United Way $1 million fundraising campaign under way in coronavirus era
The United Way of Horry County has under way its second coronavirus era fundraising campaign, with adjustments for the socioeconomic realities that continue to impact the way things are. Like individuals, small businesses, corporations, and governments, “the new normal” is unsettled for United Way organizations and the nonprofits they help.
In Horry County, more than 60,000 individuals were assisted in 2020 by nonprofits vetted and funded in part by UWHC allocations. These include venerable organizations such as Friendship Medical Center, Churches Assisting People (CAP) in Conway, Helping Hand of Myrtle Beach, Clair Chapin Epps Family YMCA and newer ones like North Strand Housing Shelter and New Directions of Horry County.
The 2021-2022 fundraising campaign kicked off in August, with a goal of $1 million. Through October, the annual drive had pledges totaling $164,965.
CHALLENGES
Blakely Roof, president and chief executive officer of UWHC, said the total of pledges is under the typical total at this point in the campaign, partly because of a delay in mailing information to individual residents.
“Typically, our residential mailer is out in October, but it was delayed by a paper shortage,” perhaps another pandemic-related factor. As in recent years, the campaign will be on hold in December, resume after the holidays and end on April 30, 2022.
When the campaign kicked off at Brooks Stadium on the Coastal Carolina University campus, Roof noted the challenges of the last 18 months, but was “optimistic that our community will come together to provide the support that is no important to so many throughout Horry County.”
The pandemic forced adjustments in how campaigns were conducted in large employers such as Publix, Santee Cooper, Horry County Schools, and county and city governments. Pledges secured in those employers are the bulk of the total raised.
PACESETTERS
This year, the city of North Myrtle Beach was among the 10 Pacesetters, employers who have early campaigns. Other Pacesetters are BlueCross BlueShield of South Carolina, Grand Strand Water and Sewer Authority, The Jackson Companies, Peoples Underwriters, Inc., Spann Roofing and Sheet Metal, Inc., and four banks, Coastal Carolina National, First Citizens, First Palmetto and Sandhills.
The past campaign, 2020-21 had a goal of $950,000, “set in the middle of covid,” Blakely said. The total on April 30 was $966,106. Significantly, “last year we raised $237,000 in covid relief funds – aside from the campaign.”
Basic needs nonprofits receiving covid relief grants included Community Kitchen (Myrtle Beach) and Catholic Charities. They are not funded by annual UWHC allocations. Helping Hand of Myrtle Beach received covid relief money as well as an annual allocation.
With the pandemic-related emphasis on basic needs (food, shelter) and mental health, some organizations, including American Red Cross Eastern SC Chapter, Horry County Disabilities and Special Needs and Freedom Readers, were not designated for renewed allocations.
2-1-1 CALLS UP
UWHC operates 2-1-1, a resource helpline for Horry residents seeking assistance. In 2020, 2-1-1 had a 52% increase in call volume, related to COVID-19-related hardships. Callers were seeking rental and utility (electric) payment assistance and information on homeless shelter.
Other internal UWHC programs include May Day bags for homebound senior citizens, “United to Read” which will be in February instead of November, and an income tax preparation and filing service. Camp United for first and second graders was held this summer at Loris Elementary school.
The combined 2020-21 total ($1.2 million) of the annual campaign and covid relief illustrates the ongoing generosity, the community heart, of Horry County organizations and individuals. After four decades, United Way continues to work in Horry County.
The 2021-22 fundraising drive and the neighbors it ultimately helps deserve the support of all, long-time residents or newcomers, employed or retired.