United Way Launches $800,000 Fall Campaign to Support Local Families

United Way Brandon & District has officially launched its 2025 fall campaign, aiming to raise $800,000 under the theme #BeTheOne. The campaign kicked off this month, co-chaired by radio personalities Shelly Thompson and Tim Black, who bring both professional expertise and personal commitment to the initiative.

The decision to appoint two co-chairs rather than a single leader was made intentionally. According to Cynamon Mychasiw, the chief executive officer of United Way Brandon & District, “Tim and Shelly approached us as a team. They are amazing representatives of United Way and truly understand and appreciate the work that we do.”

Thompson, who has extensive experience in journalism and broadcasting, emphasized the personal significance of her role. After relocating to Brandon from Toronto in 2018 with her special-needs son, she faced numerous challenges, including financial instability. “We really came here with nothing but the clothes on our backs,” she recalled. Her employment as executive director of the Learning Disabilities Association of Brandon, funded by United Way, played a crucial role in providing for her family. “That job put food in our fridge and a roof over our heads. It gave us dignity. It gave us a fresh start,” Thompson said.

The 2025 campaign builds on the success of last year’s efforts led by Barry Cooper, a prominent local leader known as “Mr. Brandon,” who raised over $752,000 in 2024. “Barry left us with huge shoes to fill,” Thompson stated, acknowledging the trust and community involvement Cooper had inspired.

Both co-chairs recognized the significant challenges they face in meeting their fundraising target. The current economic climate, characterized by rising costs for housing, food, and other essentials, has made it increasingly difficult for local families. “We know food insecurity and housing insecurity are real issues in Westman right now,” Thompson noted. “Families are facing tough choices — do they pay rent, cover their prescriptions, or put food on the table? That reality is exactly why this campaign matters.”

Black pointed out that inflation has caused grocery prices to rise by over 25 percent in recent years, highlighting the urgent need for increased resources. “We’re hoping donors, whether individuals or businesses, can stretch a little further this year — maybe 20 percent or so — so we can reach our goal and continue to meet the growing demand,” he said.

Despite the ambitious target, both Thompson and Black emphasized that success is not solely measured in monetary terms. “Maybe it’s $1, maybe it’s a bake sale at your office, maybe it’s volunteering a few hours,” Thompson explained. “It all matters. It all counts. If we can inspire people to be the one who steps up in whatever way they can, that’s a victory.”

The campaign will feature familiar events such as Brandon’s Largest Garage Sale, the Spaghetti Dinner, and the Holiday Tree Auction, which is celebrating its 30th anniversary this year. While no new major events have been confirmed, Black hinted at additional initiatives currently under discussion.

Both co-chairs expressed a commitment to United Way beyond the duration of the campaign. “I could see myself serving on the board someday,” Thompson said. “I’ll never stop caring about this organization. It’s too close to my heart.” Black echoed this sentiment, stating that he hopes their contributions will leave a lasting impact on the community.

“Every dollar raised here stays here,” Black emphasized. “None of it leaves Brandon. Every donation supports local programs and local families directly.” As the campaign progresses, both Thompson and Black are determined to rally support from the community to ensure that United Way can continue its vital work in assisting those in need.