FOR YOUTH DEVELOPMENT                 FOR HEALTHY LIVING                 FOR SOCIAL RESPONSIBILITYBRINGING OURCAUSE TO LIF...
HOW WEGOT HERE2
FOR A LONG TIME WE’VE ASKEDOURSELVES THE SAME QUESTIONSWe do important, life changing work every day.Why don’t we get the ...
SO, WE TOOK A HARD LOOK AT HOWWE PRESENT OURSELVES TO THE WORLDWe conducted research with key influencers and thegeneral p...
WE REVIEWED                                          WE LISTENED Strategic materials                                   Qua...
HOW WE AREPERCEIVED6
THERE’S UNDERSTANDABLE CONFUSION7
WE ARE INCONSISTENT
WE DON’T TELL OUR STORYIN A COMPELLING WAYTalks about improving livesbut doesn’t explain howLeads with statistics ratherth...
… AS A RESULTPeople know our name … but theydon’t support us because they don’tunderstand we are about more thanjust the p...
OUR CURRENT POSITIONINGHAS CONSEQUENCES Successful nonprofits effectively turn public goodwill (which we have) into abunda...
THE BOTTOM LINEIf people do not understandwhat we do and why we do it,we cannot expect them todonate their time and moneyt...
WE HAVE AN OPPORTUNITY …to present ourselves in a clear, credible andcompelling way that speaks to our uniquecapabilities ...
THEIMPORTANCEOF BRAND
WHAT IS BRAND?Our brand should be a discipline for the way we think, act andcommunicate.It involves every aspect of our or...
ELEMENTS OF A BRANDA brand is composed of many elements, among them: Our promise,our values and our voice.   PROMISE      ...
HOW DO WE STRENGTHEN OUR BRAND?People are already aware of us, so we don’t need a new brand.What we need to do is:Clarify ...
DEFININGOUR CAUSE18
OUR PROMISE          STRENGTHENING THE FOUNDATIONS OF COMMUNITY          The Y is a powerful association of men, women, an...
OUR VOICENURTURINGTo care for, support, and help develop through encouragementGENUINETo be honest and open in relationship...
OUR VALUESCARINGShow a sincere concern for othersHONESTYTruthful in what you say and doRESPECTFollow the golden ruleRESPON...
STRUCTURINGFOR SUCCESS
WE’RE SIMPLIFYING OUR COMPLEXITY…CATEGORIES              World   Youth & Teen   Sports &     Community     Health &   Arts...
… BY GROUPING ALL THAT WE DO INTOTHREE AREAS OF FOCUSFOR YOUTH DEVELOPMENTNurturing the potential of everychild and teen.F...
THIS IS HOW IT ALL COMES TOGETHER25
CELEBRATINGOUR TRUECOLORS26
WE ARE AN APPROACHABLE, VIBRANTAND DIVERSE ORGANIZATION…27
…AND OUR NAME SHOULD REFLECTTHAT TOOWe’ve decided to adopt our nickname – the Y – for our collectiveorganization because i...
HERE ARE ELEMENTS OF OUR VISUAL SYSTEM29
30
A CALLTO ACTION31
OUR TRANSITION TIMELINE32 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
The San Antonio YStory
9 years of Rapid GrowthCategories                                            2003                             2011YMCA loc...
New Strategic PlanVision 2015-• Youth & Families    Nurture the potential of every child and adult to strengthen the famil...
Areas of Focus for us:Youth Development- Early Childhood Education, Youth obesity  prevention and intervention, sports and...
QUESTIONS37
THANK YOU!38
Upcoming SlideShare
Loading in...5
×

YMCA Bringing a Cause to Life - AMA San Antonio

641

Published on

Rebranding a Household Name: A Look at the New YMCA

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
641
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
18
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

YMCA Bringing a Cause to Life - AMA San Antonio

  1. 1. FOR YOUTH DEVELOPMENT FOR HEALTHY LIVING FOR SOCIAL RESPONSIBILITYBRINGING OURCAUSE TO LIFEThe YMCA StoryPresented bySandy MoranderPresident andCEO
  2. 2. HOW WEGOT HERE2
  3. 3. FOR A LONG TIME WE’VE ASKEDOURSELVES THE SAME QUESTIONSWe do important, life changing work every day.Why don’t we get the recognition we deserve?Why doesn’t our membership, giving and volunteerismreflect the benefits we bring to the communities we serve?Why do other nonprofits receive so much mediaattention while we often are overlooked?3 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  4. 4. SO, WE TOOK A HARD LOOK AT HOWWE PRESENT OURSELVES TO THE WORLDWe conducted research with key influencers and thegeneral 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.4 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  5. 5. WE REVIEWED WE LISTENED Strategic materials Qualitative research & communications audit Competitive audits Quantitative research Media audit 5| BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  6. 6. HOW WE AREPERCEIVED6
  7. 7. THERE’S UNDERSTANDABLE CONFUSION7
  8. 8. WE ARE INCONSISTENT
  9. 9. WE DON’T TELL OUR STORYIN A COMPELLING WAYTalks about improving livesbut doesn’t explain howLeads with statistics ratherthan human storiesFocuses on the Y’s size,programs and initiativesrather than how theyallow us to better meetaudiences’ needsDoesn’t have a call to action9 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  10. 10. … AS A RESULTPeople know our name … but theydon’t support us because they don’tunderstand we are about more thanjust the programs we offer.People LOVE us … but because theydon’t see us as a cause-drivenorganization, they don’t realize we relyheavily on their donations of time andmoney.10 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  11. 11. OUR CURRENT POSITIONINGHAS CONSEQUENCES 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 it11 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  12. 12. THE BOTTOM LINEIf people do not understandwhat we do and why we do it,we cannot expect them todonate their time and moneyto support us.We have a responsibilityto those who depend uponus to clarify who we areand what we stand for so thatmore people can benefit fromwhat we have to offer.12 | ACTIVATING A CAUSE-DRIVEN MOVEMENT | ©2010 YMCA of the USA
  13. 13. WE HAVE AN OPPORTUNITY …to present ourselves in a clear, credible andcompelling way that speaks to our uniquecapabilities using terms that people understandand value.13 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  14. 14. THEIMPORTANCEOF BRAND
  15. 15. WHAT IS BRAND?Our brand should be a discipline for the way we think, act andcommunicate.It involves every aspect of our organization.People form opinions of a brand based on their interactions with it. Ifwe do a good job of managing our brand, we can shape perceptionsso that people respond accordingly.15 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  16. 16. ELEMENTS OF A BRANDA brand is composed of many elements, among them: Our promise,our values and our voice. PROMISE VALUES VOICE Our Our Our Cause Behavior Communications16 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  17. 17. HOW DO WE STRENGTHEN OUR BRAND?People are already aware of us, so we don’t need a new brand.What we need to do is:Clarify the confusionSimplify the complicatedBuild upon and strengthenwhat’s already familiar17 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  18. 18. DEFININGOUR CAUSE18
  19. 19. OUR PROMISE STRENGTHENING THE FOUNDATIONS OF COMMUNITY The Y is a powerful association of men, women, and children ofPROMISE 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 PROOF 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. PAYOFF Though the world may be unpredictable, one thing remains certain – the Y is, and always will be, dedicated to building healthy, confident, connected 19 and secure children, adults, families, and communities.
  20. 20. OUR VOICENURTURINGTo care for, support, and help develop through encouragementGENUINETo be honest and open in relationships with othersHOPEFULTo take an optimistic or positive view of future outcomesDETERMINEDTo devote full strength and concentrated attention to the causeWELCOMINGTo accept neighbors eagerly, warmly, hospitably, and as equal participants20
  21. 21. OUR VALUESCARINGShow a sincere concern for othersHONESTYTruthful in what you say and doRESPECTFollow the golden ruleRESPONSIBILITYBe accountable for your promises and actionsFaithPutting our Christian principals into action21
  22. 22. STRUCTURINGFOR SUCCESS
  23. 23. WE’RE SIMPLIFYING OUR COMPLEXITY…CATEGORIES World Youth & Teen Sports & Community Health & Arts & Camping Family Childcare Aquatics Adult Internal Other Development Recreation Development Fitness Humanity & Outdoor Strengthening Programs & Scuba Development Departments & Resources Enrichment / InitiativesPROGRAMSINITIATIVESEVENTS 23
  24. 24. … BY GROUPING ALL THAT WE DO INTOTHREE AREAS OF FOCUSFOR YOUTH DEVELOPMENTNurturing the potential of everychild and teen.FOR HEALTHY LIVINGImproving the nation’s healthand well-being.FOR SOCIAL RESPONSIBILITYGiving back and providingsupport to our neighbors24
  25. 25. THIS IS HOW IT ALL COMES TOGETHER25
  26. 26. CELEBRATINGOUR TRUECOLORS26
  27. 27. WE ARE AN APPROACHABLE, VIBRANTAND DIVERSE ORGANIZATION…27
  28. 28. …AND OUR NAME SHOULD REFLECTTHAT TOOWe’ve decided to adopt our nickname – the Y – for our collectiveorganization because it suggests a closer, friendlier relationship withpeople.28 | ACTIVATING A CAUSE-DRIVEN MOVEMENT | ©2010 YMCA of the USA
  29. 29. HERE ARE ELEMENTS OF OUR VISUAL SYSTEM29
  30. 30. 30
  31. 31. A CALLTO ACTION31
  32. 32. OUR TRANSITION TIMELINE32 | BRINGING OUR CAUSE TO LIFE | ©2010 YMCA of the USA
  33. 33. The San Antonio YStory
  34. 34. 9 years of Rapid GrowthCategories 2003 2011YMCA locations 4 12Early Childhood Ed Centers 2 5# of Members 3,000 48,000Membership Revenue $1,381,928 $7,856,829# of Staff 300 1330Annual Y partners $480,000 $1,445,750* Note: This assumes 100% familiarity with the new brand promise and excludes any new units comingfrom non-donors.
  35. 35. New Strategic PlanVision 2015-• 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.
  36. 36. Areas of Focus for us:Youth Development- Early Childhood Education, Youth obesity prevention and intervention, sports and aquatic safetyHealthy 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 programsSocial Responsibility- Community wellness with our signature event of Siclovia,SA202, community partnerships and facilitation of brining more folks together to leverage our collective energy
  37. 37. QUESTIONS37
  38. 38. THANK YOU!38
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×