United Way of Greater Milwaukee & Waukesha County Inc

Quick Stats

• Annual Giving: $63.2 million (FY 2023)
• Success Rate: Not publicly disclosed
• Decision Time: Varies by programme; training sessions provided before application deadlines
• Grant Range: $10,000 - $50,000 (varies by programme)
• Geographic Focus: Milwaukee and Waukesha Counties (all), Germantown in Washington County, and southern Ozaukee County
• Charity Rating: 4/4 Stars (Charity Navigator)

Contact Details

Main Office: 225 West Vine Street Milwaukee, WI 53212-3951 Phone: (414) 263-8100

Waukesha Office: 21870 Watertown Road Waukesha, WI 53186

Grants & Sponsorships Manager: Email: jsimon@unitedwaygmwc.org Phone: (414) 263-8153

Website: unitedwaygmwc.org

Overview

Founded in 1909 as Milwaukee's Central Council of Philanthropies, United Way of Greater Milwaukee & Waukesha County has invested over $1 billion in community solutions over its 115-year history. With annual giving of $63.2 million in FY 2023, the organisation operates as an independently-governed 501(c)(3) non-profit (EIN: 39-0806190) connected to United Way Worldwide's network of over 1,100 local United Ways. The organisation has achieved significant milestones including reducing teen births by 65% and ending family homelessness in two of its four counties. Beginning in 2025, United Way is implementing a major strategic shift to Impact Based Funding, moving from perpetual funding of historic partners to a competitive, application-based process focused on measurable impact in four key initiatives. This transformation reflects donor demand for concentrated impact over broad-based funding approaches.

Funding Priorities

Grant Programmes

Impact Based Funding (Launching July 2026)

• Multi-year grants to organisations aligned with Key Initiatives
• Amounts vary by programme; deeper funding to fewer organisations
• Competitive application process with Letter of Intent required

MHCP Mental Health Improvement Fund Grant

• Range: $25,000 - $35,000 (typically)
• Maximum: $50,000 per year
• Focus: Mental and behavioural health treatment services for low-income, underserved populations in Milwaukee County

Teen Mental Wellness: Empowering Minds School-Based Grants

• For high schools (grades 9-12) in the four-county region
• Traditional public, charter, Choice, and private schools eligible
• Amounts not publicly specified

UW Credit Union Fund for Racial Equity - Emergency Fund

• One-time grants up to $10,000

UW Credit Union Fund for Racial Equity - General Fund

• Up to $25,000 annually for single organisations (total $50,000 over two years)
• Up to $100,000 annually for collaborative applications of 3+ organisations (total $200,000 over two years)

Priority Areas

Beginning July 2026, United Way will only fund organisations aligned with these four Key Initiatives:

1. Safe & Stable Homes - Goal to end family homelessness across the four-county footprint
2. Reducing Barriers to Employment & Advancement - Help 15,000 people overcome employment barriers and start stable careers by 2029
3. Techquity - Provide 50,000 computers to people who need them by 2027
4. Teen Mental Wellness: Empowering Minds - Improve mental wellness of 21,000 high school students by 2030

Organisations must demonstrate capacity to measure toward community-level goals or equivalent outcomes.

What They Don't Fund

United Way explicitly does not fund:

• Organisations that discriminate based on social or economic class, gender, gender identity, age, sexual orientation, disability, special health care needs, race, colour, national origin, or religion
• Organisations requiring religious participation as a condition of service
• Political causes, candidates, or campaigns
• Athletic teams, booster clubs, or extracurricular activities
• Fundraising activities that lack substantive programming
• Individual scholarships or direct financial assistance

Governance and Leadership

Executive Leadership

Amy Lindner, President & CEO

• Has led United Way of Greater Milwaukee & Waukesha County since 2018
• Under her leadership, the organisation has raised over $350 million for the community
• Champion of the Impact Based Funding transformation

On the strategic shift, Lindner stated: "By narrowing significantly the number of issues that we're funding so we can go so much deeper, we can hold ourselves accountable to, we can talk to donors about really what can change in our community when people join in and become part of giving at United Way."

On donor motivation, she noted: "What we have discovered over the past several years is that our donors and the community are increasingly motivated by our collective impact or key initiative work."

Fil Carini, Chief Operating Officer

Bob Malicki, Vice President of Finance (joined 2023)

Natalie Harlan, Vice President of Human Resources & Talent Initiatives (since 2017)

Julie Divjak, Community Impact department (since 2005)

Board of Directors

The Board comprises volunteers from across the community, including prominent business and civic leaders:

• George R. Oliver, retired CEO and chairman of Johnson Controls
• Blake D. Moret, Rockwell Automation
• John R. Raymond, Sr., MD, Medical College of Wisconsin
• Kimberly K. Stoll, Badger Meter
• Josh Smith, A. O. Smith Corporation

Application Process & Timeline

How to Apply

Two-Stage Application Process:

1. Letter of Intent (LOI)

   • Open to any 501(c)(3) in good standing, operating for at least one year
   • LOIs are evaluated and prioritised to determine which proposals advance to full application
   • Must outline the work requesting United Way funding
   • Must demonstrate alignment with one or more Key Initiatives

2. Full Application (by invitation only)

   • Only organisations whose LOIs are selected receive invitations
   • United Way provides training sessions before application deadlines to ensure non-profits fully understand the process
   • Applications evaluated using specific rubric and scoring criteria

Current Status: Organisations can register at unitedwaygmwc.org/Funding-Opportunities to receive notification when new funding opportunities are posted.

Required Documentation

Eligible organisations must:

• Be tax-exempt under section 501(c)(3) of the Internal Revenue Code and in good standing
• Have operated locally for a minimum of one year
• Have an active board of trustees
• Demonstrate fiscal and administrative stability
• Demonstrate broad community support
• Sign the Partnership Agreement with United Way annually
• Have a health and human services focus

Decision Timeline

Traditional Cycle:

• July: Funding begins for existing partners (through July 2025)
• Fall: Annual fundraising campaign period
• Training sessions scheduled before application deadlines
• Specific decision timelines not publicly disclosed but vary by programme

New Model (Beginning July 2026):

• Impact Based Funding officially launches Fall 2025 campaign
• Multi-year grants begin July 2026
• Transition plan developed to assist current partners not funded under new model

Success Rates

Success rates are not publicly disclosed. However, United Way emphasised that the new model will provide "deeper and more meaningful funding to a smaller group of non-profits," indicating greater selectivity. President Amy Lindner noted the shift from funding historic partners "without application in perpetuity" to a competitive process.

Reapplication Policy

If declined due to lack of resources: Organisations that meet criteria but are not approved due to insufficient funding resources may reapply.

If declined for not meeting criteria: Organisations whose applications fall outside United Way's guidelines or fail to meet eligibility criteria may not reapply for that specific grant/programme.

Multiple applications: Organisations are allowed to apply for and receive more than one funding opportunity each fiscal year (July 1 - June 30).

Application Success Factors

What United Way Values

Measurable Outcomes United Way seeks organisations that can demonstrate capacity to measure toward community-level goals. The shift to Impact Based Funding reflects donor demand for "major impact from their donations," as President Amy Lindner stated.

Alignment with Key Initiatives Beginning in July 2026, only organisations aligned with the four Key Initiatives will receive funding. Applications must clearly demonstrate how proposed work advances one or more of these strategic priorities.

Organisational Capacity United Way evaluates "the best possible non-profits who can help make impact" with consideration for:

• Geographic location within the four-county footprint
• Community service focus
• Organisational size
• Leadership diversity
• Equity factors

Long-term Impact Over Broad Distribution Lindner emphasised the strategic rationale: "In a large regard, we've been funding the same organisations, give or take, without application in perpetuity. We've been funding that work because it's good work, because we believe in it, because they're good organisations." The new model concentrates resources for deeper impact rather than maintaining broad historic partnerships.

Reporting and Accountability

Grant recipients must provide comprehensive reports detailing:

• Programme activities implemented
• Results measured against established goals
• Challenges encountered during implementation
• Financial expenditure documentation

Key Takeaways for Grant Writers

• Strategic timing matters: United Way is undergoing a major transformation to Impact Based Funding. Organisations should prepare applications demonstrating clear alignment with the four Key Initiatives and measurable community-level outcomes.

• Narrowed focus, deeper investment: The new model funds fewer organisations with multi-year grants for greater impact. Applications must show how work directly advances Safe & Stable Homes, Employment & Advancement, Techquity, or Teen Mental Wellness initiatives.

• Two-stage process requires early engagement: Submit a compelling Letter of Intent first; only selected organisations receive full application invitations. Register for notifications at their Funding Opportunities page to learn when LOI periods open.

• Measurement is non-negotiable: Demonstrate organisational capacity to track and report on community-level goals. Donors increasingly demand measurable impact, driving this strategic shift.

• Training sessions are available: United Way provides pre-deadline training to help applicants understand the process—take advantage of these resources to strengthen your application.

• Multiple opportunities exist: Organisations can apply for and receive more than one funding opportunity per fiscal year (July 1 - June 30), though each must align with strategic priorities.

• Build relationships before applying: With the shift to deeper funding for fewer partners, establishing connection with United Way staff and demonstrating sustained commitment to shared goals may strengthen future applications.

References

• United Way of Greater Milwaukee & Waukesha County Official Website: https://unitedwaygmwc.org/
• Funding Opportunities Page: https://unitedwaygmwc.org/Funding-Opportunities
• Impact Based Funding Overview: https://unitedwaygmwc.org/Voices-United/Impact-Based-Funding
• What We Fund: https://unitedwaygmwc.org/What-We-Fund
• About Page: https://unitedwaygmwc.org/About
• Staff Leadership: https://unitedwaygmwc.org/Staff-Leadership
• Board of Directors: https://unitedwaygmwc.org/Board-of-Directors
• BizTimes: "United Way of Greater Milwaukee & Waukesha County to adopt new funding model next year": https://biztimes.com/united-way-of-greater-milwaukee-waukesha-county-to-adopt-new-funding-model-next-year/
• Urban Milwaukee: "Back in the News: United Way Plans 'Huge Shift' in Funding": https://urbanmilwaukee.com/2025/02/27/back-in-the-news-united-way-plans-huge-shift-in-funding/
• CBS58: "United Way of Greater Milwaukee & Waukesha Co. raised more than $59 million in 2024": https://www.cbs58.com/news/united-way-of-greater-milwaukee-waukesha-co-raised-more-than-59-million-in-2024
• ProPublica Nonprofit Explorer - United Way of Greater Milwaukee & Waukesha County Inc: https://projects.propublica.org/nonprofits/organizations/390806190
• Charity Navigator Rating: https://www.charitynavigator.org/ein/390806190
• Cause IQ Profile: https://www.causeiq.com/organizations/united-way-of-greater-milwaukee-and-waukesha-count,390806190/

Information accessed December 2025