Challenge: Many in the community are aware of the Y's focus on fitness, but few are aware of the breadth of community programming available, as well as how membership fees differ from donations.
Approach: Design a compelling toolkit of assets for the Y's ten 11 locations that combines impactful imagery that reflects the Y's three areas of impact: healthy living, youth development, and social responsibility. Clearly communicate how membership fees are allocated to overhead, while donations fund community programs, like Youth & Government and Livestrong at the Y. Include stories of those who have benefited from this programming, and provide clear calls to action around donations.
Results: Individuals across Silicon Valley are inspired to contribute to Y programming that expands opportunities for underserved populations.
