United Way of Central New Brunswick

What United Way of Central New Brunswick does

United Way of Central New Brunswick (legal name: United Way/Centraide of Central N.B.) is a registered Canadian charitable organization founded circa 1958-1965, operating from Fredericton, New Brunswick with a team of approximately 6 employees. The organization functions as a community impact intermediary, raising funds through workplace payroll-deduction campaigns, individual giving programs (including tiered leadership giving from $365 to $5,000 annually), planned giving via the Forever Fund endowment, corporate sponsorships, and event-based fundraising such as the Tim Hortons Smile Cookie Campaign. All locally raised funds are distributed through the Community Fund to 30 partner agencies operating 39 programs and strategies addressing poverty, homelessness, mental health, disability support, newcomer integration, youth development, and senior services across Central New Brunswick (Carleton, York, Northumberland, Queens, Restigouche, Madawaska, Sunbury, and Victoria counties).

The organization's technology platform centers on the 211 service, launched in October 2020 in partnership with the federal and provincial governments, providing free, confidential 24/7 information and referral to social and community services via phone, TTY, email, and an online portal (nb.211.ca) with 170+ language interpretation. The 211 database is maintained by FindHelp Information Services. Additional programs include the Building Safer Communities initiative (Public Safety Canada-funded crime prevention), Day of Caring (corporate volunteer mobilization), Songs of the City (annual storytelling event), and Connect Fredericton (volunteer matching).

In July 2024, United Way of Central New Brunswick became part of United Way Maritimes through the unification of seven regional United Ways across the Maritimes provinces. The organization reports that 1 in 4 Central NB residents are impacted by United Way-supported programs, the 211 service has connected over 9,000 New Brunswickers to services since launch, and the Fredericton Homeless Shelters (a funded partner) provide temporary housing to 300+ individuals annually. Revenue figures are not publicly disclosed.

Name

United Way of Central New Brunswick

Legal name

United Way/Centraide of Central N.B.

Website

https://unitedwaycentral.com

Company type

Private

Founded year

1965

Operating status

Operating

Headcount range

1–10 employees

Short description

United Way of Central New Brunswick is a registered Canadian charity operating in Fredericton that raises and distributes funds to 30 partner agencies running 39 community programs addressing poverty, homelessness, disability, and youth services, and operates the 211 social services helpline launched in 2020.

Ownership category

akta.pro rank

Product category

Nonprofit Social Services and Community Fundraising

NAICS

Grantmaking and Giving Services (81321), Business, Professional, Labor, Political, and Similar Organizations (8139), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

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 industry

Community Foundations (BPAGAKAB)

Keywords

• Community fundraising
• Social services referral
• Workplace giving campaigns
• Poverty alleviation programs
• Charitable donations

Headquarters

HQ city

Fredericton

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Individual Donations: Monthly giving programs with automatic donations; one-time donations by credit card, cash, or cheque; leadership giving at various contribution levels from Everyday Hero ($365/year) to Benefactor ($5,000/year).
2. Workplace Campaigns: Payroll deduction campaigns enabling employees to give through workplace giving programs. Hundreds of workplaces participate annually in the Annual Fundraising Campaign.
3. Planned Giving / Endowment: Legacy giving through wills and bequests. Endowment fund (Forever Fund) established to assist United Way in serving citizens now and in the future. Multiple giving vehicles including property, cash, certified cultural property, charitable remainder trusts, life insurance, retirement funds, and securities.
4. Corporate Sponsorships: Sponsorship of events including Songs of the City and Day of Caring at various tiers. In-kind donations of goods and services. Host-an-event partnerships where corporations organize and donate proceeds.
5. Campaign Events: Smile Cookie Campaign with Tim Hortons ($1.50 per cookie donated). Songs of the City and Day of Caring events generating community engagement and donations.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

United Way of Central New Brunswick is a registered Canadian charity that raises funds through individual donations, workplace campaigns, leadership giving, planned giving, and event sponsorships, then distributes those funds via the Community Fund to 30 partner agencies running 39 programs supporting children, youth, families, newcomers, individuals with disabilities, and seniors. It also operates the 211 free, confidential information and referral service connecting New Brunswickers to government and community supports 24/7 in 170+ languages.

Product overview

United Way of Central New Brunswick operates as a charitable organization with a portfolio of interconnected community programs rather than a technology product. The core offering is the Community Fund, which distributes donations to 30+ partner agencies. Supporting programs include the 211 Service (information/referral) and its online portal (digital platform), Workplace Campaign and Leadership Giving (donor programs), Day of Caring (volunteer mobilization), Forever Fund (endowment), and seasonal campaigns like Smile Cookie and Songs of the City. The Building Safer Communities program addresses youth crime prevention.

Differentiator

Problem solved

Functional benefit

Brands

• Community Fund: The primary fund that supports 30 partner agencies and 39 programs and strategies in Central NB.
• Forever Fund
• 211 Service
• Songs of the City
• Day of Caring
• Smile Cookie Campaign

Products and services

• Community Fund The primary fundraising mechanism that distributes donations to 30 partner agencies and 39 programs and strategies supporting children, youth, families, newcomers, individuals with disabilities, and seniors in Central New Brunswick. Roughly 1 in 4 Central NB residents are impacted by a program supported through the Community Fund.
• 211 Service A free, confidential information and referral service connecting New Brunswickers to critical social, community, and government support. Available 24/7 via phone (dial 2-1-1), toll-free line (1-855-258-4126), TTY line (1-855-405-7446), and email ([email protected]), with interpretation services in 170+ languages.
• 211 Online Portal A searchable online database providing access to community and government resources in New Brunswick, with results available in list and map format. Over 9,000 New Brunswickers have used the service since launch.
• Workplace Campaign Corporate workplace fundraising campaigns enabling employees to contribute through payroll deduction. Includes toolkit resources for campaign coordinators and the Sponsored Employee Program (12-week full-time secondment). Hundreds of workplaces participate annually.
• Leadership Giving Program Tiered individual giving program recognizing donors from Everyday Hero ($365 annual) through Friend ($650), Leader ($1,200), Builder ($2,000), Patron ($3,000), to Benefactor ($5,000) levels, with bi-weekly payroll deduction options. 84 leadership donors were recognized in 2016.
• Forever Fund (Endowment) The organization's endowment fund designed to create lasting community impact, supporting United Way's ability to serve citizens now and in the future. Accepts planned giving through wills and bequests, property, cash, certified cultural property, charitable remainder trusts, life insurance, retirement funds, and securities.
• Day of Caring Annual volunteer mobilization program that pairs corporate employee teams with non-profit agencies to complete hands-on projects and compile care packages for the community.
• Smile Cookie Campaign Annual cookie sales campaign at local Tim Hortons locations (e.g., 375 Smythe Street, Fredericton) with $1.50 of every cookie sold supporting 30+ community programs for children and youth.
• Songs of the City An annual community event pairing storytellers from partner agencies with local musicians to share transformative impact stories through song. Co-presented with the Shivering Songs Festival and St. Thomas University, with presenting sponsorship from BMO Private Wealth.
• Building Safer Communities A Public Safety Canada-funded initiative addressing youth gun and gang involvement through city-wide strategy, youth capacity building, and community organization support. Delivered in partnership with NBAA's Right Relations Youth Service Hub, CRMHAA's Youth Wellness Hub, Partners for Youth, and John Howard Society of Fredericton.

Quantifiable outcome

• 1 in 4 Central NB residents impacted by United Way-supported programs
• +2 more outcomes

Named customers16 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

24 partnerships are on record, tiered core and major.

• United Way MaritimescoreStrategic or Co-development Partner · 25 July 2024Seven United Ways unified into United Way Maritimes (July 2024), including United Way of Central New Brunswick, United Way of Greater Moncton, United Way of Saint John, Kings & Charlotte, United Way of Halifax, United Way of Lunenburg County, United Way of Pictou County, and United Way of Colchester & Cumberland.
• Government of CanadacoreStrategic or Co-development Partner · 1 October 2020Federal funding for 211 service launch nationwide, in partnership with Government of New Brunswick and United Ways of New Brunswick.
• Government of New BrunswickcoreStrategic or Co-development PartnerProvincial government partner in 211 service launch and ongoing operations.
• FindHelp Information ServicescoreTechnology or IntegrationTechnology partner for 211 online portal providing searchable database of community and government resources in New Brunswick.
• Economic and Social Inclusion Corporation (ESIC)coreStrategic or Co-development PartnerPartner in 211 online portal development and social inclusion initiatives.
• NBAA's Right Relations Youth Service HubcoreStrategic or Co-development PartnerYouth service hub as part of Building Safer Communities initiative, addressing risk factors and protective factors for youth gun and gang involvement.
• CRMHAA's Youth Wellness HubcoreStrategic or Co-development PartnerYouth service hub as part of Building Safer Communities initiative.
• Partners for Youth (Youth Works program expansion)coreStrategic or Co-development PartnerCrime prevention project as part of Building Safer Communities strategy.
• John Howard Society of Fredericton (Youth Connections program)coreStrategic or Co-development PartnerCrime prevention project as part of Building Safer Communities strategy.
• Volunteer Greater FrederictoncoreStrategic or Co-development PartnerPartnership for Connect Fredericton online volunteer matching service, also involving City of Fredericton and Centre communautaire Sainte-Anne.
• Shivering Songs FestivalmajorStrategic or Co-development PartnerCo-presenter of Songs of the City event combining storytelling and music to celebrate community impact.
• St. Thomas UniversitymajorStrategic or Co-development PartnerAcademic partner for Songs of the City event.
• BMO Private WealthmajorGTM or Marketing PartnerPresenting sponsor of Songs of the City event.
• Stewart McKelveymajorGTM or Marketing PartnerSponsor of Day of Caring volunteer mobilization event.
• Tim Hortons (Fredericton - 375 Smythe Street)majorGTM or Marketing PartnerSmile Cookie Campaign partner where $1.50 of every cookie sold supports United Way community programs.
• Fredericton Homeless ShelterscoreStrategic or Co-development PartnerPartner agency providing Essential Services Program for homeless individuals, including temporary housing to 300+ individuals annually at Men's Shelter, Grace House for Women, and Brunswick Home Transitional Housing.
• Easter Seals New BrunswickcoreStrategic or Co-development PartnerPartner agency providing Assistive Technology Program for children with disabilities.
• Multicultural Association of Fredericton (MCAF)coreStrategic or Co-development PartnerPartner agency providing Cultural Broker sessions and Cultural Peer Outreach Program for newcomers.
• Big Brothers Big Sisters of Fredericton & OromoctocoreStrategic or Co-development PartnerPartner agency providing mentoring programs for at-risk youth.
• Liberty LanecoreStrategic or Co-development PartnerPartner agency providing Family Violence Prevention Outreach Program and transitional housing for women and children escaping domestic violence.
• CNIBcoreStrategic or Co-development PartnerPartner agency providing vision impairment support, training, and resources for blind or partially sighted individuals.
• Ability New BrunswickcoreStrategic or Co-development PartnerPartner agency providing vehicle retrofit programs and rehabilitation support for individuals with spinal cord injuries.
• Sistema NB / New Brunswick Youth OrchestracoreStrategic or Co-development PartnerMusic enrichment program funded through United Way supporting children in foster care.
• Chrysalis House / Youth in TransitioncoreStrategic or Co-development PartnerPartner agency providing youth housing for at-risk youth and young adults transitioning to independent living.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Canadian Red Cross: National humanitarian nonprofit with comparable donor base, volunteer mobilization, and disaster/community programs. Overlaps in social-services delivery but operates at national rather than regional scale.
• United Way Worldwide: Global umbrella for the United Way movement operating in 40+ countries. Comparable in federated brand and model, but functions as global coordinator rather than local fundraiser.
• Vancouver Foundation: Large Canadian community foundation with comparable grantmaking, donor stewardship, and community impact focus. Differs in being a single regional foundation rather than a federated annual-campaign model.
• United Way Centraide Canada: National umbrella body that coordinates 60+ local United Ways across Canada. Comparable in federated structure and brand but operates at national scale with policy/advocacy rather than direct local fundraising.
• Community Foundations of Canada: National network of 191 community foundations across Canada operating endowment-based grantmaking. Comparable in grant-distribution and community-fund model but differs in being endowment-centric rather than annual-campaign-driven.
• United Way Toronto & York Region: Largest Canadian United Way with significantly greater scale. Comparable in mission and model but operates in a major metropolitan market with substantially larger donor base, endowment, and partner agency ecosystem.

Direct peers

• United Way Halifax: Nova Scotia-based United Way that merged into United Way Maritimes in 2024. Same federated giving model, leadership giving tiers, 211 service delivery, and community fund structure serving a Canadian urban region.
• United Way Greater Moncton & Southeastern NB: Another New Brunswick-based United Way that recently unified with United Way Central NB into United Way Maritimes. Operates the same federated giving model, workplace campaigns, and partner agency funding structure in an adjacent NB region.
• United Way Saint John, Kings & Charlotte: New Brunswick peer United Way now unified into United Way Maritimes. Operates identical programs (workplace campaigns, leadership giving, community fund) in another NB region with similar partner-agency funding model.

Regional players

• 211 Canada: National 211 service that United Way Central NB's local 211 service feeds into. Direct technology and referral integration partner; operates as the central hub while local United Ways deliver community-level service.

Market position

Strengths5 records

Weaknesses1 record

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/unitedwaycnb
• YouTubeyoutube.com/@unitedwaycentralnb
• Facebookfacebook.com/UnitedWayCentralNB
• LinkedInlinkedin.com/company/united-way-of-central-new-brunswick

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 United Way of Central New Brunswick