United Way Donations Fall Short of ’91 Goal : Charity: Group’s agencies fear that less money may translate into fewer services, despite booming demand.

Despite record contributions by county government workers and Japanese-owned businesses, pledges to the United Way last year fell short of the organization’s $23-million campaign goal, barely topping $21 million, officials announced Tuesday.

Last year’s total was less than the $21.4 million raised in 1990, marking the first time since 1985 that pledge totals have failed to match those of the previous year.

The disappointing numbers have set off alarms among some United Way agencies, which fear that less money may translate into fewer services despite the booming demand. Some agencies are even suggesting that the United Way hold a second fund-raising drive to give corporate donors another chance.

“I think it would be worthwhile to see if businesses can stretch a little bit and consider a second response time to dig a little deeper,” said Marilyn Ditty, executive director of the San Clemente Seniors Inc., which provides meals, health care and recreational services to South County senior citizens.

The United Way “shortfall is very disappointing and translates into a loss of direct services for people who need it the most,” she added.

Campaign officials attributed the decline to the economy and a gloomy local business climate. They also suggested that things could have been far worse.

“The United Way campaign is typically a reflection of the community it serves, and when times are tough in the economy that translates into a more difficult fund-raising environment,” campaign chairman Roger Embrey said in a prepared statement.

“I think that there is always a desire to raise more dollars, because that means we are better equipped to meet community needs, but under the circumstances, we can be nothing but pleased with the outcome,” he added.

There were some bright spots in last year’s campaign:

* A 30% increase was reported in donations from county government employees, who gave more per capita than government workers in any other California county. Of the county’s 16,341 workers, more than half contributed money, bringing in a total of $808,321.

* Pledges from Japanese businesses increased 75%. They had been the target of an aggressive fund-raising campaign headed by Yoshinori Taura, president of Irvine-based Mazda Motors of America Inc.

While Japanese businesses have been criticized for not adequately supporting local charities, they are also considered to be an untapped philanthropic gold mine, especially at a time of shrinking social spending by government.

Last year, 50 Japanese-owned firms donated about $350,000--not a huge sum, campaign officials conceded, but almost double what was given in 1990.

“The fact is, you have to view involvement of these businesses in a much different way than businesses that have been participating with United Way for 20 or 30 years, and where it is a way of doing business,” United Way spokesman Jeff Rocke said.

“We established a good deal of momentum,” he said, “and with one year behind us, we feel growth will accelerate at a similar pace next year.”

Japanese donations notwithstanding, representatives of many United Way agencies said the sluggish overall giving this year will remain a source of concern.

“The needs continue to grow, the public dollars continue to shrink, and the private sector is expected to pick up the difference,” said Sandy Cusmano, director of development for the Children’s Home Society of California. “In that way, the fund-raising totals are a great disappointment.”

United Way Funds Drop

United Way collections in Orange County dipped a little in 1991, ending a steady upward trend.

‘87: $16.7

‘88: $18.6

‘89: $20.6

‘90: $21.4

‘91: $21.0

NOTE: Amounts are in millions

Source: United Way