United Way of the Midlands

What United Way of the Midlands does

United Way of the Midlands (UWM) is a 501(c)(3) nonprofit charitable organization founded in 1923 in Omaha, Nebraska, serving the Omaha-Council Bluffs metropolitan area, statewide Nebraska, and southwest Iowa, with a planned 211 Helpline expansion into Illinois. The organization operates as a community convener, grantmaker, and direct-service provider across four impact areas: Healthy Community, Youth Opportunity, Financial Security, and Community Resiliency. Product surface includes the 24/7 211 Helpline (handling 313,000+ annual contacts via a 4,000+ organization resource database), JAG Nebraska (a career-readiness program for middle and high school students at 80 schools), the Weatherization Assistance Program, Goodfellows emergency assistance (co-administered with the Omaha World-Herald), the CRCSP court-referral program (395+ justice-involved adults annually), Shine Bright / Good on the Go hygiene and supply programs, and the Military and Family Helpline at Offutt Air Force Base. Technology infrastructure is modest and operational rather than differentiating: a 211 contact center, the Galaxy Digital volunteer management platform, Unite Us for cross-agency referral coordination, and a CyncHealth data integration for healthcare connections; no proprietary AI, ML, or software products are disclosed.

Financially, UWM operates on a diversified nonprofit revenue model with five primary streams: individual donations through workplace giving campaigns (40,000+ individual donors, including the Tocqueville Society at $10,000+ annual gifts and Bridgebuilder Society at $1,000-$9,999), corporate workplace giving campaigns with major partners including Union Pacific, FNBO, Mutual of Omaha, Tenaska, Scoular, Physicians Mutual, Valmont, Lozier, WP Engine, and Blue Cross Blue Shield of Nebraska, government grants and contracts (including $5 million in ARPA pass-through funding from the City of Omaha over two years, plus EFSP, SSA, and Weatherization funding from federal and state sources), event-based fundraising (Day of Caring, Shine Bright kit sales at $40 per kit), and time-limited disaster relief campaigns (notably $1.415 million raised following April 2024 tornadoes). In FY2024 (July 2023-June 2024), UWM raised more than $32 million in its annual campaign, up from approximately $30 million the prior year, with 93 cents of every dollar directed to community programs. Go-to-market is largely event-driven and community-led, relying on signature volunteer events, corporate campaign chairs, leadership giving societies, and the 211 Helpline as the primary consumer-facing access point. The organization is governed by a Board of Directors chaired by Chanda Chacón (President & CEO of Children's Nebraska) and led by President and CEO Shawna Forsberg, with a staff of 161 employees and its headquarters relocated to Millwork Commons in February 2024.

Name

United Way of the Midlands

Legal name

United Way of the Midlands

Website

https://unitedwaymidlands.org

Company type

Private

Founded year

1923

Operating status

Operating

Headcount range

101–250 employees

Short description

United Way of the Midlands is a 501(c)(3) nonprofit founded in 1923 in Omaha, Nebraska that convenes donors, corporate partners, and 884 community agencies to deliver direct services including the 211 Helpline, JAG Nebraska, disaster relief, and emergency assistance across the Omaha-Council Bluffs metro and beyond.

Ownership category

akta.pro rank

Product category

Community Social Services

NAICS

Other Individual and Family Services (624190), Emergency and Other Relief Services (62423), Other Community Housing Services (624229), Child and Youth Services (624110)

SIC

Services-Social Services (8300)

akta.pro primary industry

Community Centers & Neighborhood Support Services (BPAGAEAL)

akta.pro secondary industries

Financial Assistance & Benefits Navigation Services (BPAGAEAK), Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC)

Keywords

• Community fundraising services
• Nonprofit social services
• Workplace giving campaigns
• Emergency assistance programs
• Community impact investing

Headquarters

HQ city

Omaha

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, Technology or R&D, Infrastructure, Others

Revenue model

1. Individual Donations: Individual donors contribute through workplace giving campaigns, online donations, text-to-give, and direct mail. Tocqueville Society members (giving $10,000+) and Bridgebuilder Society members (giving $1,000-$9,999) represent major donor tiers. Emergent Leaders giving starts at $250 annually.
2. Corporate Workplace Giving Campaigns: Companies conduct annual workplace campaigns with employee giving facilitated through payroll deduction. Top corporate partners include Union Pacific, FNBO, Tenaska, Physicians Mutual, Valmont, Lozier, WP Engine, Mutual of Omaha, Blue Cross Blue Shield of Nebraska, and Scoular.
3. Disaster Relief Fundraising: Time-limited fundraising campaigns for disaster relief efforts, such as the Nebraska and Iowa Tornado Relief Fund which raised $1.415 million following April 2024 tornadoes.
4. Government Grants and Contracts: Funding from government sources including State of Nebraska, grants for 211 operations, Emergency Food & Shelter Program (EFSP), State Set-Aside (SSA), and ARPA funding ($5 million over two years for City of Omaha).
5. Event-based Fundraising: Revenue from signature events including Day of Caring, Shine Bright hygiene kit sales ($40 per kit), and various fundraising events with corporate sponsors.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

United Way of the Midlands is a 501(c)(3) nonprofit organization that delivers direct community services and operates strategic grantmaking programs in the Omaha-Council Bluffs metro. Core offerings include the 24/7 211 Helpline (information and referral contact center), JAG Nebraska (youth career development), Weatherization Assistance Program (energy efficiency), Goodfellows (emergency assistance), CRCSP (court referral community service), Military and Family Helpline, Shine Bright (hygiene kit distribution), Good on the Go (volunteer kit assembly), the Community Impact Fund (grantmaking), and Mental Health First Aid training.

Product overview

United Way of the Midlands is a nonprofit community impact organization offering a portfolio of direct service programs and strategic grantmaking initiatives. The core offerings include the 211 Helpline (24/7 information and referral contact center), JAG Nebraska (career readiness program for students), Weatherization Assistance Program (energy efficiency), and various volunteer/kit assembly programs like Good on the Go and Shine Bright. These are complemented by leadership giving societies (Tocqueville Society, Bridgebuilder Society, Women United, Emerging Leaders), emergency assistance programs (Goodfellows, CRCSP), and disaster relief initiatives (Nebraska and Iowa Tornado Relief Fund). The organization serves as a convener, collaborator, and investor channeling donor resources to address community needs across the Omaha-Council Bluffs metro.

Differentiator

Problem solved

Functional benefit

Brands

• JAG Nebraska: Jobs for America's Graduates program providing life skills, career development and leadership training for middle and high school students
• 211 Helpline
• Goodfellows
• Shine Bright
• Weatherization Assistance Program
• CRCSP
• Military and Family Helpline
• Tocqueville Society
• Bridgebuilder Society
• Women United
• Emerging Leaders
• Good on the Go

Products and services

• 211 Helpline A 24/7 community information and referral helpline (call 211, text ZIP to 898211) connecting individuals with health and human services resources across Nebraska, Iowa, and expanding into Illinois.
• JAG Nebraska Jobs for America's Graduates (JAG) Nebraska is a for-credit elective for middle and high school students offering life skills, career development, and leadership training, with a 99% graduation rate.
• Weatherization Assistance Program

Quantifiable outcome

• Invests 93 cents of every dollar directly into community programs
• +3 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

20 partnerships are on record, tiered core and major.

• Omaha World-HeraldcoreStrategic or Co-development Partner · 1 January 2024Co-administers Goodfellows program providing assistance to community members in hard times including rent, mortgage, utility support, diapers, meals, and clothing for children.
• Nebraska Department of LaborcoreStrategic or Co-development Partner · 1 January 2022JAG Nebraska launched through partnership with Nebraska Departments of Labor and Health and Human Services, with Commissioner John Albin and Governor Jim Pillen support. Program grew from 3 to 80 schools.
• WP EnginecoreStrategic or Co-development PartnerProvided in-kind contribution including rent subsidy, furniture, and technology at Millwork Commons headquarters. Sublet space arrangement.
• GooglecoreStrategic or Co-development PartnerProvided training center for nonprofit community to host trainings and engage clients. Major corporate partner supporting 2024 campaign.
• Offutt Air Force BasecoreStrategic or Co-development PartnerMilitary and Family Helpline collaboration providing essential resources and support to active-duty service members and their families stationed at Offutt AFB.
• Region 6 Behavioral HealthcarecoreStrategic or Co-development PartnerPartnership expanding access to Mental Health First Aid training, hosting 176 trainings for more than 2,200 people.
• Unite UscoreTechnology or IntegrationNetwork coordination program providing timely, accurate referrals across partner organizations to meet full range of client needs.
• United Way WorldwidecoreStrategic or Co-development PartnerNational affiliation providing Emergency Food and Shelter Program (EFSP) administration and State Set-Aside (SSA) program partnership.
• Nebraska and Iowa United WayscoreStrategic or Co-development PartnerCollaborative partnerships for 211 service expansion across Nebraska and Iowa, with 24/7 coverage across nearly entire state of Iowa.
• Douglas CountycoreStrategic or Co-development PartnerCRCSP (Court Referral Community Service Program) collaboration with Douglas County courts serving 395+ justice-involved adults annually.
• Omaha Public SchoolsmajorStrategic or Co-development PartnerShine Bright hygiene kit distribution partner. JAG program implementation sites.
• Council Bluffs Community SchoolsmajorStrategic or Co-development PartnerShine Bright hygiene kit distribution partner. JAG program implementation sites.
• Papillion La Vista SchoolsmajorStrategic or Co-development PartnerShine Bright hygiene kit distribution partner.
• OPPD (Omaha Public Power District)coreStrategic or Co-development PartnerWeatherization Assistance Program collaboration for energy-efficiency improvements for low-income households.
• Nebraska Department of Environment and EnergycoreStrategic or Co-development PartnerWeatherization Assistance Program funding from U.S. Departments of Energy and Health and Human Services for energy-efficiency program.
• MAACHcoreStrategic or Co-development PartnerHousing assistance partnership providing more than $13.6 million in rental, mortgage and utility assistance.
• MUD (Metropolitan Utilities District)coreStrategic or Co-development PartnerHousing assistance partnership providing utility assistance to help Nebraskans stay in their homes.
• CyncHealthcoreTechnology or IntegrationHealthcare data partnership supporting faster connection to family resources through 211 contact center.
• Help Me GrowcoreStrategic or Co-development PartnerCollaboration between 211 and the BRIDGE to connect children age 8 and younger with developmental, behavioral or educational resources.
• Iowa Department of Public HealthcoreStrategic or Co-development Partner211 service expansion partnership supporting public health resource connections.

Scale indicators16 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• United Way Worldwide: National umbrella organization for all United Way affiliates. Direct comparable as the parent network UWM belongs to, providing brand standards, EFSP/SSA programs, and national fundraising infrastructure that UWM operates under.
• Feeding America: National network of food banks, including Food Bank for the Heartland in UWM's region. Comparable as a multi-state nonprofit intermediary with household-name brand recognition and disaster-response capabilities.

Regional players

• Food Bank for the Heartland: Regional Feeding America-affiliated food bank serving Nebraska and Iowa. Provides 10M meals — same outcome metric UWM reports — and competes/grants with UWM for food-security funders in the same metro.
• Habitat for Humanity of Omaha: Regional housing nonprofit providing affordable home ownership. Partners with UWM via the United Housing Network and competes for some housing-related funding in the same geography.
• Heartland Family Service: Omaha-based human services nonprofit providing counseling, housing, and crisis intervention. Operates in the same metro with overlapping client base and competes for some of UWM's community impact grants.
• Goodwill Industries of Omaha: Workforce development and employment nonprofit serving the Omaha metro. Adjacent to UWM's JAG program and Goodfellows financial-stability work; competes for workforce-related grants.

Direct peers

• United Way of Central Iowa: Mid-size United Way affiliate serving Des Moines and central Iowa with similar workplace giving, disaster relief, and community investment programs. Comparable in regional scope and program mix.
• Omaha Community Foundation: Omaha-based community foundation providing grantmaking, donor services, and civic leadership. Operates in the same metro with overlapping donor networks and competes for major gifts and corporate partnerships.
• United Way of Greater Kansas City: Another large regional United Way affiliate serving the Kansas City metro with workplace giving campaigns, 211 operations, and direct service programs. Closest comparable in scale, structure, and operating model.
• United Way of the Quad Cities (Iowa/Illinois): Regional United Way affiliate operating across the Iowa-Illinois border, directly relevant as UWM's 211 service expands into Illinois. Comparable scale and bicstate operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/unitedwayomaha
• YouTubeyoutube.com/channel/UC-YR6wtgF07OWtFVGyB4RiQ
• Facebookfacebook.com/UnitedWayMidlands
• LinkedInlinkedin.com/company/unitedwaymidlands
• Instagraminstagram.com/unitedwaymidlands

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries7 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 the Midlands