The 2024-25 annual campaign achieved the second-largest fundraising total in the organization’s history, raising $880,572 of a $900,000 goal. And says Executive Director Kendra Sorensen, that goal isn’t about to drop anytime soon.

“That’s just barely sustaining the existing programs. It’s not allowing them to add additional components to programming and really make the reach that we would like to see,” she said.

Agencies turn in funding requests in October, which Sorensen reviews.

“Sometimes I hate talking about a goal, because a goal sounds like a number you just picked. It really reflects the need. At the end of the day, when we don’t make that set amount, we have to decrease funding and the board of directors has to make some tough decisions,” she said. “It’s always a very collaborative effort. We’re working with city personnel, county personnel, to understand different needs we could be focused on to make sure that we’re providing a robust connection of access to certain resources or services.”

This month, Maria Gonzalez-Alvarez and Robert Maharry will come aboard as 2025-26 co-chairs — replacing Kate Bowermaster and Kyley Leger — for the 95th MAUW’s annual campaign. Efforts are year-round, culminating in the campaign kickoff in September.

“A lot of the campaign year is molded around who the co-chairs are and playing off some of their strengths,” Sorensen added.

Gonzalez-Alvarez is the first female Latina co-chair.

“Having been a longtime resident of Marshall County, I am dedicated to making a significant and enduring contribution to our community. This role allows me to meaningfully serve the well-being of our neighbors,” she said. “I am honored to serve as the first Latina co-chair alongside Robert Maharry, and we eagerly anticipate collaborating with the United Way team, its board, our campaign cabinet, and businesses to foster a brighter future for those in need. It is about coming together to support one another and create a brighter future for everyone. I am honored to be part of this effort and excited to see the positive change we can achieve together.”

Maharry, managing editor of the Times-Republican, will leverage his connections in the community to help meet the campaign goal.

“Having only lived and worked here for about three and half years, I realize I’m still a relative newcomer to Marshalltown, but I have met a lot of people and built a lot of relationships through my job at the T-R. So when this opportunity presented itself, I thought it would be a great extension of the work I’ve been doing as well as a chance to learn more about so many of the important agencies and organizations that provide important services in the city and Marshall County,” he said. “My fellow co-chair Maria has an extensive background in the local nonprofit world, and we’ve gotten to know each other through the My Marshalltown civic pride campaign. So I really believe we’ll work smoothly together and (hopefully) achieve all of the goals that Kendra and our cabinet lay out for us. We know what the needs are in this community, and we have every intention of playing a key role in rising up to meet them. I truly believe this will be an eye opening and enriching experience, and I can’t wait to set out on the journey.”

Sorensen is aided by Administrative Assistant Haley Carlon and new hire Rachel Norton, who will serve as events and marketing manager.

The 25 agencies that receive United Way funding are as follows:

• ACCESS

• Al Exito

• American Red Cross of Central Iowa

• ARC of Marshall County

• Big Brothers Big Sisters, Heart of Iowa

• Caring Center

• Center Associates

• CAPS (funds three of its programs)

• CIRSI

• Girl Scouts of Greater Iowa

• House of Compassion

• Iowa Legal Aid

• Iowa River Hospice

• Le Grand Community Center

• Marine Cadets, Central Iowa

• Marshalltown Senior Citizens Center

• Marshalltown Youth Foundation

• Mid-Iowa Triumph Recovery Center

• MICA (Mid-Iowa Community Action)

• MIW, Inc (Mid-Iowa Workshop)

• Northeast Iowa Area Agency on Aging (NEI3A)

• RSVP, Central Iowa

• Salvation Army (funds two of its programs)

• Scouting America, Mid-Iowa Council

• YSS of Marshall County (funds three of its programs)

Previously, Compassionate Friends and Rapha Reins received funding, but their coordinators have retired or reduced services.

Mainstay United Way fundraisers include the annual Charity Golf Event on June 6, held at the American Legion Golf Course with a noon shotgun start — again sponsored by Gary Schaudt of Central Iowa Capital Advisors. Registration will open in March.

The Power of the Purse is slated for October 16 this year, and will draw from the success in 2024.

“We continued to receive donations after the event to inch us toward reaching the $50,000 haircut finish line, and we want to give special recognition to the significant partners that contributed above and beyond to make this a reality. Thank you, Tom Apgar and Tom and Jade McCoy, for helping us reach this goal,” Sorensen said.

Returning in 2025 will be the Turkey Day 5K/10K at Grimes Farm, which was well-attended. In 2024, the United Way, in collaboration with several other entities, launched the Annual Jessie Binford Advocate for Youth Award. The award will be given annually to a Marshall County resident or to someone who works in or serves Marshall County, who has “demonstrated commitment to and effectiveness in advocating for children, regardless of their socioeconomic status and cultural background.” Heidi Williams was the inaugural winner.

In late 2024, the MAUW joined United Way Worldwide (UWW) for a refreshed brand to “reflect the organization’s reach and impact in communities as one of the world’s largest and oldest privately funded charities that helps over 48 million people annually, including 12,000 to 13,000 in Marshall County.”

Sorensen noted the rebranding included changes to the organization’s tenets.

“Education changed to youth opportunity; health changed to healthy communities; and financial stability changed to financial security,” she said. “The fourth area that was added is community resiliency. And really that’s encompassing everything. We want our residents that live in the communities to be resilient: a natural disaster, or a pandemic, the climate of what’s going on economically, really having that resiliency to help individuals that are experiencing challenges or barriers.”

To learn more, MAUW may be reached at: 641-752-4688 and office@unitedwaymarshalltown.org.