ASHLAND — Despite northeastern Kentucky having one of the “weakest economies in the state,” Dr. Larry Ferguson, chairman of the 2012 fund-raising campaign of the United Way of Northeast Kentucky, said he was confident the drive’s ambitious $750,000 goal was “attainable” and would be reached.

Ferguson, dean of community workforce and economic development for Ashland Community and Technical College, spoke Tuesday to those gathered for the first of three “Seeing is Believing” tours designed to launch the annual United Way campaign in Boyd, Greenup, Carter, Lawrence and Elliott counties. The fund will raise funds to benefit 65 non-profit agencies in the five counties.

The goal is identical to the one established for the 2011 campaign, which was surpassed by more than $30,000. The goal for the 2010 campaign was $775,000, and while it was eventually achieved, it did not occur until after the campaign had ended.

Because of the difficulty in reaching the 2010 goal and an area economy that still has not fully recovered from what has been dubbed the “Great Recession,” last year’s goal was lowered by $25,000, and despite being easily surpassed, the United Way opted not to increase it for 2012.

The “Seeing is Believing” tours are designed to give individuals who are leaders of the United Way campaigns where they work a closer look at a few of the agencies funded by the United Way. The local United Way used to launch its annual campaign with a luncheon featuring a well-known speaker. But Steve Towler, the retired school administrator who is beginning his 13th year as executive director of the United Way of Northeast Kentucky, said the United Way board decided three years ago that giving people a closer look at how their donations were being used was a better way of inspiring them to work harder on  the fund-raising campaign.

“We believe that if we can show people some of the many good things being done with their money, they will use that information to encourage others to give,” Towler said.

And it is working. Candy Goldie, now a VISTA worker for the Shelter of Hope, said she became an advocate because of what she learned at an earlier tour.

“I had no idea these things existed in this community,” said Goldie. “Once I learned about them, I wanted to get more involved.”

Goldie is one of those featured on a five-minute video produced to show to employees at workplaces throughout the region. Also on the DVD are Vicki James, executive director of the Red Cross, talking about that agency’s response to March’s tornadoes in Lawrence County, and April Perry, president of Kentucky Farmers Bank, talking about the United Way’s new BankOn program.

The United Way does not want to be just a fund-raising organization, Towler said.

   “Fund-raising will always be a vital part of the United Way. It’s the main reason we exist,” Towler said. “But we also encourage individuals to become volunteers and to be advocates.”

Mary Crowley is the director of a new online program offered by the United Way that is designed to encourage volunteering. Crowley said 44 agencies have registered with the United Way, and together they post an average of 45 volunteer opportunities each week, she said. A new program designed specifically for United Way volunteer centers throughout the country, will soon be installed, and when it is,  the local United Way’s volunteer site — which can be accessed at uwnek.org — will be much more “user friendly,” she said.

The “Seeing is Believing” tour began at The Neighborhood, the former Johnson’s Dairy building that now is the home of five United Way agencies: The Dressing Room, CAReS, the Ashland Community Kitchen, River Cities Harvest and Clean Start. After touring those agencies, the group continued on to the Ashland Area YMCA and the Shelter of Hope.

After the tour, the group had lunch at the Community Kitchen, where information about Safe Harbor, another United Way agency, was distributed.

Hoping to set a good example, Ferguson said he already has launched the United Way campaign at ACTC and raised more than $12,000. King’s Daughters Medical Center also has already picked up 5,000 pledge cards to be distributed to its employees.

The local United Way has always depended heavily on contributions from large employers like King’s Daughters Medical Center, Our Lady of Bellefonte Hospital, Marathon’s Catlettsburg Refinery, AK Steel and a few others to reach its goal, but many smaller employers and even individuals and retirees contribute to the United Way, Towler said.

“While we prefer to use payroll deduction, you can write a check, use a credit card or even send cash if you prefer,” said Towler. “Every contribution is appreciated.”

Other “Seeing is Believing” tours ae scheduled for Thursday and for Sept. 21. Others will be added if there is a demand, Towler said. The campaign is designed to last through December, but usually goes on a bit longer.

JOHN CANNON can be reached a jcannon@dailyindependent.com or a (606) 326-2649.