YMCA Community Perceptions Report Highlights
Survey Results Daxko T2 Consulting recently conducted a perceptions study across four metro-areas to find out how the community thinks about the YMCA. The study showed the Y ranked last or next to last in a list of nonprofits where people would give their money or their time. If you won the lottery, what organization would you donate to? Church/Religious Organization 19.0% Education Charity 9.4% Homeless Charity/Food Charity 9.0% Medical Organization 7.3% Children s & Family Charity 5.8% Public Works (Parks, Library, Government) 4.9% Salvation Army 4.1% Animal Charity 3.4% Red Cross 3.1% American Cancer Society/Cancer Research 2.6% Military/Veteran s Organization 1.7% YMCA 0.8% None/Not Sure 9.1% Other 19.9% With less than 1% of the community putting the YMCA first for giving, there is still a lot of work to do to connect the Y and its charitable goals.
Survey Results The biggest issue in our community is... Government/Funding/Taxation 18.6% Economy/Jobs 15.7% Drugs & Crime 10.8% Poverty/Homelessness 6.7% Education 6.2% Environment 2.4% Health Needs 1.8% None/Don t Know 19.2% Other 18.5% When the community thinks about issues that are of concern to them, health ranks last behind government, economy, crime, poverty, education, and environment. Yet the survey results show the YMCA is best known in the community for delivering fitness programs. Respondents did say the YMCA ranks first in delivering youth and fitness programs. #1 in Youth Programs 1. YMCA 2. Church/Religious Org. 3. Boys & Girls Club #1 in Fitness Programs 1. YMCA 2. Gov t/community Center 3. Local Gym
Our Take The YMCA is clearly known as THE organization for delivering fitness programs to help the community be more active--above community centers and gyms. And that s an important part of the community s dedication to health, since the #1 thing respondents would do to change their health is to exercise and be more active. But since health is not viewed as the most important issue facing the community, there is an opportunity to shift perceptions. The YMCA also ranks highly compared to other nonprofit organizations for delivering programs geared to youth and family. While healthy living is not viewed as a critical issue in the community, youth development is a cause in which people are willing to invest time and money. Behind organizations of faith, more members of the community would donate their lottery winnings to education-based and children/family charities than any other community nonprofit. Moreover, more members of the community would invest their time to these charities than any other organization The Issues Education Drugs Crime Health Poverty That s a good sign for the community and for the YMCA. Some of the biggest issues in the community can be alleviated by developing effective youth programs. The YMCA is already viewed highly for delivering youth programs (#1) and family programs (#2) in the community. However, the focus on youth development is not primarily evident in the organization s brand awareness. Most people see the organization through a swim and gym lens.
Tips for Change One way the Y can change its perception in the community is to focus communications based on what issues matter most to different people. Healthy Living Lori Swann, Daxko T2 Consulting Targeted communication to those that view health issues of primary importance in their community, as well as those that feel exercise/physical activity is the best first step for their health, would capitalize on the Y s existing brand perception as a strong provider of health and wellness. TIP: Get your members to tell their stories of health and wellness, then showcase them on video, audio, or in print. See how the Florida s First Coast YMCA put this into practice. Youth Development A focused message about the charitable work the YMCA does in developing the community s youth will reframe perceptions about the Y and its role in solving critical issues. TIP: Use social media to highlight programs that impact youth. Include stories, photos, facts, and outcomes. Help your followers connect the dots between this work and the broader issues in the community.
Change is Hard Work Systematic and targeted communications are critical to shifting the community s perceptions about your work at the YMCA. With limited resources to dedicate to a constant stream of messaging--whether face to face, via email, phone, text, or social media--the only way to get it done is with the right tools and a solid plan. Lori Swann, Daxko T2 Consulting Daxko Engage with Impact Drivers gives you the planning and tools to give your communications the power to affect change. Find out how: 1.877.729.4786 daxko.com/engage sales@daxko.com