Tuesday, December 23, 2008 — Tonya Nettles, an operator at the 2-1-1 help line call center run by the United Way of Greater St. Louis, takes some notes during a call. The help line, which provides referrals to social service providers, took in more than 80,000 calls in 2008.

The United Way of Greater St. Louis’ annual campaign doesn’t begin for another four months or so. The kickoff usually occurs around Labor Day. But preparations already are underway, with volunteers from across the community — men and women who actually make the campaign happen — coming together to make plans.

This year’s strategy sessions will be steeped in uncertainty. Since the 2008 campaign began, savings and investment portfolios of individual and philanthropic givers — large and small — have been devastated by the stock market and financial industry’s woes. Many portfolios have lost as much as half of their value.

Every sector of the economy, with the exception of health care and education, has experienced steep decline. Thousands of local workers have lost their jobs. Tens of thousands more experience daily worry about job security.

Charitable organizations, including those that depend on the United Way, are worried. It’s only natural to assume that corporate and individual givers will have less to give and should not be pushed. With proper planning, that assumption can be challenged. This year should be the year of non-profit and charity giving in St. Louis.

Anyone can share in the blessings of good times. Now is when a community’s mettle and character is put to the test, when its social fabric and the welfare of its people are at greatest risk.

The Washington Post ran what’s called a “trend piece” this week. Under the headline “When you’re flush, but acting flat broke,” the story examined the spending habits of those who are still affluent and financially secure.

Sure enough, discretionary purchases were found to have been scaled way back during uncertain times.

Even those who have money to spend are holding back.

An economist from the University of Chicago suggested that in good times, “consumers saw investments in their homes or stock portfolios shoot up . . .without much effort.” That made it easier to spend.” But when home value falls and stock holdings tank, he said, “people just curl up into a ball.”

That’s understandable, but it’s not the American way. In times of crisis, people pull together. The challenge is to restore confidence to those whose who have adequate resources and persuade them to do more for those who have it a lot worse.

Gary Dollar, president of the United Way of Greater St. Louis, notes that requests at local food pantries are up 20 percent, with agencies estimating that seven in every 10 new clients have never used a food pantry before.

That’s not all. Mr. Dollar receives anecdotal reports of a growing number of former United Way contributors are seeking basic help.

He says this “is a whole new group . . .of people who in the past have been our donors and who now need help.”

Historically, St. Louis has been one of the nation’s most generous communities during United Way campaigns. This year’s challenge will be to maintain that reputation; reliable givers — corporate and individual — should lead by example and aggressively ask others to step up. Perhaps there could even be a “second collection,” as they have in churches, for basic needs for food, shelter and clothing.

St. Louis is known for our baseball, our beer, our hospitals and our neighborhoods. We can also become America’s “most generous city.”