People Plus Launches 24th Annual Music in April Auction to Fund Senior Services

Brunswick's People Plus drove more than 33,000 free miles last year delivering rides to older residents who had no other way to reach medical appointments. The Music in April online auction that helps fund those trips opened April 1 with nearly 400 items and a 24-year fundraising record approaching $1 million.

The catalog, available 24 hours a day through April 30 at the People Plus website, has grown steadily since the organization first leaned into the online format in 2021, when pandemic-era restrictions cancelled the in-person gala and pushed the event fully virtual. That year's 150-plus items drew enough participation to prove the digital model; by 2022, the catalog had grown to more than 300 items and the 20th annual edition raised $54,000 on its own. The nearly 400 items this year reflect how thoroughly local businesses and artists have woven donation into their community calendar. Lead sponsors include MaineHealth Mid Coast Hospital, Bowdoin College, and Bath Savings Institution, with donated goods ranging from gift certificates and private dinners to original artwork.

After 23 years, the cumulative fundraising total stands at more than $915,000. The running tally crossed $500,000 by 2021 and $600,000 after 2022, when that year's auction alone raised $54,000. A strong 24th-year showing could push the lifetime figure close to $1 million.

The stakes are concrete because no government subsidy exists to cushion a shortfall. People Plus receives no federal, state, or county financial support. About 30 percent of its annual budget comes from the Towns of Brunswick and Harpswell, the United Way of Mid Coast Maine, Spectrum Generations, and other grants. The remaining roughly 70 percent is self-generated through membership dues, activity fees, rentals, and fundraising, making Music in April essential to sustaining transportation, meal programs, pharmaceutical and nutrition deliveries, and durable medical equipment lending for a membership that has grown from 1,400-plus in 2021 to more than 1,700 today.

That growth coincides with People Plus marking its 50th year. The organization traces its founding to a May 1976 Brunswick Town Council vote approving purchase of the former St. Charles Church at 6 Noble Street as a senior center; what started as the Brunswick Community Center for Senior Citizens has since logged more than 1 million visits. In February, Senate President Mattie Daughtry, a Brunswick Democrat, and Sen. Denise Tepler of Sagadahoc County presented People Plus with its 50th Golden Anniversary recognition at the Maine State Senate in Augusta. "For 50 years, People Plus has been the heart of community life in Brunswick," Daughtry said, "bringing generations together, supporting older Mainers with dignity and care, and creating opportunities for young people to learn, grow and serve."

The live portion of this year's auction is April 11 at St. John's Community Center, 43 Pleasant Street, Brunswick, from 5 to 9 p.m. Live music, food and beverages, and returning auctioneer John Bottero round out the evening. Tickets typically sell out.