Heartland United Way

What Heartland United Way does

Heartland United Way is a community impact and fundraising nonprofit headquartered in Grand Island, Nebraska, serving Hall, Hamilton, Howard, and Merrick Counties. Founded in 1947 (with its flagship Christmas Cheer program tracing back to 1910), the organization operates as a convener and fund distributor rather than a direct service provider, channeling donor dollars through a volunteer-driven Community Investment Process to roughly 20 vetted partner agencies spanning child advocacy, senior services, housing, addiction recovery, literacy, and disaster response. Direct service programs include the 24/7 211 Resource Hotline (phone and text), Dolly Parton's Imagination Library (free monthly book delivery to children birth–age 5), holiday assistance (Christmas Cheer grocery vouchers, Holiday Toy Drive with Toys for Tots, Adopt a Family), the Husker Harvest Days food drive, Community Champions rural outreach, Rural Community Impact Grants, and signature volunteer events such as Day of Action and Tour of Agencies.

Revenue is generated almost entirely through philanthropic giving rather than product sales. The primary stream is an annual fundraising campaign anchored by 25+ corporate Pacesetter sponsors (Chief Industries, Hornady Manufacturing, CNH, Five Points Bank, Edward Jones, Principal, Pinnacle Bank, Bosselman Enterprises, and others); the 2025 campaign set a record at $1,733,587 (also cited as $1.78 million), supplemented by a $30,000 Edward Jones matching gift, individual donations, and a first-ever $50k Giveaway incentive. The operating organization is small — 9 employees per firmographic data — and is led by President and CPO Karen Rathke, with volunteer Campaign Chairs rotating annually (Kent and Tonja Brown for 2025/26; Dave and Rachel Richardson for 2026/27).

In 2025 the organization reported 56,758 local people helped across programs, including 17,126 improved health outcomes, 30,888 improved financial stability outcomes, 2,109 community resiliency beneficiaries, 1,202 CPR certifications, and 3,442 children receiving Imagination Library books. It holds a GuideStar/Candid Platinum Seal of Transparency with a 4-star rating. There is no disclosed technology product, SaaS platform, or AI/ML capability; service delivery rests on the partner-agency network, the 211 hotline, volunteer mobilization, and the Community Champions rural ambassador program.

Name

Heartland United Way

Legal name

Heartland United Way

Website

https://heartlandunitedway.org

Company type

Private

Founded year

1910

Operating status

Operating

Headcount range

1–10 employees

Short description

Heartland United Way is a Grand Island, Nebraska-based community impact nonprofit founded in 1947 that raises philanthropic funds and channels them through 20+ partner agencies to address youth opportunity, healthy community, financial security, and community resiliency across Hall, Hamilton, Howard, and Merrick Counties.

Ownership category

akta.pro rank

Product category

Community Social Services

NAICS

Civic and Social Organizations (813410), Grantmaking and Giving Services (81321)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Centers & Neighborhood Support Services (BPAGAEAL)

akta.pro secondary industry

Capacity Building & Nonprofit Infrastructure Funders (BPAGAKAO)

Keywords

• Community fundraising
• Nonprofit organization
• Social services coordination
• Volunteer programs
• Community partner funding

Headquarters

HQ city

Grand Island

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Annual Campaign Donations: Primary fundraising through annual campaign with corporate workplace campaigns, individual donations, and the $50k Giveaway incentive program. Raised record $1.78 million in recent campaign with $1,733,587 announced.
2. Corporate Sponsorships: Support from 25+ corporate sponsors including Chief Industries, Hornady Manufacturing, CNH, Five Points Bank, and others through the Pacesetters program and event sponsorships.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Heartland United Way raises funds through annual workplace campaigns, individual donations, and corporate sponsorships, then distributes those funds to a network of 20+ vetted community partner agencies serving Hall, Hamilton, Howard, and Merrick Counties in Nebraska. It also delivers direct community programs including the 24/7 211 Resource Hotline, Dolly Parton's Imagination Library early-literacy program, holiday assistance (Christmas Cheer, Toy Drive, Adopt a Family), and volunteer mobilization events such as Day of Action and Tour of Agencies.

Product overview

Heartland United Way is a community impact and fundraising organization serving Hall, Hamilton, Howard, and Merrick Counties in Nebraska. The organization does not offer a technology product, SaaS platform, or software solution. Its programs are social service initiatives including Youth Opportunity, Healthy Community, Financial Security, and Community Resiliency, delivered through 20+ community partner agencies. Core programs include the 211 Resource Hotline, Dolly Parton's Imagination Library (early literacy), Holiday Help programs (Christmas Cheer, Adopt a Family, Toy Drive), Husker Harvest Days Food Drive, Go Big GIVE campaign, Community Investment grants, and Rural Community Impact Grants.

Differentiator

Problem solved

Functional benefit

Brands

• 211 Resource Hotline: 24/7 resource hotline connecting neighbors with nearby services including food pantries, utility bill assistance, safe housing or shelter, and counseling services.
• Dolly Parton's Imagination Library
• Christmas Cheer
• Holiday Toy Drive & Toys for Tots Distribution
• Holiday Adopt a Family Program
• Community Investment Process
• Go Big GIVE
• Rural Community Impact Grants
• Community Champions
• Day of Action
• Tour of Agencies
• Fill the Gap Fund

Products and services

• 211 Resource Hotline

Quantifiable outcome

• 56,758 local people helped in 2025
• +4 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

33 partnerships are on record, tiered minor and core.

• Chief IndustriesminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Hornady ManufacturingminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• CNHminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Five Points BankminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Eakes Office SolutionsminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Edward JonesminorGTM or Marketing PartnerCorporate sponsor providing $30,000 match for first-time or increased donations of $500 or more during the 2025/26 campaign.
• PrincipalminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Home Federal BankminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Equitable BankminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• AMURminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Pinnacle BankminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• Bosselman EnterprisesminorGTM or Marketing PartnerCorporate sponsor in the Top 25 Pacesetters program supporting Heartland United Way's annual campaign and community investment initiatives.
• American Red CrosscoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Community Resiliency - 225 families received support after fire or disaster, CPR training certification.
• First Light Child Advocacy CentercoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Community Resiliency - 54 children received medical services after trauma.
• Adult EducationcoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Financial Security - 1,450 people increased literacy, basic education skills and English proficiency.
• Crossroads Mission AvenuecoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Financial Security - 1,072 people safely housed in emergency or transitional shelter.
• Hope HarborcoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Financial Security - housing and support services for families in need.
• Legal Aid of NebraskacoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Financial Security - legal services for low-income individuals.
• Literacy Council of Grand IslandcoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Financial Security - adult literacy and English language learning programs.
• Midland Area Agency on AgingcoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Financial Security - 48,022 in-home meals delivered to local senior citizens.
• Multicultural CoalitioncoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Financial Security - services for multicultural communities.
• Central Nebraska Council on Alcoholism and AddictionscoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Healthy Community - addiction and substance abuse services.
• Heartland CASAcoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Healthy Community - Court Appointed Special Advocates for children in foster care.
• Lutheran Family ServicescoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Healthy Community - behavioral health and family services.
• Third City Community CliniccoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Healthy Community - 2,252 patients provided equal access to health care.
• YMCA of Grand IslandcoreImplementation/ SI/ Consulting PartnerCommunity Partner focused on Healthy Community - 404 children learned to swim at no cost; youth sports programs for 458 kids.
• U.S. Marine Corps Toys for TotscoreStrategic or Co-development PartnerAnnual partnership for Holiday Toy Drive - distributing toys to children 12 and younger in Hall, Hamilton, Howard, and Merrick Counties.
• Husker Harvest DaysminorStrategic or Co-development PartnerFood drive partnership during the World's Largest Totally Irrigated Working Farm Show - collected 16,000+ pounds of food in 2025.
• Aurora CooperativeminorGTM or Marketing PartnerSponsor of Husker Harvest Days food drive supporting local food banks and backpack programs.
• Farm ProgressminorGTM or Marketing PartnerSponsor of Husker Harvest Days food drive supporting local food banks and backpack programs.
• Nebraska FarmerminorGTM or Marketing PartnerSponsor of Husker Harvest Days food drive supporting local food banks and backpack programs.
• Aurora Public SchoolsminorGTM or Marketing PartnerSponsor of Tour of Agencies charter bus transportation.
• Kent and Tonja BrownminorGTM or Marketing Partner2025/26 Campaign Chairs who generously donated prize money for the first-ever $50k Giveaway incentive program.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Salvation Army: Large national nonprofit addressing emergency relief, food insecurity, shelter, and community support — overlapping with Heartland United Way's emergency relief, financial security, and food distribution programming.
• United Way Worldwide: The umbrella organization for the U.S. United Way movement. Heartland United Way is an affiliated local United Way, so United Way Worldwide is the broader incumbent in the same fundraising/collective-impact model.
• American Red Cross: National disaster relief and emergency response organization. Heartland United Way funds the local Red Cross chapter as a Community Partner and runs complementary community resiliency programs.

Regional players

• United Way of Central Iowa: Regional United Way affiliate in central Iowa running the same annual campaign and collective-impact model. Comparable in mission and operating approach, serving a different regional market.
• Greater Nebraska Community Foundation: Regional community foundation serving rural Nebraska with grantmaking, donor funds, and community programs. Comparable collective-impact and grant-distribution mission with a broader rural Nebraska footprint.

Direct peers

• United Way of Lincoln and Lancaster County: Local United Way affiliate serving Lincoln/Lancaster County, Nebraska. Operates the same annual campaign, partner agency funding, and community-impact model as Heartland United Way.
• United Way of the Midlands (Omaha, NE): Another Nebraska-based United Way affiliate running a comparable annual campaign, workplace giving, partner agency funding, and 211 hotline model. Directly comparable in mission, model, and region.
• Lincoln Community Foundation: A Nebraska community foundation that aggregates philanthropic capital and grants it to local nonprofits across community-impact areas. Comparable to Heartland United Way's grantmaking/community-investment role, though structured as a foundation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/heartland-united-way

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Heartland United Way