ATB Financial’s long history of United Way support

One of the long-standing partners with the United Way of Fort McMurray’s annual Community Campaign is ATB Financial. According to Eunice Reichstein, Branch Manager, they had modest beginnings with one person signing up to do monthly contributions back in the late 1990’s.

“It was a slow beginning,” said Reichstein, “but we were committed to making a difference in our community through the United Way. Soon we had five people and we just grew from there.”
They began to hold annual breakfasts to kick-off their workplace campaign.
“I’ll never forget the year we held our breakfast at the Boys and Girls Club,” remembered Eunice. “They did such a great job talking about the benefits of their programs and the importance of the United Way. That year we had 100 percent participation.”

The ATB Financial United Way campaign has become an important part of their corporate culture and how they contribute and connect to the community. Each year, they establish a campaign committee, and different ways of engaging their staff.

“Last year, we had a great barbecue at the Stepping Stones youth home up in Dickinsfield,” she said. “Hearing Austin’s story really touched a lot of people. It makes such a difference to get a feel for the agencies by hearing directly from them or visiting their facilities. Seeing truly is believing.”

ATB Financial clearly sees the value to their business in giving back to the community through the Community Campaign.

“When we’re interviewing people, they specifically ask what we’ve been involved with in the community,” said Eunice. “We hold up our involvement with the United Way as a great example. I’m proud of what we’ve accomplished over the years.”

For more information on how your company can start a workplace campaign, contact the United Way of Fort McMurray at 780-791-0077 and ask for Executive Director Diane Shannon. Or, drop by for a coffee at The Redpoll Centre at #200 – 10010 Franklin Avenue.

Author: Russell Thomas

​Russell is a marketing and communications professional who has spent 20 years in Wood Buffalo working with the OK Radio Group, Keyano College, Arts Council Wood Buffalo, and now with The United Way of Fort McMurray. A regular blogger, Russell's writing can be seen online ( and in multiple publications. His paintings can be seen in homes and businesses throughout the community. Married to Heather and "Papa" to Dylan and Ben, Russell is a passionate spokesperson for United Way.