United Way focusing more on collaboration than financial goals

The local United Way is using a fresh start to look at their campaign in a new light.

It’s the first full year for the United Way under a new structure and while the last number of years saw set financial goals, the focus this time around is on the amount of people they serve.

Michael Cullen is the Executive Director for the United Way Centraide North East Ontario. He says partnerships and collaboration is “where the growth (and opportunity) is.”

“(It’s) more than just asking people for donor dollars,” he said, “It’s always hard to ask people for money. You have to be very gentle about it, and sometimes direct. But it’s a lot easier when you start talking about collaborating and things like working with the City of Timmins on projects and working with private companies, Goldcorp and others.”

He says that approach is no different than what is happening across the country.

Cullen adds it’s silly to say sometimes that money isn’t the focus, but it’s the conversations that matter more.

“We’ll see where it goes,” he said.

More importantly, officials stress that the organizational structure hasn’t changed the United Way’s commitment to local communities.

Local Regional Navigator Jennifer Gorman adds any money raised in Timmins will in fact stay in Timmins.

“We understand how important local support is to our donors, corporate partners and community stakeholders,” she said, “Regionalizing our efforts will not compromise our local promise but allow for greater collective impact within all our northern communities.”