Member survey shows dissatisfaction with AUW proposals
A survey of Aloha United Way partner agencies conducted by Omnitrak Group and commissioned by First Hawaiian Bank has found widespread dissatisfaction with AUW’s proposed mission change, its relationship with member agencies, its programs and support services and its effectiveness in fundraising.
The purpose of the survey was to provide feedback to AUW and its Board from member agencies on advantages or disadvantages of a proposed new AUW issues-based mission, to analyze AUW’s processes with member agencies and to gain insight on member-agency satisfaction with AUW.
The surveys findings included these:
- Although virtually all member agencies are familiar with AUW’s proposed mission change to issue-based funding, a majority of 54 percent don’t favor it. Most do not see financial benefits in this approach.
- Opposition to the mission change is based on doubts that AUW has the capacity to succeed, perceived conflict with member agencies and diversion of resources from core fund-raising programs.
- Except on communications with member agencies, respondents tend to be dissatisfied with their relationship with AUW. On four of five attributes – AUW’s service quality, openness, flexibility meeting member needs and providing value-added services – scores rounded to 6 or below out of 10, which is indicative of dissatisfaction in Hawai‘i, according to Omnitrak.
- Two of 15 AUW program areas receive solid satisfaction ratings, but 8 in 15 garnered dissatisfied ratings. Member agencies tend to be more satisfied with specific programs that are more directly related to measurable fundraising.
- Members perceive that AUW is not meeting expectations in six support services to agencies where importance exceeds satisfaction.
- Seven in 10 member agencies attribute decreases in giving to AUW to increased competition for donors’ dollars and to reduced effectiveness in fundraising.
“Ironically,” the Omnitrak conclusions said, “the new mission is seen as a move away from AUW’s core strength and most utilized programs (fundraising) into agency or community support service areas where AUW is perceived as having low competitive advantages – for example, resources to help solve key issues – or an existing weakness – for example, already high administrative costs.”
Norm Baker, AUW vice president for Community Building, said, “The survey was done in March and it predates one-on-one meetings Susan Doyle (AUW president and chief professional officer) and I have had with 36 member EDs and Board Chairs. I think the results would have been different if the survey had been done later.” HANO and several other member agencies met with AUW on March 8 to discuss the new mission and funding priorities.
AUW circulated the study’s conclusions to member agencies on May 31. Survey questionnaires were sent to 63 member agencies and were returned by 40, a 63 percent response rate. The survey’s sampling error was plus or minus 13 percent. Baker said he thought the margin of error was large. “We’re, for sure, taking the survey results seriously, however,” he said. “We also did a public opinion poll that showed that the community is solidly behind what we’re trying to do.”
Since the new direction was announced to member agencies in December 2006 and since the meetings with member agencies, AUW has made substantial changes in their plans, Baker said.
The survey found attitudes toward AUW were influenced by the size of the member agency. Smaller agencies were moderately satisfied overall, medium-size agencies were neutral or leaned dissatisfied and large agencies were generally dissatisfied. Therefore, the survey report states: “The new mission is likely to put at greatest risk AUW’s relationship with larger member agencies.”
Aloha United Way raises approximately $13 million annually on Oahu from individual donors, companies and foundations and distributes the net proceeds to 63 member agencies and donor designated nonprofits, including the Hawai‘i Alliance of Nonprofit Organizations.
