YMCA of Northwest North Carolina Capital Campaign
Strengthening community programs by redirecting perception
The YMCA has a long tradition of helping people reach their God-given potential in spirit, mind and body through community programs. Just about everyone has some connection to the Y through literacy programs, affordable child care, and programs such as Youth and Government and Black Achievers. Yet, most people still think of the Y as just a place to workout.
Recognizing the need to be more accurately positioned among key constituents prior to an upcoming capital campaign, the YMCA of Northwest North Carolina asked M Creative to help broaden perception of the Y beyond “gym and swim.” The ‘Everywhere. Everyone.’ campaign was unveiled to the community at the Y’s Annual Meeting with a 4-1/2 minute video introduced prospective donors to the depth and breadth of Y programs and services. Membership ads and t-shirts traditionally passed out during the holidays and prior to the annual meeting invited wearers to think more broadly about the Y. And as the Y prepared itself for the quiet phase of their capital campaign, the ‘Everywhere. Everyone.’ message was seeded in print ads, monthly newsletters, and electronic communication.