The United Way of Davis County has set a goal of raising $716,737 in its 1990 campaign, a 5 percent increase over last year's total. The United Way campaign started with a kickoff luncheon at the Hill Air Force Base Officers Club.

The campaign is being headed by Herb Grounds, manager of Rockwell International Corp., Clearfield.Eight companies already have completed their campaign, Pacesetter chairman Randy Stevenson announced. They are: All-American Gourmet, $28,023; JC Penney Telemarketing, $20,993; General Dynamics, $14,166; Key Bank, $8,049; The Bon, $3,198; Utah Bank & Trust Co., $3,169; First Security Bank's nine Davis County branches, $2,148; and Bountiful Valley Bank, $572.

The campaign is being run by 26 volunteer executives, assisted by another 35 volunteers loaned by companies to oversee the major divisions.

Executive Director Larry Burdett said the volunteers allow the United Way campaign to keep its overhead low, with more of the donated funds going to community projects.

The Davis campaign's operating expenses total 13 percent, which Burdett said is below the national average for campaigns of its size.