United Way of the Lakeshore

What United Way of the Lakeshore does

United Way of the Lakeshore is an independent 501(c)(3) nonprofit organization founded in 1918, headquartered in Muskegon, Michigan, serving Muskegon, Newaygo, and Oceana Counties. It operates as a community-impact intermediary that mobilizes workplace giving campaigns, individual donations, corporate sponsorships, and federal/state grants to fund approximately 95 partner programs across the three-county region. The organization serves as the HUD-designated Collaborative Applicant for the Muskegon County Homeless Continuum of Care, manages Dolly Parton's Imagination Library (mailing 74,000+ books annually to 7,000+ children), operates the 2-1-1 crisis and resource hotline, runs the Early Childhood Literacy Program with volunteer reading mentors, coordinates the AmeriCorps Seniors RSVP program for adults 55+, and administers the GetConnected volunteer management platform.

The organization is funded through a diversified nonprofit revenue model: recurring workplace giving via payroll deduction (the primary stream), individual donations across tiered Leadership Circle and Tocqueville Society levels, transactional event revenue (Ducks for Dolly, A Day with Dolly, Golf United), corporate sponsorship of signature events, multi-year community investment grants to partner nonprofits, and planned giving vehicles. Its technology stack is intentionally light, relying on commercial SaaS products (GetConnected, Constant Contact, Canva, Zeffy, Cognito Forms) rather than proprietary platforms. The organization reinvests donor dollars through a volunteer-led Community Investment process, with the 2027-2029 grant cycle targeting Early Literacy, Housing, and Childcare.

The organization is governed by a volunteer Board of Directors with leadership drawn from major regional employers (Meijer, Muskegon Community College, Trinity Health, MillerKnoll, Muskegon County government, and local unions), reflecting a deeply embedded community infrastructure. Day-to-day operations are run by a small professional staff of approximately 10 people organized into Senior Directors (Workplace Campaign/Labor Engagement, Community Solutions), Directors (Community Impact, Operations, Oceana County), and program coordinators.

Name

United Way of the Lakeshore

Legal name

United Way of the Lakeshore

Website

https://unitedwaylakeshore.org

Company type

Private

Founded year

1918

Operating status

Operating

Headcount range

11–50 employees

Short description

United Way of the Lakeshore is a 501(c)(3) nonprofit founded in 1918 that mobilizes workplace giving, individual donations, and grants to fund approximately 95 partner programs serving Muskegon, Newaygo, and Oceana Counties in Michigan across youth opportunity, healthy communities, and financial security.

Ownership category

akta.pro rank

Product category

Community Nonprofit Services

NAICS

Other Individual and Family Services (624190), Community Housing Services (62422), Emergency and Other Relief Services (62423)

SIC

Services-Social Services (8300)

akta.pro primary industry

Housing Assistance & Homeless Services (BPAGAEAB)

akta.pro secondary industries

Community Centers & Neighborhood Support Services (BPAGAEAL), Homelessness Prevention, Shelter & Supportive Housing Services (BPAIANAC), Affordable Housing & Community Development (Housing, Community Land Trusts) (BPAGALAC), Youth Mental Health, Counseling & Wellbeing (Education-Linked) Nonprofits (BPAGADAK)

Keywords

• Community fundraising
• Volunteer coordination
• Nonprofit grants
• Workplace giving
• Community social services

Headquarters

HQ city

Muskegon

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Others, Personnel, Marketing or Sales, Operations

Revenue model

1. Workplace Giving Campaigns: Annual workplace campaigns where employees contribute through payroll deductions. Coordinated by Workplace Champions and Employee Campaign Coordinators at partner companies. Represents the primary revenue stream.
2. Individual Donations: Direct individual contributions at various levels including Tocqueville Society ($10,000+), Leadership Circle tiers, Everyday Heroes ($365/year), and general donations. Processed through agency portal and pledge forms.
3. Event Revenue: Revenue from signature events including Ducks for Dolly (rubber duck race), A Day with Dolly, and Golf United. Duck adoptions at $5 single, $20 for 5-pack, $100 for 30-pack.
4. Corporate Sponsorships: Sponsorships from businesses for events and programs. Includes presenting sponsors (Michigan's Adventure for Ducks for Dolly, Eagle Alloy for A Day with Dolly), community sponsors for Dolly Parton's Imagination Library, and Day of Caring sponsors (DTE Energy Foundation, Priority Health).
5. Community Investment Grants: Grants awarded to partner nonprofits through a volunteer-driven review process. Focus areas for 2027-2029 cycle: Early Literacy, Housing, and Childcare. Funded organizations include TrueNorth, Kids' Food Basket, Every Woman's Place, Catholic Charities, and others.
6. Planned Giving: Long-term giving vehicles including special gifts, wills/trusts, charitable gift annuities, remainder trusts, lead trusts, life insurance, retirement plans, estate planning, and IRA charitable rollovers. Managed in partnership with donors.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels10 records

Core offering

United Way of the Lakeshore is an independent 501(c)(3) nonprofit that coordinates community programs supporting youth opportunities, healthy communities, financial security, and basic needs across Muskegon, Newaygo, and Oceana Counties in Michigan. The organization mobilizes workplace giving campaigns, individual donations, corporate sponsorships, and community investment grants to fund a portfolio of programs including Dolly Parton's Imagination Library, the 211 Crisis Hotline, AmeriCorps Seniors RSVP, the Volunteer Center, child care provider networks, mobile food pantries, and the Muskegon County Homeless Continuum of Care.

Product overview

United Way of the Lakeshore is a 501(c)(3) nonprofit organization serving Muskegon, Newaygo, and Oceana Counties since 1918. The organization operates a portfolio of community programs including Dolly Parton's Imagination Library (free monthly books for children birth-5), the Early Childhood Literacy Program (volunteer reading mentors), the 211 Crisis Hotline (24/7 resource referral), Child Care Connections (childcare provider network), the Volunteer Center with GetConnected platform (volunteer management), AmeriCorps Seniors RSVP (senior volunteer program), the Veterans History Project (oral history preservation), and the Muskegon County Homeless Continuum of Care (housing coordination). Major initiatives include Day of Caring (annual volunteer mobilization), Oceana County Mobile Food Pantries (food distribution), Community Investment Grants (nonprofit funding), Workplace Campaigns (workplace giving), and signature events like Parties in the Park, Ducks for Dolly, and A Day with Dolly. The organization also conducts ALICE awareness initiatives and policy advocacy work across its three-county service area.

Differentiator

Problem solved

Functional benefit

Brands

• Dolly Parton's Imagination Library: A program administered by United Way of the Lakeshore that provides free books monthly to children from birth to age five in Muskegon and Oceana Counties.
• ALICE
• AmeriCorps Seniors RSVP

Products and services

• Dolly Parton's Imagination Library Early literacy program that mails free, age-appropriate books monthly to children from birth to age five. United Way of the Lakeshore covers postage and administration for Muskegon and Oceana Counties; NCRESA administers for Newaygo County. 74,000+ books gifted to 7,000+ children in 2024.
• Early Childhood Literacy Program (ECLP) Volunteer-based reading mentor program where trained volunteers provide 15 minutes of daily one-on-one reading support to students identified by partner schools for 10-12 week periods.
• 211 Crisis Hotline
• Child Care Connections
• Volunteer Center Centralized hub connecting volunteers with service opportunities across Muskegon, Newaygo, and Oceana Counties through the GetConnected platform, with tools for volunteer management and agency capacity building.
• AmeriCorps Seniors RSVP
• Muskegon County Homeless Continuum of Care
• Veterans History Project
• Community Investment Grants
• Workplace Campaigns
• ALICE Awareness Initiative

Quantifiable outcome

• 892 students enrolled in afterschool programs or career development pathways in 2025
• +8 more outcomes

Named customers25 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

Integration7 records

Partnerships

32 partnerships are on record, tiered core, minor and flagship.

• The Dollywood FoundationcoreStrategic or Co-development PartnerPartnership to administer Dolly Parton's Imagination Library in Muskegon and Oceana Counties. The Dollywood Foundation provides books while United Way covers postage, enrollment, family support, and local administration. Children birth to age 5 receive monthly age-appropriate books mailed directly to their homes.
• NCRESAcoreStrategic or Co-development PartnerLocal affiliate partner administering Dolly Parton's Imagination Library in Newaygo County. United Way serves as proud collaborator and funder through community investment grants.
• Feeding America West MichigancoreStrategic or Co-development PartnerProvides food and Mobile Pantry program for Oceana County Mobile Food Pantries. United Way supports local coordination, volunteer recruitment, and day-of logistics. Distributions serve hundreds of families with fresh produce, dairy, and pantry staples at no cost.
• Arbor CirclecoreStrategic or Co-development PartnerPartner in Child Care Connections network for Muskegon County home-based childcare providers. Jointly facilitates monthly meetings with quality training, dinner, and resources for family child care providers.
• Great Start to Quality Western Resource CentercoreStrategic or Co-development PartnerPartner in Child Care Connections network providing quality training and resources for Muskegon County home-based childcare providers. Program established in 2015 with Child Care Innovation grant funding.
• Veterans History Project / Library of CongressminorStrategic or Co-development PartnerPartnership to collect, preserve, and make accessible personal accounts of American veterans. United Way coordinates trained volunteers, schedules interviews, assists with documentation, and supports submissions to the Library of Congress.
• Muskegon County Homeless Continuum of Care NetworkcoreStrategic or Co-development PartnerUnited Way serves as Collaborative Applicant (fiduciary role designated by HUD) for the CoC working to end homelessness. Responsibilities include annual HUD application submission, grant management, financial compliance, and CoC governance support.
• The Montgomery CodeminorGTM or Marketing PartnerSignature sponsor for United Way of the Lakeshore events and initiatives.
• Trinity HealthminorGTM or Marketing PartnerSignature sponsor for United Way of the Lakeshore events and initiatives.
• DTE Energy FoundationminorGTM or Marketing PartnerSignature sponsor and Day of Caring sponsor. Supports community volunteer events and initiatives.
• QTSminorGTM or Marketing PartnerSignature sponsor for United Way of the Lakeshore events and initiatives.
• Howmet AerospaceminorGTM or Marketing PartnerSignature sponsor for United Way of the Lakeshore events and initiatives.
• Webb ChemicalminorGTM or Marketing PartnerSignature sponsor for United Way of the Lakeshore events and initiatives. Led by CEO Brad Hilleary who serves as Board Chair.
• Muskegon Community College (MCC)minorGTM or Marketing PartnerSignature sponsor for United Way of the Lakeshore events and initiatives.
• Michigan's AdventureflagshipGTM or Marketing PartnerPresenting sponsor of Ducks for Dolly rubber duck race. Provides venue (WildWater Adventure Waterpark) and Grand Prize (2027 Season Passes). Annual event benefiting Dolly Parton's Imagination Library.
• Eagle AlloyflagshipGTM or Marketing PartnerPresenting sponsor of A Day with Dolly event featuring story times, activities, and live concert supporting early literacy.
• DTE Energy FoundationcoreGTM or Marketing PartnerPresenting sponsor for Day of Caring. Major supporter of the largest volunteer mobilization in Oceana and Newaygo Counties.
• Priority HealthcoreGTM or Marketing PartnerLunch sponsor for Day of Caring in Newaygo County.
• Hart Rotary ClubminorGTM or Marketing PartnerSponsors one mobile food pantry distribution in Oceana County.
• Shelby Rotary ClubminorGTM or Marketing PartnerSponsors one mobile food pantry distribution in Oceana County.
• Shelby State BankminorGTM or Marketing PartnerSponsors one mobile food pantry distribution. Also co-sponsors October distribution at their North Michigan Avenue location.
• Gray & CompanyminorGTM or Marketing PartnerSponsors one mobile food pantry distribution in Oceana County.
• Country DairyminorGTM or Marketing Partner2026 Community Partner for Dolly Parton's Imagination Library.
• Hart Area Public LibraryminorGTM or Marketing Partner2026 Community Partner for Dolly Parton's Imagination Library.
• PNC BankminorGTM or Marketing Partner2026 Community Partner for Dolly Parton's Imagination Library. Logo included on monthly book mailings.
• Friends of Shelby Area District LibraryminorGTM or Marketing Partner2026 Community Partner for Dolly Parton's Imagination Library.
• Rotary Club of HartminorGTM or Marketing Partner2026 Community Partner for Dolly Parton's Imagination Library.
• Spring Lake Presbyterian ChurchminorGTM or Marketing Partner2026 Community Partner for Dolly Parton's Imagination Library.
• SenecaminorGTM or Marketing PartnerSponsors Oceana County mobile food pantry distributions.
• AmeriCorps SeniorscoreStrategic or Co-development PartnerFederally supported program connecting individuals 55+ to volunteer opportunities. United Way operates the Retired and Senior Volunteer Program (RSVP) as one of three AmeriCorps Seniors programs.
• Muskegon Area Intermediate School DistrictcoreStrategic or Co-development PartnerSupporting partner for Early Childhood Literacy Program. Provides school partners including Fruitport, Muskegon Public Schools, Holton, Mona Shores, and Orchard View for volunteer literacy mentors.
• TrueNorth Community ServicescoreStrategic or Co-development PartnerMajor funded partner administering Weekend PowerPacks (400 students), TrueMentors, Housing Case Manager, and other programs across Newaygo County.

Scale indicators14 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• Heart of West Michigan United Way: Another regional United Way affiliate serving West Michigan counties with workplace giving, community investment grants, and volunteer mobilization. Highly comparable in mission, structure, and funding model, operating in an adjacent service area.
• United Way of South Central Michigan: Regional United Way serving a multi-county Michigan service area with workplace campaigns, ALICE-focused programming, and community grants. Closely comparable in geography, scale, and program portfolio.
• Community Foundation for Muskegon County: Local community foundation operating in the same Muskegon service area with grantmaking, donor-advised funds, and community initiatives. Comparable as a regional philanthropic coordinator but with an endowment-based model.
• Boys & Girls Club of the Lakeshore: Lakeshore-based youth development nonprofit; its CEO sits on United Way's board. Comparable youth-program focus and overlapping service geography, operating as a potential partner or competitor for youth grant dollars.
• TrueNorth Community Services: Major United Way-funded partner running housing, mentoring, and weekend food programs in Newaygo County. Comparable as a multi-service social support agency in the same region.

Others

• Dolly Parton's Imagination Library (national): National early-literacy program that United Way of the Lakeshore administers locally. Comparable as a program counterpart, with United Way handling local enrollment and postage.

Emerging players

• Feeding America West Michigan: Regional food bank partner of United Way of the Lakeshore running mobile food pantries in Oceana County. Comparable in food-security programming and overlapping volunteer networks.

Broad incumbents

• VolunteerMatch: National online volunteer-matching platform. Comparable function to United Way's GetConnected Volunteer Center, but operates at national scale with a tech-driven model.
• 211.org (United Way Worldwide): National 2-1-1 helpline network operated by United Way Worldwide. Comparable crisis hotline and resource-referral service that United Way of the Lakeshore connects residents to.

Regional players

• Greater Kalamazoo United Way: United Way affiliate covering Kalamazoo County with a similar workplace-giving and community-investment model. Comparable in function though serving a larger urban service area.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/uwlakeshore
• Facebookfacebook.com/UnitedWayLakeshore
• LinkedInlinkedin.com/company/unitedwayofthelakeshore

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Lakeshore