YMCA Fund-Raising Materials-
"Telling Our Story"

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Background

The policy of most YMCAs is that “no one is turned away due to inability to pay.” This creates a great need for successful fund-raising campaigns through which members of the community learn about the important work of this non-profit organization and support it financially. In Illinois, the Heritage YMCA conducts a six-week “Invest in Youth Campaign” each year, reaching out to people in the three communities it serves in the western suburbs of Chicago.

Challenges

Through its mission, programs, and dedication to serving all who need its services, the YMCA changes the lives of many people. For this fund-raiser, it was important to tell some of those stories and to highlight the diversity of people served. We needed to respect the privacy of individuals – yet find some individuals who were willing to share their stories publicly.

Marketing/Public Relations Solutions

Clare Communications provided the following marketing/public relations services:

• Developed the overall theme, “Telling Our Story,” to be used in print and broadcast materials throughout the campaign
• Worked with individual branch membership directors to identify people who would be willing to share their stories publicly
• Interviewed the individuals and wrote their stories
• Worked with a local photographer to take professional pictures of the individuals and families
• Worked with a graphic designer to create brochures, flyers, ads, and banners
• Created a video/DVD, “Telling Our Story,” to be shown to campaign volunteers at a kick-off breakfast, to potential donors during face-to-face meetings, and to members in each of the YMCA’s branches
• Helped plan a kick-off breakfast to encourage support from volunteers and sponsors
• Met with editors of local newspapers to obtain their support of the campaign
• Created and distributed news releases and media packets
• Worked with reporters to set up interviews and photo opportunities
• Wrote and distributed public service announcements to local broadcast media

Award

The “Telling Our Story” brochure earned a first place award in the Annual Support Campaign print category from the North American YMCA Development Organization.

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