UNITED WAY OF KITCHENER-WATERLOO AND AREA KICKS OFF FALL CAMPAIGN, UNVEILS NEW 3-YEAR FUNDRAISING STRATEGY

$21 million, 3-year ‘Change Reaction’ goal to fuel long-term commitment and target systemic community issues

WATERLOO - It will no longer be business as usual at the United Way of Kitchener Waterloo and Area. This message was delivered to the 200+ guests in attendance when United Way kicked-off its annual fall fundraising campaign at the Region of Waterloo International Airport, Waterloo Wellington Flight Centre yesterday.

With a new 3-year fundraising strategy aimed at garnering long term commitment, the organization spoke of year-round, diversified fundraising initiatives and the mobilization of not only funds, but also people and research, to get to the root of issues and bring about lasting change in the community.

“This new 3-year strategy is about aligning our fundraising efforts with our commitment to the bigger picture,” explained Jan Varner, CEO, United Way of Kitchener-Waterloo and Area. “Addressing systemic community issues requires long term planning and long term investment. Simply put, working and planning on a longer term basis makes good business sense, for United Way and for the programs and initiatives we support.”

Guest speakers included Victor Zamin, RBC Royal Bank, United Way’s 2009 Campaign Chair, and Gerry Remers, President and CEO, Christie Digital, who serves as United Way’s first ever Executive Campaign Chair.

The highlight of the event was a plane pull competition that saw teams from local businesses and agencies tow a vintage fighter jet down a runway while vying for the right to reveal the fundraising goal.

“The move to a multi-year goal will be a difficult adjustment for some, Varner acknowledged. “It represents a significant strategic shift, and uproots something that has been part of our culture for a very long time.”

The $21 million goal derives not just from the annual fall campaign, but all United Way revenue generating activities, including direct mail campaigns, special events and sponsorships. United Way will be working aggressively in 2009 to expand and diversify its revenue sources.