Media Releases

March 20, 2007

United Way Launches Campaign, Evolves Approaches To Reach New Donors

Online giving, small business growth highlight how United Way plans to grow base of donors

Rochester, NY – United Way of Greater Rochester launched its 2007 spring campaign today, announcing a goal of $33.5 million—and putting out a call for people who haven’t given in the past, to consider supporting now.

Currently, United Way has 125,000 local donors—that’s an estimated one out of every four adults who live here. In order to reach the new goal, so that United Way can continue funding human service programs at the level it does now, the organization declared it needs more donors—and is modernizing its approaches to enlist them.

“Last year, online giving tripled—and we had eight times as many new gifts from people who chose to support us by donating through our web site,” said Peter Carpino, United Way President. “It highlights to us that we need to continue evolving the ways we raise money for our community—so, this year we’re encouraging people to spread the word online, and give to us that way if they prefer to.”

United Way is also strategically reaching out to small and midsize companies to gain new donors. Ninety percent of job growth in our community is in the small and midsize business market. With the shift from manufacturing to a service-based economy here, the organization is working with business owners to gain their support. Canandaigua National Bank has also issued a Challenge Grant—and will match, dollar-for-dollar, all new gifts from companies and their employees, up to $100,000.

 “We need to make this goal so that we can continue to change lives at the level we have,” said Thomas F. Judson, Jr., Chairman/CEO of The Pike Company and 2007 United Way/Red Cross Campaign Chairman. “This is about so much more than fundraising. Your gifts are put to work every day of the year—helping kids graduate, providing a safety net for people in crisis, revitalizing neighborhoods, and so much more.”

As the United Way’s spring campaign begins, a number of local companies and their employees are wrapping up their campaigns early. Known as the “Pacesetters,” 78 businesses have raised almost $2.5 million, which goes into the spring campaign total.

United Way funds programs that fall within three primary donor interest areas: Student Readiness & Success, Strengthening People & Families, and Supporting People in Crisis.

In 2006, our community raised $34.5 million through United Way—more than the United Ways in Buffalo, Albany, and Syracuse did, combined.

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United Way’s mission is to magnify and focus the power of community resources to address our most pressing social needs.