In 1928, residents in rural communities of the Appalachian Mountains of Virginia were the first to benefit from ZTA's philanthropic efforts. Zetas aided the people of Currin Valley in Smith City, Virginia, where ZTA established a health center. At the close of the Health Center in 1946, ZTA adopted the Cerebral Palsy Division of the National Society for Crippled Children and Adults. Later, ZTA adopted Easter Seals. In 1970, ZTA formed an alliance with the Association for Retarded Citizens (now known as The ARC) as its national philanthropy. Over the years, in addition to its designated national philanthropy, Zeta Tau Alpha has also supported the Red Cross, the Sunshine Kids Foundation and Reading Is Fundamental, Inc. (RIF).

In 1992, ZTA adopted The Susan G. Komen Breast Cancer Foundation as its national philanthropy. Later, the Fraternity broadened its focus to encompass not only the Komen Foundation, but also other educational means dedicated to fighting breast cancer through education, awareness and promoting breast health. Furthermore, each alumnae and collegiate chapter generally volunteers with one or more local philanthropy of its choosing in addition to their support of the Zeta Tau Alpha Foundation and ZTA's national philanthropy.

Today, our National Philanthropy is 
Breast Cancer Education and Awareness.

In February 2004, the ZTA Foundation was pleased to announce that THINK - PINK!® became a registered trademark of ZTA with the United States Patent and Trademark Office. This is now the umbrella for all of our breast cancer education and awareness projects.