Welcome to AbilityPath
Inspiring InclusionA New Brand to Further Our
Mission and Values
As we start our second century of service to our community, we believe a new name and new tagline will help better convey our mission.
We are excited to now be called “AbilityPath,” and our new tagline is “Inspiring Inclusion.”
Watch the announcement from our CEO, Bryan Neider.
A Path to Inclusion
AbilityPath conveys a path to an inclusive world where people of all abilities are fully accepted, respected, and included in all aspects of society. Every person we serve receives the support they need to achieve their full potential.
“Inspiring Inclusion” is intended to motivate others to experience the power of inclusion, and to inspire them to make our world fuller and more inclusive for all.
Together, our new name and new tagline deliver a clear, powerful, and memorable statement about who we are.
The AbilityPath Brand Promise
- We empower people with special needs to achieve their full potential through innovative, inclusive programs, and community partnerships.
- We provide a lifespan of support services to thousands of children, youth, and adults with developmental disabilities, along with their families.
- We inspire all community organizations and companies to be more inclusive in all of their actions and decisions.
Rebranding FAQ
Why did you change your name now?
As we entered our 100th year, our organization was stronger than ever. With the visibility that comes from this anniversary milestone and a generous grant from Graybird Foundation, we had an incredible window of opportunity to introduce a new name that is more meaningful to our current community and to potential new partners, future donors, community members, and the media. It will allow us to energize our organization, better position us for the future, and reinforce the impact we make in the community. This becomes increasingly important as we seek additional partnerships, employment partners, staff, donors, and funding.
In the past, Gatepath frequently used "Accept. Respect. Include." Where does this fit with the new brand?
“Accept. Respect. Include.” will continue to serve as our guiding principles. These words resonate with our team and community and we feel they reinforce our new name and tagline. To be successful, we must come from a place of inclusion in everything we do. It starts with the mindset of recognizing that we should accept everyone in our society. Equally important, each person deserves to be treated with respect. Lastly, it is everyone’s responsibility to include people of all abilities in every aspect of our lives.
Did the merger with Abilities United impact the name change?
When we were considering a new brand, we wanted one that was more descriptive of our work. The rebrand discussions coincided with the Abilities United merger. It fortuitously provided insight and momentum in choosing a name reflective of our shared mission to help people of all abilities to reach their potential.
What research went into choosing a new name?
From 2017 – 2019, independent outside groups conducted multiple surveys to assess our name recognition, validate our brand promise, and evaluate whether or not our current brand aligned with our mission and stakeholders. We tested the names “Gatepath” and “AbilityPath” with general public audiences. “AbilityPath” was found by those surveyed to be three times more recognizable, relatable, and better aligned with our mission. The results of this feedback indicated we had an opportunity to better position our organization by embarking on a new brand.
How do you plan to boost recognition among our target community?
Part of the rebranding work donated by Graybird Foundation is an awareness campaign that will not only improve our brand recognition but will reinforce the importance of our programs and the abilities of those we serve.
Will you change the name on company vehicles?
Yes! We are currently in the process of updating all our branding – facility signage, vehicles, marketing materials, websites, and more – to AbilityPath, which could take several months.
How will this new name and tagline change your approach to fundraising?
In the past, people had a difficult time remembering our name – sometimes even calling us by other names such as Gateway – and we spent a lot of time explaining the basics of who we are. We believe the name AbilityPath better conveys our mission, which helps our team spend more time focusing on the details of our important work. In addition, research conducted through the rebranding process found the community was more likely to donate to an organization named AbilityPath than Gatepath!
How do I donate to AbilityPath through a donor-advised fund? I don’t see the organization listed as an option with my financial institution.
We are in the process of finalizing the legal name change. Once we have our new certificate of nonprofit status we will be able to update our name with external partners. In the meantime, you can direct donor-advised fund gifts and other donations to Gatepath or Abilities United.
To whom should I make donations? And where should I mail my donation?
We are in the process of finalizing the legal name change. Once we have our new certificate of nonprofit status we will be able to update our name with external partners. In the meantime, you can continue to direct donations to Gatepath, 350 Twin Dolphin Dr., Suite 123, Redwood Shores, CA 94065.
Will your Tax ID change?
Our Tax ID Number 94-1156502 will remain the same.
What help would you like from the general community besides donations which are obviously important?
There are many ways to support our mission and the rebranding process! Here are a few ideas:
- Join our e-newsletter to receive regular updates and learn about how you can support our work
- Participate in advocacy by contacting your legislator
- Follow us on Facebook to stay up to date and increase visibility of our messages
- Encourage businesses to hire those we serve
- Volunteer in our programs
- Be a brand ambassador by sharing AbilityPath and our mission with friends and family to put more visibility, clarity, and excitement into the work that we do
Who is Graybird Foundation?
Graybird Foundation is a small, private agency that donates marketing expertise and services to local nonprofits on the San Francisco Peninsula. Graybird teamed with us over a 2.5-year period to provide strategic council, project management, and delivery of the bold marketing move that resulted in the AbilityPath rebrand and accompanying websites.
If you have additional questions, please email info@abilitypath.org.
Watch our virtual rebranding launch event here.
Actively Including People of All Abilities
- Do we accept that people with developmental differences add value to our workplaces?
- Do we respect that a diverse workforce enriches all our lives?
- To what extent do we include people of all abilities in our hiring, job descriptions, and organizational goals?
AbilityPath Advocacy
On a state level, AbilityPath champions the power and benefits of inclusion by educating the general public and legislators about our vision for those we serve. We advocate to address the state budget shortfalls that drastically impact our ability to serve an ever-growing population of Californians with developmental disabilities.