United Way looks to small businesses to meet 2015 goals

The power of giving comes not from a handful of big benefactors but from a community of givers pooling their resources to make a difference.

That's the driving principle of the United Way, and it was the message that local organizers shared at a breakfast event to kick off the agency's annual fundraising campaign.

Lauren Dixon and Mike Schwabl, CEO and president of Dixon Schwabl and United Way's 2015 campaign chairs, announced an annual fundraising goal of $24 million. Last year, the United Way surpassed their goal of $25.5 million, raising $25,507,254.

Still, Schwabl acknowledges the goal is an ambitious figure.

"New York City raises $29 million," Schwabl said. "We're going for $24 million, which will be more than Buffalo, Syracuse and Albany combined."

Rochester has had a long history of philanthropic giving, an activity driven by its largest employers and the people who founded those companies. But as the number of employees at Eastman Kodak Co., Xerox Corp. and Bausch + Lomb has dropped, the burden for charitable giving has shifted.

"We're so grateful for all of what the big three have done for us in the past, and they continue to support United Way," Dixon said. "But as they have downsized, small- and medium-sized businesses have to step up."

Seventy of these small- and mid-sized businesses have already signed up, with many of them matching employee contributions and pledging to increase their group contributions. The goal is to get at least 100 small business to participate.

"That's really why they chose Lauren and I," Schwabl said, "because we are a small business in Rochester. Our job is to encourage other small and medium businesses to step up and fill that void."

Last year, the United Way helped more than 400,000 people in the local region. Annual donations to the Community Fund helped provide after-school and summer programs for more than 6,000 students, support for 39,000 seniors and their caregivers, and assistance for 2,400 moms with newborns.

"We believe in the power of combining resources to change our world in Rochester," said Dixon. "We're thrilled to chair this year's campaign to help bring even more resources together."

Colleen Wegman, United Way board chair and president of Wegmans Food Markets, spoke about the impact that United Way programs have had in the community and why giving has always been important to her.

"I always reflect back on something my grandfather used to say, that you always get back more than you give," Wegman said. "That's not always obvious at first, but as time goes by, that always proves true."

Schwabl said the majority of the money raised by United Way comes from individual donors.

"Seventeen million dollars each year comes from people who donate $1 or less a week." he said, adding a message for every individual in the Rochester area: "Give up that cup of coffee and change our community."

SLAHMAN@DemocratandChronicle.com

Twitter.com/SeanLahman

How to contribute

While many area employers make it possible to make contributions through payroll deductions, individuals can also donate directly to the United Way of Greater Rochester through its website — GatheringToGive.org.

Donors can contribute to the Community Fund, direct their contribution to a specific area need, or even specify that their contribution go to local nonprofit agencies.