The United Way Central Alberta (UWCA) officially launched its 2025 fundraising campaign Thursday afternoon (September 18) at the annual Campaign Kickoff Luncheon, held at the Red Deer Resort and Casino.
More than 200 people attended the event, including community leaders, partner agencies, volunteers and supporters, to hear about the new initiatives marking the organization’s 60th year of service.
Opening remarks were delivered by Red Deer Mayor Ken Johnston, UWCA board member Laura Starchuk, and UWCA CEO Chelsea O’Donoghue.
Attendees enjoyed lunch while hearing about UWCA’s impact over the past year and its plans for the future.
O’Donoghue noted that in its 60 years, the organization has raised and invested more than $52 million into building community, but she emphasized the continued need for donations and volunteer support, pointing to the fact that more than 38,360 Central Albertans are living with low or limited income, and that 17 per cent of children and youth live in poverty.
“These are our neighbours, coworkers, and friends,” O’Donoghue said. “We’re in such a time of uncertainty that fundraising, for any cause, is difficult. Our donors are working people, your average Joe and Jill, folks who are donating off their paycheques every month, and paycheques are just not going as far as they used to.”
She also highlighted other pressing needs in Central Alberta, including that one in five people will face a mental health challenge this year and that 40 per cent of seniors live with disabilities that limit their independence.
Starchuk echoed that sentiment in her remarks. “Belief in community makes it possible for us to respond to urgent needs and build long-term solutions,” she said.
Over the past year, UWCA supported 34,655 individuals and families through its programs and partnerships.
“These are not just numbers,” said O’Donoghue. “They are lives changed, futures brightened, and hope restored.”
One standout moment this year came in February, when community members donated a record 5,138 pairs of socks at the Red Deer Rebels Family Day game.
The socks were distributed to organizations including The Mustard Seed, Dress for Success and the Women’s Shelter.
“Every donation is a lifeline, every volunteer hour is a gift, and everyone is part of a movement that is transforming lives,” O’Donoghue said.
To mark its 60th year, UWCA has planned a series of fundraising events, including the Kickoff 5K Run this Sunday, (September 21) at Heritage Ranch, as well as Days of Caring and basic needs drives.
But O’Donoghue admitted she is especially excited about the return of the UW Whiskey Classic Tasting in November.
Now in its 14th year, the event is the organization’s largest annual fundraiser and last year, it surpassed its goal of $100,000 by raising $107,000.
“It’s a phenomenal event and it takes a lot to put together, but it’s a really exciting one,” she said.
With hopes that the community will continue to rally behind its mission, UWCA looks ahead to its 60th year of service, impact and community building.
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