Letter from James Finck, President & CEO
Dear YMCA Friends:
You may have seen or heard the media coverage yesterday regarding the announcement of our new brand - The Y.
What may not have been clear is that, regardless of the brand change, we're still the YMCA. Our name will remain the YMCA of Austin.
Our Mission will remain unchanged as always: to put Christian principles into practice through programs that build healthy spirit, mind and body for all.
Our emphasis on Christian principles and the character development values of Respect, Caring, Honesty, Responsibility and Faith will remain intact.
Our core programs that you know and value will remain focused on building strong kids, strong families and strong communities.
Our commitment to serving ALL - regardless of age, race, creed, gender, economic circumstances and physical or mental abilities - will remain as steadfast as ever.
The main thing that will change, however, is our logo, which, in fact, will still include the letters YMCA. This is the 7th time in the past 160 years that our logo has changed, and it won't be the last. The new logo, with its forward-looking design and multiple color options, reflects the vibrancy of our organization and the diversity of the communities we serve.
In addition, moving forward we will be using the nickname "The Y" more frequently - because that is how people in communities nationwide most commonly refer to us. But on virtually every sign, in every brochure, and on every website, you will still see the letters "YMCA" prominently displayed.
The other primary change is that we're sharpening our focus around the three key areas where we impact lives: Youth Development, Healthy Living and Social Responsibility.
The Y has been one of the most important nonprofits in the United States for decades. But recent research showed that our cause and impact are not fully understood. We are changing how we talk about ourselves so that people better understand the benefits of the work we do in this community.
We didn't undertake this process lightly. Our rebranding strategy is backed by more research than we've ever conducted in our organization's history, through conversations with members, program participants and the public at large. And you told us that participation in our programs and services is a means to a greater end.
Therefore, through our rebranding effort, we hope to tell our story more broadly to help more kids reach their potential, help more families and individuals achieve better health outcomes, and encourage everyone to get involved and make their community a better place.
Finally, I want you to know that our rebranding process will not happen immediately. A transition of this magnitude will take time, which is why we will be rolling this out across our Association over the next 18 months.
As I have said time and again, our YMCA's impact will be measured not by what we say, but by what we do. This situation is no different.
If you have any questions or concerns, I invite you to contact your branch Executive Director and program staff to discuss how the Y can expand and improve the ways we serve our community.
Thank You,
James P. Finck
President and CEO
YMCA of Austin
Our Mission: To put Christian Principles into practice
through programs that build healthy spirit, mind and body for all.
