Cincinnati's United Way enters a new season

The Organization: United Way Greater Cincinnati

• Reach: Nine counties in Ohio, Indiana, and Kentucky
• Headcount: 50-200
• Marketer: Tracy Smith, Marketing Director

For over 135 years, United Way has transformed the generosity of individuals and corporations into lasting change for the world’s most vulnerable populations. The Greater Cincinnati chapter is no exception. United Way of Greater Cincinnati (UWGC) channels local generosity into real-life solutions—education, financial empowerment, and housing security—for families in need. Think of them as a bridge between those who can help and those who need it most.

The Challenge: Make it easier to make an impact

As UWGC's marketing director, Tracy had a lot on her plate. Supporting a brand with a history as rich as United Way’s is no small feat. When she approached us, the UWGC online presence didn't reflect the scale of their mission. Their website had evolved over time but had become a confusing maze—lacking the clear structure and functionality needed to engage donors, drive action, and, most importantly, connect with the community.

Together, Tracy and USDP had a big mission: untangle the complexities of the existing website and create a site that would make it easier for everyone—donors, volunteers, and those in need—to find what they were looking for and take action. The new site needed to reflect the updated global brand of United Way Worldwide while honoring the unique spirit of the Cincinnati chapter.

The Strategy: Prioritizing clarity and purpose

The strategy was simple: clarify the message, make it compelling, and keep it accessible. We focused on redesigning the site with growth in mind, knowing that communications and programs would continue to evolve.

The Tactics: Capture the global mission and make Cincy shine

1. Simplify the message: The first step? Cutting through the clutter. A messaging overhaul was essential to clearly reach all audiences. Our content strategy team worked closely with Tracy and the UWGC team through multiple sessions to redefine their message. The focus was on simplicity and a clear value proposition. We developed concise, straightforward language for every corner of the website, to make donating, volunteering, or finding help easier. 
2. Unite Global Standards with Local Flair: United Way Worldwide had new branding guidelines, but we didn’t want to lose what makes the Cincinnati chapter unique. Our design team blended the iconic United Way elements with local imagery and design that resonated with the spirit of Cincinnati. 
3. Design for Diverse Audiences: Donors, volunteers, advocates, and those in need all have different needs and journeys. The UWGC site had to cater to each of these audiences while keeping the experience intuitive. Whether visitors were looking to contribute, find help, or get involved, the site needed to guide them clearly toward their goal. We ensured that each user’s path was streamlined, making it easy for them to find what they needed without getting lost in the shuffle. 
4. Build a Custom 211 Resource Tool: In the nonprofit world, resources are everything. UWGC wanted to enhance their ability to connect individuals with the help they needed, so we worked together to build a custom 211 Resource Tool designed specifically for Greater Cincinnati, making it easier for residents to find local assistance. By integrating this tool directly into the site, we ensured that those in need could be quickly and easily connected to the resources available to them.

The Results: A Website that Grows with the Mission

The new website positions United Way of Greater Cincinnati to evolve and expand its mission for years to come. It’s now easier than ever for UWGC to engage donors, attract volunteers, connect people to resources, and showcase the impact they’re making in the lives of families. The site reflects their ongoing efforts to simplify the giving process, make help more accessible, and inspire action.

Most importantly, the new site ensures that no one is left behind—whether they’re looking to make a difference or they need help themselves. UWGC’s impact is now easier to see, feel, and join.

It’s an honor to help companies like UWGC expand their impact on our region. Please check them out if you are looking for a way to make an impact on the Greater Cincinnati region.

See more about UWGC