United Way of Southern Kentucky has rolled out its fundraising campaign, but even more important than the goal of raising $2.1 million is the effort to increase volunteerism and advocacy, according to the agency’s director.

“LIVE UNITED is about the foundation of what United Way does - giving, volunteering and advocating by communicating with others about how they can make a difference,” Executive Director Doug Eberhart said.

Eberhart said United Way, under the direction of local volunteers, has selected seven critical areas - poverty, literacy, substance abuse, senior services, youth development, physical and mental disabilities and personal abuse - in which it will focus funding as well as advocating and volunteering.

“We will start creating opportunities for people to volunteer within those seven services areas,” Eberhart said. “We will not only incorporate our umbrella agencies but any other nonprofit that needs volunteers.”

It already has had one Day of Action involving literacy, according to Mandy Hicks, director of volunteering and brand management.

During a week in June, 11 companies held book drives, collecting more than 700 books. Nearly 50 people read to children in schools, at Community Education events and in nursing homes that week.

Hicks said the organization’s Web site, www.uwsk.org, has been remodeled and provides a section on volunteering so people can become involved. There also is a list of lawmakers and elected offices for people to contact about their areas of concerns.

The next Day of Action will likely be toward the end of October in Thoroughbred Square where merchants there will be offering discounts to evening shoppers and donating a portion of the proceeds to be used for youth development. That money will augment a $50,000 grant United Way has received for a program called “Investing in Success.”

Hicks said she hasn’t established a goal for the number of volunteers she’d like to see become involved this year. Eberhart said there already are more than 1,000 volunteers working through the campaign and allocations process throughout the agency’s service area that includes Warren, Allen, Barren, Butler, Logan, Simpson, Hart, Metcalfe and Monroe counties.

“What we’d like to do is see how it goes this year and develop a baseline, so that next year when we set our fundraising goal for the campaign we can also announce a volunteering goal,” she said.

Many people who might not be able to donate their money toward a United Way umbrella agency, may be able to donate their time.

“We know it’s going to be a difficult year this year with the economic situation being what it is,” Eberhart said. “But we are optimistic in that people often realize that these are the times we need them the most.”

Eberhart said development of the volunteer program was well under way before the economic downturn and is being implemented by many other United Ways in the state.

The fundraising campaign is expected to last through the end of October. Through the Pacesetter companies, more than $440,000 has already been raised, a 17 percent increase over the same time last year.

Those Pacesetters include: BKD LLP, Bowling Green Area Chamber of Commerce, Canteen, CASA of South Central Kentucky, Family Enrichment Center, Girl’s Inc., Kentucky Legal Aid, Halton Company, Shop NBC, Stoody, Warren County Water District, Warren Rural Electric Cooperative Corp., Citizens First Banks in Franklin and Glasgow, U.S. Banks in Glasgow, Bowling Green, Scottsville and Russellville, BB&T in Bowling Green and Russellville and Republic Bank - Bowling Green.

Eberhart said that more than 9,000 people make contributions annually to United Way and by volunteering and advocating even more people can become involved.

“Some people don’t realize what a grassroots organization we are,” he said. “United Way is about people.”

Hicks said she hopes to have an even larger volunteer committee for the upcoming year that will be spearheaded by existing volunteers.