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United Way Says It Needs $1 Million

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By KEITH MORELLI

kmorelli@tampatrib.com

Published: February 25, 2009

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

The United Way of Tampa Bay on Tuesday 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.

"This shortfall is going to be made up by lots of people giving a little bit," Baker said.

United Way board members didn't increase the agency's budget from 2008, holding fast at just more than $23 million, figuring that the recession would hurt contributions. That's just what happened.

Not only did donations flag by about $2 million from last year, but also 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.

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, 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.

Family Service Centers in Pinellas County is among the groups that depend on United Way contributions.

Mary Jo Monahan, president of the centers, said her organization is feeling the pinch, with referrals up and donations down.

She said employees were cut to 32-hour workweeks 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."

UNITED WAY'S NEW GOALS

•Increase the financial stability of low-income families.

•Help senior citizens live independently.

•Develop literacy for children of low-income families.

•Increase health and developmental potential for newborns and increase financial stability for at-risk families.

•Assist low-income families of Pinellas County by getting them transportation to work.

•Keep low-income elderly and disabled residents in Hillsborough living independently and out of nursing homes.

•Provide educational opportunities to needy children and prepare them for school.

Reporter Keith Morelli can be reached at (813) 259-7760.

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