Giving Compass' Take:

• Aaron Kwitten, writing for Forbes, interviewed CMO of YMCA-USA Valerie Barker Waller, about how the organization is a driving force of inclusivity, tolerance, and connection, specifically during these polarizing times. 

• Should philanthropists pivot funding to developing more community-based organizations like the YMCA?

• Read more about the importance of community development organizations in helping catalyze change. 

Helping purpose-driven brands tell stories that demonstrate their best selves is a passion I share with Valerie Barker Waller, CMO of the YMCA-USA. Authenticity comes naturally for the Y because inclusivity and tolerance are ingrained in their mission and operating model.  I recently sat down with Valerie to discuss the Y’s poignant campaign centered on inclusivity, “For a better us.” and her experience helping brands articulate their purpose.

Aaron Kwittken: Given the tribalism, animus, and separatism we’re seeing across the world today, it seems there has been no other time in modern history when the Y has been more relevant. Would you agree with that sentiment?

Valerie Waller: Yes. Over the past few decades, the YMCA has faced a number of challenges and opportunities along the way. Today, we strive to continue to be a place where people can find common ground and feel safe amidst the current challenges we’re experiencing in our country and in the world around us.

Kwittken: I love the new creative campaign, “Us.” It’s provocative, without being polarizing. How hard was it to convince your organization to embrace this type of campaign, compared to other campaigns you’ve executed in the past?

Waller: It was not as hard as you might imagine, because our key stakeholders have a deep understanding of what the Y stands for and what the Y does every day.  Other brands often try to attach themselves to social issues they see as important for the times, but that’s very different than what we do. It took a while for us to find the right expression of this idea, but it was all based on the insight of what Ys do in communities all over the country and what’s happening in the country today, not dissimilar to making sure that we were connected to cultural conversations.

Read the full article about the YMCA by Aaron Kwittken at Forbes