Rose Garden Resident
News
Past volunteer feels at home in new post
By Lydia Sarraille
A print of the San Jose Municipal Rose Garden hangs in Judy Armstrong's new office at United Way Silicon Valley.
She purchased the piece at a San Jose Public Broadcasting Station KTEH auction, and had it signed by artist Electra Long before joining United Way Silicon Valley, which is situated, coincidentally, in the Rose Garden neighborhood of San Jose not far from the garden itself.
"It seems appropriate. I've always loved that painting and now here I am," Armstrong said.
After nine years with KTEH, where she helped to facilitate membership drives on camera, Armstrong has left the television spotlight to join United Way Silicon Valley as its new vice president for resource development.
A self-described professional fundraiser, Armstrong said she has always had a passion for United Way and the work it does.
"I'm so glad to be with United Way now," Armstrong said. "I was raised by a United Way receptionist, my mother, and I've always had positive associations with this company."
United Way Silicon Valley, which has been in operation in Santa Clara County for more than 80 years, has announced a change in its strategy for investing funds raised in its annual workplace campaign and other fundraising activities. Rather than providing small grants to many nonprofit agencies, United Way will try to have a greater impact on the community by targeting programs and services that best help people become economically self-sufficient, while continuing to support basic needs such as food and shelter. For the next five years, those programs will include job training, English classes and early childhood education.
In her new position, Armstrong believes this new strategy will enhance United Way's ability to connect those in the community with the desire and means to give to those with the most need. United Way is providing an easy, efficient and safe way for donors to directly invest in the root causes that keep 25 percent of this county's population from being self-sufficient. On a monthly basis, Armstrong said too many families must choose between buying school shoes and paying the electric bill or making a healthcare payment versus paying the rent. United Way does the due diligence on agencies and programs that most people don't have the time or skills to do to ensure that every dollar invested makes the greatest impact for those families in need, Armstrong said.
As a fundraiser, Armstrong views this new community impact model as a win-win for donors and the community.
"This is an exciting time for United Way, our community investors and the community itself," Armstrong said.
She explained that those in need will benefit from more focused assistance, and donors will be able to directly see the impact of their investments through the measurable results that United Way will consistently be providing.
"Judy brings a strong passion for the local community, stellar experience in fundraising, a proven track record of leadership in the nonprofit and for-profit sectors, and a strong commitment to personal philanthropy," said Mark Walker, president and CEO of United Way Silicon Valley in a press release.
Armstrong said she has volunteered with United Way in the past, and is happy to be working where she feels so at home.
Armstrong is from Akron, Ohio, and moved here with her husband and son in 1981. Her son is now 25.
As a volunteer for the YWCA and Junior League of San Jose, Armstrong has strong ties to community service and said she feels that is something that was instilled in her from a early age.
"Something my parents taught me was that when you're very lucky, it's incumbent upon you to share what you have," Armstrong said. "One person can make a difference. I hope I've passed that on to my own son."
Among her many achievements in her field, Armstrong reportedly increased annual individual giving by 35 percent while at KTEH, and she won the PBS Outstanding Achievement Award for Annual Giving/Membership in 2005.
Armstrong said she is excited to be at the beginning of a new job and a new opportunity to put her fundraising skills to good use.
"I want to continue to do what I do," Armstrong said. "I want to help mobilize the caring of our community to make a difference."
Armstrong said she hopes to change some minds in the course of her work with United Way.
"People say Silicon Valley isn't very philanthropic," Armstrong said. "We work hard and we play hard too. I think that most people here care very much about the needs of the community, but caring isn't enough. That's where United Way comes in. What I love to do is focus that caring one person at a time."
According to its website, 90 percent of the funds United Way Silicon Valley raises come from 500 Silicon Valley corporations and their employees. Armstrong will be in charge of all of United Way's fundraising, including workplace campaigns and corporate giving. United Way raises around $14 million every year.
"I'm glad to be doing something new," Armstrong said. "For me, although I loved what I did with KTEH, it's nice to be away from the camera and focusing on something that can really make an impact."
