Local United Way chooses its president

Diana Baker, who served as interim leader, faces challenges after a shortfall forced cuts.

By BRADY DENNIS, Times Staff Writer
© St. Petersburg Times
published April 22, 2003

TAMPA -- The United Way of Tampa Bay on Monday selected longtime employee Diana Baker as president and CEO of the organization.

Baker, a Tampa native, had been serving as the interim president and chief executive officer.

She began her career with the United Way of Hillsborough County in 1979. During the past 24 years, she has served the organization in many roles, including strategic planning, fund distribution, finance and operations. She also served as interim president in 1994.

Baker has a degree in social work from the University of South Florida, officials said. She is married and has two children who attend USF. She also is attending seminary classes, working on a master's in educational ministries.

Baker already faces challenges within the nonprofit, volunteer-driven organization, which serves Hillsborough and Pinellas counties.

This year's United Way campaign fell $3-million short of its $25.5-million goal, and 11 percent below the amount raised last year, which officials blamed on the sagging economy.

The organization last week cut funding to scores of charities in Pinellas and Hillsborough counties by an average of 23 percent.

The cuts for the year starting July 1 were harsher than many agencies expected, and some said it will mean cuts to services and staff reductions.

Expecting shortfalls, the United Way in January eliminated 15 jobs, a fifth of its staff, to reduce its administrative budget by 26 percent. "We believe the community can and will respond to pick up the slack where it is needed," Baker said last week.

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