With only seven days left in its annual fundraising campaign, the United Way of Greater Milwaukee is about $4 million short of its $45 million goal.

As of Wednesday, the local United Way had raised $41.1 million, which was 91 percent of its annual goal.

The organization reports more unexpected losses than anticipated, specifically in the small-to-medium business sector. As a result, the campaign overall is running 1.4 percent behind last year.

United Way is stressing the importance of corporations that can afford to give to donate now.

To help with its final push for donations, United Way of Greater Milwaukee is launching "Give $10. Inspire $100," a grassroots strategy encouraging people to give an additional or new end-of-campaign gift of $10 and to ask 10 friends to do the same.

"We hope people will consider giving another $10 and inspiring 10 friends to do the same. Think about the impact: $10 can inspire $100. That $100 can inspire $1,000. That $1,000 can inspire $10,000 and so on," Stephen  Roell, chairman and chief executive officer, Johnson Controls Inc. and 2009 United Way of Greater Milwaukee Community Campaign co-chair. "The need is urgent and the time to give is now. United Way's ability to fund immediate and basic services, like emergency shelter, food pantries and after-school programs, is dependent on the money our community raises by Dec. 10."

More than 160 programs at over 80 agencies depend on United Way's funding.

"Today's urgency to give translates to community results in 2010," said Elizabeth Brenner, president and publisher, Journal Sentinel Inc. and United Way Community Campaign co-chair. "A recent U.S. Department of Agriculture study1 found that in 2008 nearly 20 percent of American households worried that their food would run out before they had money to buy more. We urge people to keep things in perspective. A $10 gift means you give up one lunch out when $10 could provide a hot meal for a whole family."

"It speaks volumes that the nonprofit sector, despite reduced staffs and pay cuts, is the only workplace-giving division that has met its goal so far," said Sue Dragisic, chief executive officer, United Way of Greater Milwaukee. "Nonprofit employees from United Way's partner agencies and other organizations really stepped up to ensure United Way is able to maintain funding in 2010. People who serve those in need understand the importance of United Way's success – no other organization has as significant an impact on our community."

To donate, go to www.unitedwaymilwaukee.org or call the United Way at (414) 263-8100.