AUGUSTA -- When it comes to heating their homes, citizens with income levels too high to qualify for public assistance but not high enough to cover expensive oil bills are likely to fall through the cracks this winter, officials say.

With that demographic in mind, fundraisers in the Augusta area Thursday launched a campaign aimed at helping residents in southern Kennebec County survive a tough winter.

The fundraising push, which involves the United Way of Kennebec Valley and Goodwill Industries, is aimed at 19 communities in southern Kennebec County.

"We're going to go out and raise as much as we can -- and it probably won't be enough," Augusta Mayor Roger Katz said at a news conference publicizing the campaign.

In October, hundreds of collection canisters will go out to local businesses and organizations.

"These openings are not only wide enough for coins, but bills," Katz said, showing off the coin slot on a blue canister labeled "Heat Helpers."

Robert Gordon, executive director of the United Way of Kennebec Valley, said the organization will mail fundraising appeals to regular donors in the coming weeks.

While the United Way is accustomed to offering help with heating bills during the winter months, the approaching winter will be different, Gordon said.

"We all know that we're looking at a problem of a different magnitude this year," he said.

While a tight economy has led some donors nationally to rein in charitable contributions, University of Maine at Augusta business professor Steve Lovejoy said he expected the Heat Helpers fundraising would be successful.

"I do think there are people who will want to help out with their friends and neighbors, especially with seniors," he said. "People are so aware of the issue right now."

But, he said, if oil prices continue their recent fall -- the state's energy office announced Maine's average heating oil price dropped more than 40 cents from early to mid-August -- donors' penchant for giving could dry up.

"If we get back down to last year's price, the money goes away," he said.

Kennebec County Sheriff Randall Liberty announced sheriff's deputies would assist residents with splitting wood, help locate residents in need of assistance and distribute produce to local kitchens and shelters. Deputies also will be involved in planning fundraising events for the fall, he said.

Donations the group has received already will cover the fund drive's administrative expenses, Katz said.

Gordon said donors can choose to earmark contributions for a particular community in the region.

"Obviously, the best gift is one that goes to the whole community," Gordon said.

Residents anticipating a difficult time affording home heat this winter will not be concentrated in a small geographical area, Katz said.

"What happens when the oil tank is empty and it's 5 degrees outside?" he said. "It's going to happen in Augusta, it's going to happen in Hallowell and it's going to happen in Litchfield."

Belgrade Town Manager Dennis Keschl said he has fielded multiple "panic calls" this summer from residents worried about being able to afford heat for their homes.

"People say, 'I don't want to wait. Can you help me now?'" Keschl said.