While the drive behind traditional non-profits is ever present, many of these organizations are quickly adapting to ensure enthusiastic engagement of the millennial generation.

Rosie Allen-Herring, President and CEO of United Way of the National Capital Area (NCA), says she takes pride in evolving the non-profit into a more modern, community impact organization.
United Way advocates for the financial stability, education, and health of people in need in the National Capital community. Having been involved in United Way NCA for a number of years, Allen-Herring has extensive experience in the traditional entrepreneurial community of Washington, D.C., but has also taken it upon herself to adapt as the times change.
She takes care to develop social venturing and problem solving within her organization as D.C.’s entrepreneurial community refashions rapidly.
“The population we serve here in Washington — it’s a millennial population,” Allen-Herring told What’s Working in Washington.

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“Young people bring new ideas about everything, so, when you look at that kind of talent…I think it’s just going to become pretty organic that we’re going to have to start thinking like that.” Allen-Herring says she believes partnering with millennials might be the key to advancing a non-profit’s success.
“They’ve learned to be passionate about things,” says Allen-Herring. “They’re already grounded in making a difference, and so now we have to meet them where they are.”
She says the attitudes of young people greatly differ from older generations when it comes to goodwill and public service.
It’s important to look to D.C.’s bubbling entrepreneurial community and seek fresh, new minds to collaborate with. According to Allen-Herring, when it comes to leading social ventures for an organization like United Way NCA, the key to fast adaptation is looking for partners whose work complements its own.
The most important factor in growing an organization and building up the entrepreneurial community in D.C., says Allen-Herring, is doing the homework and talking about it.

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