Yellowknife (Oct 01/04) - Volunteer David Gilbert compares the structure of the United Way to a diamond, so appropriate in the "Diamond Capital of North America."

It begins at the top, with a small group of volunteers.

The structure spreads to encompass businesses, industry, government and "all the people who give their hard-earned money."

The structure then flips as money is funnelled down to charities and the many people they help.

The United Way, with 126 branches across Canada, is only in its third year in Yellowknife, but already it can claim success.

Last year the organization raised $75,000, and $63,000 in 2002.

This year's target is a closely-guarded secret, and won't be announced until the campaign kickoff on Oct. 15.

The goal will be known when the familiar red and white thermometers are placed around town, tracking donations.

The campaign will extend over six weeks, longer than in previous years.

"We need that much time to get the word out and get the momentum going," explained board director Roslyn Smith.

"I think it's a growing thing," added campaign cabinet co-chair Norma Dean. "As people and workplaces find out about this, we'll grow."

"The first year was friend-raising more than fundraising," joked Dean.

The United Way raises money via direct donations, payroll deductions or fundraising events.

Most fundraising happens in the workplace, explained Dean. NorthwesTel, for instance, holds a pumpkin carving event where the entry fee goes to the United Way.

The United Way is an umbrella organization that raises money and then distributes it to registered charities.

Donors specify upon donation where they would like their money to go, choosing from any Canadian charity.

Past projects supported by the United Way fund include the NWT Literacy Council's family literacy programs, the Salvation Army and Yellowknife Food Bank's collaboration, the Yellowknife Family Centre and the NWT Foster Parent Coalition's Camp Connections Program.