United Way of Greater Atlanta looked very different in the 1950s—there was no helping hand logo yet, no email campaigns, and definitely no online volunteer sign-ups. But one thing hasn’t changed: the necessity of corporate partners to drive lasting impact. .
By the mid-20th century, our organization went by the name “Atlanta Community Chest,” a centralized charitable giving model that emerged from wartime efforts in the 1930s. People were encouraged to rally together and give back to their community through “one campaign, many causes,” pooling resources during an annual fundraising campaign to then distribute to many partners doing good around the city.
Loaned executives: Where grassroots volunteerism meets business expertise
Each year during the Community Chest campaign, volunteers were mobilized to rally groups of Atlantans, often in workplaces, telling the story of United Way’s work. The campaign volunteers would collect thousands of paper pledge cards where people would record their promised donations to the campaign.
Sound like a lot of legwork? It took about 800 volunteers to run a successful campaign, especially without the technology for databases and accounting systems that organizations rely on today.
To solve the manpower need, we launched a “loaned executive” program in 1953. Companies loaned up-and-coming business leaders to supplement our own staff for three months during the campaign. The corporate taskforce filled a huge gap, ultimately freeing up United Way staff capacity to focus on our charitable efforts in the community. For the companies, it acted as a leadership training opportunity, and a way to get their brand out in the community as the loaned executives networked with other businesses.
From loaned executive to civic leader
Trust Company, now known as Truist, was one of the first companies to support United Way through this innovative partnership—and remains one of our longest-standing partners to this day.
Just the second year after the loaned executive program started, Brad Currey, a Trust Company teller trainee fresh out of college and military service, was appointed to join. He remembered his first assignment with a mixture of humor and appreciation:
“[My boss] sat us down and glared at us and said, ‘I’m sending you two over to the Community Chest to work as coordinators,’” Brad Currey said in an interview with United Way in 2019. “’I don’t want to hear about anybody getting there late and leaving early, and when you get back from this assignment, I want you to know who everybody is in this town.’”
And he eventually did, explaining how the program didn’t just help pull off a successful annual fundraising campaign, it introduced him to the city he loved and served throughout his life.
>>WATCH: Brad Currey Shares His “Why”
Brad’s time as a loaned executive marked the beginning of a lifelong commitment to philanthropy in Atlanta. Starting with a modest $2-per-month pledge, his contributions grew alongside his career at Trust Company. He remained a dedicated supporter and even ensured his impact continued beyond his life, by including United Way of Greater Atlanta in his will as a legacy donor.
“Everybody needs to support the social service agencies that are focused—then and now—on children and young people. There’s nothing more important than giving kids a decent start in life.”
Truist’s legacy: “It’s not just that they gave to us—they’ve led us.”
Partnerships between United Way of Greater Atlanta and companies like Trust Company willing to donate not just money, but their employees’ time and expertise, have made our impact possible throughout our 120-year history.
“It’s not just that they gave to us—they’ve led us as United Way of Greater Atlanta. Look how many board chairs and campaign chairs have come from Trust Company. Their consistency over time is what sets them apart,” said Betsy Brown, Vice President of Corporate Relations and Operations. There have been 3 campaign chairs and 4 board chairs from Truist throughout our history.
Today, Truist Financial Corporation is one of our strongest philanthropic partners as well, supporting many of our programs, including Building Resilient Entrepreneurs.
“Truist has valued our relationship with United Way of Greater Atlanta for over 70 years,” said Bill Rogers, Chairman & CEO of Truist. “Our purpose at Truist is to ‘inspire and build better lives and communities.’ It’s our ‘why’—our reason for being. And partnering with United Way of Greater Atlanta is one way we fulfill our purpose.”
>>READ MORE: Small Businesses, Big Community Impact
Though our work and name have evolved since the 1950s, our mission remains the same to unite partners across sectors and invest in lasting change. Today, we build on the foundation laid by corporate partners, going beyond the Community Chest model to strategically invest Greater Atlanta’s most pressing needs.
“My hopes and dreams for Atlanta over the next 120 years is to continue building on the momentum we see today, addressing social issues such as elevating education and health, promoting financial inclusion, and focusing on community development and revitalization to ensure we are truly inspiring and building better lives and communities for all,” said Bill Rogers.
Thanks to our corporate community,we’re working towards a brighter, more equitable future where, just like Brad Currey and Bill Rogers hope, we can say that all the children are well. You can join us by donating today.
To learn more about how corporate partnerships can expand your impact in Atlanta, click here.