United Way president and CEO Dr. Dawnté Early and board chair Dr. Richard Pan make phone calls to donors under a new mural that reflects United Way’s refreshed brand. Photo courtesy of Kristin Thebaud Communications

SACRAMENTO, CA (MPG) - United Way California Capital Region has joined United Way Worldwide in announcing a refreshed brand to reflect the organization’s reach and impact in communities as one of the world’s largest and oldest privately funded charities that helps more than 48 million people annually, including more than 12,000 in the greater Sacramento region. The brand refresh comes in time for year-end giving when many donors make their tax-deductible gifts for the year.

“As we embrace this new chapter with our refreshed brand, we are committed to addressing the unique challenges faced by our community,” said Dr. Dawnté Early, president and CEO, United Way California Capital Region. “United Way’s vision not only reflects our deep-rooted history but also our forward-thinking approach to creating lasting change. Together, we can inspire and empower every individual to thrive.”

Underpinning the revitalized brand are four impact areas – youth opportunity, healthy community, financial security and community resiliency. The new brand includes the theme, United is the Way™, which activates the United Way name into a declarative statement of purpose to invite all people and communities to take action and make a bigger impact together. The brand also includes a revitalized visual identity, in which United Way’s circle of hope logo has been unboxed to signify the dynamic nature of the nonprofit, which – through its deep roots in tens of thousands of communities around the world – listens and responds in real time to changing, pressing needs.

“The global brand refresh is a significant milestone in our organization’s 137-year history and represents our commitment to evolve and innovate in order to meet the changing needs of our communities worldwide,” said Angela F. Williams, president and CEO, United Way Worldwide. “It signifies our organization's longstanding journey, while also embodying our transformative approach to remain relevant, sustainable, impactful now and in the future.” 

The refresh was informed by a comprehensive and robust brand discovery process that included both qualitative and quantitative research at the local and global level reflecting the needs of communities. The effort comes at a time when a September 2024 Generosity Commission report reveals a decline in the proportion of Americans who volunteer or contribute to nonprofits. Through this renewed strategy, United Way aims to spur greater engagement and action among the public and reinforce what United Way stands for, how it is different and why audiences should be engaged with its work.

United Way California Capital Region has been a driving force across the region for more than 100 years, listening, responding and taking comprehensive action to meet local needs. From advancing youth opportunities and helping kids excel in school, to strengthening local communities and investing in families’ financial security and health, United Way mobilizes communities to build a future where everyone can reach their full potential and thrive.

Working across Amador, El Dorado, Placer, Sacramento and Yolo counties, the local United Way provides books and literacy tutoring, addresses housing and food security, leads the region’s largest tax preparation initiative, launched Sacramento’s first guaranteed income program, works with foster youth across school districts and leads the Community Schools initiative in West Sacramento. To make a donation, visit www.YourLocalUnitedWay.org.