It’s still the same United Way Ottawa that helps make the community a better place, but yesterday, the organization unveiled a new brand that will allow donors and contributors to give in a more focused way.

“We know that donors increasingly want to play a role in achieving meaningful, measurable change through their donations,” said Michael Allen, president and CEO of United Way Ottawa. “Contributors of all kinds, whether partners, volunteers or donors, are looking for the same thing, and are looking for a clear line of sight from investment to results.”

Under a new tagline, Make Change Happen. Be United., United Way Ottawa’s three areas of focus for its community development work — Growing Up Great, Belonging to Community and Turning Lives Around — offer targeted, measurable goals. When the 2010 community campaign kicks off in the fall, this will be the framework upon which the charity’s work will unfold, said Allen.