United We Thrive in 2025: A Message from UWBA’s CEO

January always brings a special energy – that mix of reflection and anticipation as we map out our goals for the year ahead. Like many of you, I’m filling my 2025 calendar with both professional ambitions and personal milestones. Between getting on the treadmill again and helping my high school senior navigate their college applications, it’s already shaping up to be a momentous year.

At United Way Bay Area, we’re equally energized by what lies ahead. As we plan for 2025, I’m excited to share just a few of the transformative initiatives and moments we’re looking forward to:

• In 2025 we’ll start to see results from one of our most ambitious initiatives yet: our guaranteed income pilot program providing $1.8 million to 100 households in Alameda County. As we move through 2025, we’ll learn how this unconditional support, combined with optional financial coaching, can transform lives and break the cycle of poverty. Because we know poverty isn’t a personal failing – it’s a policy choice. And we’re choosing to do something different to address it.
• This year, we’re excited about upgrades to the technology behind our 211 network – the round-the-clock lifeline that connects our neighbors to critical resources. In a region where one in four households struggles to make ends meet, having quick, reliable access to support services isn’t just convenient – it’s essential. Our enhanced 211 system will make it easier than ever for Bay Area residents to connect with emergency housing, food assistance, healthcare resources, and other vital services.

These initiatives reflect our fundamental belief: we are stronger united. When one family in our community thrives, we all benefit. When one neighbor finds stability, our whole community grows stronger. That’s why we’re not just offering help – we’re transforming systems and pioneering new approaches to fighting poverty.

But we can’t create this change alone. As your CEO, I’m inviting Bay Area business leaders and corporate partners to join us in this critical work. On January 28, we’re hosting a CEO Town Hall – an opportunity to connect, share our vision for 2025, and explore how we can collaborate to build a more equitable Bay Area. This is your chance to be part of the solution and help shape strategies that will transform our community.

The challenges our region faces are significant, but I’ve never been more optimistic about our ability to meet them head-on. When we unite our resources, creativity, and commitment to equity in our community, we can build the Bay Area we all deserve – one where every family has the opportunity to thrive.

As you set your own goals and resolutions for 2025, whether they be spending more time outside or jumping on the treadmill like me, I hope you’ll also resolve to join this movement. Whether you’re a longtime supporter or just learning about United Way Bay Area, there’s a place for you in this work.

Register for our CEO Town Hall and let’s explore how we can make 2025 a year of transformation for our community.

Keisha Browder CEO, United Way Bay Area