THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

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Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 2.7 | Our verbal identity guidelinesExternal audiencesDonorsTone of voiceConfident, impactful, inspiring, relevant, solutions-focused, leadership, credible, transparent, human and personalized,engaging, enthusiastic, forward thinking, inclusive, uses relevant and inspiring donor and recipient examples and storiesKey messageImportantsub-messagesProof pointsBy donating to the Y, you can help strengthen your community and communities across Canada• Your gift will help children and youth, and people of all ages and walks of life lead healthier, happier and more productivelives regardless of their background or financial situation• Your gift will support a charity that has the trusted relationships with major corporations, government and othercommunity and NFP organizations as well as the local physical presence to deliver lasting personal and social change• Your gift will help the Y continue to provide the resources needed to strengthen more than 1,000 Canadian communities• Your gift will support an inclusive and diverse association of people who passionately support their community• You will be helping an efficient and effective charity that can leverage your gift into big impact by building stronger kids,families and communities through programs and advocacy• You will be investing in your community making it a better place to live• You will grow personally as you make a difference for your communityImpact: overall, specific program impact on individuals and community, specific campaigns, $ buyCommunity: partnerships and activities, historyResources: effectiveness and efficiency, process, funding, use of funds
Version 1.3 11 May 2012YMCABrandCamp.ca will always have the most up-to-date set of YMCA Brand Guidelines.Page 2.8 | Our verbal identity guidelinesWe must support our message withrelevant proof points tailored to our DonorsImpactCommunityResourcesShow the Y makes an impact overall• On health, children, youth, etc.• Show who and what is changed by the Y (success stories)Show specific programs have an impact• Show who is changed by the Y (success stories of individuals)• Show impact on community needs (e.g., integration of newcomers, job training, etc.)• Adoption of successful programs by others, e.g., Playing to Learn• History of success and adapting to evolving needsShow the impact of specific campaigns (e.g., Strong Kids)Show what $ buy in terms of impact• $X sends a child to day camp and the child builds lasting friendshipsDemonstrate that the Y builds communities. Note in some cases, especially large donors, proofs and language mayneed to address city or nation-building motivations• How the Y can build a community• Y participation in community activities• Infrastructure (buildings) and how they are used to deliver needed community programsHighlight community collaboration• Delivery of government programs as an important community and charitable partner• Collaboration with other community organizations to advocate for social change• Collective history of success across the country and locallyShow effectiveness and efficiency and that we can do what we promise by leveraging our resources• Programs for different types of members and their impact on individuals, community and society• Where we get funding and where it goes• Breadth of programs• Number of staff, volunteers• Infrastructure/process and professional systems to accomplish mission
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THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

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