Case Study: United Way Worldwide achieves stronger Millennial engagement with iModerate

United Way - Customer Case Study

iModerate (a division of 20/20 Research) partnered with United Way to help the global nonprofit better engage Millennials — a critical future supporter segment as United Way shifts from a business-to-business to a more business-to-consumer model. With 1,800 local affiliates and a mission focused on education, income and health, United Way needed to understand how Millennials define community, how they want to engage (including via mobile), and how programs like LINC resonate.

Over six months iModerate ran a longitudinal, hybrid study—more than 650 in-depth interviews plus larger-scale concept testing and open-ended feedback—to produce both qualitative insights and quantitative metrics. The research revealed how Millennials talk about and join communities, identified key touchpoints and messaging that build credibility, and clarified what motivates involvement, enabling United Way to refine messaging, tailor programs, and better mobilize Millennial advocates.

United Way Worldwide