Publications
Publications
  • October 1998 (Revised April 2001)
  • Case
  • HBS Case Collection

United Way of Massachusetts Bay

By: David E. Bell and Ann Leamon
  • Format:Print
  • | Pages:23
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Abstract

The United Way of Massachusetts Bay held the monopoly on workplace giving for 50 years. In the 1990s it has experienced a dramatic change in the workplace itself and in donor attitudes toward giving and toward the United Way organization. This case investigates the implications of these changes on the United Way and explores the tools and messages it can use to market itself, in particular, how to use direct mail and the Internet to create one-to-one relationships with donors.

Keywords

Change; Marketing Channels; Marketing Strategy; Monopoly; Relationships; Attitudes; Internet; Massachusetts

Citation

Bell, David E., and Ann Leamon. "United Way of Massachusetts Bay." Harvard Business School Case 599-042, October 1998. (Revised April 2001.)

About The Author

David E. Bell

Marketing
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