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United Way of America has retained Clarity Group to develop customer relationship management practices within its national operation, as well as 11 local United Way organizations. Terms of the contract were not revealed.

The initiative got underway in January, and is scheduled to run for 18 months. Clarity Group is charged with helping the parent organization develop enterprise-wide tools and processes that will ultimately be shared with almost 1,300 local United Ways, smoothing the way for those organizations develop their own CRM programs.

During the initial phase, United Ways in Atlanta; Austin, Texas; Boston; Cincinnati; Columbus, OH; Denver; Detroit; Los Angeles; Minneapolis/St. Paul, MN; Richmond, VA; and Tucson, AZ will also work with Clarity Group to develop CRM practices that incorporate organizational and cultural changes, as well as data, marketing, communications and technology competencies.

"This partnership will help United Way to build stronger, more emotional connections with our active community," said Cynthia Round, EVP of brand strategy and marketing at United Way of America, in a statement. "It represents a potential sea change for United Ways across the country, requiring an organizational and cultural shift, not just a technology platform."

United Way is a national network of nearly 1,300 local institutions that focus on education, income and health issues. Clarity Group, Chapel Hill, NC, is a marketing consultancy that serves non-profit and faith-based organizations, as well as traditional consumer-focused marketers.