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HELPING YOU LIVE UNITED IN THE WORKPLACE
2014
CAMPAIGN
COORDINATOR’S
GUIDE
United Way of Central Kentucky
TABLE OF CONTENTS
About Your United Way………………….……………………………………………………………...p. 2
How to Talk About United Way………………….……………………………………………………...p. 3
Campaign Basics………………………….…………………………………………………………….p. 4
Concerns & Objections………………………………………………………………………………….p. 8
Campaign Checklist…………….………………………………………………………………………p. 10
Resources for Your Campaign…………………………………………………………………………p. 11
The Power of Giving…………………………………………………………………………………… p. 12
Sample Communications………………………………………………………………………………p. 13
Thank You/Important Contact Information……………………………………………………………p. 15
THANK YOU FOR MAKING AN IMPACT IN OUR COMMUNITY
United Way of Central Kentucky’s annual campaign is about bringing people together to address our
community’s most important issues. As a United Way Campaign Coordinator, you stand alongside
hundreds of other volunteers who are dedicated to making a measurable impact in the lives of
people in our community.
Due to the success of the workplace campaign, the generosity of our donors, and the dedication of
our volunteers, UWCK is able to support 31 programs throughout our region of Hardin, Breckinridge,
Grayson, LaRue, and Meade Counties. These programs are hard at work every day improving lives
and advancing the common good for our friends, neighbors, and families.
This handbook focuses on the role and responsibilities of an Employee Campaign Coordinator. It is
designed to lead you step-by-step through a United Way Campaign while offering tools, tips, and best
practices to ensure success. While we hope this offers a good overview of the Campaign, it may not
answer every question you have. We encourage you to visit our website at www.unitedwayck.org for
additional resources or contact the UWCK office at 270-737-6608.
Thank you for volunteering to be part of the annual United Way Campaign. By giving your time,
talent, and spreading the word, you are helping advance the common good. Together, united, we
can inspire hope and create opportunities for a better tomorrow.
That is what it means to LIVE UNITED.
United Way of Central Kentucky
1
ABOUT LOCAL YOUR UNITED WAY
Our Mission
Connecting our community for the common
good.
Our Vision
That each individual in our community is self
sufficient in the areas of Education, Financial
Stability, Health, and Basic Needs, the building
blocks for a good quality of life for all.
Who We Help: One Success Story
I had always wanted to be a mother, and was elated
when the doctor told me I was indeed pregnant. I
dreamed of the things I would do with my child, and
the wonderful life we
would have together.
Just eight weeks into my
pregnancy, I had a
stroke. My baby didn't
seem to be harmed, but
my body suffered severe
damage. I gave birth to
my son, but was
confined to a wheelchair.
Caring for him was a
challenge. He is now 3
years old and I worry
about his development.
He seems to be a little behind the rest of the kids his
age. Since it is so difficult for me to get around, we
spend most of our time alone in our home. He really
doesn't have much of an opportunity to be around
other children. That is one of the reasons I am so
thankful for the First Connections program with
Hardin County Schools. They are helping me to get
my son into pre-school, and helping to ease the
isolation I feel in my life. I feel my life is finally
beginning to get back on track.
United Way of Central Kentucky
2
HOW TO TALK ABOUT UNITED WAY
What We Do
United Way of Central Kentucky brings industry, individuals, and
nonprofits together to connect our community for the common good.
This means creating opportunities for a better life for all right in our 5
county region. Advancing the common good is less about helping one
person at a time and more about changing systems to help all of us. It’s
the idea that we are all connected and interdependent: the idea that we
all win when a child succeeds in school, when families are financially
stable, and when people are healthy.
How We Do It
We focus on the building blocks for a good quality of life for all- Education, Financial Stability, and
Health, while continuing to provide a safety net of services that meet Basic Needs. We research the
needs of the community and recruit people and organizations that bring the passion, expertise, and
resources needed to get things done. When you give to United Way of Central Kentucky, your
investment funds programs that promote collaboration, efficiency, innovation, and accountability.
Why It’s Important
One individual or organization can’t solve our community’s issues alone, especially in these uncertain
economic times. That’s why United Way of Central Kentucky is so important. Working together,
united, we are providing individuals and families with a better life while creating lasting social change.
What You Can Do
We invite you to be part of the change. You can volunteer, you can advocate for our cause, and you
can invest in your community by giving to United Way of Central
Kentucky. However you choose to LIVE UNITED, you can inspire hope
and create opportunities for a better tomorrow.
Tip: Practice Your Elevator Speech
You never know when you might need to say a few words about United
Way. Prepare a 15-30 second “pitch” on what we do and what it means
to LIVE UNITED.
United Way of Central Kentucky
3
CAMPAIGN BASICS: 10 STEPS TO SUCCESS
1. GET CONNECTED
•
Contact your United Way representative to learn how we can assist you.
•
Attend our annual Employee Campaign Manager (ECM) training to meet other Campaign
Coordinators and share ideas or best practices.
•
Visit our website for in-depth ideas and access to campaign resources.
http://unitedwayck.org/Campaign_Central.php
2. OBTAIN TOP MANAGEMENT SUPPORT
•
Talk to your company’s leadership about approving a campaign committee and budget and
allowing use of company time for campaign meetings and activities.
•
Ask top managers to publicly support, endorse and participate in the campaign and events.
•
Discuss the possibility of matching a percentage of employee gifts with a corporate
contribution.
•
Develop a strategy for engaging other company leaders, possibly through the use of a
separate leadership campaign.
3. RECRUIT A STRONG CAMPAIGN COMMITTEE
•
Build a campaign team that is diverse
and includes individuals from multiple
departments and every level within
the organization.
•
Team members who have been
helped or had prior involvement with
United Way are a great addition and
can speak personally during the
campaign.
•
Invite your United Way representative
to campaign planning meetings to
answer questions and offer ideas.
United Way of Central Kentucky
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CAMPAIGN BASICS (continued)
4. DEVELOP YOUR CAMPAIGN PLAN
•
Set a campaign timeline. Most campaigns run in the fall with a duration of about two weeks
to a month. However, campaigns can take place any time during the year.
•
Set a campaign goal. Identify some areas for improvement and set some measurable goals
to achieve them. Some companies may identify a dollar goal, increased participation, or
increased average gift as their goal. Talk to your UWCK representative for more help in
identifying your campaign goals.
•
Identify campaign responsibilities and which team member will be responsible for them.
Who is in charge of the pledge forms, the campaign events, incentives, and collection of the
forms?
•
Consider some incentives that can be used to encourage new gifts and prompt existing
donors to increase their contributions. Ask your UWCK representative for a list of ideas.
•
Decide how you will reach out to different groups at your company like upper management.
Talk with your UWCK representative to learn more about Leadership Giving and special
events for this group.
•
Choose campaign strategies and approaches that fit your company culture.
Here is a recommended Campaign timeline:
4 -5 weeks before the Campaign
Meet with your CEO
Talk with the previous campaign coordinator
Talk with United Way staff
Recruit your campaign team
Analyze your past campaign
Week of Campaign
Connect with UWCK office
Conduct special events
Hold company meetings
Start meetings on time
Introduce program/agenda
Acknowledge management support
3 -4 weeks before the Campaign
Meet with your team
Set your goals and objectives
Set your dates/times and tell UWCK
Review all campaign resources
Plan your special events
Schedule United Way speaker
Promote your campaign
1 -2 weeks after the Campaign
Follow up on pledge forms
Report results promptly to UWCK
Report results internally
Analyze your campaign with your team
Say Thank You!
Start a year-round communication program
1 week before the Campaign
Obtain pledge forms and other materials
Send out endorsement letters
Send out email announcing campaign
Confirm meeting location(s) and time(s)
Hint: Don’t forget to decide how you will collect
pledge forms. Are you having employees fill them out
during the meeting or do you have another plan for
follow-up? Having employees complete them during
meetings is recommended for large companies or
manufacturing plants where you may not have another
chance for face-to-face contact with all staff.
United Way of Central Kentucky
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CAMPAIGN BASICS (continued)
5. PROMOTE AND PREPARE
•
Promote the campaign with posters, flyers, and
email blasts (find samples on our website)
Include campaign communications in company
newsletters, message boards, and through a memo
from the CEO.
•
Work with your United Way representative to ensure
that you have pledge forms, brochures, and all
other necessary campaign materials for the campaign.
•
Send a weekly United Way email during the campaign with United Way facts (also found on
our website and in this handbook).
handbook)
•
Announce the campaign at various department and staff meetings.
6. CAMPAIGN KICK-OFF
•
Start your campaign with leadership and senior managers one week prior to your kick-off.
•
Make your personal gift to United Way before the campaign begins.
•
Invite all staff to a kick-off event that communicates management support, campaign goals,
and activities.
•
Invite your United Way representative to speak at the kick-off and campaign events.
7. MAKE THE ASK
•
Make sure that everyone is asked to give through the kick-off, departments meetings, and
one-on-one conversations. The number one reason people say they didn’t give to the
campaign is because they weren’t asked!
•
Host a Leadership Giving luncheon or event for management.
•
Have the campaign committee personally ask their co-workers to join them in their support of
United Way. Be prepared to talk about why you support United Way and answer questions to
help employees understand how United Way works.
•
Show donors the impact that their individual contribution makes. Giving goes up when
people know their gift is making a real difference. Check out the United Way website to
see the impact!
•
Tell employees when the campaign ends, where to turn in their forms, and how they can get
more involved.
United Way of Central Kentucky
6
CAMPAIGN BASICS (continued)
8. MONITOR AND REPORT YOUR PROGRESS
•
Keep a running total as the pledges are collected. Verify compare against the goals identified
by the campaign committee. Confirm that pledge forms are filled out completely.
•
Provide regular progress updates to employees.
•
Hold a mid-campaign review to check the progress toward your goal. Identify any
interventions needed.
•
Make personal follow-ups with individuals who have not turned in their pledge forms.
9. CAMPAIGN WRAP-UP
•
Collect pledge forms and donations from employees.
Verify totals before returning to UWCK.
•
Schedule a brief meeting with your United Way
representative to complete all required paperwork.
•
Report your final total to employees and leadership.
•
Hold a final campaign committee meeting to evaluate
your efforts.
10. THANK EVERYONE!
•
Send thank you emails, a memo from the CEO, or hang
thank you posters. Don’t forget to send a special note of appreciation to the campaign
committee.
TIPS FOR YEAR ROUND ENGAGEMENT
• Continue to share United Way updates and news with
employees so that they can see the impact of their contributions.
Work with United Way to arrange a volunteer project to further
engage employees.
•
New hire and retiree packets can be used to introduce new
staff to United Way and allow retirees to continue their
involvement. Contact your United Way representative for these
materials.
•
United Way of Central Kentucky
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CONCERNS & OBJECTIONS
You may occasionally encounter people who object to contributing to United Way. Keep in mind that
objections are a natural part of the campaign and offer you an opportunity to present more
information. Here are some insights into objections and suggestions for handling them:
Objections are not personal. Remember, they are not directed at you.
Objections are often based on incorrect information. Try to identify the real issue.
Show sympathy. Listen carefully and show your concern. This does not mean that you agree,
but that you care about the concern.
Don’t argue. Instead, offer information about the many ways United Way helps people or offer
to discuss the issue further after the group meeting.
Don’t be afraid to say you don’t know. Let those with questions know you’ll get back to them
with the answer. Then call United Way at 270-737-6608 or visit our website for more
information.
Remember, education, not coercion. The most responsive donors are those who have the
opportunity to become informed and involved. Experience clearly shows that coercion creates
animosity, hinders communication and understanding, and can lead to decreased support.
United Way of Central Kentucky
8
ANTICIPATE FREQUENTLY ASKED QUESTIONS OR CONCERNS
How does United Way spend my donation? Simply put, money raised here stays here to make the greatest possible
impact in our community. Most pledges are not designated for a certain destination. Those dollars are allocated by United
Way volunteers from all 5 of UWCK’s counties who spend hours vetting applicants, evaluating their effectiveness and
efficiency. They sift through funding requests, analyze the needs of the community, and make informed decisions in
allocating United Way dollars. A complete listing of United Way’s annual allocations can be found on our website or
provided by calling our office. Our fundraising and administrative percentage is 16.8 %, well below the Better Business
Bureau’s standard of 35%. That means 83 cents of every dollar goes directly to a program or service.
How do I know that I can trust the United Way of Central Kentucky? UWCK has been reviewed and certified by the
Better Business Bureau to affirm the organization meets all 20 of its new charitable accountability standards. In addition,
UWCK can provide a complete financial report prepared by an independent auditor and the standards in place for
membership certification through United Way Worldwide upon request. Our financials are also presented in our annual
report, available on our website for review at any time at www.unitedwayck.org.
I can’t afford to give to United Way. We are all feeling that there is less disposable income to give to charity during these
uncertain economic times. The people who feel it most are the health and human service agencies. It’s a catch-22. There
is less money being allocated to them, yet there are more people turning to them for assistance. We must examine our
own situation and make a choice. Through the United Way campaign, we have the opportunity to spread our generosity
throughout the entire year. By utilizing payroll deduction you can have a small amount taken each pay period. For as little
as $1 a week, your generosity can greatly impact the lives of others.
I already give money to church or another charity. Supporting your religious belief is important and reflects your personal religious convictions and your desire to help other people. But consider giving to United Way as a way to enhance
your charitable portfolio. The benefits derived from our United Way gifts are vitally important to our entire community, just
as our religious contributions are to our church community.
It’s not our job to help people who just want a handout. We agree that it’s important to give people the tools they need
to support themselves. That’s why our nonprofit partners are held to high standards and must prove the long-term results
they create with the donations they receive. Most people who are impacted by our services need help through no fault of
their own. We all know someone who has found themselves in crisis after they were laid off from work, suffered an
unexpected illness, or had their life uprooted by a natural disaster. It’s important that we support agencies that can help
people get back on their feet since we’re all one stroke of bad luck away from needing a hand up. We aren’t just funding
good causes, we’re funding change.
I don’t want to give because when I or someone I knew needed help, the United Way didn’t help at all. The United
Way is not set up to provide direct services to individuals. We refer people to our funded partners and other community
resources who specialize in working with clients. The agencies themselves determine eligibility and amount of aid given to
those in need, usually in terms of government guidelines or established policies. The United Way raises money for the
programs and services that can help the most people as effectively as possible. They are listed in our campaign brochure
and on our website at www.unitedwayck.org.
I read stories and hear ads about the United Way that talk about different services than are offered here.
The United Way of Central Kentucky is independent and autonomous from all other United Ways, including Metro United
Way. We are operated by our own Board of Directors and serve the people of our 5 county region. Information you read or
hear about United Way in other communities does not reflect the operations of this one.
United Way of Central Kentucky
9
CAMPAIGN CHECKLIST
Before the Campaign
Meet with your United Way representative.
Secure CEO/Senior Management support.
Review Campaign history and set your goals.
Recruit a campaign committee to help with the campaign.
Determine your campaign plan, timeframe and any incentives.
Gather your campaign communications and any campaign materials. Visit the United Way
website for sample communications and ideas!
Schedule your kick-off, United Way speaker and any special events.
Promote the campaign with a campaign announcement.
During the Campaign
Distribute pledge forms and campaign materials to every employee.
Promote the campaign, kick-off and special events through numerous channels.
Hold a mid-campaign committee meeting to review the progress towards the goal.
Send regular progress reports to employees.
Follow-up with individuals who have yet to turn in their pledge form.
Send reminders about campaign events, incentives and deadlines.
After the Campaign
Collect all pledge forms and campaign materials and check for completeness.
Schedule a time with your United Way representative to complete the paperwork.
Take care of any corporate contributions or matches on employee giving.
Send a thank you letter to everyone including the campaign committee and the CEO.
Publish a short story, photo and the results of your campaign in the company newsletter.
Hold a post campaign committee meeting to evaluate the challenges and successes of the
campaign. Keep the notes handy for next year!
Talk to your United Way representative so that we can continue to improve our service.
Year Round
Keep employees updated on the activities and impact of United Way.
Promote volunteer opportunities to employees.
United Way of Central Kentucky
10
RESOUCES FOR YOUR CAMPAIGN
We understand that people are busy and the United Way campaign is an addition to all of your other
job responsibilities. With that in mind, we want to give you all the tools, resources, and support you
need to make your campaign a success without becoming a burden.
Pledge forms and brochures. Your United Way representative can provide you with any
number of pledge forms, brochures, and lists of programs supported by United Way.
County brochure inserts. If your employees want specific information about programs funded
in each of our five counties, these inserts share not only what agencies are serving their
community, but also what they do and how to contact them.
Posters. Use to promote the campaign and decorate for employee meetings and special
events. Tip: hang some in break rooms, cafeterias, and other common areas.
Campaign video. Let our locally-filmed video help you tell the United Way story. The video can
be shared on a DVD or on our website through our YouTube account. Tip: send a link to the
video in an email to ensure all employees get the chance to view it.
Yard sign. Show off your commitment to the community so anyone driving by your business
can see that you make philanthropy a priority.
United Way logos. Download these from our website for use in your promotional materials.
Sample communications. These emails and letters can be customized, copied, and pasted
into any communications. Simply visit http://unitedwayck.org/Campaign_Central.php for digital
versions of the communications shared on pages 12-14 of this manual.
Also available on the Campaign Central section of our website:
Pledge report form
Special event and incentive ideas
County-specific fact sheets
Templates for Certificates of Appreciation
Information on the impact of Leadership Giving
Need something but don’t see a resource for it? Contact your United Way representative and
we’ll be happy to provide any other tools you need.
United Way of Central Kentucky
11
THE POWER OF GIVING
$1 a week ($52/year) covers training costs for one CASA of the
Heartland volunteer who, in turn, advocates for up to 4 abused and
neglected children over the course of a year, and countless numbers
over the course of a lifetime.
$1 a week ($52/year) can provide one child with bi-weekly Cradle
School classes through Hardin County Schools for a semester.
$1 a week ($52/year) can purchase 3 boxes of 100 insulin syringes for
a diabetic patient to self administer their life saving medication
through the Community Health Clinic.
$1 a week ($52/year) can provide a 6 week program of youth sports for
a child in need at the Meade Activity Center.
$1 a week ($52/year) can provide a subscription to one of the student
based magazines which are used in the classrooms at Grayson County
Schools.
$1 a week ($52/year) can provide activities, materials, and snack for a
child enrolled in our weekly preschool readiness program at Kids Crew
Plus.
$5 a week ($260/year) can provide 2 people with clothing and shoes
during a disaster through American Red Cross.
$5 a week ($260/year) can provide an at risk child a school year of
academic support and enrichment opportunities in afterschool
programs at Panther Place.
$5 a week ($260/year) can provide a training class for Tri-County CASA
volunteers.
$5 a week ($260/year) can provide school uniforms for a primary
student for a school year at Meade County Schools.
$5 a week ($260/year) can provide 20 hours of in-home services per
week for one month to one Senior Companion Program client
$5 a week ($260/year) can provide every household with personal
hygiene products (i.e., soap, detergent, toothpaste, etc.) through the
Grayson County Alliance.
$5 a week ($260/year) can provide school lunches for 2 students who
are living at the SpringHaven Domestic Violence Shelter.
$10 a week ($520/year) can allow Head Start to offer three fatherhood
classes for 40 families in a school year.
$10 a week ($520/year) provide 4,333 meals of fresh Kentucky produce
to those who are struggling with hunger through Feeding America,
Kentucky’s Heartland.
$10 a week ($520 a year) can send 50 special needs students to both
the Fall and Spring Day Camp through the Lincoln Heritage Boy Scouts
of America.
$10 a week ($520/year) can provide deposits for independent housing
for a victim and her children through SpringHaven Domestic Violence
Program.
United Way of Central Kentucky
12
SAMPLE COMMUNICATIONS
Use the following sample letters when you and/or your Chief Executive Officer are composing letters to
promote United Way. These samples are appropriate for emails, company publications, payroll
stuffers, and personalized letters. Feel free to use them in part or in their entirety.
Sample Letter 1: Campaign Announcement from the CEO
Dear Colleagues:
Many of our neighbors may be less fortunate this year, but we can make a difference. Right now (COMPANY NAME) can
help create opportunities for a better life for all by participating in United Way of Central Kentucky’s annual workplace
campaign.
I am pleased to announce that (EMPLOYEE CAMPAIGN MANAGER) has agreed to lead and coordinate our United Way
campaign this year. I know (NAME) will appreciate your efforts and support.
When we reach out a hand to one, we influence the condition of all. Everyone wins when children succeed in school,
families are financially stable, and people are healthy. I invite you to join me this year in United Way’s effort to advance the
common good.
Please consider supporting United Way’s campaign as our community strives to LIVE UNITED. Your gift does make a
difference by supporting crucial safety net programs and long-term efforts to strengthen our community.
Sincerely,
Sample Letter 2: Campaign Announcement from the CEO
Dear Colleagues:
The strength of our community largely is defined by how we take care of one another. When we reach out a hand to one,
we improve conditions for all. The economic crisis is being felt throughout our communities. More people than ever are
struggling to make ends meet, thereby putting a greater demand on non-profit agencies that provide critical services and
receive support from United Way of Central Kentucky.
UWCK takes the guesswork out of philanthropy by funding tremendous local agencies like (Hardin County Schools, the
American Red Cross, and area food pantries- or whatever agencies are of interest to your co-workers). All of the money
we raise benefits our local community. Your contributions make a difference by supporting programs that deliver positive
results for our own friends, neighbors, co-workers, and families:
(INSERT FACTS FROM POWER OF $1/$5/$10 RESOURCE)
Please take a few moments to learn more about how our United Way is helping in our neighborhoods as we help advance
the common good. Together we strive to LIVE UNITED.
Sincerely,
United Way of Central Kentucky
13
SAMPLE COMMUNICATIONS
Sample Letter 3: Campaign Kickoff Announcement from the CEO
Please mark your calendars for (DATE) as the kickoff date for the (COMPANY NAME) United Way annual workplace
campaign. This year’s fundraising effort will run from (DATE TO DATE).
Investing in our community is an important responsibility and United Way of Central Kentucky works hard to create lasting
changes in the critical areas of Education, Financial Stability, and Health. That’s because everyone wins when children
succeed in school, families are financially stable and people are healthy. We all have a role in advancing the common
good by giving, advocating and volunteering. Together we can achieve more than any one group on its own. That’s what it
means to LIVE UNITED.
I am proud to support United Way of Central Kentucky, but the key to our campaign’s success is you. Your gift does make
a difference by supporting crucial, effective safety net programs and long-term efforts to strengthen our community.
Please join me in showing our community how we can work together to LIVE UNITED.
Sincerely,
Sample Letter 4: MidMid-Campaign Update EE- Mail/ Letter from CEO or ECM
Dear Colleagues:
We are halfway through our United Way annual workplace campaign. Thanks to all of you who have already submitted
your pledge card; your investment in our community means you understand the importance of advancing the common
good here in our community.
We LIVE UNITED when we Give, Advocate and Volunteer. United Way of Central Kentucky helps create opportunities for a
better life for all by investing in strategies that address the causes of problems, not just the symptoms. Together, we are
helping to create lasting changes that ripple out to the community as a whole.
Our campaign will wrap up on (DATE). If you have not already done so, please complete your pledge cards and return
them.
Thank you again for your attention to this important community investment! I am proud to say that the (COMPANY NAME)
LIVES UNITED.
Sincerely,
Sample Letter 5: Thank you Letter from the CEO or ECM
Dear Colleagues:
Thanks go to each and every one of you who contributed to this year’s United Way campaign. Once again, you have gone
the extra mile to make our community a better place for us to live and work.
When you give to United Way of Central Kentucky, you are investing in the strength and future of our community. Every
time a family becomes financially stable, a child succeeds in school, and people improve their health, our entire
community benefits. Help ensure that a wide variety of needs are met, including services for the hungry and homeless,
the sick and homebound, our youth and senior citizens and so much more.
Again, thank you for partnering with United Way of Central Kentucky to advance the common good.
Sincerely,
United Way of Central Kentucky
14
THANK YOU!
Once again we would like to thank you for your participation in this year’s Annual Campaign. Without
you, none of this would be possible!
IMPORTANT CONTACT INFORMATION
My United Way Representative is: ___________________________________________________
United Way Representative phone: __________________________________________________
United Way Representative email: ___________________________________________________
United Way Office
850 West Park Rd
Elizabethtown, KY 42701
Phone: 270-737-6608
Find Us Online
Website: www.unitedwayck.org
Facebook: www.facebook.com/UnitedWayCentralKY
YouTube: www.youtube.com/user/UnitedWayCentralKY
NOTES
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United Way of Central Kentucky
15