THE BUILDING BLOCKS OF THE YMCA BRAND - YMCA Canada

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