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Virtual Financial Empowerment Center and GoalUp Report 2021-2025 National Urban League X DoorDash01 About the National Urban League & DoorDash ����������������������������� 1 02 Executive Summary ��������������������������������������������������������������������������������������������������������� 4 03 The Development + Evolution of GoalUp & VFEC ��������������������������� 6 04 GoalUp: User Engagement Overview �������������������������������������������������������� 9 05 VFEC: User Engagement Overview ������������������������������������������������������������� 13 06 GoalUp: Curriculum Descriptions ����������������������������������������������������������������� 20 07 VFEC: Curriculum Descriptions ������������������������������������������������������������������������ 30 08 VFEC: Content Impacts ���������������������������������������������������������������������������������������������� 39 09 VFEC Community Affiliate Events ������������������������������������������������������������������ 52 10 Insights + Strategic Next Steps ������������������������������������������������������������������������� 55 11 Tech Foundations Behind GoalUp & VFEC ������������������������������������������ 57 12 Conclusion �������������������������������������������������������������������������������������������������������������������������������� 61 Table of Contents1 01 About the National Urban League & DoorDash01 About the National Urban League Established in 1910, the Urban League is the Nation’s oldest and largest community-based movement devoted to empowering African Americans to enter the economic and social mainstream� Today, the National Urban League headquartered in New York City, spearheads the non-partisan efforts of its local affiliates� There are over 90 affiliates of the National Urban League located in 36 states and the District of Columbia, providing direct services like job training, home ownership and educational assistance to people nationwide through programs, advocacy, and research� 201 About DoorDash DoorDash is committed to empowering local economies and creating opportunities that help individuals and communities thrive� Through our partnership with the National Urban League, we are expanding access to financial empowerment resources via platforms like GoalUp and the Virtual Financial Empowerment Center (VFEC)� These programs offer accessible, online courses in financial literacy, budgeting, entrepreneurship, and career advancement — helping Dashers and Urban League clients build the skills to achieve lasting economic stability� Together, DoorDash and the National Urban League are breaking down barriers and equipping people with the tools they need to take control of their financial futures and succeed in an ever-changing economy� 34 02 Executive Summary A culmination of work created through GoalUp and VFEC, featuring an overview of the mission, vision, and an impact snapshot, including key milestones and user engagement highlights�02 Executive Summary The National Urban League and DoorDash have partnered to expand financial empowerment opportunities for Dashers and Urban Leaguers nationwide through an innovative digital platform that delivers proven financial literacy resources beyond traditional boundaries� In 2021, the partnership launched GoalUp, the inaugural online platform providing Dashers with access to the Urban League’s trusted financial education curriculum regardless of proximity to one of the League’s 92 affiliates� Building on this success, in 2023 the program was expanded to Urban League affiliates through the Virtual Financial Empowerment Center (VFEC), designed to complement in-person financial coaching services� Today, GoalUp has been integrated with VFEC to offer a one-stop-shop for on-the-go financial literacy education� VFEC delivers comprehensive, no-cost courses covering essential topics such as budgeting, building savings, credit management, retirement and healthcare planning, investment strategies, entrepreneurship, and so much more� These resources equip users to overcome financial challenges, strengthen long-term stability, and seize opportunities for economic mobility� Positioned as one of the leading online financial education platforms, VFEC reflects the power of partnership in addressing barriers to economic opportunity� Together, DoorDash and the National Urban League are empowering communities across the country to achieve greater financial security and reach their full economic potential� 56 03 The Development + Evolution of GoalUp & VFEC: A Financial Empowerment Platform A four-year journey of innovation, accessibility, and impact in financial education for gig economy workers and Urban League communities�03 The Development + Evolution of GoalUp & VFEC – A Financial Empowerment Platform GoalUp launched with a soft pilot from September 1, 2021, to April 20, 2022� This included a live feedback session in 2021, with nine Dashers and one blind test user� Insights from these early adopters helped refine the platform’s design and user experience� GoalUp marked a major innovation: it was the first time the Urban League’s proven financial education tools were made accessible online to Dashers across the country - regardless of proximity to any of the Urban League affiliates� The platform scaled, attracting 10,925 users and logging a 57% course enrollment rate� GoalUp addressed key financial topics - such as credit repair, savings and strategies, and business planning through bite-sized, on demand lessons formatted for mobile use� The user-centered design helped the gig workers build foundational knowledge and healthier financial habits� Building on GoalUp’s success, the National Urban League introduced the Virtual Financial Empowerment Center (VFEC), in 2023� VFEC provides financial education courses across all age groups and income levels for the Urban League community� It was launched with 11 Urban League affiliates in Atlanta, Chicago, Houston, Philadelphia, Pittsburgh, Ft� Lauderdale, Sacramento, St� Louis, Seattle, San Diego, Washington D�C�� In it’s first year VFEC supported 393 users who completed 579 courses� Timeline Year 1Year 2Year 3 7Next >