Afira DeVries serves as President & CEO for United Way of Roanoke Valley. Her visionary style and extensive development experience contribute to the strategic direction and credibility of the organization, having generated more than a quarter of a billion dollars in support of social innovation over the course of her career.


Afira joined United Way Central Massachusetts as a Development Officer in 1998 and has since assumed advancing positions with United Ways of Greater Los Angeles, Silicon Valley, United Way Suncoast in Tampa Bay, and her current organization.  Afira serves as an engaged leader within the United Way system and is viewed as an expert resource and mentor to fundraisers across the country. She is a product development trainer for United Way Worldwide, serves on the Executive Resource Development Committee and provides consultative sales trainings for United Ways seeking to evolve to a more relational fundraising model.


Afira is frequently called upon to serve as a presenter and guest speaker on a wide variety of subjects both locally and nationally, within and beyond the United Way system. She has been featured in San Jose Magazine and was recognized as one of Tampa Bay’s Under 40 “Up and Comer’s” award recipients by the Tampa Bay Business Journal in 2011. Additionally, Afira was honored by the Tampa Bay Business Journal as a “Business Woman of the Year” finalist in 2014. She earned her educational credentials at Averett University in Danville, VA, Cornell University, and Harvard Business School.


In addition to her professional responsibilities, Afira serves on the Board of Directors of Local Colors, and the Steering Committee of the Partnership for a Livable Roanoke Valley, and is a founding member of the Roanoke Valley Unites initiative.


Afira and her husband Jason live with their two daughters, Ava Rosa and Amora, and their dogs Vito and Luca in Roanoke, Virginia.