As United Way celebrates 70th, it remembers past, looks to future

ASHEBORO — The United Way of Randolph County celebrated its 70th anniversary with an annual meeting dubbed “Cheers for Change.”

As part of the celebration, Executive Director Samantha Baker announced the recently adopted Strategic Plan for 2026-2028. 

Also, the audience at the meeting, held at the Historic Luck’s Cannery in Seagrove, heard from former directors Peggy Morrison and Elizabeth Mitchell. In addition, Linda Cranford gave an update on the Uwharrie Society, awards were presented and there was the transition of leadership on the United Way Board of Directors.

Baker said the Strategic Plan’s mission statement is “to mobilize and unite people, partners, and nonprofits to improve lives across our communities in Randolph County.” The vision is “to see Randolph County households making ends meet and our community thriving.”

The plan is bolstered by four pillars: Community leadership, brand strength and awareness, community impact, and strong organizational foundation/diversified revenue.

Baker said the United Way of Randolph County has had “seventy years to learn from” along with strong leaders for support. She said local giving has a local impact. The 2025 campaign surpassed its goal of $600,000 and was spread among 16 local agencies to “reinvest in the community.”

An important focus of United Way relates to the acronym ALICE, which describes families who are Asset Limited, Income Constrained; Employed.

Or, as Baker said, “hard-working families who are doing everything right and still struggling to make ends meet.” 

Studies show that 42 percent of families in North Carolina fall under ALICE while the number in Randolph County jumps to 49 percent.

“I was born into an ALICE family and I was an ALICE family living in Randolph County,” Baker said, adding that United Way of Randolph County has a goal of limiting the impact of ALICE in the community.

“Understanding ALICE helps us see our community clearly,” she said. “It tells us where the gaps are, where support is needed most, and where we can create lasting change.”

Cranford said eight couples launched the inaugural Uwharrie Society Campaign in the fall of 1994 as leadership giving to “offer donors a greater opportunity to impact the strength of our community. The Uwharrie Society has grown exponentially and now brings in about 56 percent of annual Campaign dollars.” Cranford said that since 1994, the Uwharrie Society has raised $11.5 million for United Way.

Former director Morrison said she and her husband Bob moved in the 1990s to Randolph County from Ohio, where she had been involved with United Way. 

“Randolph County was a very different place then,” she said, referring to the bustling furniture and textile industries who made large corporate donations to United Way. When much of that industry declined, she initiated the Uwharrie Society.

“It’s much more than about money,” she said. “It’s about building relationships. United Way is entering new heights in the 21st century.”

Mitchell, who is of Scottish descent, had been involved with United Way before arriving in Asheboro to replace Morrison. She said, “Elizabeth didn’t adopt Randolph County, Randolph County adopted Elizabeth.

“United Way has given me a wonderful life. I could never have done it without the help of the staff. Now Samantha is doing a great job.”

Baker announced awards for the 2025 Campaign. The Trailblazer Award went to the City of Asheboro, the Unity Award was given to The Timken Company, United Brass Works received the Momentum Award and Randolph Health was given the Powerhouse Award.

Finally, Amber Scarlett, director of the Randolph County Tourism Development Authority, passed the gavel representing the chair of the United Way Board of Directors to Billy Farias, mayor pro tem of the Franklinville Town Council.