UNITED WAY FUND DRIVE TAKES NEW DIRECTION.

Byline: Jennifer Parsons Staff Writer

For the first time in its 30-year history, the United Way of Greater Los Angeles has chosen an Asian-American business leader to head its annual fund-raising campaign.

Dominic Ng, president and chief executive officer of San Marino-based East West Bancorp Inc., was chosen to spearhead the 2000-01 campaign.

The decision by the United Way to name Ng as the fund-raising chairman is a move experts said could help the nonprofit organization tap into the burgeoning economic power of local Asian-American business people.

``Traditionally, United Way has focused on Fortune 500-type of firms (for support), but the area's economy has changed, so you have to look at small to medium businesses and ethnic communities,'' said Jack Kyser, chief economist for the Los Angeles County Economic Development Corporation.

Joe Haggerty, president of United Way of Greater Los Angeles, said Ng can ``open doors'' to people within Southern California's multicultural community who have been untouched thus far by many philanthropic organizations such as United Way.

``He brings an additional benefit of knowing a lot of people that are not involved in United Way, many who are business associates of Asian background,'' Haggerty said. ``Hopefully, he'll draw in a lot of new supporters.''

Ng, who has set a six-month, $65 million fund-raising goal, said he wants to involve all middle-market businesses, not just Asian-American owned.

``Los Angeles has been growing very nicely in terms of the economy for the last four or five years and this is because of the middle market businesses,'' Ng said. ``We want to reach out and get them to participate in United Way.''

One of Ng's targeted industries is technology, he said.

``Technology businesses in the past have not been the traditional givers to United Way,'' he said. ``We've always counted on the big companies and now, we want to go beyond that.''

East West Bancorp, whose 1999 revenues were $162.7 million, is a bank holding company for East West Bank, with 29 branches throughout California.

Ng, 41, has served on United Way's board of directors for the past five years.

Kyser said as chairman, Ng brings ``a very good Rolodex'' to United Way.

``He can make a lot of phone calls,'' he said. ``He has awareness of Asian businesses and traditions which will help because these people keep a low profile.''

Both Kyser and Haggerty agreed that appointing Ng definitely makes a strong affirmation about the direction of United Way of Greater Los Angeles.

``If nothing else, this is a major statement about the way the United Way is changing and recognizing what is going on in the communities,'' Kyser said.