MaineBusiness.com

As it heads into the final stretch of its annual campaign, the United Way of Greater Portland expects to at least meet its fundraising goal.

The organization set out to raise $8.2 million this year, about $300,000 to $400,000 less than in recent years, said Nicole Avery, senior vice president of resource development.

Because of the recession, the organization is trying to strike a balance between asking contributors to give more if they can and respecting that they – like the organizations the United Way funds – face challenges.

"We've talked a lot about 'If everybody can do a little, we can do a lot,'" Avery said.

The campaign kicked off Sept. 1 and officially ends Nov. 12 with an event that will include a report to the community. Some pledges will come in after that date because of the timing of some workplace campaigns.

Corporate donations generally account for 30 percent of the money raised.

The other 70 percent comes from individuals, through regular payroll deductions or other methods.

There are about 80 individual or family donors who each give $10,000 a year or more.

The United Way has been pleasantly surprised by new donors and by returning donors who have increased their contributions.

"People really understand the need, and those who are still working are taking their responsibility very seriously," Avery said.

The money raised through the campaign helps 90 programs run by 43 health and human service agencies in Cumberland County.

The campaign's overhead costs are 11 percent, Avery said.

The use of executives loaned to the campaign full-time by their employers is one way the organization keeps costs down.

Money raised through the United Way makes some of Day One's programs possible. The South Portland-based organization works to reduce substance abuse by adolescents and provides mental health services.

A peer helper program in high schools and an outpatient counseling program for youths dealing with substance abuse are among the programs that rely on United Way support, said David Faulkner, Day One's executive director.

"We try to do fundraising on our own. This year has been the biggest uphill battle I've ever seen," he said. "There's only so much you can shave off before you can't do it anymore."

Faulkner was reassured by a visit from Rich Petersen, president and CEO of Maine Medical Center and the chairman of this year's United Way campaign. Petersen is visiting all of the organization's partner agencies as part of the campaign this year.

The campaign is now at about 60 percent of its goal, typical for this time in the campaign, Avery said.

"If I had to guess right now," she said, "I think we're going to come in above the goal we set in the spring."

Staff Writer Ann S. Kim can be contacted at 791-6383 or at:

akim@pressherald.com