Not to pick on United Way, it can be any fund granting organization that may not be your friend. Why? Because some nonprofits think that they don’t have to do marketing or public relations or fund development because they are receiving funds from United Way or a community foundation. Not so.
If your nonprofit is heavily relying on United Way or some other fund granting organization what happens when they cut your grant? Because it will happen. And when it does, it can be devastating unless you have had a plan in place to raise your own friends thus your own funds.
To protect your nonprofit, you must be communicating in such a way as to raise your own friends that are attracted to your cause and your message. It’s just a good way of not keeping all your “eggs” in one basket.
C2C Blog 