Case Study: United Way Worldwide achieves stronger engagement from women with iModerate

United Way needed to understand why women support charities and identify issues they care about in order to build stronger support from them throughout their lives

iModerate, a division of 20/20 Research, partnered with United Way to uncover why women support charities and which issues resonate most with them. United Way needed insight into women’s motivations and how those priorities fit with its brand so it could build stronger, lifelong support through volunteering, giving, and advocacy.

iModerate combined online one‑on‑one conversations with quantitative surveys to create a rounded picture of the ideal female supporter. The research identified target segments and found that women’s top motivations were “connecting to a cause” and “donating from the heart,” with education emerging as a clear priority—65% said they’d be more likely to get involved if United Way partnered with local schools—enabling United Way to refine strategies, messaging, and outreach to boost relevance, visibility, and engagement.

United Way Worldwide