In 2011, I created a new role for myself at United Way of Greater Portland that leveraged my community knowledge, ability to translate complex issues into easy-to-digest formats and interest in using social media to build community. The LIVE UNIED storytelling library (LUbrary, pronounced (lōō’brer’ē) housed the stories of the issues affecting Greater Portland and the people who lived there. 

Suzanne McCormick was CEO/President then and she recognized that in a digital world every organization was a media organization. Understanding the need to do more than think strategically about how UWGP messaged its mission and values, she invested in me and soon Suzi Pond to capitalize on the opportunities—and manage the risks—of the new media landscape.

UWGP expected that an emphasis on story, online platforms, and engagement would be a national model for social change storytelling. This belief inspired the creation of UWGP’s media channel for original audio and visual content produced or commissioned by LUbrary staff. These products created, sustained and grow interest in United Way’s mission and work.

The LUbrary was an online inventory of audio and visual stories about UWGP and Cumberland County, organized for easy access and sharing. Content included illustrations, audio, audio slideshows and videos that created greater understanding of the importance and value of United Way, its work, and the issues affecting Cumberland County. 

At its essence, the LUbrary was about deepening relationships and translating those connections into action. It was not an extension of existing departments but a resource for each to meet their strategic objectives. While LUbrary content was heavily leveraged by UWGP staff, it was also a resource for local, state and national organizations to address United Way Worldwide’s 2018 Goals for the Common Good.