The United Way of Southeast Missouri has set a lower campaign goal this year, at a time when local agencies say they're seeing more need than ever before.

Campaign co-chairman Stan Penn of US Bank called this year's $950,000 goal a stretch but said it's doable.

This year's campaign goal was determined in part by pledges from the United Way's Top 20 contributing companies.

The stagnant economy and continued high unemployment are driving more people to seek help from community organizations. At the same time, local companies and their employees find themselves faced with similar economic challenges, making it harder for them to help.

"We're working harder than ever before," said United Way executive director Nancy Jernigan, who is hopeful this year's campaign will exceed the goal. "But it's hard when everybody's feeling the pinch."

The Cat in the Hat, portrayed by Scott Givens, ponders a question from Kathy Sweeney Thursday, Aug. 25, 2011 during the campaign kickoff for the United Way of Southeast Missouri at Cape West 14 Cine. (Fred Lynch)

The organization failed to meet its $1.01 million goal last year, raising $935,216.

Its 2009-2010 campaign brought in $1,142,858, less than its $1.2 million goal.

With a record crowd of more than 100 people at Thursday's 2011-2012 campaign kickoff event at Cape West 14 Cine, Penn said he's feeling positive about this year's campaign.

This year's campaign materials have a Dr. Seuss theme and the kickoff included appearances by Seuss characters The Cat in the Hat, played by Scott Givens of SoutheastHEALTH, and Thing 1 and Thing 2, played by gymnasts from Southeast Missouri State University.

Despite the playful theme, United Way staff and volunteers made a serious plea to local businesses during the kickoff event to help meet the needs of growing numbers of struggling children, seniors and families in the Cape Girardeau, Jackson and Scott City areas.

Funds raised through the United Way's annual campaign are distributed to more than 50 programs at 36 agencies in Southeast Missouri.

"I want to make this campaign a campaign that's not defined by just space or time or geography or the dollars that we raise ... but a campaign that's defined how we respond to the needs of our neighbors and our friends because that's what it's all about," Penn said.

Jernigan said every agency that provides support with basic needs such as food and shelter is reporting an increased number of people needing help.

"Records are being broken in every program we support," Jernigan said. "It's our obligation, as a community that takes pride in caring for each other, to dig deeper in this significant time of need."

This year the Salvation Army has reported a 50 percent increase in people visiting its food pantry.

Sixty-four percent of fourth-graders in Missouri are reading below proficient levels, one in four Cape Girardeau residents are not financially self-sufficient, 41 percent of single-parent households in Cape Girardeau County live in poverty and one in 10 seniors lives in poverty, Jernigan said.

"This is a time to think optimistically about what our community can do when we pull together," Penn said.

The United Way will continue to focus on its three core areas: education, income and health.

"Each one of these areas are critical to the overall quality of life in our community," Jernigan said.

Over the past few years, through its Education Solutions Team, the United Way has been working to understand the challenges of students in an effort to improve local high school graduation rates.

"We understand that education provides the solid foundation on which to build a successful life," Jernigan said. "It is the most significant issue in our community and will impact our quality of life."

United Way donations help more than 1,000 at-risk children in Cape Girardeau and 100 at-risk children in Jackson through after-school programs.

"We understand that it's difficult for a child to concentrate on school when they are hungry or don't have utilities at home or don't know where they may be sleeping that night," Jernigan said. "We must be there for our most vulnerable."

The United Way's efforts are highlighted in this year's campaign video, produced by KFVS12, which can be viewed online at www.unitedwayofsemo.org.

Since the United Way began its work in Southeast Missouri in 1954, more than $22.7 million has been raised.

mmiller@semissourian.com

388-3646

Pertinent address:

247 Siemers Drive, Cape Girardeau, MO