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With More In Need, United Way Issues 'Call To Action'

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By KEITH MORELLI | The Tampa Tribune

Published: February 24, 2009

TAMPA - Like businesses big and small in this sinking economy, charitable organizations are struggling.

The United Way of Tampa Bay today announced that it must raise $1.3 million or else some nonprofit groups that need the money the most could face cuts.

Diana Baker, president of the local United Way, said she was issuing a "call to action" for donors to help the organization, which collects millions in contributions to benefit some 60 human services organizations in Hillsborough and Pinellas counties.

"The need is great," she said. "The need is now.

"This shortfall is going to be made up by lots of people giving a little bit," Baker said. "One million dollars in a community our size is very doable."

United Way board members didn't increase the agency's budget from last year, holding fast at just more than $23 million, figuring that the recession would hurt contributions. And that's just what happened.

But not only did donations flag by about $2 million from last year, the demand for services has increased.

The money typically goes to the neediest: the homeless, victims of violence, and those with physical and mental challenges.

Now another group has emerged: the unemployed and those who have lost their homes to foreclosure. Many people in need these days weren't in need a year ago, said Gwen Mitchell, the United Way's board chairwoman.

"These are the most challenging times we have ever seen," she said.

The fundraising campaign chairman is John Schueler, president of Media General's Florida Communications Group, which includes The Tampa Tribune and TBO.com.

An audit showed that the charity, which draws most of its donations from payroll contributions around the Tampa Bay area, endured other downturns in 2008, including a $2 million drop in total assets.

The charity says it reduced operational expenses by about $500,000 in 2008, including slicing eight positions.

The MacDonald Training Center in Tampa is among the groups that depend on United Way contributions.

The organization, which teaches self-sufficiency to those with mental retardation, cerebral palsy and autism, recently used a $400,000 United Way contribution to establish a program in which clients package and send SunPass transponders for the state of Florida.

The program, which is paid for by the state, helps clients learn marketable skills, said Jim Fryvogel, the center's president.

United Way contributions are critical to the center's operations, he said: "This is a time when we all have to pull together."

Mary Jo Monahan, president of Family Service Centers in Pinellas County, said her organization is feeling the pinch, with referrals up and donations down.

She said employees were cut to 32-hour work weeks this year and she declined a pay raise last year. The United Way donation accounts for about 10 percent of her organization's budget.

"I've been here for 15 years," Monahan said, "and I've never seen it this bad."

There are four ways to make a donation:

• Contribute online at www.uwtb.org

• Mail checks or money orders to the United Way of Tampa Bay, P.O. Box 341079, Tampa FL 33694-1079

• Call the United Way at (813) 274-0900 and donate by credit card

• Visit any area Regions, SunTrust or Bank of America locations; United Way accounts have been established at those institutions.

Reporter Keith Morelli can be reached at (813) 259-7760 or kmorelli@tampatrib.com.

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