ROANOKE TIMES 
                      Copyright (c) 1996, Roanoke Times

DATE: Thursday, September 19, 1996           TAG: 9609190052
SECTION: VIRGINIA                 PAGE: C-1  EDITION: METRO 
SOURCE: LESLIE TAYLOR STAFF WRITER

UNITED WAY SETS $5.5 MILLION GOAL

When the United Way of Roanoke Valley has a goal of raising $5.5million, a simple campaign launch won't do.

Inventory the scene at Victory Stadium at lunchtime Wednesday: an airplane circling above with a "Reach for the Goal" banner floating behind it, a procession of William Fleming and Patrick Henry high school students carrying the flags of 100 countries, cheerleaders, a choir and a band.

A flaming torch. A flaming Olympic-style cauldron (a satellite dish covered with aluminium foil).

The United Way's 1995 campaign, which began with a gala at Hotel Roanoke, brought in a record $5.2million. This year, the organization has set a goal of exceeding that amount by at least $300,000.

One strategy? The United Way is asking each of the 33,000 people who donated to the organization last year to give 25cents more per day this year. That alone would raise an astounding $8.5 million for the organization, said Heidi Krisch, who is chairwoman of this year's campaign.

Twenty-two companies and organizations - called "Pacesetters" - jump-started the valleywide campaign by conducting their in-house campaigns this summer. They raised $633,200 - a 25percent increase from the amount they raised last year. Pacesetters had been asked to increase employee giving by 20percent.

The campaign's first progress report is scheduled for Oct.15 at the Salem Civic Center. The campaign will continue through November.

The United Way of Roanoke Valley funds more than 70 programs of 32 human service agencies in the Roanoke Valley.

The United Way has a trailer - called "CareAVan" - on the parking lot near the Montgomery Ward entrance at Valley View Mall in Roanoke. The United Way will accept donations there of clothing, toys and toiletries.

LENGTH: Short :   43 lines
ILLUSTRATION: PHOTO:  ROGER HART/Staff. Cheryl Hurst, employment coordinator 
          for Advance Auto, carries the torch as her company and its workers 
          are honored for their United Way donations. color.