Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: FRIDAY, June 24, 1994 TAG: 9406290037
SECTION: VIRGINIA PAGE: B4 EDITION: METRO
SOURCE: By LESLIE TAYLOR STAFF WRITER
DATELINE: LENGTH: Medium
Sometimes, it takes a little ingenuity.
Last September, United Way of Roanoke Valley held its first "Day of Caring," a campaign kickoff event that mobilized more than 2,000 Roanoke Valley residents into volunteer service and another 50,000 into on-the-job community service projects.
It was one of the largest United Way "Day of Caring" events in the country and provided a huge boost to a campaign that raised $4.7 million for United Way agencies in the valley last year.
The challenge for United Way was continuing that interest.
How? Hold another "Day of Caring," but separate it from the fanfare of annual fall fund-raising campaigns.
Tuesday, more than 1,500 volunteers from 51 Roanoke Valley businesses and organizations will participate in United Way's second "Day of Caring."
The volunteer event "has moved out of the campaign period to try to highlight the fact that United Way is at work year-round and that people are in need year-round," said Linda Holsinger, vice president of marketing and communications for Roanoke Valley's United Way.
"We also want to increase awareness of United Way at a time other than the campaign."
"A lot of the agencies would not otherwise be able to accomplish these tasks," Holsinger said. "They wouldn't have the personnel, the funds, to do it."
Betsy Parkins, a member of United Way's communications committee, said she hopes the event will increase awareness of the health and human services provided by partner agencies.
"This is a great way to let the public know what is going on at the agencies," Parkins said. "A lot of people don't realize, when they give to United Way, where their dollars are going."
Confidence in United Way of America ebbed and public support fell off after revelations three years ago of the $463,000 salary, lavish spending and mismanagement of William Aramony, United Way's longtime president. He resigned.
But according to market surveys, the management scandal is having less of an impact on giving. What impaired giving most, particularly in the Northeast, was economic depression and downsizing of major companies, reducing the number of employees solicited for donations.
Two years ago, United Way of Roanoke Valley lowered its 1992 goal to that of the amount raised in 1991 after two United Way stalwarts - the former Dominion Bankshares and Gardner-Denver Mining and Construction - announced that they would lay off workers.
United Way did not set a goal for its 1993 campaign, bucking a tradition of capping its fund-raising efforts with a target dollar amount.
Still, the $4.7 million that the organization raised in 1993 was slightly more than $4.65 million raised during the 1992 campaign.
United Way recently completed its allocation process to determine how much each partner agency will receive from money raised during last year's campaign, Holsinger said. The agencies will be notified soon about the amounts they will receive.
"Some received increases, others decreases," Holsinger said.
by CNB