UNITED WAY KICKS OFF CAMPAIGN

SUMMARY: CEO luncheon features Craig Schnuck as speaker

The Area Wide United Way is in the process of changing its role within the community, expanding from just fund raising to becoming a watchdog for service agencies.

The role hasn't been entirely defined, explained United Way executive director Nancy Jernigan, but the changes are inevitable.

"Our community is changing and growing," she said. "The United Way must keep pace."

Changes will be evident as the United Way goes through its fall fund-raising campaign.

On Thursday, local executives will be invited to hear Craig Schnuck's message about corporate benefits of supporting the United Way. Schnuck is the chief executive of Schnuck's Markets Inc., headquartered in St. Louis.

The official start of the campaign is Sept. 9, honoring hometown heroes. At the event, United Way volunteers, agencies, clients and donors will be recognized for their contribution to the community.

Jernigan said the United Way is maturing. It started as a way for many community service agencies to participate in a large, community-wide fund-raising campaign.

As part of that process, Jernigan said, the United Way and its governing board have become very familiar with the services offered in the area and the needs that are being met.

The next local step, she said, is to look for ways to avoid duplication and also fill unmet needs.

The United Way doesn't provide direct services but controls allocation of thousands of donated dollars. This position gives the United Way a vantage point for spotting potential needs or troubles.

An example of the new direction is already in the works. The Area Wide United Way and Community Caring Council last fall instigated the movement for a centralized information clearinghouse. The one-stop referral network could be in place before Jan. 1.

Cape Girardeau County's "First Call for Help" network will be a starting point for people trying to determine what social service agencies they should use to fill their particular needs.

The network would also monitor calls to determine what needs aren't met in the community.

Although the network will be based in Cape Girardeau County, it will be accessible to people throughout Southeast Missouri and Southern Illinois.

Last year, the United Way surpassed its goal of $550,000 and raised $579,173. This year's goal will be announced Sept. 9 and is expected to be higher than the 1997 goal.

Leading this year's fund-raising campaign is Edythe Davis, a retired hospital executive and a big booster of community volunteerism.

Money raised will go to 24 community agencies.

The United Way Board of Directors, made up of 28 people, review each agency on a regular basis to make sure programs meet the needs of the community.

For information about the United Way kickoff event or how to participate, call (573) 334-9634.