United Way of Northwest Michigan
United Way of Northwest Michigan is a Traverse City-based nonprofit founded in 1947 that serves nine counties in northern Michigan through the 211 referral helpline, ALICE research and advocacy, grant-making to local nonprofits, and direct community programs addressing child care, health care, food security, and transportation needs.
- Company typePrivate
- Founded1947
- HeadquartersTraverse City, MI, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What United Way of Northwest Michigan does
United Way of Northwest Michigan is a 501(c)-style nonprofit organization founded in 1947 and headquartered at 4075 Copper Ridge Drive, Traverse City, Michigan. It operates as a regional chapter within the broader United Way federation, serving residents across nine counties in northern Michigan. Its mission centers on advancing the common good by mobilizing donors, volunteers, and nonprofit partners to address community-level needs including child care, health care, food security, transportation, and utility assistance.
The organization delivers a coordinated portfolio of programs. Core offerings include the 211 information and referral service — a free, confidential 24/7 helpline accessible via dial (211 or 844-875-9211), text (zip code to 898211), or web (mi211.org) — connecting Michigan residents with local health and human services. The ALICE initiative produces research and advocacy reports on Asset Limited, Income-Constrained, Employed households, documenting that 38% of households in the region struggle to afford basic necessities. Community grant-making channels funds to local nonprofits, and direct community programs address root causes of regional challenges. The United We Smile program extends the portfolio into oral health access. The organization is active on Facebook, Instagram, and YouTube for donor and volunteer engagement.
United Way of Northwest Michigan is funded through charitable donations and workplace giving campaigns rather than commercial pricing; services to community members are provided free of charge. It operates with a small staff of approximately 15 employees and a single Traverse City headquarters. No proprietary technology platform, AI capability, or commercial product line is disclosed in the source material. Its 2024 Form 990 is publicly available, reflecting ongoing operational compliance and transparency.
United Way of Northwest Michigan firmographics
Firmographics- Name
- United Way of Northwest Michigan
- Legal name
- United Way of Northwest Michigan
- Website
- https://unitedwaynwmi.org
- Company type
- Private
- Founded year
- 1947
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- United Way of Northwest Michigan is a Traverse City-based nonprofit founded in 1947 that serves nine counties in northern Michigan through the 211 referral helpline, ALICE research and advocacy, grant-making to local nonprofits, and direct community programs addressing child care, health care, food security, and transportation needs.
- Ownership category
- akta.pro rank
United Way of Northwest Michigan industry classification
Industry- Product category
- Community and Social Services
- NAICS
- Other Individual and Family Services (624190), Other Community Housing Services (624229)
- SIC
- Services-Social Services (8300)
- akta.pro primary industry
- Housing Assistance & Homeless Services (BPAGAEAB)
Keywords
Where United Way of Northwest Michigan is headquartered
LocationHeadquarters
- HQ city
- Traverse City, MI
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
United Way of Northwest Michigan business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Distribution channels3 records
Marketing channels3 records
United Way of Northwest Michigan product offering
Product offeringCore offering
United Way of Northwest Michigan is a nonprofit organization that mobilizes donors, volunteers, and partner organizations to address community needs across nine counties in northern Michigan. It delivers the 211 information and referral service, the ALICE research and advocacy initiative, community grant-making to nonprofits, and direct community programs targeting childcare, healthcare, food security, transportation, and utility assistance. All services and referrals are provided free of charge to community members.
Product overview
United Way of Northwest Michigan operates as a community services organization offering a coordinated suite of programs across nine counties in northern Michigan. The core offerings include the 211 information and referral service (a free 24/7 helpline connecting residents with local resources), ALICE research and advocacy initiative, community grant-making to non-profit partners, and direct community programs addressing critical needs including child care, health care, food security, transportation, and utility assistance. The organization also supports the United We Smile oral health initiative.
Differentiator
Problem solved
Functional benefit
Products and services
- 211 Service Free 24/7/365 information and referral service that connects Michigan residents with local health and human services resources; available by phone, text, or web.
- ALICE Initiative Research and advocacy program that documents and raises awareness of the economic struggles of working households across northern Michigan.
- Community Grant-Making Grant program that funds nonprofit and community partners to address regional issues such as childcare, healthcare, food security, transportation, and utility assistance.
- Community Programs Direct community programs that address root causes of major challenges facing northwest Michigan communities, including childcare, healthcare, food security, transportation, and utility assistance.
- United We Smile Oral health initiative focused on dental care access and services for community members.
Companies that use United Way of Northwest Michigan
Customer profileSegments2 records
Ideal customer profiles3 records
United Way of Northwest Michigan technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
United Way of Northwest Michigan partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights3 records
United Way of Northwest Michigan competitors and assessment
Company assessmentDirect peers
- Feeding America West Michigan: A regional food bank serving western and northern Michigan. Comparable as a community-focused nonprofit addressing food insecurity in overlapping Michigan counties, frequently partnering with United Way on hunger relief.
- Michigan 2-1-1: The statewide 211 service referenced directly on the United Way of Northwest Michigan website. Directly comparable as the infrastructure provider behind the 211 referral service this organization offers.
- Northwest Michigan Community Action Agency: A community action agency serving northern Michigan low-income residents with housing, energy, and self-sufficiency programs. Comparable as a regional social services nonprofit operating in the same nine-county geography with overlapping anti-poverty programming.
- United Way of Midland County: A neighboring Michigan United Way chapter referenced in the company's own website materials. Operates as a similarly scoped local United Way chapter with comparable grant-making and community programs in a Michigan county.
- Goodwill Industries of Northern Michigan: A regional nonprofit serving northern Michigan that addresses workforce development, housing, and community support needs. Comparable as a similarly sized nonprofit with overlapping mission areas (employment, basic needs support) in the same geography.
- Habitat for Humanity of Northwest Michigan: A regional Habitat affiliate serving northwest Michigan focused on affordable housing. Comparable as a nonprofit addressing housing affordability in the same region, often a recipient of United Way grant funding.
Broad incumbents
- United Way Worldwide: The national umbrella organization for the United Way federation. Directly comparable as the parent brand and network that this regional chapter operates within, providing shared infrastructure, brand, and 211 standards.
- Salvation Army: A national nonprofit providing social services including emergency assistance, housing, and utility support. Comparable as a broader incumbent offering overlapping basic-needs services across many U.S. communities.
- 211.org: The national 211 service brand and directory referenced in the company's materials. Comparable as the broad incumbent umbrella for the 211 referral service this organization delivers locally.
Others
- Rotary Charities of Traverse City: A Traverse City-based community foundation making grants to local nonprofits. Comparable as a regional philanthropic grantmaker in the same geography whose grantees overlap with United Way partner organizations.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
United Way of Northwest Michigan social profiles
Digital presenceUnited Way of Northwest Michigan financial estimates
Financial estimateRevenue estimate
Valuation estimate
United Way of Northwest Michigan leadership team
Management profileNumber of profiles
United Way of Northwest Michigan funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
United Way of Northwest Michigan M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about United Way of Northwest Michigan
What does United Way of Northwest Michigan do?
United Way of Northwest Michigan is a nonprofit organization that mobilizes donors, volunteers, and partner organizations to address community needs across nine counties in northern Michigan. It delivers the 211 information and referral service, the ALICE research and advocacy initiative, community grant-making to nonprofits, and direct community programs targeting childcare, healthcare, food security, transportation, and utility assistance. All services and referrals are provided free of charge to community members.
Is United Way of Northwest Michigan a public or private company?
United Way of Northwest Michigan is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was United Way of Northwest Michigan founded?
United Way of Northwest Michigan was founded in 1947. It employs 11 to 50 people.
Where is United Way of Northwest Michigan based?
United Way of Northwest Michigan is headquartered in Traverse City, MI, United States, in the North America region.
Who are United Way of Northwest Michigan's main competitors?
Direct peers on record are Feeding America West Michigan, Michigan 2-1-1, Northwest Michigan Community Action Agency, United Way of Midland County, Goodwill Industries of Northern Michigan and Habitat for Humanity of Northwest Michigan. Broad incumbents are United Way Worldwide, Salvation Army and 211.org. Rotary Charities of Traverse City is listed as an others.
Does United Way of Northwest Michigan have an API?
No public API is recorded for United Way of Northwest Michigan.
What industry is United Way of Northwest Michigan in?
United Way of Northwest Michigan's product category is Community and Social Services. Its primary akta.pro industry code is BPAGAEAB, Housing Assistance & Homeless Services. Its NAICS code is 624190 and its SIC code is 8300.