Continued: United Way goal: $91.6 million

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Despite a difficult economy and the "background noise" of election-year fundraising, Twin Cities United Way donors will be asked to increase giving this fall to $91.6 million, up $3.2 million from last year's total, officials will announce today.

"It's a little risky, but the need is rising -- foreclosures, homelessness, increased pressure on food shelves," said Randi Yoder, United Way's senior vice president of donor relations. "We had to step it up."

Most of the money will go to combat problems of housing, hunger, families and children -- a 10-point plan the Greater Twin Cities United Way unveiled this year.

It also will ask its 150,000 donors to give time as well as money to tackle "these seemingly intractable problems," Yoder said.

The organization hopes that strategy builds stronger connections with younger donors, who often have more time, energy and idealism than cash.

"We know young people care a lot about these community issues and want to be involved. This is a way to help them make a real difference in the life and health of the community," said Andy Goldman-Gray, vice president of marketing.

Last year, with a goal of $87.8 million, the annual campaign took in $88.4 million, and added another $1.1 million from grants and endowments.

No guarantees

Although the United Way typically has exceeded its fund-raising goals, there are no guarantees, officials acknowledged Thursday.

Twice the United Way has not met its goal since separate St. Paul and Minneapolis agencies merged in 2001.

In 2002 -- battered by merger glitches and the impact of the 9/11 terrorist attacks -- giving fell from $85.4 million to $81.7 million. It took three years to top the 2002 mark, then giving dipped slightly again in 2006.

"We have a lot of things going for us this year, including a lot of excitement among donors about our focus on the 10 core targets to improve life in our community," Goldman-Gray said. "We hope that will overcome problems with the general economy and the competition for money and attention from the political campaigns."

Targeting core problems

This year's campaign already has begun, with Northwest Airlines employees pledging $600,000 and the United Way's staff adding another $163,000. In recent years, each of the 1,700 company or worksite campaigns have set their own starting date. The campaign ends Dec. 31.

Like a growing number of agencies and foundations that seek to improve life for the people they serve, the United Way has sharpened its focus on combatting specific community problems.

For the second year, the bulk of United Way donations will fund groups tackling the United Way's Agenda for Lasting Change, its list of goals to combat 10 community problems.

Among those are to reduce hunger in the Twin Cities by 20 percent by 2020, end homelessness in the area by 2010, improve financial stability of 40,000 residents by next year, increase access to health care for 25,000 people by 2010, improve children's school performance and participation in out-of-school programs, reduce family violence, and help seniors and people with disabilities become more independent.

Warren Wolfe • 612-673-7253

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