United Way nearing end of annual campaign

BROOKINGS — The Brookings Area United Way’s annual campaign is making its final push through the month of January.

The fundraiser has hit around 64 percent of its $1.2 million goal with a little over three weeks left.
BAUW Executive Director Heidi Gullickson stressed that while the number was ambitious, it reflects the need of the community and the 35 local groups who receive the funding.

“One last push would be great. Those dollars that come in get used in 2026 — those dollars go right back into our community,” Gullickson said.

“And so being able to allocate out as much as we can to our partners is such an important piece of what United Way does. And our goal is lofty, but it is based on what we need in our community to be able to meet those requests that come in from our partners, as well as running the United Way.”

Changes in both the business climate and grant funding have been challenged for the United Way in raising money this year.

“We saw some differences in the grants that were available for us,” Gullickson said. “Last year, we had significantly more in grants that we were able to bring into the community. Those just either weren’t options this year, or we were awarded a decreased amount based on what they had available to get out.”

The money from the annual campaign funds not just the more well-known United Way projects — such as the Boys and Girls Club or Brookings Area Transit Authority — but also myriad smaller groups, many of whom are operated by a handful of people who count on the yearly funding.

“Some of those are smaller organizations that many people may not even have heard of before. It’s one of those things that until you need the help, or, you know someone who may need some help, you might not even know that it is happening in our community,” Gullickson said.

“And for many of our partners, they are run, some of them completely by volunteers. Some of them maybe have part-time staff, or just like one or two staff members. And so for them, the United Way fundraising is such an important piece, because they their focus is on running the program, giving the assistance.”

When food insecurity became a large potential issue with SNAP benefits in limbo this fall, the United Way took the lead in creating a Basic Needs Task Force for the area to coordinate donations and resources to get them to people in need.

Gullickson stressed the need for similar programs throughout the Brookings area.

“There are so many crisis programs that we really want to try to make sure that we can fund, to make sure folks aren’t getting infected, to make sure that the heat and the lights stay on, to make sure that there is food for folks,” she said. “And there are so many people that one disruption, one paycheck that isn’t a full paycheck, or one missed paycheck, maybe because of an illness or an accident, can just really disrupt their lives. And that’s where these programs can come in, to help stabilize, and help people continue to be a part of our community.

The easiest way to donate to the annual campaign is through BrookingsUnitedWay.org, Gullickson said, where there are options to donate with a credit card or direct bank transfer. The United Way also offers a way to space total donations out monthly over the entire calendar year.

“I also want to give a thank you to those who have already supported us,” Gullickson said. “We do have a very generous community, and we are thankful for all that is entrusted to us, to be able to to make an impact here in the community.”

Linehan is the Beacon’s managing editor and welcomes tips and comments at BrookingsBeacon@@gmail.com