Channing J. (for Joseph) Martin understands challenges.

He faces plenty in his full-time position as a corporate attorney specializing in environmental law at the Williams Mullen law firm, where he is a partner.

But perhaps his biggest challenge is in his volunteer role — chairman of the board of United Way of Greater Richmond & Petersburg.

Twelve years ago, when he chaired the annual fundraising campaign, United Way had little problem raising more than $21 million.

In the campaign that ended June 30, United Way received donations just shy of $14 million from more than 37,000 givers.

An indication of the challenge ahead is the fact that revenues for the umbrella charity group have dropped 11 percent since 2011.

“We used to be the only game in town,” says the 61-year-old Midlothian resident. “Now there is more competition for charitable dollars.”

He said other organizations are now running workplace campaigns, the fundraising mainstay of United Way.

And he says young people, more attuned to social media, have little allegiance to and less knowledge of the contributions that United Way makes to the community.

Mr. Martin says United Way is aggressively working to improve results in the next fundraising campaign that will begin after Labor Day.

He says the board has set up three task forces, including focusing on creating a Young Leaders Society “to involve more young people in what we do.”

Another task force is working to build United Way’s ability to reach people through technology, he says. The third is doing a top-to-bottom review of the way the giving campaign is conducted.

He remains passionate about the need for United Way to raise money for programs that meet specific objectives. He says the group’s community agenda and its targeted focus of using donations to meet a community need assures donors their gifts are having an impact.

A close-up of this week’s Personality, Channing J. Martin:

Alma mater: Washington and Lee University, bachelor’s degree, 1975; juris doctor, 1979.

Family: Married with three children.

How I find time to serve as a partner in a top law firm and chair United Way’s board: The answer is sleep less and work on weekends. It’s important to give back and help others. That’s something my parents taught me.

Purpose of United Way of Greater Richmond & Petersburg: To mobilize people, multiply investments and maximize opportunities for people to learn more, earn more and lead safe and healthy lives.

When and why I became involved with United Way: I first got involved in the late 1980s through the annual United Way campaign. I wanted to be involved with a group that meets basic human needs, and United Way used a community-wide approach.

When elected and length of term: Chair-elect, 2012-2014; chair, 2014-2016.

Has United Way changed how it meets community needs: We’ve been helping people for over 90 years. That commitment has not changed, but the way we are meeting it has. Last year, we adopted a new Community Impact Agenda with input from volunteers and professionals all across the community. The agenda has three broad community goals in the focus areas of Income, Education and Health.  Our all-volunteer Community Building Committee then developed measurable outcomes to achieve under each goal and specific strategies to achieve each goal. We are now in the process of asking community partners to make application for community grants to implement those strategies and help achieve those goals.

Can you give an example of one of the strategies: In the income area, we know that homelessness is not solved only by providing temporary housing.  People also need tools to get a household-sustaining job and to maintain financial stability.  One of our strategies (the THRIVE Collaborative) is to fund programs that teach people how to budget, save and manage their money so they can afford permanent housing.

Why should someone give to United Way: To help people in need and to bring about system-wide change in how that is done. Donors obtain real value by giving to United Way.  United Way has volunteer action councils that carefully consider which organizations are best able to help people. And we fund specific, defined programs our action councils have determined will meet a community need.

Why United Way is still needed: A strong United Way acts as the mortar binding together the many organizations and entities that seek to help people and solve community problems.

Total contributions from community in 2013-2014: Total contributions and other revenue for our 2013-2014 fiscal year were approximately $13.6 million. Contributions came from more than 37,000 caring individuals and 220 generous companies, plus local governments, schools, and federal government agencies.

Effect of the economy on the campaign: According to a study by United Way Worldwide, we are happy to discover that the downward giving trend since 2009 is slowing down. The economy is improving and that means people are able to give more. We are fortunate to live in a region full of caring and generous people who come together and lend a hand to others every day.

What United Way plans to do to improve results: We’re conducting a review of how we run the campaign, including how to increase the use of technology and social media.  We’re also creating a Young Leaders Society to involve more young people in what we do.  Finally, we’re working hard to increase awareness of United Way’s role.

Why I’m passionate about United Way: We help people, young and old, not just by meeting basic human needs, but with a community-wide system of how those needs are assessed and met.

First volunteer position: President of the Richmond Jaycees, 1984-1985.

Best late-night snack: Ice cream (my biggest weakness).

If I were to choose another career in life, I would: Probably have tried to run my own company.

Next goal: I’ve been involved with leadership of the 10,000-member environmental law section of the American Bar Association for many years. If the stars align, I hope I’ll be chair in the next few years. After that? Perhaps retirement. That would allow me to complete a book I’ve been writing for years, but have never had time to finish.