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United Way looks to social media

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United Way of America is partnering with Livingston Communications, a Washington, D.C.-based firm specializing in online marketing and public relations, to develop a social-media strategy for the charity’s “Live United” campaign.

“We’re building a national Live United movement to engage and build relationships with socially connected donors, advocates and volunteers,” Melvin Young, vice president of marketing and brand strategy for United Way of America, says in a statement.

The project also will give United Way affiliates a platform for communication through blogs, wikis and social networking sites.

The Live United campaign aims to inspire people to improve health, education and quality of life in their communities.

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