United Way: Needs Are Greater Than Ever

Frank Rogan, Executive Director of United Way, and Dan Carson, chair of the 2009-10 UW campaign.
Frank Rogan, Executive Director of United Way, and Dan Carson, chair of the 2009-10 UW campaign.

The kickoff for this year’s United Way campaign was somewhat sobering.

“I want to reveal something,” said Dan Carson, an AEP vice president and chair of the 2009-2010 United Way campaign for the Roanoke Valley. In short, Carson said, the needs are greater. Agencies are struggling, and even if everyone gives as much as they did last year, more will be needed.

This serious message quieted the crowd at the Taubman Museum of Art, gathered at a recent thank you and kickoff party for supporters. Frank Rogan, the local United Way CEO, was quick to thank SunTrust Bank, the law firm of Gentry, Locke, Rakes and Moore, and Carilion for sponsoring the event.

Carson and Rogan lauded charity by way of payroll deductions.

“It’s one of the most effective ways to give,” Carson said, “because you can spread your gifts out over the year, you can be five times more generous. And without having to worry about writing a check.”

United Way’s funding does not come from any government source.

The strategy works well here, Rogan said. “The Roanoke Valley’s per capita giving is the highest in the state. But in times like this, people want to know ‘how can I help even though money is tighter?’ … They’ll step up as they’ve never stepped up before.”

United Way, which funds other non-profits, also emphasizes getting kids through high school.

“If they do graduate, the social cost is less and the benefit is greater,” said Carson. “It’s hard to make a go of your life without a high school diploma, and since the early years are the most important, we invest heavily in early child care and education. Helping teachers, funding after-school programs and targeting kids on the edge to give them the right kind of mentors. We aim for preventive services.”

United Way volunteers visit agencies to see what they do, but they also pitch in personally: working with children, painting a room. This gets the volunteers ready to give and advocate giving.

This army has to have some captains, such as Rev. Bill Lee of Loudon Avenue Christian Church, who heads the board of directors. Each member of the board has a specific responsibility. For example, Jeff Marks of WDBJ-7 solicits participation by businesses.

“I’ve called on about 25 so far,” Marks said, “with a lot more to go.”

United Way of the Roanoke Valley will dispense over $5 million as of July 1, which means a lot of oversight.

“We have 100 volunteers, led by a financial expert,” said Carson. “They make sure each agency is working its program in an efficient manner. We focus on actual outcomes, not just the number served.”

And in these times, said Carson to those at the Taubman, “United Way needs your donations now more than ever.”

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