The YMCA StoryPresented by

Sandy MoranderPresident and CEO

BRINGING OURCAUSE TO LIFE

FOR YOUTH DEVELOPMENTFOR HEALTHY LIVINGFOR SOCIAL RESPONSIBILITY

HOW WE GOT HERE

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FOR A LONG TIME WE’VE ASKED OURSELVES THE SAME QUESTIONS

We do important, life changing work every day.Why don’t we get the recognition we deserve?

Why doesn’t our membership, giving and volunteerism reflect the benefits we bring to the communities we serve?

Why do other nonprofits receive so much mediaattention while we often are overlooked?

| BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA

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SO, WE TOOK A HARD LOOK AT HOW WE PRESENT OURSELVES TO THE WORLD

We conducted research with key influencers and the general public to see if they really understand who we are, what we do and why we do it.

The findings shed light on why our organization is not reachingits full potential, and why we need to act to change that NOW.

| BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA

Strategic materials

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WE REVIEWED WE LISTENED

Qualitative research

Competitive audits

Media audit

& communications audit

Quantitative research

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HOW WE ARE PERCEIVED

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THERE’S UNDERSTANDABLE CONFUSION

WE ARE INCONSISTENT

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WE DON’T TELL OUR STORYIN A COMPELLING WAY

Talks about improving lives but doesn’t explain how

Leads with statistics rather than human stories

Focuses on the Y’s size, programs and initiatives rather than how they allow us to better meet audiences’ needs

Doesn’t have a call to action

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People know our name … but they don’t support us because they don’t understand we are about more than just the programs we offer.

People LOVE us … but because they don’t see us as a cause-driven organization, they don’t realize we rely heavily on their donations of time and money.

… AS A RESULT

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Successful nonprofits effectively turn public goodwill (which we have) into abundant, active support from the public (which we lack).

In fact:

• We are not reaching our potential when it comes to donations of time and money

• Our peers consistently perform better than we do –and receive more attention for it

OUR CURRENT POSITIONING HAS CONSEQUENCES

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If people do not understand what we do and why we do it, we cannot expect them to donate their time and money to support us.

We have a responsibilityto those who depend upon us to clarify who we are and what we stand for so that more people can benefit from what we have to offer.

THE BOTTOM LINE

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WE HAVE AN OPPORTUNITY …

to present ourselves in a clear, credible and compelling way that speaks to our unique capabilities using terms that people understand and value.

THE IMPORTANCE OF BRAND

Our brand should be a discipline for the way we think, act and communicate.

It involves every aspect of our organization.

People form opinions of a brand based on their interactions with it. If we do a good job of managing our brand, we can shape perceptions so that people respond accordingly.

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WHAT IS BRAND?

A brand is composed of many elements, among them: Our promise, our values and our voice.

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ELEMENTS OF A BRAND

VOICEOur Communications

VALUESOur Behavior

PROMISEOur Cause

People are already aware of us, so we don’t need a new brand.

What we need to do is:

Clarify the confusion

Simplify the complicated

Build upon and strengthen what’s already familiar

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HOW DO WE STRENGTHEN OUR BRAND?

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DEFINING OUR CAUSE

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OUR PROMISE

STRENGTHENING THE FOUNDATIONS OF COMMUNITY

The Y is a powerful association of men, women, and children of all ages and from all walks of life joined together by a shared passion: to strengthen the foundations of community.

With a commitment to nurturing the potential of kids, promoting healthy living, and fostering a sense of social responsibility, the Y ensures that every individual has access to the essentials needed to learn, grow, and thrive. Anchored in more than 10,000 neighborhoods around the country, the Y has the long-standing relationships and physical presence not just to promise, but to deliver, lasting personal and social change.

Though the world may be unpredictable, one thing remains certain – the Y is, and always will be, dedicated to building healthy, confident, connected and secure children, adults, families, and communities.

PROMISE

PROOF

PAYOFF

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OUR VOICE

NURTURINGTo care for, support, and help develop through encouragement

GENUINETo be honest and open in relationships with others

HOPEFULTo take an optimistic or positive view of future outcomes

DETERMINEDTo devote full strength and concentrated attention to the cause

WELCOMINGTo accept neighbors eagerly, warmly, hospitably, and as equal participants

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OUR VALUES

CARINGShow a sincere concern for others

HONESTYTruthful in what you say and do

RESPECTFollow the golden rule

RESPONSIBILITYBe accountable for your promises and actions

FaithPutting our Christian principal's into action

STRUCTURINGFOR SUCCESS

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WE’RE SIMPLIFYING OUR COMPLEXITY…

INITIATIVES

World Youth & Teen Development

Sports & Recreation

Community Development & Resources

Health & Fitness

Arts & Humanity

Camping & Outdoor Enrichment

Family Strengthening

Childcare Programs

Aquatics & Scuba

Adult Development

Internal Departments / Initiatives

Other

PROGRAMS

EVENTS

CATEGORIES

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… BY GROUPING ALL THAT WE DO INTO THREE AREAS OF FOCUS

FOR YOUTH DEVELOPMENTNurturing the potential of everychild and teen.

FOR HEALTHY LIVINGImproving the nation’s health and well-being.

FOR SOCIAL RESPONSIBILITYGiving back and providing support to our neighbors

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THIS IS HOW IT ALL COMES TOGETHER

CELEBRATING OUR TRUE COLORS

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WE ARE AN APPROACHABLE, VIBRANT AND DIVERSE ORGANIZATION…

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…AND OUR NAME SHOULD REFLECTTHAT TOO

We’ve decided to adopt our nickname – the Y – for our collective organization because it suggests a closer, friendlier relationship with people.

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HERE ARE ELEMENTS OF OUR VISUAL SYSTEM

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A CALL TO ACTION

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OUR TRANSITION TIMELINE

| BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA

The San Antonio Y Story

Categories 2003 2011

YMCA locations 4 12

Early Childhood Ed Centers 2 5

# of Members 3,000 48,000

Membership Revenue $1,381,928 $7,856,829

# of Staff 300 1330

Annual Y partners $480,000 $1,445,750

* Note: This assumes 100% familiarity with the new brand promise and excludes any new units coming from non-donors.

9 years of Rapid Growth

• Youth & Families

Nurture the potential of every child and adult to strengthen the family and engage them for life.

• Health & Well-being

The Y will offer a path for all to live balanced, healthy lives in Spirit, Mind, and Body.

• Member Engagement

Create and sustain a member centric culture.

• Expanding the Y’s Reach

Establish a Y presence in all communities.

• Staff Development

Become the employer of choice in the San Antonio area by 2015.

• Enhancing Mission Awareness

Reinforce the Y’s image as a cause-driven, mission-based organization.

New Strategic PlanVision 2015-

Areas of Focus for us:

Youth Development- Early Childhood Education, Youth obesity prevention and intervention, sports and aquatic safety

Healthy Living- serving health seekers, partnering with the medical community on continuity of care and providing our own line of Diabetes prevention and intervention services, Livestrong and wounded warrior programs

Social Responsibility- Community wellness with our signature event of Siclovia,SA202, community partnerships and facilitation of brining more folks together to leverage our collective energy

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QUESTIONS

THANK YOU!

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