ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Wednesday, August 14, 1996             TAG: 9608140032
SECTION: VIRGINIA                 PAGE: C1   EDITION: METRO 
SOURCE: LESLIE TAYLOR STAFF WRITER

UNITED WAY BOOSTS GOAL TO $5.5 MILLION

Borrowing unabashedly from the Olympic games - flaming torch included - United Way of Roanoke Valley announced plans Tuesday to raise $5.5 million before the end of the year.

The 1996 fund-raising goal is 7 percent more than the amount United Way raised last year. The charitable organization brought in a record $5.2 million - $200,000 over goal - during its 1995 campaign.

"The 1996 goal had been labored over by many people," said Heidi Krisch, the first woman and noncorporate person to head a United Way of Roanoke Valley campaign. "We polled our top accounts. We assessed the industry outlook. We wondered how we could keep the momentum going from 1995."

As a result of its efforts, United Way has developed several strategies to raise more money this year, Krisch said at Tuesday's news conference, held at Greenvale School, a Northwest Roanoke child care center that is one of United Way's 32 partner agencies.

One strategy is asking each of the 33,000 contributors to the 1995 campaign to give 25 cents more a day this year than last. That would raise $8.5 million for United Way, Krisch said.

"That's what I call a lofty goal," she said. "We are working toward that. But we'll be happy with $5.5 million."

Other strategies include tapping businesses that have never conducted United Way campaigns before and businesses that are new to the Roanoke Valley.

The campaign, scheduled to kick off Sept. 9 at Victory Stadium, already has been jump-started by 22 companies that launched campaigns last month. These so-called "Pace-setters" are pursuing a 20 percent increase in giving over 1995.

The campaign this year will carry an Olympics theme and a "Reach for the Goal" slogan.

At the campaign announcement, Greenvale's Youth Connection Choir sang Gloria Estefan's Olympic hit "Reach." Krisch lit a torch, backing away as the flames licked close to her head.

The United Way is trying to line up speakers - primarily former Olympians - for its monthly campaign progress report luncheons.

Mary Lou Retton declined. So did figure skating champion Rudy Galindo. The women's gymnastics team members were no longer affordable.

It's come down to Peggy Fleming, gold medal ice skater, said Jan Wilkins, a promotions professional and campaign volunteer.

"She may indeed be available," Wilkins said. "She hasn't declined."

LENGTH: Medium:   55 lines
ILLUSTRATION: PHOTO:   STEPHANIE KLEIN-DAVIS STAFF Members of the Youth 
          Connection Choir at Greenvale  School hold up signs Tuesday showing 
          the United Way's fund-raising goal in the  Roanoke Valley this year,
          which is $5.5 million.   color