The United Way's annual campaign took flight this morning with an aggressive goal of $20 million.
Campaign chair Steve Chipman said its biggest challenge is the country-wide trend of fewer people making charitable contributions. The good news is those that do, are giving more.
However, to improve the sustainability of the United Way in Winnipeg, Chipman said the goal is to add 1,900 contributors this year, on top of the 36,000 who gave last year.
About 1,500 Winnipeggers on 56 teams took part in the 10th annual plane pull to kick off the United Way campaign this morning.
More than 100 agencies and organizations are supported by the United Way in Winnipeg. About one in three Winnipeggers will use United Way services this year.