
                         Roanoke Times
                 Copyright (c) 1995, Landmark Communications, Inc.

DATE: WEDNESDAY, July 19, 1995                   TAG: 9507190032
SECTION: VIRGINIA                    PAGE: C-4   EDITION: METRO 
SOURCE: LESLIE TAYLOR STAFF WRITER
DATELINE:                                 LENGTH: Medium

UNITED WAY SETS `95 GOAL: $5 MILLION

United Way of Roanoke Valley will try to raise a record $5 million this year - and have a little football fun in the process.

Ben Jenkins, president and chief operating officer of First Union National Bank of Virginia and chairman of the campaign this year, announced Tuesday that the organization has set a $5 million goal for its 1995 fund-raising campaign. The goal would surpass the $4.8 million raised last year.

"We've set a very, very aggressive goal this year," Jenkins said at a news conference at the Salvation Army headquarters in Southeast Roanoke. "It's really vital that we meet our goals so we can continue to fund programs that help people who need help in the Roanoke Valley."

United Way is using a two-pronged fund-raising strategy this year, Jenkins said.

"The first is to ask our current contributors to deepen their level of giving and contribute more," he said. "If all those who are now contributors increased their gift by only 50 cents a week, we would far exceed our goal."

The second strategy, Jenkins said, is to attract new donors.

The campaign, scheduled to officially start Sept. 11, already has received a $90,000 jump-start in pledges from members of United Way's board of directors and campaign cabinet.

The campaign will get another boost from 28 companies and organizations that have agreed to serve as "pacesetters." They will conduct their campaigns before the campaign starts, to "set the pace" for the rest of the community.

This year's campaign will have a football theme and will feature appearances by three National Football League figures - Bart Starr, Super Bowl champion quarterback and former NFL coach of the Green Bay Packers; Art Donovan, former All-Pro lineman for the Baltimore Colts; and Mercury Morris, a running back for the Miami Dolphins' two Super Bowl-winning teams.

Each campaign progress meeting will feature an appearance by an athlete. Starr will be guest speaker at a Sept. 11 tailgate party at Hotel Roanoke and Conference Center.

United Way will introduce a new program this year to recognize individual gifts of $500 to $999. The program, called the "Commonwealth Society," supplements United Way's leadership-giving programs for donors who give $1,000 or more - the Presidents Circle and the Alexis de Tocqueville Society.

by CNB