Candy Crecink, the executive director of the United Way of North Central Mississippi, saw something astounding when volunteers collected donations for the branch’s May Day food drive on May 1, held in the name of COVID-19 relief.
In one neighborhood, all 45 homeowners put something on their porch to donate, resulting in more than 500 food items to be collected from that area alone.
“Probably some of these neighbors didn’t even know each other, but look what this has been: a reacquaintance of your fellow neighbor,” Crecink said.
Her branch of the United Way supports 14 community agencies that address health, education and financial stability — including the Salvation Army, Contact Helpline and 4-H.
To help those agencies deliver necessary services that have become even more critical during the pandemic, Crecink has had to work seven days a week and find new ways to bring the money in.
But the community support she’s seen — such as the community’s inspiring response for the May 1 food drive — is a constant reminder that the time she spends is worth every moment.
“This is what United Way is all about: people being brought together to help their neighbors,” Crecink said.
Her organization and other nonprofits in the Golden Triangle are working to support a common goal in the face of the financial costs inflicted on them from the pandemic.
The Columbus Arts Council, for example, lost approximately $50,000 in canceled programming from March through May in addition to roughly $60,000 in operating costs. Habitat for Humanity in Starkville lost $16,000.
And despite completing fundraising, Junior Auxiliary of Columbus had to cancel its 2020 Charity Ball, the organization’s major event to support sponsors, patron donors, the community and past and current JA members. No donations have come in during the pandemic, either.
“We are hoping this is not going to hurt us too bad and we can continue to service the children of Lowndes County,” president Carrie Martin said.
But the organization is still hard at work on its three current service projects, a sign the pandemic hasn’t robbed JA of its ability to help. Other nonprofits have pressed on despite financial challenges, too, relying on strong community support and adapting to new ways to serve despite not always receiving commendation for their efforts.
“We’re not in the spotlight,” said Renee Sanders, chapter director for the United Way of Lowndes and Noxubee counties. “We’re behind the scenes working to keep the funds coming to our community.”
Fundraising efforts continue
Among 628 local United Ways in the U.S. and 23 more around the world, the organization has raised more than $750 million for COVID-19 relief, though a United Way Worldwide spokesperson said that’s just a fraction of what will likely be needed.
Still, the scale is massive. The spokesperson said the worldwide COVID-19 relief effort has been called the biggest community mobilization effort since World War II.
Crecink said her branch has raised roughly $100,000 since late March through individuals, community organizations, corporate foundations and national grants. The organization, which serves Oktibbeha, Webster, Winston and Choctaw counties, reopened its United We Feed program — typically held in November and December — and started 15 food pantry programs in Oktibbeha County alone.
On May 8 in Columbus, Sanders’ United Way branch held a food drive that served 752 families, and another such event is planned for the many Lowndes County residents who got turned away due to long lines that day. The organization also served 476 families — 1,200 people — in a May 29 food drive in Noxubee County and opened three new food pantries in the area.
She said her branch has raised $31,590 from March 21 to May 14 from donations and said more is always welcome.
“The need is still out there to give,” Sanders said.
Importance of digital presence
The United Way of Clay County has a Facebook page but no website, and Executive Director Stacy Hays said she acknowledges the need to adapt to a new normal in the wake of the pandemic: an increased focus on social media and digital presentation.
“I think we’ve got to step into the 21st century and do that,” she said.
Growing a social media presence has become part of a trend among nonprofit organizations nationwide.
“Nonprofits that do well in the future will embrace digital technology and giving, build strong relationships with donors and be able to show consistent impact,” the national United Way spokesperson said via email.
Area nonprofits have begun to do just that.
At Sally Kate Winters Family Services in West Point, outreach coordinator Jory Tally said she doubled the number of posts on the organization’s Facebook page in April. The page averages an audience of 10,000 to 11,000 people per month, Tally said; in April, that number reached 17,343.
The organization also is focusing more advertising efforts in digital and print media.
Sanders has put an emphasis on electronic giving, including links to donate via Facebook rather than going to businesses in person with paper forms to fill out.
Crecink has widely publicized an online link to apply for the agency’s Emergency Management Fund, which can be found at http://www.strongneighbor.com/covid-emf-application/.
Theo DeRosa reports on Mississippi State sports for The Dispatch. Follow him on Twitter at @Theo_DeRosa.
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