Published: January 16, 2008 03:40 pm            

Tribune-Star Editorial: Media blitz will feed United Way coffers

When you’re out and about on Friday — or even if you stay inside and keep tabs on the outside world via radio or TV — it’s likely you will encounter those engaged in a final push to help United Way of the Wabash Valley reach its annual fund-raising goal.

Friday has been designated as United Day for United Way, which is built on an all-day media blitz to entice residents to contribute to an agency that does so much for so many people throughout the area.

The so-called “media,” of course, is not a homogenous group of like-minded people or organizations that collaborate very often on anything. In fact, “media” is a very competitive realm where communicating with an audience of information consumers is done so to accomplish diverse sets of goals. Individual media may occasionally collaborate on certain projects, but getting a large group of outlets to come together for a cause is rare. The fact that it is happening — for the second consecutive year — is testimony to the great value and trust placed in the local United Way.

Each media outlet, including the Tribune-Star, will be finding ways to raise money for the current United Way campaign. Many methods will be used, but the results will all end up in the same place.

Some of the more high-profile fund-raising projects will take place on radio and television. A couple of local radio stations are auctioning off great prizes, including tickets to an upcoming Carrie Underwood concert in California and autographed basketballs from Larry Bird and Greg Oden. TV stations will be doing live remote telecasts throughout the day as part of the effort.

Media outlets aren’t the only private organizations rallying for the cause. Fund collection locations include Steak & Shake, Rally’s, Buffalo Wild Wings, J.C. Penney, Old National Bank branches, ISU Federal Credit Union, Clabber Girl, Fifth Third Bank branches, and First Financial Bank branches.

United Way of the Wabash Valley is edging closer to its $2.3 million fund-raising goal. It’s an ambitious number, but the agency has never been shy about setting lofty goals and reaching for the highest standards of service. It shows in the results it achieves and accountability it demands of itself and its member agencies — the recipients of United Way funds.

The community needs United Way, and the United Way needs our contributions. We urge you to go out of your way today to do a little something to help a most worthy cause.

        

• Click to discuss this story with other readers on our forums.