The United Way of Greater Rochester is increasing its fundraising goal over last year, to $25.2 million dollars.
2017 campaign chair Ray Isaac, President of Isaac Heating & Air Conditioning, made the announcement Thursday morning at Hose 22, a restaurant in Charlotte that is a former fire house.
A packed house at the restaurant featured stakeholders, campaign coordinators and representatives from funded agencies.
Isaac slid down a fire pole to help kick things off.
"We have to go up because the needs of our community are going up. The challenges out there are going up and for us to go down would be counterproductive to that. We need to match those needs. The last thing we want to do is say no to somebody, or have to cut a program," he said.
Isaac says the campaign theme is also connected to the fire hall -- it's called "Fuel the Fund."
And there's a new way to help small businesses start their own campaigns.
"We have a tool for them now, the campaign in a box, there is everything they will need to start and run a campaign," he said.
United Way President and CEO Fran Weisberg says if everyone works together, they'll reach the goal.
"So it's about businesses big and small, and individuals all coming together, to make a critical difference to raise dollars to ensure solutions in our community," she said.
Both Weisberg and Isaac are optimistic they'll reach the goal because the Rochester area is a very giving community.
United Way agencies support programs for new mothers, after-school activities for students and wellness programs for seniors, among many others.
The campaign runs until June.