United Way sets $800,000 fall goal

United Way Brandon & District has launched its 2025 fall campaign with a fundraising target of $800,000, under the theme #BeTheOne.

The campaign, which officially kicked off this month, is co-chaired by Q Country morning radio hosts Shelly Thompson and Tim Black, who are bringing both professional reach and personal passion to the effort.

The decision to bring on two co-chairs instead of the traditional single lead was intentional, United Way chief executive officer Cynamon Mychasiw told the Sun.

“Tim and Shelly approached us as a team,” Mychasiw said. “They are the morning show crew at Q-Country. They are amazing representatives of United Way and truly understand and appreciate the work that we do.”

For Thompson, who has decades of experience in journalism and broadcasting, stepping into this role is more than a professional opportunity —“it’s personal.”

When she moved to Brandon from Toronto in 2018 with her special-needs son, she was starting over from scratch. “We really came here with nothing but the clothes on our backs,” she recalled. “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. It gave us dignity. It gave us a fresh start.”

That experience left a lasting impression. “I promised myself that if I ever got back into media, I would give back to the organization that gave us so much,” Thompson said. “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 follows the record-setting effort of last year’s chair, Barry Cooper, a longtime community leader and Heritage Co-op executive known affectionately as “Mr. Brandon.” Cooper helped raise more than $752,000 in 2024 — one of the strongest campaigns in recent years.

“Barry left us with huge shoes to fill,” Thompson said. “He was everywhere in the community and inspired so much trust. For Tim and I, we’re not Barry — we’re different people with different experiences—but what we share with him is a passion for this city and for helping those who need it most.”

Black said Cooper continues to support the United Way in various ways, even if he isn’t leading this year’s effort. “We’re building on the foundation he set,” Black said. “Barry demonstrated what’s possible when the community rallies together.”

The campaign will include many of the signature events Brandon residents have come to expect, such as Brandon’s Largest Garage Sale, the Spaghetti Dinner and the much-loved Holiday Tree Auction, which celebrates its 30th anniversary this year.

While no new major events have been confirmed yet, Black hinted at additional initiatives being discussed. “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 that raising $800,000 in 2025 won’t be easy. The economic climate, with rising costs of housing, food, and other essentials, has put added strain on local families.

“We know food insecurity and housing insecurity are real issues in Westman right now,” Thompson said. “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. We want to make sure the United Way has the resources to be there when families need that hand up.”

Black pointed out that inflation has driven grocery costs up by more than 25 per cent in recent years. “That means families are struggling more than ever, and it also means that charities like the United Way need more resources to meet those needs,” he said. “We’re hoping donors, whether individuals or businesses, can stretch a little further this year — maybe 20 per cent or so — so we can reach our goal and continue to meet the growing demand.”

One point he was eager to emphasize: “Every dollar raised here stays here. None of it leaves Brandon. Every donation supports local programs and local families directly.”

Though the $800,000 goal is the headline figure, Thompson and Black both stressed that success isn’t just about dollars raised.

For Thompson, it’s about creating opportunities for people to participate, no matter the size of their contribution. “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.”

For Black, it’s about continuing a tradition of giving that his own family has long been part of. “My family has supported United Way campaigns for years,” he said. “We’ve seen first hand the positive impact it has, whether it’s helping kids through Tools for Schools or supporting organizations like the CNIB. Being part of this campaign is a chance to keep that cycle going.”

While neither co-chair expects to lead the campaign again in 2026—the role typically rotates to bring fresh faces each year—both say their involvement with United Way won’t end when the campaign wraps up next spring.

“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, too, hopes that his and Thompson’s efforts this year will leave a lasting mark. “I haven’t thought too much about legacy,” he admitted. “But 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.”

» aodutola@brandonsun.com

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