YMCA Target Market Study

the FOR YOUTH DEVELOPMENT FOR HEALTHY LIVING FOR SOCIAL RESPONSIBILITY TARGET MARKET AND KEY MOTIVATORS STUDY Informing the national positioning campaign GENERAL PERCEPTIONS We uncovered 4 DRIVERS that trigger involvement with charitable organizations: 9900 Compassion For Others First-Hand Ex perience Religion/ Morality Self- Satisfaction OVER 50% of people are skeptical about involvement with charitable organizations because THEY DON'T KNOW HOW THEIR DONATION IS USED. ORGANIZATIONS WHICH ARE SEEN AS MOST ADMIRED are ones which are perceived as providing immediate and tangible relief. Almost 1/3 OF PEOPLE are neutral toward the Y due to their LACK OF KNOWLEDGE about the organization's impact PERCEPTIONS OF THE Y PEOPLE FEEL THE Y IS Welcoming Caring Responsible Nurturing THE Y HAS AN OPPORTUNITY TO SHOW THAT IT IS Distinctive AR Different Re levant Inclusive YOUTH COMMUNITY DEVELOPMENT DEDICATION •• Drive positive response to the Y KEY AUDIENCE: HOW OUR HIGH PROPENSITY PROSPECTS ARE DEFINED 1/3 of those not currently involved with the Y are ENTHUSIASTIC ABOUT GETTING INVOLVED IN THE FUTURE Likely to be Women in comes orld $75K+ Making Married Employ ed half have children in the home 00000 00000 7 in 10 donate $150 or more annually to other organizations besides the Y 75% would consider donating to the Y in the future 8 in 10 already have a positive response to the Y driven by the org's impact on local communities FOR MORE INFORMATION GO TO: YEXCHANGE. ORG/NATIONWIDE-CAMPAIGN Sample 2081n Flakw ork Fabruary 2015 ....