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Mary Kay Walrath, VP of development and communications, YMCA of Greater Rochester
Q: This week the YMCA of the USA unveiled a brand strategy to increase understanding of the organization's community impact, with Rochester serving as a test site. What will this new strategy entail?
A: The YMCA has been a respected nonprofit for nearly 160 years. Recent research showed, however, that our cause and impact are not fully understood. Therefore, we are changing the way we present and talk about ourselves so that people will better understand the benefits of engaging with the Y. Our mission remains the same--to put Christian principles into practice through programs that build healthy spirit, mind and body for all. As an organization, we will begin to focus on three key areas--youth development, healthy living and social responsibility. In addition, we will begin to use an updated, more forward-looking logo that better reflects the vibrancy of our organization and the...