United Way of Metropolitan Atlanta Announces New Name Change

September 10,2012

United Way has announced that its worldwide headquarters, based in Alexandria, Virginia, and local Board of Directors have approved a name change for the organization. Effective immediately, it will be known as United Way of Greater Atlanta.

This name change, which will be incorporated over time in the organization’s messaging and other communication platforms, coincides with its new "Be Greater Atlanta" marketing initiative, which is built on the belief that a Greater Atlanta is more than a connected region on a map. It’s a community of connected lives that can do more to make our home a better place to live, work and play.

The name shift and the "Be Greater Atlanta" campaign were formally announced at United Way’s official Campaign Kickoff last week at Turner Field during a pre-game ceremony at the 755 Club. Kevin Greiner, head of Gas South and United Way’s 2012-2013 Campaign Chair, announced to a crowd of about 500 that the fundraising goal for the year is $80.7 million.

“United Way has seen its share of name changes over the years, but we are particularly excited about this because ‘Greater’ takes on so many meanings for us, collectively and individually, and we wanted to better showcase that,” says United Way of Greater Atlanta President Milton J. Little, Jr.

What is now known as United Way of Greater Atlanta got its start in 1905 as Associated Charities when 27-year-old attorney Joseph Logan organized people to raise money, food and coal for those in need during an Atlanta snowstorm. Altogether, the organization has had seven names: Associated Charities, Atlanta Community Chest, Atlanta Community Fund, Greater Atlanta Community Chest, Metropolitan Atlanta Community Services, United Appeal of Metropolitan Atlanta and United Way of Metropolitan Atlanta.

The "Be Greater Atlanta" campaign doesn’t replace the national “LIVE UNITED” brand, which was launched in 2008. "Be Greater Atlanta," the brainchild of nationally recognized Atlanta advertising firm Fitzgerald + Company, instead will live as a localized brand and a call to action that encourages individuals in Greater Atlanta to do more here at home to improve lives in the areas of education, income, health and homelessness through acts of greatness.

“As we roll out our name change and Be Greater Atlanta in the coming months, we want people to consider what ‘Greater’ means to them and how they can embrace it as a personal conduit for action and compassion,” says Little. “Expect to see great things through this campaign and through this community.”