What does it take to come through on a really major promise?

Recently two staff members attended the United Way of America Brand Forum, a three-day event focused on communications strategies. Not surprisingly, the conference staff spoke as much about delivering promises as communicating them.

In Escambia County, if you're familiar with United Way, then perhaps you have heard some of these "promises" - which I think you will agree would fall into the category of "major":

• We will mobilize the community to improve lives.
• We will work toward safer neighborhoods, stronger families, and successful children and youth.
• We will allocate funding to the most effective programs producing lasting community change.
• We strive to keep administrative overhead low, while at the same time maximizing value to our donors and impacting the most lives.

Let's consider that last promise - in my mind the foundation for every effective nonprofit. What does it take for us - United Way of Escambia County - to deliver on that promise?

Certainly it could be accomplished through staff development and volunteer engagement, through constantly taking a look at ourselves and determining ways to improve upon the way we do business - all strategies in which we are actively engaged.

But it would be hard to deliver on this promise without some help in the form of several key partners - our Diamond-level Communication Sponsors. These are businesses that make a solid commitment to provide a significant amount of in-kind services to United Way each year, in addition to implementing workplace campaigns or contributing volunteer resources.

In other words, they give, and then they think about what more they have to offer. And they deliver because they feel that it's the right thing to do.

These businesses in 2007-2008 are:

• AT&T
• AT&T Real Yellow Pages
• Coco Design Associates
• Cox Communications
• Duncan McCall Advertising
• Lamar Advertising
• Pensacola News Journal

When you see an ad in the News Journal, or an outdoor sign for United Way, or when you read over our Annual Report, that's the work and generosity of these businesses. When you browse our Web site, view a television show about United Way, look in the Yellow Pages for us, or perhaps reach a staff member on his or her cell phone, that's also been provided with little or no cost to us.

These businesses set a great example for how corporations can partner with nonprofit organizations to initiate change and communicate results while utilizing the company's existing resources. I want others to know about what these organizations do for United Way because it speaks volumes about the corporate culture at these businesses - a community-centered mindset that begins with top management and trickles down into all facets of the organization.

Just like most nonprofits, United Way operates with a very small marketing budget. Our first and foremost job is to improve lives, and it's only through the partnership with these businesses that we are able to share that story with the community.

On behalf of the United Way of Escambia County Board of Directors, I extend deep appreciation to these businesses for their continued contributions to our community through their Communication Sponsorship of United Way.