Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: TUESDAY, July 12, 1994 TAG: 9407130069
SECTION: VIRGINIA PAGE: B-4 EDITION: METRO
SOURCE: By LESLIE TAYLOR STAFF WRITER
DATELINE: LENGTH: Medium
"It's extremely important that we do meet or exceed our goal," said Robert Lawson Jr., president of Crestar Bank, who is chairing this year's campaign.
"Our partner agencies' needs continue to exceed our campaign resources," Lawson said at a news conference at the Greenvale School, one of United Way's 36 partner agencies.
"This year, we were able to fund only 84 percent of the amount of money that agencies estimated. That forces United Way agencies to undertake their own additional fund-raising efforts."
The organization wants to get its partner agencies out of the fund-raising business by meeting their true needs, said Bob Kulinski, United Way's president and chief professional officer.
United Way recently completed its allocation process to determine how much each agency will receive from money raised last year.
"There are many needs that go unmet in the Roanoke Valley; needs of our frail elderly, people with disabilities, youth and family," Lawson said. "As a community, we need to turn up the thermostat on our United Way campaign."
Last year, United Way raised $4.7 million - without setting a goal. This year, it is returning to tradition by setting a goal that represents a 5.3 percent increase over the amount raised last year, Lawson said.
"We had not met a goal in the community since 1988, and the campaign leadership last year decided that we would try something that didn't limit giving," Lawson said.
"We had a successful campaign, when you consider that there were several structural changes going on in the business place - downsizing and companies closing."
The 1994 campaign officially begins Sept. 9 and will continue through October.
Eleven area employers have committed to conducting "Pacesetter" campaigns - early campaigns held to jump-start fund raising.
"We're not only encouraging our current contributors to give but expanding our donor base by strengthening our efforts in the business community," Lawson said. "We also plan to continue giving among our seniors and others outside the workplace. We're counting on the number of first-time campaigns, too."
United Way has tried to steer giving away from annual campaign time. The organization held its second "Day of Caring" event last month, in part to increase awareness of United Way at a time other than the campaign.
Contributions this year will enable United Way to fund new high-priority programs, such as a sick child care program at Greenvale. The program allows the school to care for children who get sick rather than send them home.
"Unfortunately, missing work to care for a sick child also means losing their job," Lawson said. "This new program helps keep these parents in the work force without loss of family income."
Other high-priority programs include a teen outreach program, a preventive program for families at risk of domestic violence and a tutoring and sports program for young people.
by CNB