AUGUSTA, ME — United Way of Kennebec Valley (UWKV) launched its 2024 fundraising season at the Campaign Kickoff Breakfast with $1,217,005 in early committed support, reflecting a more than 10% increase from last year’s event. Held on Thursday morning, the breakfast gathered over 240 attendees as 20 local businesses reported their early campaign success.
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.
“TJ and I are overwhelmed with the support we are receiving this early in this Campaign,” said Kerry. “Today’s numbers just solidify what an incredible community we are so blessed to live in.”
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. Co-chairs TJ and Kerry Smart 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.
“This campaign is not just about fundraising; it’s equally about raising awareness for those of us living and working in Kennebec Valley,” said TJ. “Forty-one percent of our friends, neighbors, and coworkers face these challenges. Many of us go about our daily lives without fully recognizing the true need that surrounds us. Without the efforts of United Way, that number could be even higher.”
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.
To highlight the challenges faced by ALICE, the 2024 campaign debuted 10 visual at the kickoff event. Each illustration depicts a specific struggle faced by ALICE households, ranging from finding affordable housing to accessing healthcare. The visuals, designed in a bold red/orange color, aim to evoke discomfort and foster a deeper understanding of these pressing issues. To view the illustrations and explore local challenges further, visit UWKV’s website.
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.
“If I let go of my government benefits, I’ll no longer qualify for subsidized housing, so I’d be forced out of my home,” said Furrow. “There is no way I can afford to pay full rent as most places currently rent for $1,000 a month and higher. I know that there are a lot of people like me who struggle every day just to survive, but just surviving isn’t living.”
During the event, TJ Smart also presented the 2024 campaign video, which empathetically illustrates the ALICE theme and features several local stories.
“Melissa’s story is just one of many voices that represent ALICE in our community,” said TJ. “These stories remind us that the challenges faced by ALICE households are not confined to any single group — they can affect anyone at any time. The hardships of living paycheck to paycheck, struggling to cover basic needs, are experiences that could touch any of us, illustrating that ALICE is not just a statistic but a reality for our neighbors and even ourselves at different times in our lives.”
United Way of Kennebec Valley encourages everyone to participate in this year’s campaign —whether by donating, advocating, or volunteering — to make these, often ignored, issues, UNIGNORABLE.
