Staff

Geoff Naunheim - Executive Director (he/him) - South Deerfield

Geoff joined United Way in the fall of 2017, where he initially made significant contributions to the Community Investment program. He was appointed Interim Executive Director in the spring of 2022, a role he officially assumed as Executive Director that fall. Geoff holds a BA in Art History from Wittenberg University. Outside of his professional commitments, he is a passionate outdoors enthusiast, dedicated to hiking New England’s 100 Highest and 4000 Footers, and enjoys playing in local punk and garage bands.

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Jenny Coeur - Program Director (she/her) - Greenfield

A long-time resident of the Pioneer Valley and North Quabbin regions, Jenny joined the United Way team in 2021 with many years of experience as a community-focused educator and coordinator. She graduated with a BA from Hampshire College and an MEd from UMass Amherst. Jenny lives in Greenfield with her family and is always up for a good comedy show or concert.

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Holly Martineau - Director of Development (she/her) - Florence

Holly is an experienced fundraiser with an impressive history of working with nonprofits, including colleges agencies, and as a consultant. Holly got her start with United Way after volunteering to work the phones and discovering that she loved working with donors and asking for money. She holds a BA from Springfield College and lives in Florence with her husband. Her additional secret power is that she is a Certified Expert Knitter.

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Sandy Parrotta - Finance Manager (she/her) - West Springfield

Sandy is home-grown in the Pioneer Valley and has worked in finance in non-profits and manufacturing. She and her husband own two cats, Duncan and Piper (nicknamed “Pipes” for her constant meowing). Sandy loves travel and looks forward to seeing more of the U.S.

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Elsa Kieffer - Program and Development Coordinator (she/her) - Franklin County

Raised in the Pioneer Valley, Elsa Kieffer has worked with nonprofits since studying at Mount Holyoke College. She has since graduated, with a bachelors in English and Environmental studies, and brings us a love of data, spreadsheets, and color coordinating files as our Program and Development Coordinator. On her days off, she's currently learning to compose synthesized music and write short stories.

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Rich Vaden - Digital Navigator, Franklin County (he/him) - Holyoke

Rich joined United Way in April 2025 to lead digital navigation services across Franklin County and the North Quabbin Region. He has since built partnerships with libraries, senior centers, housing communities, and reentry organizations, offering one-on-one support, group workshops, and managing a regional mobile hotspot program. In addition to direct service, Rich advocates for digital equity through legislative efforts and collaboration with the Alliance for Digital Equity. He brings a background in retail management, real estate, and professional theatre, with deep ties to the Pioneer Valley theatre community. Guided by empathy and a belief that digital access is a basic need, Rich works to help people feel seen, supported, and connected.

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