A new, imaginative United Way campaign

The United Way of King County has been a key part of preserving our community's quality of life, but it also has developed into one of the more innovative and successful of the organization's franchises.

That's reflected in how the agency dropped its outdated "Community Safety Net" image. The United Way of King County's approach is more aggressive, driving solutions to targeted problems — specifically, ending homelessness and ensuring children are ready for school. Money, of course, will be there for programs that help people needing a safety net — food and temporary shelter. But more important, resources are directed to programs, including building 100 new units of affordable housing in 2007, with services to help people change their lives so they can lift themselves out of homelessness. The ultimate goal is 2,000 units.

To increase the academic success of our community's children, United Way directs money to a program that will help 130 licensed day-care centers reach for the higher-quality standard of national accreditation. The better the center's quality, the more successful the children as they move through kindergarten and beyond.

In a 2005 survey, Washington kindergarten teachers indicated 58 percent of all students came to school unprepared in at least one area.

United Way of King County's new focus is a natural shift for a fundraising agency that is so thoroughly embraced by so many of our community leaders, who themselves are successful and innovative. Current co-chairs are Jeff Raikes, president of Microsoft's business division, and his wife, Tricia.

This year's goal is $108.9 million — an increase from the $93 million collected last year. Fundraisers hope contributors will direct at least $38.2 million specifically to the United Way of King County, which will steer the money to solutions for homelessness and early learning. Additionally, another $15 million will go to help meet the so-called Gates challenge, a long-term effort to raise an endowment to cover all of the agency's fundraising overhead.

Right now, contributors can rest assured that an impressive 94 percent of their contributions go directly to programs.

And when they give, they can know they are not only helping out the needy but changing lives.