Cincinnati's United Way & Community Chest will kick off its campaign today by announcing a goal that exceeds the record $50 million raised last year.
Fittingly, the kickoff at Cinergy Field's plaza will feature a collection of classic ''muscle'' cars. It's going to take a lot of muscle to top last year's record.
Campaign Chairman Jim Rogers, president and CEO of Cinergy Corp., noted that local campaigns during this decade have averaged 2.6 percent increases, while the average increase for the top cities across the country last year was about 2.1 percent.
''I'm a very competitive person, so you can bet I'm shooting for something to beat those numbers,'' he said.
Last year's $50 million was $2.7 million more than that raised the year before, counting money raised by the United Way in Middletown, which merged with Cincinnati last year. That was the largest one-year jump in Cincinnati United Way history.
It also marked the third straight year of increases. The United Way has had only two years in recent memory where contributions did not increase from the previous year - 1992 and 1993.
The United Way has ''sub-campaigns'' in Northern Kentucky, Brown County, eastern Clermont and Adams County and the Middletown area. Separate United Ways operate in Warren County, Butler County and in Oxford.
Northern Kentucky kicked off its sub-campaign Wednesday, announcing a goal of $3 million, a 9.3 increase from the $2.69 million raised last year.
''We're pumped. We are excited about it,'' said Dorsey W. Jones, campaign chairman and president of Bank One Cincinnati's Northern Kentucky Region. ''It's a goal, that with everybody's cooperation and participation, we'll certainly be successful in reaching.''
Mr. Rogers is just as enthusiastic. He expects to increase funds by targeting companies that have not previously run campaigns or given corporate gifts.
''We have a list of 200 companies with more than 100 employees each that haven't run campaigns,'' he said.
He also has asked the leaders of the largest local companies to give $25,000 each.
The United Way will use the money to support more than 160 United Way agencies, as well as a new organization called ''Every Child Succeeds.'' The group, announced in May, comprises a nine-county effort to identify and serve the needs of Tristate children.
Similar efforts may follow as United Way redefines and streamlines itself according to a 1994 strategic plan called ''Shaping the Future.'' That blueprint included plans for preventing social problems, recruiting volunteers, collaborating on programs, providing accountability and avoiding duplication of services.
It also called for an increase in fund raising, to $100 million by 2005.
United Way leaders say that goal is possible because Cincinnati has a tradition of giving. According to a 1996 study by United Way of America, the Cincinnati area ranks ninth in the country in per-capita giving to United Way, giving $33.65 per person. That's second in the state to Columbus ($36.71). Rochester, N.Y., is first at $43.45 per person. Cleveland ranks 12th with $27.75 per person.
Cincinnati's per capita giving ranks fourth among United Ways that raise more than $25 million.
One challenge to the United Way campaign is that the number of ''alternative funds'' has doubled throughout the country in this decade, including Greater Cincinnati Community Shares.
Alternative funds are umbrella groups that raise money for agencies outside of the United Way, such as political and social-action agencies, environmental groups or gay and lesbian organizations.
More and more employers are opening their doors to such groups, giving employees a choice of where they send their charitable dollars. Greater Cincinnati Community Shares, which raised $21,000 last year in its initial campaign, will be an option for employees at the University of Cincinnati and at Cincinnati Public Schools. The fund already solicits federal and state workers.
Mary McCoy, executive director of Community Shares, said studies have shown charitable giving increases when donors have a choice, but Mr. Rogers predicts Community Shares will have a small, negative impact on United Way's fund-raising.
Earnest Winston contributed to this report.
