Recession hurts United Way campaign

By Christopher Quinn

The Atlanta Journal-Constitution

The United Way of Metro Atlanta failed to meet its $82 million goal and is setting its next fund-raising campaign at what it was able to collect this year — $80.5 million

“The recession hit just about everybody and we are launching a major campaign in the face of these realities,” said Milton J. Little Jr., the nonprofit’s president. “Our goal is flat against last year’s revenue.”

The United Way gives money to more than 200 community agencies and nonprofits, which do everything from leading children's early learning programs to providing unemployment help for adults.

The agency met its $78.8 million goal in 2006 and raised $81 million in 2007.

Little said he was a little disappointed that the agency did not meet this year’s goal.

“But $80.5 million in the environment that those dollars were raised in was nothing short of a major achievement,” he said.

The nonprofit raises about 70 percent of its money from employees of regional businesses, where workers make weekly or monthly donations from paychecks. Layoffs and furloughs have hurt, Little said.

The rest comes from corporate and foundation grants and individual gifts.

“Some people think they don’t have enough to give and we are trying to tell them that even a gift that amounts to the price of a cup of coffee will make a difference,” he said.

Nonprofits across the country are reporting similar problems. Donations in 2008 were down 5.7 percent, according to an annual survey by Giving USA. That marked the worst decline in 50 years.

The United Way will focus on increasing the percentage of business employee participation and encourage more generous giving, Little said.

It also is sponsoring a tennis tournament that will feature Pete Sampras and Todd Martin on Saturday, Nov. 7, at the Atlanta Athletic Club. Tickets are $28.50 to $48.50 and can be ordered from unitedwayatlanta.org