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 Download this case study as a PDF |
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That's The Y! |
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| Challenge | YMCA of Greater Hartford is a nonprofit organization with eight branches and four residential youth camps challenged every day to fulfill their mission to serve the people, families and communities of central Connecticut. Wrestling with budget constraints, the Y understands that even nonprofit organizations can profit from an intelligent marketing strategy, so in 2006 the Y hired The Donaldson Group to deliver a better, more cost-effective, and integrated communications solution to its diverse patchwork of promotional mailers, advertisements, program guides, camp guides, annual fund and other collateral materials. |
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| SOLUTION | Working closely with the Y over the last year and a half, The Donaldson Group has transformed the Y’s current inventory through a comprehensive strategy that has improved the consistency and overall image of the organization, and realized better production efficiencies. At its foundation, this strategy offers flexibility: on the one hand, a communications platform of language and design provides a unifying set of language and design elements across all branch and camp communications. At the same time, each subsidiary organization within the Y family has an image that is uniquely their own and speaks directly to their community. |
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| RESULTS | In 2007, this communications platform has been applied to scores of print materials that promote their 200+ services and help fulfill their mission. Most recently, it has been adapted to their twelve websites as well – the corporate site, all of the branches and their camps, too. With the launch of their new website and subsidiary sites, the Y’s overall brand transformation is fully realized across all major communications. |
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"The Greater Hartford YMCA selected a partner who could serve the special requirements of a highly visible nonprofit organization with a large, diverse audience base. The Donaldson Group has developed an engaging, human face to our organization and our communications; at the same time, they’ve also saved us money through production efficiencies of our extensive mailings, guides and other information." - Kevin Washington, President & CEO, Greater Hartford YMCA |
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