Aloha United Way

What Aloha United Way does

Aloha United Way (AUW) is a 501(c)(3) nonprofit organization founded in Honolulu in 1919 and headquartered at 200 N. Vineyard Boulevard, Suite 700. AUW operates a multi-product platform across three core verticals: (1) the 211 Hawaiʻi Statewide Helpline, the only comprehensive community information and referral service in the state, with a database of 1,400+ agencies and 4,000+ programs accessible via phone, text, live chat, and online search; (2) the ALICE Initiative, a research, advocacy, and grant-funding program targeting Asset Limited, Income Constrained, Employed households in Hawaii; and (3) the Safety Net Fund, which channels crisis intervention grants to nonprofit partners. The technology layer includes the Kūkulu Switchboard (a human-operated digital platform for ASKS/OFFERS resource matching), Salesforce for grant management, and Galaxy Digital for volunteer coordination.\n\nAUW's business model centers on philanthropic intermediation: workplace giving campaigns with 1,400+ employer partners generate the majority of funds through payroll deductions, augmented by individual donations, major gift programs (Tocqueville Society at $10,000+ annually with 130+ members, Leadership Giving at $1,000+, Women United, and Society of Young Leaders for ages 21-39), planned giving through the Ānuenue Legacy Society, Combined Federal Campaign access, and government contracts. AUW operates a near full pass-through model: 100% of designated workplace donations flow to 250+ vetted partner agencies on Oʻahu with no administrative fees, and AUW retains only supporting contributions and overhead. Affinity group memberships are priced on tiered annual subscriptions ($120-$10,000+) with associated events. Disaster response has become an institutional capability, with $4.5M+ raised for Maui Wildfire Relief (2023) and $505,000+ raised for Kona Low flooding response (2024).\n\nAUW serves individuals and families across Oʻahu and statewide Hawaii: ALICE working households, people experiencing homelessness or housing insecurity, food-insecure residents, and the general community seeking social service navigation. On the institutional side, AUW serves 250+ nonprofit partner agencies (funding, capacity, volunteers), 1,400+ corporate workplaces (philanthropy administration, employee engagement), and government partners (federal and state emergency fund administration). Membership in the United Way Worldwide network provides brand recognition, best-practice sharing, and framework alignment with 1,800+ affiliated United Ways globally. The organization is led by President & CEO Michelle Bartell and governed by a board of senior executives from Hawaii's largest employers (Bank of Hawaii, First Hawaiian Bank, Hawaiian Electric, Hawaiian Telcom, Kaiser Permanente, HMSA, Alaska Airlines, etc.).

Name

Aloha United Way

Legal name

Aloha United Way

Website

https://auw.org

Company type

Private

Founded year

1919

Operating status

Operating

Headcount range

11–50 employees

Short description

Aloha United Way is a 501(c)(3) nonprofit founded in 1919 that operates the statewide 211 Hawaiʻi Helpline, the ALICE Initiative for working poor households, and the Safety Net Fund for crisis intervention, channeling donations from 1,400+ workplace campaigns to 250+ nonprofit partner agencies on Oʻahu while administering emergency government funding and disaster relief programs.

Ownership category

akta.pro rank

Product category

Community Philanthropy and Social Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Grantmaking and Giving Services (81321), Other Grantmaking and Giving Services (813219), Emergency and Other Relief Services (624230)

SIC

Services-Membership Organizations (8600), Services-Social Services (8300)

akta.pro primary industry

Federated Giving Organizations (e.g., United Way-type) (BPAGAKAG)

akta.pro secondary industries

Fundraising & Annual Giving (EDALAOAB), Philanthropy & Foundations Advisory (Donor-Advised Funds, Endowments) (FSAAABAH)

Keywords

• Community fundraising services
• Workplace giving campaigns
• Nonprofit grantmaking
• Social services referral
• Disaster relief coordination

Headquarters

HQ city

Honolulu

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Workplace Giving Campaigns: AUW partners with 1,400+ workplaces to facilitate payroll deductions, individual, and corporate gifts. Donations are designated to partner agencies or AUW initiatives. Partner agencies receive 100% of donations with no administrative fees.
2. Individual Donations: Direct donations from individuals via online portal, debit/credit, donor advised funds, and gift of stock. Includes leadership giving ($1,000+) and major gifts.
3. Tocqueville Society Membership: Major donor society requiring annual contributions of $10,000 or more. Over 130 members contributing to AUW's most significant individual donations.
4. Planned Giving / Legacy Gifts: Includes bequests through wills/trusts, IRA charitable rollovers, charitable gift annuities, charitable remainder trusts, life insurance beneficiary designations, and stock transfers.
5. Combined Federal Campaign (CFC): Access to hundreds of thousands of federal employees who donate through CFC. Partner agencies receive special 5-digit donation codes for federal workplace giving.
6. Government Contracts: AUW receives government funding to administer emergency programs, including $50 million state emergency funding through Office of Community Services for nonprofit support during federal shutdowns.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

Aloha United Way is a Hawaiʻi-based nonprofit federation that raises and distributes charitable funds to address health, education, and financial stability across the state. Its core offerings include the 211 Hawaiʻi Statewide Helpline (information and referral to 1,400+ agencies and 4,000+ programs), workplace giving campaigns with 1,400+ employer partners, the ALICE Initiative research and advocacy program, the Safety Net Fund for crisis intervention grants, and the Kūkulu Switchboard peer-to-peer resource matching platform. Donor engagement is delivered through affinity groups (Tocqueville Society, Women United, Society of Young Leaders) and giving programs such as Planned Giving and Donor Advised Funds.

Product overview

Aloha United Way is a nonprofit federation serving Hawai'i for over 100 years, founded in 1919. The organization operates a multi-product portfolio centered on community impact through health, education, and financial stability initiatives. The core product suite includes the AUW 211 Hawai'i Helpline (statewide information and referral service), the ALICE Initiative (financial hardship research and advocacy), the Safety Net Fund (crisis intervention grants), and Kūkulu Switchboard (resource-matching technology platform). Supporting products include Workplace Giving Campaigns (payroll-based fundraising with 1,400+ workplace partners), Planned Giving and Donor Advised Fund options, a Partner Agency Program (250+ nonprofits), and affinity groups (Tocqueville Society for major donors, Women United, and Society of Young Leaders). The 211 Helpline and Kūkulu Switchboard function as technology platforms, while Workplace Campaigns serve as the primary fundraising mechanism connecting donors to community nonprofits.

Differentiator

Problem solved

Functional benefit

Brands

• 211 Hawaiʻi: The only comprehensive, community information and referral helpline in Hawaiʻi with a database of over 1,400 agencies and 4,000 programs.
• ALICE Initiative
• Safety Net Fund
• Kūkulu Switchboard
• Society of Young Leaders
• Women United
• Tocqueville Society
• Ānuenue Legacy Society

Products and services

• AUW 211 Hawaiʻi Helpline Comprehensive statewide information and referral helpline connecting Hawaiʻi residents to over 1,400 agencies and 4,000 programs covering food, shelter, financial assistance, healthcare, childcare, disability services, veteran services, crisis intervention, and disaster relief. Specialists operate 7:00 AM to 10:00 PM seven days a week.
• ALICE Initiative Awareness, research, advocacy, and grant funding program focused on ALICE households—working families earning above the Federal Poverty Level but unable to afford basic cost of living in Hawaiʻi. Includes statewide ALICE data, ALICE Fund grantmaking, and convening of policymakers and business leaders.
• Safety Net Fund Grant funding program directing money to crisis intervention and emergency response programs for individuals and families most at risk. Supports basic needs including food security, emergency housing, health and community care, shelters, homeless services, and disaster relief for 250+ nonprofit partner agencies on Oʻahu.
• Kūkulu Switchboard Tech platform rooted in Hawaiian cultural values that facilitates connections between philanthropy and community through a human-operated online network where users post ASKS and OFFERS for funding, volunteers, in-kind donations, and technical assistance. Open to nonprofits, social enterprises, and community organizations without requiring 501(c)(3) status.
• Workplace Giving Campaigns Workplace giving program partnering with over 1,400 companies, organizations, and government entities to raise funds through payroll deductions and campaigns. Contributions go directly to designated partner agencies or AUW initiatives, with 100% of donations passed through to designated organizations.
• Planned Giving / Ānuenue Legacy Society Legacy giving program enabling donors to include AUW in wills, trusts, or estate plans, with membership in the Ānuenue Legacy Society. Includes IRA charitable rollovers, charitable gift annuities, charitable remainder trusts, life insurance beneficiary designations, and stock transfers, with integration to FreeWill for free will creation.
• Donor Advised Fund Giving Charitable giving program allowing donors to combine tax benefits with flexibility to support causes, with DAF Direct integration enabling grants to AUW directly from donor-advised funds at participating sponsoring organizations.
• Partner Agency Program Collective of over 250 vetted nonprofit agencies on Oʻahu receiving exclusive funding opportunities, events, marketing exposure, volunteers, and connection to AUW's donor network. Partner agencies receive 100% of designated donations with no administrative fees.
• Tocqueville Society Major donor society honoring individuals contributing $10,000 or more annually to AUW. Over 130 members dedicated to addressing pressing issues in Hawaiʻi through Economic Mobility (ALICE Initiative), Vital Community Resources (211 Helpline), and Crisis Intervention (Safety Net Fund).
• Women United Affinity group of female philanthropists committed to strengthening community through education, poverty prevention, and safety net building. Minimum annual commitment of $1,000; hosts signature annual event Chocolate, Champagne, & Couture For-a-Cause. Includes membership, volunteer, and fundraising committees.
• Society of Young Leaders Young professionals affinity group (ages 21-39) with minimum donation of $120 annually. Mission to give, serve, and learn to make collective impact. Signature events include annual School Supply Drive (3,000+ backpacks filled) and 'Fore' Da Keiki Golf Tournament.
• In-Kind Donations Program Goods donation program connecting donors with nonprofit organizations needing specific items. Partners include Kūkulu Switchboard, AUW Holiday Wish List, Institute for Human Services, Helping Hands Hawaiʻi, Goodwill Hawaiʻi, and Hawaiʻi Foodbank. Accepts clothing, food, furniture, vehicles, and building materials depending on partner needs.
• Safety Net Impact Funding Grants Grantmaking program under the Safety Net Fund providing $20,000-$75,000 per year for up to two years to nonprofits addressing Youth Opportunity, Mental & Behavioral Health, Basic Needs, Housing Stability, and ʻOhana & Family Support. Includes Established Program and Innovative Program/Pilot tracks.

Quantifiable outcome

• 55,052 residents served through AUW-funded programs statewide
• +8 more outcomes

Named customers10 records

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core, minor and major.

• Maui United WaycoreStrategic or Co-development PartnerAUW works closely with Maui United Way as a sister United Way organization. During the 2023 Maui wildfires, AUW sent staff, laptops, and equipment to help set up relief operations. AUW transfers 100% of Maui Fire Relief Fund donations to Maui United Way weekly. Total of $3.6 million transferred for wildfire relief efforts.
• Hawaiʻi Community Foundation (HCF)coreStrategic or Co-development PartnerHCF launched a Resiliency Fund deploying $300,000 for urgent needs. HCF is working with AUW, UHERO, and HANO to provide data-driven support and direct funding during the 2025 government shutdown crisis.
• Hawaiʻi Alliance of Nonprofit Organizations (HANO)coreStrategic or Co-development PartnerAUW collaborates with HANO to assess federal funding freeze impacts on Hawaiʻi nonprofits and coordinate advocacy responses. Joint efforts to support the nonprofit sector during government uncertainty.
• UHERO (University of Hawaiʻi Economic Research Organization)minorStrategic or Co-development PartnerUHERO provides economic research and data analysis on nonprofit sector vulnerability. Working with HCF, AUW, and HANO to provide data-driven support during federal funding crisis.
• Office of Community Services (OCS)coreOthersState agency that committed $50 million in emergency funding through OCS, with AUW providing implementation support for nonprofits affected by federal government shutdown.
• United Way WorldwidecoreStrategic or Co-development PartnerAUW is a member of United Way Worldwide, the leadership and support organization for nearly 1,800 community-based United Ways in 40 countries and territories. Provides access to global best practices, research, and brand recognition.
• 1,400+ Workplace Campaign PartnerscoreChannel Partner/ Reseller/ DistributorCompanies, organizations, and government entities that run workplace giving campaigns, facilitating payroll deductions and corporate gifts to AUW partner agencies.
• 250+ Nonprofit Partner AgenciescoreChannel Partner/ Reseller/ DistributorOʻahu nonprofits receiving funding through workplace campaigns and AUW grants. Includes food banks, shelters, healthcare providers, youth programs. Partners vetted annually.
• Combined Federal Campaign (CFC)majorChannel Partner/ Reseller/ DistributorAUW participates in CFC, granting access to hundreds of thousands of federal employees who donate millions annually. Partner agencies receive special 5-digit donation codes.

Scale indicators17 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Maui United Way: Sister United Way affiliate serving Maui County. AUW transferred $3.6M to Maui United Way for wildfire relief and deploys shared staff, making this the most directly comparable federated-giving peer in Hawaii.
• Hawaii Community Foundation: Statewide community foundation that launched a $300K Resiliency Fund and partnered with AUW during the 2025 government shutdown. Operates as a fellow grantmaking/aggregator in the same Hawaii nonprofit ecosystem with overlapping donor and partner-agency relationships.
• United Way of Metropolitan Chicago: Large metropolitan United Way affiliate running comparable workplace giving, 211 services, and impact-funding programs. Useful proxy for understanding how large-city United Ways scale partner networks and donor cultivation.
• Hawaii Alliance of Nonprofit Organizations (HANO): Statewide nonprofit membership association collaborating with AUW on federal funding advocacy and sector-coordination responses. Comparable mission of convening nonprofits and representing the sector externally.
• 211 San Diego / 2-1-1 San Diego: Among the largest and most mature 2-1-1 information-and-referral networks in the US. Useful benchmark for how AUW's 211 Hawaii Helpline could expand data products, partnerships, and funding streams.

Emerging players

• Catholic Charities Hawaii: Faith-affiliated direct-service social-services organization in Hawaii providing housing, immigration, and family support. Overlaps with AUW-funded service categories and competes for similar government and donor funding.

Regional players

• Honolulu Community Action Program (HCAP): Community action agency addressing poverty on Oahu through direct services. Comparable social-services delivery on the same island but operating as a federally funded CAA rather than federated-giving model.

Broad incumbents

• United Way Worldwide: Parent network of nearly 1,800 community-based United Ways across 40 countries. Provides AUW with brand recognition, best-practice sharing, and certification but also constrains independent positioning.
• Feeding America: National hunger-relief network that includes Hawaii Foodbank (an AUW partner agency). Comparable federated model for distributing food and funding to local affiliates, with overlap in mission around ALICE/food insecurity.

Others

• Kaiser Permanente Community Health (Hawaii Region): Connected through board member Greg Carlson at Kaiser Permanente/Maui Health. Operates parallel grantmaking and community-benefit programs in Hawaii with comparable focus areas (mental health, basic needs).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@AlohaUnitedWay
• Facebookfacebook.com/alohaunitedway
• LinkedInlinkedin.com/company/aloha-united-way
• Instagraminstagram.com/alohaunitedway
• Xx.com/alohaunitedway

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Aloha United Way