Abia Polytechnic University Marketing and Fundraising Strategies YMCA Report

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Abia polytechnic university

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https://athensymca.org/

https://www.ymca.org/

Learning objectives associated with this assignment

This report assignment is associated with the learning objectives of multiple modules, primarily marketing, fundraising/finance, and social entrepreneurship. Since this report discusses the main activities and performance of the organization, the scope is broad and inherently covers most of the modules.

Instructions for this Assignment

Using the same organization that you used in the previous reports, for this assignment, prepare a fundraising/marketing plan. Even if the organization is currently in a good shape in terms of financial status, develop more creative ideas for better fundraising and marketing. If you already identified that their fundraising and marketing are unsuccessful, this work may be an important opportunity to improve their performance. Utilize the class readings and other sources if necessary – fundraising and marketing information and techniques are readily available on the websites. Identify and develop best ideas for the organization: some ideas are only good for certain organizations. Thus, your ideas should be sensitive for the organizational context, attributes, and mission. The report should be structured as follow:

Organization name

Brief evaluation of the current marketing and fundraising activities – this section could be overlapped from some parts of the SWOT analysis from the second report

Suggestions for new marketing/fundraising ideas and strategies-This section should be the main one in the report.

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1 Organization name The NGO is YMCA (Young Men Christian Association). The chief executive officer and the president is Suzanne McCormick. YMCA is one of a kind based on its endeavor of strengthening community via inspiring action across and in communities, improving the wellbeing and health of individuals of all ages, and empowering young people. b. Services/Performance/Achievements At YMCA, the NGO is committed to strengthening communities by linking individuals to their purpose, potential, and each other. For over 10,000 communities in the U.S., YMCA has the partnership and presence to not only one promise but to deliver affirmative change. YMCA’s mission is to apply Christian principles through programs that build a healthy body, mind, and spirit for all (YMCA, 2021). The NGO is guided by its core values of responsibility, respect, and honesty. YMCA does not discriminate based on background or age as it gives people of all walks of life the opportunity to attain their utmost potential with dignity. The vision of the YMCA is to have a future where people from all walks of life feel secure, make connections, gain confidence, and achieve health at every stage of life (YMCA, 2021). The organization focuses on developing new generations of change-makers tasked with creating communities everyone wishes to live in. YMCA believes that everyone deserves a chance to attain their utmost potential regardless of an individual's background. One way that YMCA does this is through youth development. The organization is focused on nurturing the potential of every teen and child (YMCA, 2021). They ensure that the youth are empowered to lead successful and inspired lives. The youth development programs range from sports, afterschool services, and child care, and 2 many more. YMCA offers holistic programming that nurtures, protects, and enhances exceptional development journeys for every teen and child. Early learning and child care programs at the YMCA focus on broadly nurturing child development by boosting self-reliance, fostering healthy relationships, and building foundational skills. All this occurs in a supportive and safe environment (YMCA, 2021). YMCA has academic and leadership enrichment programs that assist millions of youths in building the confidence and skills to reach their potential and impact positive change in their communities. Through play, sports and swimming, YMCA is committed to enabling children to live active and healthy lifestyles. These activities assist in building healthy and lifelong habits and acquiring confidence that helps foster positive relationships (YMCA, 2021). The camps at YMCA offer children numerous opportunities to make lasting friendships, lead, learn, and laugh. There are overnight and day camp options where the trained counselors and proven programs offer memorable, meaningful experiences that attract kids every year. YMCA is focused on healthy living through the provision of various programs. The fitness, wellbeing, and health program is tailored to meet the individual wellbeing of everyone involved in the program. YMCA offers a welcoming and fun environment focused on building confidence, endurance, and strength. Children are also taught how they can be safe around water (YMCA, 2021). The YMCA believes that exploring new interests and friendly competition are important in human development through sports and recreation. YMCA also values family time by offering meaningful, memorable experiences for everyone. Families come together at YMCA in search of new and fun activities. \ 3 Some of the notable achievements for YMCA are the organization assisted in founding the United Service Organizations (USO), the Negro National Baseball League, Camp Fire Girls, The Boy Scouts of America, and the Gideons. YMCAs invented volleyball and basketball. YMCAs pioneered teaching English as a second language, night schools, public libraries, and camping (University of Minnesota, 2019) . SWOT analysis Strengths The most imperative asset that an organization possesses is enjoying communities’ support in the surrounding regions. YMCA has managed to win the public’s hearts due to the generous activities they offer individuals, families, and children across the globe. YMCA has people's best interests at heart, and they are not in business for the money. Instead, they are focused on raising funds that can help in meeting the needs of communities. Therefore, the strength indicates that the goals and motives of YMCA are pure and align with their local communities. Another major strength is based on how YMCA is well-known across the globe, based on the diverse ways they assist communities worldwide. In the U.S., YMCA serves more than 10,000 communities (YMCA, 2021). Since YMCA is a global NGO, numerous different cultures are familiar with YMCA. Therefore, the organization is respected and well-known. In addition to the company’s globalization, YMCA has the capability to diverse in two ways. One way entails the different genders, races, and ages that utilize the offered services and facilities. The second way that YMCA facilitates diversity is through the different activities offered by the organization (YMCA, 2021). Since the YMCA is a non-profit entity with high respect and regard 4 for numerous communities, they team up with larger organizations and receive donations, which assists the organization in fulfilling its objectives. Weaknesses In every organization, there are strengths and weaknesses. The same case applies to YMCA, which has various weaknesses despite being an NGO. One major weakness is its inability to evolve. YMCA is a non-profit organization that has gained the trust of various communities and is viable for community involvement. However, this has the probability of holding the organization back. Most of the YMCA’s money is distributed through donations to neighboring communities or initiatives to improve communities. From a humanitarian perspective, this is a noble thing for the organization (Funds for NGOs, 2019). However, from a business viewpoint, this is a weakness. Most of the organization’s resources are diverted to helping communities, leading to their equipment and buildings being somewhat outdated. When compared to the state-of-the-art gyms provided by other organizations, YMCA equipment appears to be outdated. Furthermore, the YMCA membership is community-oriented. Thus, a possible member may opt to visit another state of the art gym such as Planet Fitness, which is across the street since they have more modern facilities and equipment (Narayanan, 2012). In addition, they will have the luxury of visiting the Planet Fitness gym based on the flexibility it offers. The second weakness of YMCA is in its name Young Men's Christian Association. Though the organization was initially initiated to be a Christian organization for young men, the organization’s agenda has switched from religion to assisting the community and children. YMCA faces the predicament of succeeding in some countries due to its affiliation to 5 Christianity. Therefore, the “Christianity” in the organization's name may lead some countries affiliated with other religions to stay away from the organization. There are about ten YMCAs in China. Nevertheless, their locations are not very well known since religion is not freely expressed like in the United States in China. There is freedom of religion in China, but the government does not permit individuals to voice their religion. Hence, an individual who is a YMCA member is prohibited from discussing his/her membership. In the U.S., there is freedom of religion, but countries with dissimilar government policies hinder people from proclaiming their religion in the open (Narayanan, 2012). Consequently, YMCA is globally limited. YMCA pays low wages to its employees, which lowers their motivation in meeting the organization’s objectives. There is also the weakness of the organization having inefficient camping facilities. Opportunities It is important to consider the opportunities that exist for YMCA. YMCA has the probability of collaborating with other corporations with which their interests align. An example of such an organization is The Young Women Christian Association. (YWCA) which is distinct from YMCA (Narayanan, 2012). However, both of these organizations are non-profit and share identical goals of assisting the youth to have a better life and helping the communities around them. They also provide activities for children and families. If YWCA and YMCA can link up, this would culminate in more business and community growth opportunities. The second opportunity for YMCA would be to invest in new equipment, which would attract lucrative membership deals that would facilitate healthy living in local communities. People would be getting the appropriate workout since the equipment would be modern and effective. YMCA has the opportunity of partnering with more schools, which will boost its youth-related programs 6 Threats YMCA faces various threats despite being an NGO. Since YMCA is a global organization, it encounters diverse threats based on where it is located. In the United States, one major threat is stiff competition from other fitness centers that operate for 24 hours. In addition, people have busy schedules and different working shifts, making it intricate to visit the gym during the day. Nevertheless, facilities that are always open offers flexibility to their members and ensure they get the value for the money they pay. There is also the threat of YMCA being perceived as a scam, like other organizations like the Red Cross Scam (Narayanan, 2012). Therefore, well-wishers may avoid making donations based on their perception that they may fall into the trap of scammers. Lastly, there is the threat of a change in trends. For instance, the ongoing pandemic limits physical interaction, meaning that most YMCAs have to be canceled. d. Recommendations for the organization ● YMCA should invest in modern gym equipment, which will attract youths willing to have a healthy and fulfilling life. ● YMCA should review the wages for their employees and ensure that they are adequately compensated to boost their morale. ● YMCA should invest in camping gear so that those going camping can have an enjoyable and fulfilling time. ● YMCA should partner with other NGOs that have similar objectives so that they can help more communities and youths 7 ● YMCA should consider having their gyms operate on a 24/7 basis to offer gym users more flexibility ● YMCA should improve on its business strategies through flexibility and hiring knowledgeable managers who will apply new business ideas to facilitate the competitive power of the organization. ● The organization should consider having day camp programs to offer more flexibility to campers. 8 References Funds for NGOs, (2019). SWOT Analysis for NGOs. Retrieved on September 26, 2021, from https://www.fundsforngos.org/featuredarticles/55465/#:~:text=The%20SWOT%20analysis%20is%20a,marketing%2C%20prod uct%20development%20and%20more. Narayanan, J. (2012). Strategic planning for NGOs. New Jersey Lap Lambert Academic Publ. University of Minnesota (2019). About The Exhibit. Retrieved on September 26, 2021, from http://gallery.lib.umn.edu/exhibits/show/ymca-america/about_the_exhibit YMCA, (2021). YMCA. Retrieved on September 26, 2021, from https://www.ymca.org/
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Explanation & Answer

Please view explanation and answer below.

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Marketing and Fundraising Strategies

Name
Institution Affiliation
Date

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Organization name
The organization is the Young Men Christian Association (YMCA) which is among the
well-known nonprofit organizations that are committed to strengthening people and communities
around the country. This organization helps individuals each day to connect their potential and
purpose by concentrating on supporting young persons, improving health, their well-being, and
inspiring action across different communities. YMCA's president and chief executive, Suzanne
McCormick, is the first woman to lead this organization in the United States. The organization
provides various programs and services, including social responsibility, healthy living, and youth
development. Its programs and services are concentrated on the main areas of impact that assist
individuals in attaining their goals and strengthening communities. The nonprofit organization
assists young persons to mature into healthy and successful grown-ups by providing helpful
education, leadership programs, and team sports. Social responsibility is promoted through
certain community programs, local outreach, and global engagement, which inspire action in the
communities.
Evaluation of the current marketing and fundraising activities
Currently, the YMCA is conducting certain marketing and fundraising activities to ensure
that they strengthen numerous people and communities across the country. The organization has
deployed a unique set of marketing tools and platforms that are meant to deliver positive results.
Most of YMCA's program guides are produced to feature seasonal program offerings for youth,
adults, and seniors. The organization prints and mails these program guides to members and
prospects besides creating PDFs and posting online for the members and prospects. YMCA'S
marketing activities also include some traditional channels that align with the budget and

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geographic area of the members and prospective. These traditional mediums consist of
billboards, local newspapers, radio, television, and direct mail. This has enabled them to come
up with the most cost-effective and result-drive...


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