United Way of Central Indiana kicked off its fundraising season Friday with a record goal of $39.2 million.
Reaching that target would mean surpassing the pre-recession fundraising amount of just under $39.1 million in 2007, the organization said.
The goal also represents nearly $1 million more than was raised last year.
Last year, United Way set a much more ambitious goal of $41 million but fell short, bringing in $38.3 million.
The chair of this year's campaign is local artist and philanthropist Marianne Glick, who is encouraging people to "dream big and give gleefully."
Glick is sponsoring an online video contest and United Way's new coupon-rewards program, the Caring Club. People who give at least $150 will be eligible for member discounts at national and local businesses.
United Way was scheduled to kick off its campaign at noon Friday with an Indianapolis Colts pep rally on Monument Circle. The Colts are sponsoring the campaign for a second time.
Anyone who makes a new gift of $150 or increases past giving by that amount will be eligible for a drawing with Super Bowl tickets as the grand prize. Other prizes include Colts tickets, game-worn jerseys and autographed footballs.