This Ain't Your Granddad's United Way
It’s nearly been a year since Rosie Allen-Herring took over United Way of the National Capital Area. She’s guided the organization through the beginning of an evolution.
United Way has always reached donors through workplace giving programs, but the Millennial generation doesn’t necessarily stay in jobs as long as previous generations. Rosie, a former 21-year Fannie Mae exec, says younger generations want to be involved but may not have the ability to write big checks. So the organization has turned to linking young professionals with nonprofits in need of volunteers and experts. It’s also running a 24-hour fundraising campaign called Do More 24 that connects a larger audience of individual donors to over 560 nonprofits in the region. The 40-year old local chapter, which will continue its workplace giving programs, is also looking more strategically at who it’s serving, so it can target populations in most need, whether it be seniors who need income tax assistance or veterans acclimating to civilian life.
Rosie, who wanted to use her extensive finance background to serve the community, says she’s also spent her first 10 months getting to know the United Way NCA team, learning their motivations. If someone working in finance has dreams of going into marketing, the organization works on getting them there. She’s also made sure that the staff takes ownership of the organization, from the janitor who keeps the office sanitary in order for the mission to be fulfilled to the managers who guide programming. The organization has been focusing on community needs in education, income, and health, being strategic in the process. For example, it works on programs specifically for middle school kids because it’s an age where they need to start making impactful decisions and think about long-term goals like college.
Rosie’s 91-year-old mother has been a huge influence in her life. Rosie came to Washington from Greenville, Miss., in the early '80s as a 17-year-old to attend Howard University. The youngest of 10, her parents always expected the children to do something meaningful with their lives. Among her siblings, two are educators, one sister is a judge, and another sister runs a foundation. In college, Rosie studied economics with a dream of becoming a Federal Reserve policy wonk. (She sheepishly admits to adoring Paul Volcker and Andrew Brimmer when she was in college.) After college she worked as a consumer banking officer, before joining Fannie Mae. She ended her tenure as managing director of community investment and engagement.
