United Way Brandon Launches $800,000 Fall Campaign #BeTheOne

United Way Brandon & District has launched its 2025 fall campaign with an ambitious fundraising target of $800,000, under the theme #BeTheOne. The campaign commenced this month and is co-chaired by local radio personalities Shelly Thompson and Tim Black, who bring both professional experience and personal commitment to the initiative.

The decision to appoint two co-chairs instead of the traditional single lead was a deliberate choice, according to Cynamon Mychasiw, the organization’s chief executive officer. “Tim and Shelly approached us as a team,” Mychasiw explained. “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, views her involvement as more than just a professional endeavor. Having relocated to Brandon from Toronto in 2018 with her special-needs son, she recalls starting anew. “We really came here with nothing but the clothes on our backs,” she said. “I landed a job as executive director of the Learning Disabilities Association of Brandon, and I didn’t realize at first that my entire salary was funded by the United Way. That job put food in our fridge and a roof over our heads.”

This experience profoundly influenced Thompson’s perspective. “I promised myself that if I ever got back into media, I would give back to the organization that gave us so much,” she added. “This campaign is my chance to say thank you. United Way saved my son and me, and now I get to help ensure other families get the same hand up when they need it most.”

The 2025 campaign builds on the success of last year, which was spearheaded by Barry Cooper, a prominent community leader known as “Mr. Brandon.” Under his leadership, the 2024 campaign raised over $752,000, making it one of the strongest fundraising efforts in recent years. “Barry left us with huge shoes to fill,” Thompson remarked, acknowledging the trust Cooper inspired in the community.

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

Community Events and Challenges Ahead

The campaign will feature several traditional events that Brandon residents eagerly anticipate, such as Brandon’s Largest Garage Sale, the Spaghetti Dinner, and the 30th anniversary of the Holiday Tree Auction. Although no new major events have been confirmed yet, Black hinted at additional initiatives under discussion. “We’ve got some ideas in the works, but nothing finalized,” he said.

Both co-chairs recognize that reaching the $800,000 goal in 2025 will present challenges, particularly given the current economic climate. Rising costs for housing, food, and other essentials have placed additional strain on families in the area. “Food insecurity and housing insecurity are real issues in Westman right now,” Thompson stated. “Families are facing tough choices—whether to pay rent, cover their prescriptions, or put food on the table. That reality is exactly why this campaign matters.”

Black emphasized the impact of inflation, which has driven grocery costs up by more than 25 percent in recent years. “Families are struggling more than ever, and it also means that charities like the United Way need more resources to meet those needs,” he explained. “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.”

One key point Black highlighted is that “every dollar raised here stays here. None of it leaves Brandon. Every donation supports local programs and local families directly.”

While the $800,000 target is a central focus, both Thompson and Black stressed that success is not solely measured in financial terms. Thompson emphasized the importance of creating opportunities for everyone to contribute. “Maybe it’s $1, maybe it’s a bake sale at your office, maybe it’s volunteering a few hours,” she said. “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.”

Black shared that his family has a long history of supporting United Way campaigns. “We’ve seen firsthand the positive impact it has, whether it’s helping kids through Tools for Schools or supporting organizations like the CNIB,” he said. “Being part of this campaign is a chance to keep that cycle going.”

Neither co-chair anticipates leading the campaign again in 2026, as the role typically rotates to bring in fresh faces each year. However, both express a commitment to the United Way beyond the campaign. “I could see myself serving on the board someday,” Thompson stated. “I’ll never stop caring about this organization. It’s too close to my heart.” Black hopes their efforts will leave a lasting mark. “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.”