United Way of America (Encyclopedia of Major Marketing Campaigns)
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REACHING THOSE WHO NEED HELP AND THE POWER OF U Campaign
In 1987 United Way of America (UWA) celebrated its 100th birthday. As the nation's leading charitable organization, it constituted an umbrella organization combining thousands of local chapters that funneled contributors' dollars into worthy causes ranging from disaster relief to day care to physical rehabilitation. In honor of the centennial, the U.S. Postal Service put out a special stamp, and President Ronald Reagan issued a proclamation commending United Way for its century of service.
From the high point of that proud moment, it would have been hard to believe that the true watershed of United Way's historyhe defining before-and-after eventay in the future. That event was the 1992 revelation that UWA president William Aramony had misused hundreds of thousands of dollars in contributor funds and maintained a scandal-ridden administration characterized by cronyism, nepotism, and lavish gifts to his many girlfriends....
(The entire section is 2227 words.)
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