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August 04, 2010

Just ‘The Y’, YMCA thinks less is more

Excerpt from The Non Profit Times, The Leading Business Publication for Non Profit Management

August 1 , 2010

By Mark Hrywna

Now that the YMCA is simply “The Y,” it joins a number of the nation’s largest nonprofits reinventing themselves in recent years with new branding and logo. The national YMCA of the USA, headquartered in Chicago, Ill., announced the change last month at The National Press Club in Washington, D.C. All of its 2,680 local affiliates should transition to the new logo and name within five years.

It is the first new brand strategy for The Y since 1967 and the sixth since the organization was established in 1844. The rebranding effort grew out of the organization’s 2007 strategic plan, starting in earnest two years ago with analysis and research, culminating in March with meetings in 14 cities and several thousand staff and volunteers providing feedback.

“We are changing how we talk about ourselves so that people better understand the benefits of engaging with the Y,” said Kate Coleman, senior vice president, chief marketing officer for YMCA of the USA. “We are simplifying how we describe the programs we offer so that it is immediately apparent that everything we do is designed to nurture the potential of children and teens, improve health and well-being and support our neighbors and the larger community,” she said.

Click http://www.nptimes.com/01Aug/npt-100801-3.html for the full article.

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