United Way enlists iModerate to engage with millennials

United Way enlists iModerate to engage with millennials


Jan 14, 2015

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DENVER — January 14, 2015 — iModerate, a leading qualitative research firm, today announced a new research engagement with United Way Worldwide (UWW), the world’s largest nonprofit that acts as the leadership and support organization for the network of nearly 1,800 community-based United Ways in 41 countries and territories. UWW will work with iModerate to generate insights into the millennial generation, a group of growing interest and importance to United Way.

UWW will leverage iModerate’s (iM)merse solution — a strategic longitudinal approach that generates insights at scale. iModerate will converse with hundreds of millennials each month to explore a range of topics, including how they view relationships, who and what influences them, how they connect to causes, and more. The commentary resulting from the mass of conversations will allow iModerate to leverage its partner Luminoso, a leading-edge text analytics company. By keeping the conversations focused around the same topics each month, iModerate and UWW will gain a complete understanding of this complex audience’s shifting desires and motivations to present.

UWW will use this research engagement as just one step in its continuing efforts to cultivate an authentic relationship with the next generation of givers, and better understand not just their giving habits, but who they are and what’s important to them.

“We have a robust 125-plus year history of engaging people of all ages and all walks of life in community change. To build on this success, we need to better understand the unique ways different groups of people want to make a difference in their communities — and that starts with better information,” said Evan Hochberg, Chief Strategy Officer at UWW. “Millennials play an increasingly larger role in community leadership. We want to continue to learn what drives their philanthropic interests and how best to engage them. We’re confident working with iModerate will help us gain these critical insights.”

“Our relationship with United Way Worldwide is a treasured one and we are thrilled to partner with them in this important work,” said Adam Rossow, Partner at iModerate. “We wholeheartedly support their mission to build stronger communities by focusing on improving education, income and health, and the building blocks for a good life, and we are always looking for ways in which we can do our part to help. We believe this endeavor will provide UWW an engagement method that will help them forge a powerful connection with millennials and inform how they can best continue to team up with this generation.”

About iModerate
iModerate bridges the communication gap between companies and consumers through individual conversations, yielding decision-driving context that increases revenue, profitability and ROI. Founded in 2004 and headquartered in Denver, CO, iModerate is known for its expertise in the American Consumer and for pioneering and championing the online one-on-one. With a proprietary cognitive framework, and 10 years of experience rooted in how individuals think and behave, iModerate helps organizations in a wide variety of sectors get past their data sets, establish customer intimacy and obtain real insight — the kind that tells you why things are happening and what action to take.

About United Way Worldwide
With more than 2.8 million volunteers and 9.7 million donors worldwide, and more than $5 billion raised every year, United Way is the world’s largest privately-funded nonprofit. It is working in nearly 1,800 communities across 41 countries and territories to create community solutions that improve life for everyone. Around the world, United Way partners include global, national and local businesses, nonprofits, civic and faith organizations, as well as individuals, educators, labor, health organizations, government and more.

iModerate allowed us to not only connect with this hard-to-reach audience but to get a deeper understanding of their feelings on the subject of public service. iModerate promised at the outset to expand and clarify the quantitative findings in a way traditional online survey research has previously been unable to, and they delivered on this claim. As a result, we were able to expose the emotions shaping the perceptions of the class of 9/11.

Marc Porter Magee, Partnership for Public Service