Developing a Community Vision: The Case of a Regional United Way

This paper provides descriptive research about a successful collaborative vision development process undertaken for a regional United Way. The entire process from learning about the client to achieving a new strategic vision is reviewed. Among the techniques used were basic research, interviews, and focus groups. The process ended with a decision event involving the United Way board of directors. The process centers around the creation of a “shared space” — a model — and a unique lexicon that together focus participants on the same goal and keep them talking the same language. The importance of understanding the challenges prompting a change in vision is stressed as well as uncovering the concerns of all stakeholders. The paper describes how “games” can be used to solicit data and prioritize goals. The role and value of facilitators is discussed. It concludes with lessons learned that confirm many of the functional theories of group collaboration.