United Way Midlands Shifts Focus 
to Year-Round Fundraising

The United Way of the Midlands is changing the way it raises money as it adapts to the changing nature of the workplace and to intensifying needs within the community.

Shawna Forsberg, president and chief executive officer at the United Way, said the organization no longer will announce a specific funding goal each August and instead has shifted to a year-round fundraising model. This will allow companies to raise funds at a time that best fits their schedules.

“We tried to add more flexibility so that campaigns can kick off in a way that works for businesses,” she said.