to specific tax-exempt non-profit organizations, programs or services, whether or not they are United Way-funded programs.
Early Runner. A workplace campaign completed within the month of September.
Endowment. A fund established to provide income for the maintenance of a non-profit organization. Endowments are generally established by donor/investor-restricted gifts and are limited in use to the purpose originally directed by the donor/investor.
Final Report. The reported results of an organization’s completed campaign.
Finish Liner. A workplace campaign completed within the month of October or November.
Fund Distribution. The volunteer-driven process through which United Way invests donor dollars in community programs and initiatives.
Group Solicitation, Group Meeting or Presentation. A brief (no more than 30-minute) meeting, held on company time, at which groups of employees learn more about United Way through videos, special speakers and United Way staff. Employees are given pledge cards and asked to make informed giving decisions. Employees are usually asked to sign their pledge cards at the end of the meeting.
Harbor Society. A Leadership giving society for donors who give between $500 and $999 annually, either individually or as a couple; one of three Leadership giving societies.
Impact Strategy. The approach to addressing the root causes of an issue.
In-Kind. A non-cash gift, generally a service.
Investment Process. Procedure(s) through which donor/campaign dollars are distributed to programs and initiatives.
Investor. Donor who contributes to the annual campaign or strategic community initiatives.
IRS Form 990. Annual return required by the Internal Revenue Service for all organizations exempt from income tax as specified under section 501c of Internal Revenue code. The most recent United Way of the Southern Tier form 990 is available here.
Kickoff. The formal start of the Community Campaign through an event that receives community-wide attention.
Lake Society. A Leadership giving society for donors who give between $1,000 and $9,999 annually, either individually or as a couple; one of three Leadership giving societies. Lake Society is further classified with the Seneca Lake ($5,000-$9,999), Cayuga Lake ($3,000-$4,999), Keuka Lake ($2,000-2,999) and Canandaigua Lake ($1,000-1,999) subgroups.
Leadership Society. A local recognition program for individuals and couples who contribute $500 or more annually to the United Way of the Southern Tier campaign. United Way of the Southern Tier recognizes membership in three leadership giving societies: Alexis de Tocqueville Society, Lake Society and Harbor Society.
Leadership Giving Campaign. A separate campaign effort that approaches management personnel for higher-level giving.
Loaned Executive (L.E.). The employee selected by a company or organization to work in the United Way campaign for a specified period of time. The loaned executive acts as an extension of the United Way staff and complements the staff and volunteers by ensuring quality customer service to all campaign accounts.
Mail Solicitation or Direct Mail. A direct appeal made through the mail and typically used in selected small business and residential campaigns.
Market. A distinct group of actual or potential customers.
Market Segmentation. Identifying distinct market groups according to shared characteristics in an effort to develop campaign plans and messages personalized to each market group.
Metro Size. A classification that ranks United Way communities according to the campaign amounts they raise. United Way of the Southern Tier is a Metro 3B.
Mission. A statement that expresses the purpose of an organization. United Way of the Southern Tier's mission is to effectively mobilize the caring power of our community to help people improve their lives.
Mobilize. Inspire community partners and individuals to become involved and committed to community change and improvement.
Needs Assessment. A systematic examination of community needs designed to help decision-makers focus their resources -- including time, money, personnel and materials -- on specific, mutually accepted community objectives and activities.
New Hires Program. Enrolling new employees in payroll deduction to support United Way at the time they are hired.
Non-Profit. A tax-exempt agency or organization that provides its business or services without the intent of making profit.
Non-Recurring Gift. A contribution made to United Way for special circumstances. In most cases, this gift is made in addition to a normal annual contribution. Also called one-time money.
Outcome. The benefit or change an action is intended to bring about.
Outcome Measurement. The regular and systematic tracking of whether specific groups of people are experiencing benefits from a program or service.
Pacesetter Campaign. Pacesetter campaigns usually take place between June and September, and provide significant dollars early in the campaign.
Partner. Individuals and organizations with whom United Way works to achieve community impact. Generally used when referring to entities who are not investors or donors, but who are providing something else (i.e., programs, expertise, technology, connections or contacts, etc.). It includes, but is not limited to, those traditionally referred to as partner agencies.
Per Capita Gift. The campaign measurement arrived at by dividing the total employee or corporate gift by the total number of employees at the company.
Planned Giving. A method of raising funds in the form of bequests, life insurance and charitable annuities, which are often, but not always, planned as donations upon the death of the donor/investor.
Pledge. A promise to make a contribution in installments over a specified period of time, including payroll deduction and direct billing.
Pledge Card. A form that workplace employees fill out with their donation for the yearly campaign.
Presentation. A brief (no more than 30-minute) meeting, held on company time, at which groups of employees learn more about United Way through videos, special speakers and United Way staff. Employees are given pledge cards and asked to make informed giving decisions. Employees are usually asked to sign their pledge cards at the end of the meeting.
Prospects. Potential contributors to the campaign.
Resource Development. Procuring the necessary resources to execute community impact strategies. Frequently, this refers to financial resources (i.e.,fundraising), but may also refer to the generation and procurement of other non-financial resources.
Report Envelope. Used by Company Coordinators to record the results of their workplace campaign.
Return on Investment (ROI). The income or value that an investment generates in one year.
S.E.F.A. (State Employees Federated Appeal). A state employee campaign involving numerous federations of agencies, as well as independent agencies.
Shand Award. Yearly award that recognizes outstanding volunteer service. Named after a fellow community volunteer and United Way benefactor, Errol Shand.
Special Events. Public events held to attract positive attention to the campaign, inform the public and motivate volunteers.
Uncollectibles. Fundraising pledges that will likely remain uncollectible and will be written off.
Vision. A statement about what your United Way ultimately wants to have happen as a result of its efforts— and what it will become in the future. The vision of United Way of the Southern Tier is to be the trusted and respected leader in achieving positive community impact.
Volunteer Income Tax Assistance (VITA). See CA$H.
Workplace Campaign. Employee campaigns conducted within an organization.
Zero Accounts. Companies and individuals with no record of giving to previous United Way campaigns.
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