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Heart of Missouri United Way community campaign chairs Mike and Rockie Alden brief reporters at Columbia's Parkade elementary on September 16, 2021 (Brian Hauswirth photo)

Heart of Missouri United Way in Columbia aims for 5,000 campaign donors

The Heart of Missouri United Way in Columbia has set a campaign goal of $3 million this year. The campaign raised $2.85 million last year.

Former Mizzou athletic director Mike Alden and his wife Rockie are this year’s community campaign chairs.

“The number of $3 million is about an eight to ten percent increase over last year. But given last year was such an anomaly with the COVID, that we think that that’s a doable number,” Alden says.

Alden tells 939 the Eagle that the campaign also aims for 5,000 donors this year, which is up from 4,300. He says every donation makes a difference, whether it’s $5, $50 or $100.

“There are 29 agencies that are United Way agencies in mid-Missouri, and they’re delivering those services every single day. 24-7, 365 days a year, boots on the ground working so hard to be able to help our kids, our families, our neighbors, our communities,” says Alden.

Mr. Alden spoke to the Eagle, at a recent United Way event at Columbia’s Parkade elementary school.

“Supporting Heart of Missouri United Way helps to meet the growing need our friends, coworkers and neighbors are experiencing. We are hoping to raise more than $3 million this year to help lead the fight. Anyone can give to United Way through our website ( or call our office, 573-443-4523,” Heart of Missouri United Way Columbia President Andrew Grabau says.

The campaign continues through December 31. The United Way works to defeat barriers to basic needs, health and education.

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