AUGUSTA — United Way of Kennebec Valley recently launched its 2024 fundraising season at a campaign kickoff breakfast with $1.2 million in early committed support, reflecting a more than 10% increase from last year’s event.

TJ Smart and Kerry Smart. Submitted photo

This year’s fundraising efforts are led by Oakland-based couple TJ Smart of Milestone Funeral Partners and Kerry Smart of the Harold Alfond Institute for Business Innovation at Thomas College.

In 2023, about one in three residents of Kennebec County benefited from a program funded by United Way. Over the past year, UWKV supported 59 programs — an increase of one program from the previous year — though recent requests for funding exceeded available dollars by $400,000. This gap underscores the rising need for support services not only in Kennebec County but throughout Maine.

In response to this growing demand, UWKV has set a goal to increase its annual campaign, aiming to raise $2 million in 2024. The Smarts have issued a matching gift challenge to the community called “2% to $2 Million”: any returning donor who increases their contribution by 2% or more will have their gift matched dollar-for-dollar, up to $10,000. Additionally, Conrad and Lois Ayotte, a Kennebec County couple, will match any new donor’s contribution, also dollar-for-dollar, up to $10,000. Together, these matching gifts are being called the “Unignorable Two.”

The theme for UWKV’s 2024 campaign is “Unignorable,” centering on the local ALICE (Asset Limited, Income Constrained, Employed) population.

ALICE households are typically composed of working individuals who struggle to cover basic living expenses. Despite often being essential workers who help keep the economy running, many ALICE households lack access to the crucial resources they help provide to others. In Kennebec County, 41% of households fall below the ALICE Threshold, which is based on a modest cost-of-living budget. Certain demographic groups are disproportionately affected, with half of Black-led households and three out of four single female-headed households in Maine identified as ALICE.

Melissa Furrow Submitted photo

Melissa Furrow from Bridging the Gap also spoke at this year’s event, sharing a powerful testimony about her struggles as an ALICE individual. Despite her employment at BTG, Furrow still needs to rely on government and nonprofit supports to make ends meet, highlighting the challenges many hardworking individuals face.

For more information, call 207-626-3400 or visit uwkv.org/donate.

Check out other upcoming area events!