In hard times, United Way holds the line

LESLIE FERENC/TORONTO STARSeptember 16, 2009

GOAL: $ 107.5 million

Campaign kicks off with $1 million gift and renewed resolve

Generating as much excitement as a red-carpet premiere, United Way Toronto launched its annual fundraising campaign with a full house of supporters and a $1 million goody bag from BMO.

The special donation, which was announced yesterday as United Way rolled out its 2009 campaign, will bring the charity that much closer to this year's goal of $107.5 million, president and CEO Francis Lankin told hundreds of supporters jammed into the lobby of First Canadian Place.

"This gift goes above and beyond BMO's annual campaign pledge," she said. "It's proof that people in our city come together when it matters most – not only to meet the most urgent needs in our community but also to address the root causes of social challenges."

The money will be used to develop a Community Hub strategy to ease health and social service needs and pump new life into some of the city's poorest neighbourhoods.

"It's helping to create vibrant, livable communities in Toronto's at-risk neighbourhoods, home to significant numbers of newcomers and youth," said Bill Downe, president and CEO of BMO Financial Group and chair of the 2009 UWT fundraising campaign. "BMO's commitment ... will bring people together and make our community stronger. We hope that gifts like this will encourage others to step up."

And though the economy is on a slow road to recovery, both Downe and Lankin warned it will be some time before the effects are felt in communities where many struggle even in good times.

According to Lankin, Ontario and Toronto were hard hit by what she called "the worst recession since the Great Depression." The economy was blamed for the $2.5 million shortfall at the end of last year's campaign – the first time in 18 years Toronto's United Way had failed to reach its target. Still, it was the second-highest amount raised in its 52-year history, Lankin noted.

She is confident Torontonians will step up to the plate this year.

"Thanks to the generosity of people like you last year, we are holding the line, but just barely," she told the crowd, which erupted in cheers and chants of "United we can."

"Our goal will ensure funding to our member agencies remains stable, especially important in a year when agencies may be facing cuts from other sources."

The Native Canadian Centre of Toronto reported a 40 per cent increase in people using their food bank, she said. "The John Howard Society says their domestic violence program has reached capacity. ... The pressure on our community is great and people are turning to United Way to act now."

United Way supports 200 health and social service agencies.

"Being here reminds me how fantastic Toronto is and how important social service agencies are in our city," said executive director Debbie Field. "It's good to be part of this."