United Way Launches $800,000 Fall Campaign for Local Families

United Way Brandon & District has initiated its 2025 fall campaign, setting an ambitious fundraising target of $800,000. The campaign, themed #BeTheOne, was officially launched this month with a renewed focus on community support and involvement.

The effort is co-chaired by popular morning radio hosts Shelly Thompson and Tim Black from Q Country. Their dual leadership approach is a departure from past campaigns, where a single chair typically led fundraising efforts. United Way’s Chief Executive Officer Cynamon Mychasiw emphasized the significance of this change, stating that the pair’s commitment and understanding of the organization’s mission would be invaluable.

Thompson shares a deeply personal connection to the cause. After relocating to Brandon from Toronto in 2018 with her special-needs son, she faced numerous challenges. “We arrived with nothing but the clothes on our backs,” she recalled. Thompson found employment as the executive director of the Learning Disabilities Association of Brandon, unaware that her salary was entirely funded by United Way. “That job put food in our fridge and a roof over our heads,” she said, noting the profound impact it had on her family’s life.

The 2025 campaign follows a successful year led by Barry Cooper, a well-respected community leader known as “Mr. Brandon.” Under Cooper’s direction, the 2024 campaign raised over $752,000, setting a high standard for this year’s efforts. “Barry left us with huge shoes to fill,” Thompson remarked. “We’re different people, but we share his passion for this city and for helping those most in need.”

The campaign will feature numerous signature events that have become staples in the Brandon community. Events such as Brandon’s Largest Garage Sale, the Spaghetti Dinner, and the Holiday Tree Auction, which celebrates its 30th anniversary this year, will continue. While no new major events are confirmed, Black hinted at additional initiatives in the planning stages.

Raising $800,000 will be challenging, especially given the current economic climate. Rising costs in housing, food, and other essentials have put significant pressure on local families. “Food insecurity and housing insecurity are real issues in Westman right now,” Thompson noted, highlighting the tough choices families face daily.

Black pointed out that inflation has caused grocery prices to increase by over 25 percent in recent years. “Families are struggling more than ever, and charities like United Way need more resources to meet those needs,” he said. They are encouraging donors, both individuals and businesses, to consider increasing their contributions by about 20 percent to help achieve the campaign goal.

A key message from both co-chairs is that every donation makes a difference. “Every dollar raised here stays here. None of it leaves Brandon,” Black emphasized, underscoring that each contribution supports local programs and families directly.

Thompson and Black believe that success is not solely about reaching the financial target. “It’s about creating opportunities for people to participate, no matter the size of their contribution,” Thompson stated. She encouraged community members to get involved in any way they can, whether through donations or volunteering.

Black, echoing Thompson’s sentiments, expressed the importance of continuing a tradition of support within the community. “My family has supported United Way campaigns for years. We’ve seen firsthand the positive impact it has,” he said.

While both co-chairs are unlikely to lead the campaign again in 2026, they affirm that their connection with United Way will persist beyond this year. “I could see myself serving on the board someday,” Thompson shared, reflecting her commitment to the organization. Black added, “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.”