Schnucks chairman gives advice for United Way campaign

Having led one of the nation's more successful United Way campaigns in St. Louis, Schnuck Markets chairman Scott Schnuck offered some of his fundraising techniques at the United Way of Southeast Missouri's CEO Luncheon on Friday.

One of the more effective ways to prompt contributions to United Way is telling people why they should give, Schnuck told an audience of about 55 at Farraddays restaurant at Isle Casino Cape Girardeau.

"The best thing to do is think about the 'why.' That's how you create the sale with somebody. There are so many people in need in our communities, and there isn't a better place to give that helps fill the needs of agencies that can provide services to people that are in need," said Schnuck, 2014 campaign chairman for the United Way of Greater St. Louis.

"In your case here, there are 31 organizations that benefit from [United Way of Southeast Missouri]. There are 85 workplace campaigns and you have a donor base of over 2,900, which is very impressive for this size community. I love the three focus areas that you're concentrating on -- education, income and health. It really is the right focus for a community like this," Schnuck said.

He said agencies funded through the United Way are vetted to ensure they spend the money responsibly and get results.

"Many of us are so lucky for our circumstances. There are so many people who are less fortunate, and what you're doing by giving to the United Way is you're helping people who are in need. A lot of it is bad luck, a lot of it is illness, and it should make you feel really, really good when you write a check to United Way," he said.

The fundraising goal for this year is $1 million in Cape Girardeau, and the objective for St. Louis is $72.5 million. Schnuck said the St. Louis area raises the fifth-most money of any area of the country -- ahead of Chicago, Los Angeles and San Francisco.

Overhead for the St. Louis United Way is less than 9 percent because of the high-worth individuals and large companies that help.

"I really feel optimistic about our campaign this year in St. Louis," he said, adding that St. Louis' success could rub off here.

The overhead in Cape Girardeau is 16 percent. Executive director Nancy Jernigan said the benchmark is 15 percent. Schnuck said if the United Way raises more funds, the lower its overhead can be.

"We work very hard not to spend money. Our overhead is actually higher, but we get so many contributions, it keeps it down," Jernigan said.

She said United Way has to pay 1 percent of what it raises as dues to be part of the United Way system. As with the St. Louis agency, Jernigan said all United way contributions stay local.

rcampbell@semissourian.com

388-3639

Pertinent address:

777 N. Main St., Cape Girardeau, Mo.