After decades of charitable generosity in the Valley of the Sun, the 1990s have brought new challenges which require a re-assessment of priorities. Facing continued and rapid population growth, and continuing efforts to reform and restrain public spending on many levels, Valley of the Sun United Way initiated a strategic planning process in 1996 to identify guiding principles and key issues for the future.

In late 1997, Valley of the Sun United Way, with funding support from Honeywell, Inc., asked the Morrison Institute for Public Policy to identify the most critical public issues facing the community and to determine where United Way could have the greatest impact with its investments by targeting its funding and support. To do this, the Institute conducted 49 one-on-one interviews with opinion leaders from the business, government, and non-profit sectors in the Phoenix Metro area, held one focus group with a subset of the interviewees, and reviewed a large body of published research and surveys in Arizona and the U.S.