30 SECONDS: Karen Profita

Karen Profita has spent years recruiting and fundraising in Baton Rouge, experience she’ll need as she takes over as chief executive officer of the Capital Area United Way.

In a struggling economy, nonprofits need United Way’s financial support now more than ever to help those who can’t help themselves.

United Way faces a sputtering economy and shrinking gifts. What’s your formula for ensuring the agency remains effective?

A tough economy is a challenge, but it’s not necessarily an insurmountable obstacle. A tough economy means the work of our agencies is even more important, creating a greater need for services. Our job is to tell that story so people understand a healthy United Way means a healthy community and is a necessity if Baton Rouge is to prepare for opportunities ahead.

What sort of improvements will you make? How will they get done?

United Way has a long and successful history in Baton Rouge. The task is to focus on how to enhance and build upon the base that’s been built over the last 80 years. We need to make sure we are making the most of existing relationships, executing best practices, and looking at how we can be leaders in developing and executing cutting-edge fundraising techniques.

What changes do you plan to make, either in personnel or how the agency operates?

My experience has been people who work for agencies like United Way are there because they have a true passion for making a difference in lives and in their communities. I look forward to seeing that passion ignited in the staff, the agencies (we support) and our community so we can use that to inspire whatever changes we need to enhance our success.

How do I know my United Way gift is actually used to provide services rather than spent on big salaries or red tape?

The trust between a donor and the causes they support is sacred. Open communication and demonstrable results are keys to the relationship. Donors should be aware of how decisions are made and how the results of their investment have impacted their community. The dialogue with donors should be ongoing and use multiple forms of outreach to be sure they get the message.

In cost-cutting times, is it easier to cut how much you give each agency, or to cut back the number of agencies you help to sustain the level of support of the ones you keep?

I am not coming in to lead Capital Area United Way to cut agencies or funds. I am coming in to increase the funds we raise so that our agencies can do the important work they need to do for this community.

Learn more about the Capital Area United Way at cauw.org.