Adaptability crucial as United Way Central Alberta launches 2026 campaign

“There are two new approaches we began in July with our new funding cycle. One is core funding for three long-standing youth-serving partners, and they can use our investment in any way it helps strengthen their organization,” she explained.

“The other approach is not only helping folks meet basic needs with essential items like socks and tools for school, but providing navigation funding to help people figure out where to turn when in need.”

O’Donoghue cited the United Way Centraide Canada Financial Anxiety Index report, which was published earlier this year.

The report notes 64 per cent of Albertans say talking about their finances causes anxiety.

Nearly half reported they could cover basic expenses for just one month or less if faced with an unexpected setback. And 44 per cent report losing sleep because of financial stress.

“Financial stress is becoming a shared experience across our communities,” said O’Donoghue.

“The challenges facing our communities are real, but so is our collective ability to respond. Every day we see donors, volunteers, businesses, and community organizations stepping up to ensure people can access the support they need. That’s what this campaign is all about.”

The launch also featured the return of the UWCA Leadership Matching Challenge, supported by Canalta Flow Measurement, which will match new leadership gifts of $1,200 or more.

“As a board, we are incredibly proud of the role United Way plays in bringing people together around a shared vision for stronger, healthier, and more connected communities,” said Laura Starchuk, UWCA board chair.

“The theme of this year’s campaign, ‘Together, We Thrive,’ reflects what we know to be true: lasting change happens when communities work together.”

O’Donoghue also reflected on the impacts of the U.S.-Canada trade war and the Alberta referendum on non-profits — much like how they were affected during postal strikes of recent memory.

She admitted it’s too early to tell the full impacts.

“There are pressures, especially when it comes to folks’ finances and donors,” she said.

“At the end of the month, do we see less room to do hobbies, less room to make financial contributions to causes that are important to us? Sure, we are seeing that.”

It was also shared that UWCA’s Tools for School campaign desperately needs backpacks as classes get into full swing. The campaign officially ends Sept. 28, but O’Donoghue said they’ll continue to accept items into October.

So far this year, the program has doled out 800 backpacks, many of which came stocked with other school supplies.

UWCA is hosting its 5 km Kickoff Run/Walk.

Donations to UWCA can be made here.

More about the United Way Centraide Canada Financial Anxiety Index report can be read here.

by Josh Hall

Adaptability crucial as United Way Central Alberta launches 2026 campaign

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