Not all social profit organizations have massive attention. Some are focused on the youth while others are dedicated to environmental issues. United Way of the Lower Mainland is an organization who is not only focused on one but three areas – the youth, the unfortunate, and the senior citizens. Michael McKnight, CEO of United Way of the Lower Mainland, shares how he faced the biggest challenge of changing the value proposition that people have with their organization from a workplace fundraiser to one that creates value in their community. Discover how they managed to remake the business model of the United Way and the feedback they got on their brand new marketing campaign.