NAYDO DEVELOPMENTS · 2015-12-07 · naYDo DeVelopments | A newsletter from North American YMCA Development Organization 2 | SPRINg 2012 It doesn’t stop there. Our brand is two

CliCk, ConneCt, CommuniCate

michael DeVaul NAYDO Communications Committee chair Senior VP for Organizational Advancement YMCA of Greater Charlotte [email protected]

the numbers are telling. An Internet infographic reports that in just 60

seconds this is what’s happening around the world: 168 million e-mails, 700,000 Facebook status updates and more than 98,000 tweets.

I don’t know if these figures are real or merely a colorful, eye-catching marketing ploy, but I do know the way the world communicates is instantaneous. In an Internet minute, people all over the globe are learning, sharing and transacting. Skype is bringing families on different continents face to face, and social media is making the earth a friendlier place.

Businesses and organizations remain relevant today by using the Web and social media to stay connected to their audiences. If it’s happening now, it’s news now, and people expect to know now. Whether covering a tornado or a typhoon, TV crews are on the scene to broadcast the news to the world; but even before the cameras start rolling and reporters start talking, text messages and tweets are alerting people to what’s happening.

E-commerce is exploding, too. Dollars are moving at lightning speed around the globe via eBay enthusiasts and the wonderful world of PayPal. Even grandmothers are shopping online.

at Your FingertipsWhile the mission of NAYDO continues

to help YMCAs across the United States and throughout Canada develop effective fundraising programs, the strategy of how we’re communicating is changing. We’re bringing organizations information in ways that are easier and faster to access. And, we are engaging NAYDO members in idea-generating dialog.

The “NAYDO Developments” newsletter now has several sister platforms to bring members up-to-date information of what’s going on between the three annual print editions. Last summer,

the Communications Committee put some strategic plans in place to enhance the way NAYDO remains connected with its members. In addition to offering valuable resources and new insights on a consistent

basis, NAYDO’s top priority is bringing you clear, concise and timely messages.

Here’s how:• Publishamoreengagingnewsletter,

featuring more areas of interest and a calendar of events

• Redevelopthewebsite(www.naydo.com) to be more enticing and interactive; the NAYDO blog gives voice to valuable suggestions and insight, and webinars provide resources and information

• ImplementNAYDOCommunicationsAwards(printanddigital)tospotlightY achievements at the National Conference

• Usesocialmediatoreachmorepeople(establishingaFacebookpageandTwitter account)

CliCk, ConneCt, CommuniCate continues on page 11

A newsletter from North American YMCA Development Organization | Volume 26 | Number 1 | Spring 2012

in tHis issue oF DeVelopments:

Click, Connect, Communicate Michael DeVaul .......................................... 1

Message from the Council Chair Bryan Webber .................................................. 2

Imported from Detroit Dan Maier ........................................................ 3

Refreshing the YMCA Brand in Canada MeghanReddick .............................................. 4

NAYDO 2012 Conference Review:

Snapshots from Pittsburgh ........................ 6

Communications Awards ............................ 8

Eagle Awards ............................................. 10

NAYDO 2013 Conference Information ...... 11

NAYDO Council ............................................. 12

“ If it’s happening now, it’s news now, and people expect to know now.”

NAYDO DEVELOPMENTS

naYDoThe North American YMCA Development Organization, in partnership with YMCA of the USA and YMCA Canada, inspires and strengthens the philanthropic culture of the YMCA.

bringing people togetHer32nd Annual NAYDO Conference on YMCA Philanthropy

April 10–13, 2013 The Fairmont Hotel Vancouver VANCOUVER, CANADA

SAVE THE DATE

naYDo DeVelopments | A newsletter from North American YMCA Development Organization

2 | SPRINg2012

It doesn’t stop there. Our brand is two things – the promise we make to our members, participants and donors and the subsequent delivery of that promise.

In a recent issue of their Trends newsletter, Ketchum Canada, a leading fundraising consultancy firm in Canada, spoke to the importance of measuring impact to attract and retain donors to your cause in the twenty-first century. Years ago, people gave to institutions. As donors learned more about the institutions they supported, they shifted their giving to projects delivered by these organizations. Today, donors are increasingly interested in giving to organizations that have an impact on their community that can be measured.

The NAYDO Council is excited about the opportunity to support the evolution of philanthropy and to work side-by-side

with our operations colleagues in the development of outcomes that will enable YMCAs to attract and retain donors to our cause. Outcomes measured in ways that are meaningful and easy to understand. That is to say, making our promise clear and delivering on

that promise.Our colleagues at Ketchum Canada

are quick to add that we should never stop telling our stories. These stories complement the data, touch the hearts of our donors and help them get to new levels of generosity.

YmCa mexico philanthropyIn 2005, with the assistance of YUSA,

NAYDO and a $5 million capacity building grant from the Kresge Foundation, the Mexican Federation of YMCAs began a journey to build a culture of philanthropy that would generate the additional resources required to sustain vital YMCA youth, family and community development programs in Mexico.

President & CEO Ernesto Gaona and Chief Development Officer Manuel Camarena presented a very encouraging update on this initiative to the NAYDO Council in November 2011 and, by many measures, they have achieved great success.

message From tHe naYDo CounCil CHair

bryan Webber VP, Financial Development YMCA of Hamilton/Burlington/Brantford [email protected]

2012 naYDo Conference in pittsburghKudos to Pat Siger and Bill Kunert for

leading a strong 2012 NAYDO Conference Committee, and our own Mary Zoller for her wonderful support of our volunteer team. We had a record number of delegates registered for the annual conference in Pittsburgh – for the second year in a row!

I have no doubt that the conference will help many staff and volunteers advance their knowledge of philanthropy, and equip them to help their YMCA “sustain a healthy future.” Thank you Pat and Bill for your leadership of an outstanding group of volunteers and the many talented staff members of our host YMCA in Pittsburgh.

We hope you enjoyed your experience at NAYDO 2012. Plans for NAYDO 2013 in Vancouver, British Columbia are already underway, led by Co-Chairs Darlene Hepburn and Signi Solmundson at the YMCA of Greater Vancouver. Stay tuned at www.naydo.org for conference details (thecallforworkshopsandpresentationshas been released with a deadline for submission in late May).

making the YmCa a cause worthy of philanthropic support

These are very exciting times for philanthropy at the YMCA in North America and around the world. Our national movements in the US and Canada have made significant investments in the advancement of our YMCA brand. Increasingly, we are speaking with one voice and becoming more aligned in consistent program delivery across the continent.

Our colleagues in Mexico developed a four-part plan that included:• Investmentsincapacitybuilding;

fundraising staff and training, Board development, systems and software and a compelling case for support

• Anationalcampaigntoraise$6.2million(USD)fortwonewYMCAcentresandanational housing program for migrant youth

• Expansionofannualandcapitalcampaigns at YMCAs across Mexico

• Strengthenedpartnershipsandcollaborations with YMCAs and NGOs, government, foundations and the private sector to broaden advancement of philanthropy

The good news is that they have met all of these goals and that more than 120,000 people benefit annually from participation at the YMCA in Mexico. Programs delivered at centres across Mexico, focus on community action and development, youth leadership and social assistance and include:• 6YMCAEducationCentres

• YMCACentreforCommunityAction&Youth Leadership

• YMCAHomeforImmigrants

• 2YMCACentresforSpecialEducation

• YMCAHomesforat-riskyouthinruraland urban centres

• 11YMCAHealth,FitnessandRecreationCentres

• 3YMCACamps

• YMCAUniversity

As many of you heard at the 2012 NAYDO Conference in Pittsburgh, we are delighted to announce that the Mexican Federation of YMCAs will have a representative on the NAYDO Council, making NAYDO a truly North American organization positioned to continue to advance philanthropy in North America and a growing number of YMCA movements around the world.

All the best to you and your YMCA in 2012. May philanthropy continue to be a growing and increasingly effective part of your mission.

bryan Webber, ChairNorth American YMCA Development Organization

This is Bryan’s last column as NAYDO Council Chair. He is succeeded by Curt Hazelbaker, CEO YMCA of Northwest North Carolina.

YMCA Developments: Winter 2011

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A newsletter from North American YMCA Development Organization | naYDo DeVelopments

importeD From Detroit

Dan maier Executive Vice President of Development YMCA of Metropolitan Detroit [email protected]

You all read the headlines about Detroit.

CNN,NPRandFoxallcoveredthe“economic Katrina” that hit our city and region. And you, too, felt the effects of this global recession in your own YMCA.

So what have we learned?In 2005, we were really going places

in Detroit. We had just finished a $36 million capital campaign and our annual campaign had grown from $750,000 to $1.6 million in four years. Our endowment sat at $18 million, we had four brand spanking new YMCAs and membership was growing at double digits.

And then the world changed.Michigan decreased in population for

the first time in the history of the census. General Motors and Chrysler entered into government-led bankruptcy. We were at 15 percent unemployment statewide and 28percentinthecity(nope,notatypo).And YMCA membership dropped more than 20 percent in a matter of just a few months.

Yes, the world economic meltdown was the reason, but not the excuse.

So what do you do when facing these realities? You go back to basics. You make sure your best practices are still best practices. You do more with less and you learn, adapt and keep moving. And you make the most of your dedicated volunteers.

Here’s what we did and here’s what we’ve learned so far.

1. revisit your community needs – they’ve changedIn our case, the biggest need in the City

of Detroit is high-quality education for children. We returned to our educational roots and in 2010, we opened a primary school in one of the most challenged neighborhoodsofDetroit(withanotherprimary school and high school set to open in September 2012). Community needs change.

2. build a case based on urgent community need We needed to open a K-8 primary

school in less than 6 months and raise $2 million to buy and refurbish an old parochial school. With no time for a typical capital campaign, it was time to

be flexible. We had to speak to our strength and meet a need that aligns with a donor’s interest. In this case, many generous donors know that education is the primary solution to poverty and economic development in Michigan. We had

10 donors and, with a $2 million mini-campaign, the school opened on-time and now serves 350 students with test scores already on the rise. Urgency.

3. be a story teller, not a numbers guy“Forty percent of day campers receive

scholarship.” “We gave away over $1 million in

charitable services” Who cares? Not our donors. You have to tell compelling human

stories. Become a journalist. Tell a story of one family whacked by the economy, jobless and searching, overwhelmed by medical bills for their epileptic child and now their mother recently diagnosed with multiple sclerosis. Without the support of the Strong Kids Campaign, the child would not be able to attend a safe summer camp and her mom would not receive critical physical therapy. There are stories to be found in every single one of your YMCAs (justlikethistruestoryabove).

4. build relationships DireCtlY with the donorIn past years, we worked hard on best

practices and trained all of our staff leadersintheRedBook(AnnualCampaignBest Practices Manual). But when things got tough, we found a few problems. When our campaign volunteers moved away to find jobs or new opportunities, they took their donors with them. Lesson learned:theRedBookneedsafacelift.Shame on us that these donors were not tied to the Y. Volunteers open doors, but the Y needs to build that relationship DIRECTLYwiththedonorandfast.

So we began “Why the Y” tours. Almost every Y has new member orientations showcasing yoga mats and spinning cycles. But our tours have nothing to do with the facility or machinery. They are mission tours. In one hour or less, a vision of the Y’s direction, three compelling human interest stories and a heart-rending testimonial from a Y beneficiary. If they aren’t weeping at the end of the tour, we didn’t do it right.

We aren’t out of the woods yet. But the sky is brighter.

As my mother says, “Whatever doesn’t kill you, will make your stronger.” Don’t chisel our tombstone just yet, we’re still learning.

“ Volunteers open doors, but the Y needs to build that relationship DIRECTLYwiththedonor and fast.”


4 | SPRINg2012

reFresHing tHe YmCa branD in CanaDa

meghan reddick Vice President, Communications YMCA Canada [email protected]

What is brand? Brand is the perception that comes to

mind when someone hears the name “YMCA.” Our brand should reflect our mission and should help us achieve our goals as a charity by helping us be better understood and embraced by the community. In Canada, we need to communicate a clear and consistent message about our YMCAs and YMCA-YWCAs – who we are, what we do, and why it matters.

our new positioning: strengthening the Foundations of Community

While the positioning statement is almost exactly the same as the YMCAs in the United States, we have developed a distinct Visual and Verbal Identity unique to Canadian YMCAs and YMCA-YWCAs.

our Canadian Visual and Verbal identity

A consistent visual identity and verbal identity is one of the easiest ways to display integrity and to emphasize the professionalism that’s mandatory for the YMCA brand image in Canada. We discovered that our current logo was actually highly recognized in our community with positive perceptions, so we decided not to make drastic changes. We modified our existing logo slightly by rounding the corners, updating the colour to a deep red and removing the YMCA text. All YMCAs in Canada will be using the same logo.

We focussed our branding efforts on updating the following:

• Introducedavibrantcolourpaletteaway from black and red

• Addedagraphicdeviceforunique,distinct style. It reflects a human youthful element

• Utilizedconsistentfonts:Myriad,Calibri and our own YMCA Script Font

• DevelopedaYMCAphotographystyleof real individuals close up or in action

• Updatedourtaglineto“BuildingHealthy Communities” and in French “Plein de vies”

• Definedourbrandpersonality(determined,genuine,welcoming,hopeful, nurturing, fun)

• Createdconsistentkeymessaging

• Developedsignageandinteriordesignbestpractices(matchingpaintcolourswith colour palettes)

• Determinedhowtobestutilizeourlogos for co-branding


SPRINg2012 | 5


If you have any questions about the YMCA brand refresh in Canada, please don’t hesitate to contact YMCA Canada at [email protected].

brand is much more than Visual and Verbal identity

Branding is about so much more than just what we say and what we look like. Branding is also about what we DO.

While the first phase of our brand launch is to align all YMCAs in Canada to the new Visual and Verbal Identity by the end of 2012, we have also developed other important brand strategies:

• Digital engagement Handbook We have developed a comprehensive

digital engagement handbook for all YMCAs and YMCA-YWCAs in Canada. The handbook details how to use social media, policies, resources, dos and don’ts, tips and tricks to make the most of our online presence in Canada.

• aligning our YmCa strong kids brand

Our YMCA Strong Kids campaign is active in all our Member Associations. Visit www.ymcastrongkids.ca to have a look at our refreshed YMCA Strong Kids visual identity.

• aligning our YmCa Healthy kids Day brand

We are also working on refreshing our YMCA Healthy Kids day brand as part of an integrated national Healthy Kids strategy.

• utilizing technology to manage our brand

We have launched a new brand management system that stores all our brand assets in one central repository for shared use among Canadian Ys and with our external suppliers.

• architecture and naming system In order to achieve clarity and

consistency in what we do, we are working on developing consistent and relevant names for our core programs and offerings.

Our collective strength will be enhanced by having a better understanding of how we strengthen the foundations of community. It reflects the cause that we stand for and the big idea we are reaching towards.


6 | SPRINg2012

naYDo 2012 reVieW:

sustaining a HealtHY Future in pittsburgHThe thirty-first annual NAYDO conference on YMCA Philanthropy in Pittsburgh this past April 25–28 was a sellout success with over 1400 people at the event. Here are a few captured moments including pictured on this page, clockwise from below:

NAYDO chair-elect Curt Hazelbaker with chair Bryan Webber.

Conference co-chair Pat Siger (co-chair Bill Kunert not shown), Bryan Webber and opening luncheon keynote Lynn Swann.

Tom Carroll, Communications Awards luncheon keynote.

Dr. Jean Clinton, Eagle Awards banquet keynote.

Bruno Sammartino, closing brunch keynote.


SPRINg2012 | 7



8 | SPRINg2012

naYDo 2012 reVieW:

CommuniCations aWarDsThe annual NAYDO Communications Awards provides examples and inspiration for YMCAs throughout North America and around the globe. Excellent communications efforts in support of successful YMCA financial development programs are highlighted.

The awards serve to recognize YMCA excellence in development related communication pieces. The categories selected are considered critical by the NAYDO Council to achieve financial development success. Winners are selected based on criteria established by the Council.

Categories

printAnnualReportAnnual Support CampaignCapital CampaignEndowment/Planned GivingCase InterpretationDonor Cultivation

audio/visualAnnual Support Campaign Media CampaignCapital CampaignPublic Service AnnouncementCase InterpretationDonor CultivationWeb Site

2012 print aWarDs

annual report

greater tHan $50 million buDget

YMCA of Silicon Valley

$25 to $50 million buDget

YMCA of Metropolitan Washington


YMCA of Greater Kansas City

annual support Campaigngreater tHan $50 million buDget

YMCA of the Triangle

greater tHan $50 million buDget


Capital Campaign$25 to $50 million buDget

YMCA of Philadelphia& Vicinity


YMCA of Greater Vancouver

Case interpretation$25 to $50 million buDget

YMCA of Greater Vancouver

Donor CultiVation$25 to $50 million buDget

YMCA of Greater Kansas City


YMCA of Central Kentucky


SPRINg2012 | 9


2012 auDio/Visual aWarDs

annual support Campaigngreater tHan $50 million buDget

YMCA of the Triangle


Ann Arbor YMCA

Donor CultiVationgreater tHan $50 million buDget


meDia Campaigngreater tHan $50 million buDget

YMCAVictoria(Australia)

unDer $2 million buDget

World Alliance of YMCAs

psagreater tHan $50 million buDget

YMCA of Greater Charlotte

Web sitegreater tHan $50 million buDget


Thank you to our Communications Awards judges who devoted countless hours reviewing entries:Caleb Anderson Author, “Chewables: 40 Days to an Overall Healthier You,” former YMCA Mission Emphasis Director

Joan Marie Belnap Vice President/Chief Development Officer YMCA of Northwest North Carolina

Wendy Currie Senior Design Manager, Marketing Communications YMCA of the USA

Michelle LaRue Vice President, Marketing, Communications and Capital Development YMCA of Pierce and Kitsap Counties

Drea Leonetti Creative Director YMCA of Greater Charlotte

Amber Martin Brand Marketing Director YMCA of Greater Seattle

Meghan Reddick Vice President, Communications YMCA Canada


10 | SPRINg2012

naYDo 2012 reVieW:

exCellenCe in FunDraising eagle aWarDsSince 1986 the Excellence in

Fundraising Eagle Award has

been presented annually to both

YMCA professionals and most

recently YMCA associations that

have demonstrated outstanding

achievements in YMCA financial

development. Visit www.naydo.org

to view the videos that tell their

award-winning stories.

2012 eagle aWarD WinnersThe Family Y of Greater Augusta Augusta, GeorgiaAccepting the award, left to right:

Danny McConnell President/Chief Executive Officer

Robin Callicott Development Director

Leslie Glass Endowment Director

YMCA of Metropolitan Detroit Detroit, MichiganAccepting the award, left to right:

Reid Thebault President and CEO

Ron Deneweth Chairman of the Board

Debbie Kaiser Campaign & Endowment Director


SPRINg2012 | 11


Members Only registration opens September 10. Registeronlineatnaydo.org or call the NAYDO office at 504 464 7845.

Join us in VanCouVer CanaDa at tHe 2o13 naYDo ConFerenCeNAYDO 2013 will bring people together in beautiful Vancouver. Canada’s third largest city, Vancouver is renowned for its incomparable natural beauty and cultural diversity.

We welcomed the world as host city of the 2010 Olympic and Paralympic Games and we look forward to welcoming you in April 2013. Named “Top City of the Americas” in CondéNast’sReaders’ChoiceAwards,Vancouveroffersboth outstanding opportunities for outdoor adventure and the sophisticated amenities of a world-class city—fine dining, shopping, museums, galleries, music and theatre.

By bringing people together—to educate, connect, celebrate and inspire the Y’s important philanthropic work—we can all be better. And together, we can do more.

Hotel reservations are open nowVisit naydo.org for a link to the hotels, or call the hotels directly. Mention NAYDO for a single or double room rate of $189 Canadian, plus tax.

• the Fairmont Hotel Vancouver conference site Phone 800 441 1414 (BythetimeyoureceivethistheFairmonthotelmaybesoldout,butroomsareavailable at the Hyatt – our other hotel directly across the street from the Fairmont)

• the Hyatt regency Vancouver (acrossthestreetfromtheFairmont) Phone 888 421 1442 in North America, 402 592 6464 International

registration opens september 10 – budget now to attendRegisteratnaydo.org.Feesincludemeals.Financialassistanceisavailable.

naYDo 2013 registration fees

registration period: member only early bird regular

sept.10–oct.31 nov.1–Dec.4 Dec.5–Jan.31, 2013

NAYDOmember(staff/volunteer) $535*/$495 $585/$515 $635/$535

Non-member(staff/volunteer) n/a $785/$565 $835/$635

Spouse/guest of registrant $315 $315 $315

*pay in Full reward: Staff who register and pay in full with one payment by October 31, 2012, qualify for a reduced fee of $515

continued from the cover

CliCk, ConneCt, CommuniCate

From Anaheim to Vancouver, B.C., and Florida to Maine, YMCA staff and volunteers now are able to stay abreast of NAYDO happenings through our website announcements, Facebook posts and Twitter updates.

We have moved from 1532 unique visitors to 3063 unique visitors on our website. This is almost double the connectivity and engagement from our members. Our Facebook page now has 570 “likes” but we need your involvement to keep our connection to you and others.

And, whereas the Annual National Conference once was the only time many Ys connected and exchanged ideas, social media is allowing member NAYDO organizations the opportunity to interact on a regular basis. For example, when a successful fundraiser idea from Charlotte, N.C., is shared on Facebook with the Y in Tulsa, Okla., the “thread” of interaction is read by many members and shared across other networks. This type of engagement unites YMCAs from north to south and east to west.

In an era when digital relationships are the key to success, NAYDO is continuing to deliver the information Ys want and need in the way you want and need it most.

On behalf of the Communications Committee, I thank you for better engaging your NAYDO organization and, most importantly, for what you do to support families and communities. See you on the next webinar and see you in Vancouver!

nortH ameriCan YmCa DeVelopment organization naYDo CounCil memberspaul andresenAnaheim Family YMCA714 635 [email protected]

Jan brogdonYMCA of Florida’s First Coast904 265 [email protected]

linton CarterYMCA of Greater Toronto416 928 3362 x [email protected]

robyn Furness-Fallin,CFREYMCA of Silicon Valley 408 351 6481 [email protected]

pam Havlick HearnCentral Connecticut Coast YMCA203 777 9622 x [email protected]

Curt Hazelbaker, ChairYMCA of Northwest North Carolina336 777 [email protected]

randy klassenYMCAofRegina306 757 9622 x [email protected]

michelle larueYMCA of Pierce & Kitsap Counties253 534 [email protected]

Jay lowden,CFREYMCA of Superior California916 452 9622 [email protected]

Danny maier, Chair ElectYMCA of Metropolitan Detroit313 223 [email protected]

teri mcguillYMCA of Metropolitan Fort Worth817 566 [email protected]

shelly mctighe-rippengaleYMCA of San Diego County858 292 [email protected]

andrew minearYMCA of Greater Seattle206 382 [email protected]

sandy moranderYMCA of Greater San Antonio210 246 [email protected]

trazanna morenoYMCA of Greater Houston713 758 [email protected]

nick parkinsonYMCA of Edmonton780 423 [email protected]

andy pierce, CFRE,TreasurerYMCA of Greater Louisville 502 587 9622 [email protected]

susan plank, SecretaryYMCA of Greater Tulsa918 728 [email protected]

rick politte,CFRESoutheast Ventura County YMCA805 497 3081 x [email protected]

bryan Webber, Past ChairYMCA of Hamilton/Burlington/ Brantford905 317 [email protected]

nick zimmerMontgomery County Family YMCA712 623 [email protected]

national representatiVes

Carol schmidt,CFREYMCA of the USA800 872 9622 x [email protected]

ida thomasYMCA Canada416 967 9622 ext. [email protected]

ernesto gaonaMexican Federation of YMCAs+52 55 5531 [email protected]

ConFerenCe anD member serViCes CoorDinator

mary zoller504 464 [email protected]

DeVelopments eDitor

molly thompsonYMCA of Greater Charlotte704 716 [email protected]

naYDo missionTo inspire and strengthen the philanthropic culture of the YMCA.

statement oF purposeTo lead, support, and advance the development of YMCA professionals, volunteers and YMCA associations in the philanthropic work of their YMCA through training, education, advocacy, research and knowledge sharing.

naYDo oFFiCe 21 Chateau Trianon Kenner Louisiana 70065 p 504 464 7845 F 504 464 6718 e [email protected] W naydo.org

nortH ameriCan YmCa DeVelopment organization 21 Chateau Trianon Kenner Louisiana 70065

naYDoThe North American YMCA Development Organization, in partnership with YMCA of the USA and YMCA Canada, inspires and strengthens the philanthropic culture of the YMCA.

NAYDO DEVELOPMENTS · 2015-12-07 · naYDo DeVelopments | A newsletter from North American YMCA Development Organization 2 | SPRINg 2012 It doesn’t stop there. Our brand is two

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