T-R PHOTO BY ROBERT MAHARRY — Kendra Sorensen, the executive director of the Marshalltown Area United Way, stands outside of her new office inside of the Marshalltown Arts and Civic Center (MACC).

By her own admission, Marshalltown Area United Way Executive Director Kendra Sorensen runs on coffee and passion. The caffeine fuels her drive to help others succeed.

Perhaps she coached your child in sports, has sat next to you at a Rotary or Assistance League of Marshalltown meeting, or you’ve tuned into her Thursday morning radio program alongside Kyle Martin. Maybe she’s the friend you turn to in an emergency.

Since taking the reins as head of the MAUW in January 2021, Sorensen continues to exceed the organization’s yearly financial campaign through a combination of expanded events and connecting with small business owners who may not be able to pledge thousands of dollars, but are willing to become a Leadership Circle member for a minimum $250 donation.

The 2022-23 campaign goal was to raise $800,000 for distribution among the 28 agencies and 32 programs the organization partners with, with that figure exceeded by $89,000. Pledges are accepted until the first week of January each year.

“It was exciting to have enough funds to be able to provide some of the partner agencies with even more funding than what they even asked for,” she said.

Special consideration by the board was given to those agencies that work to provide people with housing and mental health services, as well as tackle food insecurity — issues identified during the MAUW’s 2021 Community Priorities Survey.

“We were blown away by the participation. We ended up with 352 responses and we were going to be stoked with 150. We sent out the data to several of our corporate accounts, the schools, the college and businesses,” she said. “What worked well was making it short and anonymous.”

Being a visible personality in Marshalltown helps Sorensen stay connected with established (and potential) donors.

“I see our donors around town and I’m in different service clubs, so I’m able to engage with them,” she said. “If you get to know me really well you can tell that I am not shy.”

Sorensen said fundraising is a year-long endeavor.

“I’m constantly out doing presentations. I’m connecting with individuals. I’m also overseeing our financials,” she said. “I’ve got to watch everything. I’ve got to make sure that we can capitalize on the funds that we have coming in — and so that means investing. I’m looking at making sure investments are doing well and we can be sustainable. Smaller agencies depend on our contribution year after year and I never want an agency to experience a dip where they have to try to figure out where else they can find supplemental (funds).”

She credits her board and small staff with helping the MAUW thrive, which includes Shannon Johnson, who serves as events and marketing coordinator, and an office manager.

“Board members submit reports to me about their recommendations or concerns after reviewing reports,” she said. “Then in January we have allocations. We have panel one and panel two that meet for two nights and hear from agencies (that make presentations about their funding needs). Then the following Monday board meeting everything is finalized.”

Donations to United Way come from corporate sponsors, as a payroll deduction and from those who wish to remain anonymous.

No two United Way agencies operate the same way. Marshalltown’s runs on a one-year grant cycle.

“What I really love about that is being able to identify the needs at that time,” she said.

Those imminent needs have included emergency housing situations brought on by the 2018 tornado and 2020 derecho and mental health supports throughout the COVID-19 pandemic, plus the rising cost of living.

“Some of the bigger cities are on a three-year grant cycle, which I can understand because they have so many more agencies and programs, but I just love that intimacy and being able to be intentional when we’re looking at how the funding looks for these partner agencies and supporting their programs,” she added.

Another aspect that makes MAUW stand out from other similar agencies is donors’ ability to select where they’d like their dollars to go. Sorensen said she works to promote the message that a little goes a long way and that every donor’s generosity contributes to the bigger picture.

“I think a misconception a lot of people have is they think one or two dollars isn’t going to make a difference. Yeah, it does. It all adds up,” she said. “It’s not a handout. All of our services and programs are case managed so that an individual or family needs to show progress in order to continue receiving those services. It’s really breaking down those barriers and understanding where people need help so we can put them on a path for success, be self-sufficient and sustainable, long-term.”

Sorensen, who has lived and worked in Marshalltown for 25 years, said one group MAUW helps fund — CAPS (formerly known as Child Abuse Prevention Services) — came to her aid as a young stay-at-home mother new to town. She joined a program that allowed her youngsters the chance to interact with other youth (while she could enjoy adult conversation with the parents).

“And oh my goodness, what an amazing program that was put on for free,” she said. “I still run into some of those ladies, 20 years later.”

She added that those early positive experiences in Marshalltown helped make her feel embedded in the fabric of the community. Julie Hitchins, who serves as executive director of the Community Foundation of Marshall County, has her office located near Sorensen’s in the Marshalltown Arts and Civic Center (MACC).

“Daily I get to witness the passion she has for her position at the Marshalltown Area United Way,” Hitchins said. “She truly understands the positive impact of the work done by local nonprofit organizations. Every day she works tirelessly to make this world a better place. We are extremely fortunate to have Kendra leading the MAUW.”

Sorensen said the agency is already mapping out its 2023-24 giving campaign, which will surpass the $800,000 mark. Kyle Martin and Carrie Barr will serve as co-chairs.

“I’m that person you can call at three in the morning and I will help you…I love building other people up. This job meets my passion,” Sorensen said.