United Way Launches $800,000 Fundraising Campaign for 2025

United Way Brandon & District has officially launched its fall campaign for 2025 with an ambitious fundraising goal of $800,000. Under the theme #BeTheOne, the initiative aims to engage the community and provide essential support to local families in need. The campaign commenced this month, co-chaired by popular Q Country morning radio hosts Shelly Thompson and Tim Black, who bring both personal commitment and professional experience to the effort.

The decision to appoint two co-chairs instead of the usual single lead reflects a strategic move, according to Cynamon Mychasiw, the chief executive officer of United Way. “Tim and Shelly approached us as a team,” Mychasiw stated. “They are amazing representatives of United Way and truly understand and appreciate the work that we do.”

For Thompson, this role holds particular significance. Since relocating to Brandon from Toronto in 2018 with her special-needs son, she experienced firsthand the impact of United Way’s support. “We really came here with nothing but the clothes on our backs,” she recalled. After starting as the executive director of the Learning Disabilities Association of Brandon, she learned that her entire salary was funded by United Way. “That job put food in our fridge and a roof over our heads. It gave us dignity,” Thompson explained.

The campaign launches following the success of last year’s effort led by Barry Cooper, a respected community leader known as “Mr. Brandon.” Cooper’s campaign raised over $752,000 in 2024, setting a high benchmark for Thompson and Black. “Barry left us with huge shoes to fill,” Thompson noted. “For Tim and I, we’re not Barry—we’re different people with different experiences—but we share a passion for this city and for helping those who need it most.”

Black emphasized that Cooper continues to support United Way in various capacities, even if he is not leading this year’s campaign. “We’re building on the foundation he set,” Black said. “Barry demonstrated what’s possible when the community rallies together.”

The 2025 campaign will feature many of the cherished events that Brandon residents anticipate, including Brandon’s Largest Garage Sale, the Spaghetti Dinner, and the beloved Holiday Tree Auction, which will celebrate its 30th anniversary this year. While no new major events have been confirmed yet, Black hinted at additional initiatives being explored. “We’ve got some ideas in the works, but nothing finalized,” he said. “What we can say is that we’ll be working hard to make sure people have multiple opportunities to get involved.”

Both co-chairs acknowledged the challenges of raising $800,000 in the current economic climate, where rising costs for housing and essential goods are affecting local families. Thompson pointed out, “We know food insecurity and housing insecurity are real issues in Westman right now. 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 highlighted the impact of inflation, noting that grocery costs have risen by over 25 percent in recent years. “That means families are struggling more than ever,” he said. “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.”

While the $800,000 target is a focal point, both Thompson and Black emphasized that success extends beyond mere financial figures. For Thompson, it is vital to create opportunities for participation, regardless of the contribution size. “Maybe it’s $1, maybe it’s a bake sale at your office, maybe it’s volunteering a few hours,” she suggested. “It all matters. It all counts.”

Black echoed this sentiment, noting that his family has supported United Way campaigns for years, witnessing the positive impact on programs such as Tools for Schools and the CNIB. “Being part of this campaign is a chance to keep that cycle going,” he stated.

Although neither co-chair expects to lead the campaign again in 2026, they plan to remain involved with United Way beyond the campaign’s conclusion next spring. Thompson expressed her desire to serve on the board in the future, stating, “I’ll never stop caring about this organization. It’s too close to my heart.” Black, too, hopes their efforts will leave a lasting legacy. “If at the end of this campaign, people can say we helped the United Way reach its goals and made a difference in the community, then I think that’s something to be proud of.”