Crain's Detroit Business: United Way exploring ideas for new sources of revenue - Crain's Detroit Business

In many minds, the United Way brand is often synonymous with workplace campaigns.

But the agency is hoping that won't always be the case.

"One of our long-term goals is that the campaign account for 50 percent of total (revenue)" versus its current 98 percent, said Michael Brennan, CEO of United Way for Southeastern Michigan.

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