A 50-year history of United Way and Toronto-the-giving
The city’s needs and generosity have both grown over the decades
Sep 13, 2007 04:30 AM
The United Way concept dates back to 1887 in Colorado, when local clergy banded together to help the starving during a particularly harsh winter.
The idea of community fundraising spread across North America, and Toronto citizens began raising money for the poor in 1918, shortly after the end of World War I.
In the beginning, Toronto’s United Way was known as the Red Feather campaign, then the Community Chest, the United Community Fund and the United Appeal. Finally, in 1973, it became the United Way of Greater Toronto. Last year the United Way celebrated its 50th anniversary.
Woodgreen Community Centre became one of the city’s first United Way member agencies in 1957.
Here’s a quick trip through those 50 years of living and giving in Toronto:
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1950s: People were enjoying post-war prosperity, as refrigerators replaced ice boxes and televisions started popping up in living rooms. The Soviet launch of Sputnik 1, Toronto’s first subway line, suburbanization and mass European immigration were other hallmarks of the decade.
In 1956, Toronto’s business, labour and community leaders joined forces to create one charitable fund, the United Community Fund.
The fundraising goal that year was $7.2 million; the final tally was $7.7 million.
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1960s: Times were changing. The feminist movement was in full swing and Pierre Trudeau was launching his political career. Canada celebrated its 100th birthday in 1967, the same year that GO trains began serving Toronto commuters.
Now called the United Appeal, the campaign gets a boost from a new committee of 23 volunteers representing 12 ethnic communities, and the support of 41 ethnic radio stations and newspapers.
In 1963, a United Community Fund study provides a five-year plan for social welfare, health and recreation in Toronto – an ambitious initiative unique in North America.
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1970s: Home computers were starting to appear and a pro-environment movement gained strength. Harbourfront was created in 1972 and the Blue Jays played their first game in 1977. The CN Tower opened in 1976. One year later, the United Appeal held its first CN Tower stair climb fundraiser.
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1980s: The decade began with Terry Fox’s cross-country Marathon of Hope and ended with the fall of the Berlin Wall. In between, Canada enacted its new Constitution, the AIDS epidemic began and the SkyDome opened.
United Way board member Dr. Joseph Wong and the city’s Chinese community organized the first-ever United Way Walkathon in 1983.
In 1986, United Way makes it into the Guinness Book of World Records when Sukhbir Dhillon races to the top of the CN Tower in eight minutes, 17 seconds.
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1990s: New tagline: “Without you, there would be no way.” It is the age of the Internet and mobile phones.
In 1997, United Way releases two major sociological reports: Metro Toronto: A community at Risk and Beyond Survival: Homelessness in Metro Toronto.
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2000 AND BEYOND: Disasters: The SARS outbreak, the 2004 tsunami and Hurricane Katrina – all contribute to donor fatigue.
Toronto’s population reaches more than 2.5 million with more than half of its residents born outside Canada.
2001: United Way and Community Information Toronto create a 211 telephone service and website, providing 24-hour access to community and social services information.
Former MPP Frances Lankin is appointed president and CEO of United Way.
2004: United Way releases the Poverty by Postal Code report.
2006: Rick Waugh, president and CEO of Scotiabank, chairs United Way’s 50th anniversary fundraising campaign. The campaign breaks the $100-million barrier. Torontonians donate a record $106.8 million.
