AO_FallCampaign1_Full

PROMOTION OBJECTIVE • To highlight program outcomes to increase Fall Program 1 Registration • To increase membership sales for non-members and the community through program outcomes, 20% discount and what a full-fledged YMCA membership means to their family.

• To decrease membership terms of full paying members going into fall by highlighting program outcomes and new offerings.

Throughout the campaign, we will vary our messaging to connect with different audiences.

• For families, we will focus on spending quality time together, creating healthy routines, and helping children thrive throughout the school year.

• For parents, we will highlight opportunities for skill development, confidence-building, and activities that support their child's growth both on and off the field.

• For adults, we will focus on wellness, stress reduction, goal achievement, and prioritizing personal health before the busy holiday season arrives.

• For active older adults, we will emphasize staying connected, maintaining strength and mobility, and building meaningful relationships through YMCA programs.

MARKETING TIMELINE Marketing Dates: July 10th – August 22nd Promotion Start Date: New Members – Beginning August 10th Non-Members Beginning August 17th WEBSITE: • Beginning July 10th, our website will serve as the central hub for all Fall I campaign activity.

• https://pittsburghymca.org/fall2026 • A homepage pop-up will direct visitors to the Fall registration page and reinforce the August 10th member registration date.

• Every campaign asset including social media posts, digital advertisements, email campaigns, QR codes, and printed materials will direct users back to this centralized registration hub.

PRINT/IN BRANCH MEDIA CAMPAIGN PRINT • Window clings announcing Aug. 10th for registration on all entry doors • Magnets for lockers announcing Aug.10th for lockers • (3) X-Banners per branch for various area visibility highlighting the biggest programs at each branch for Fall 1 in place by July 10th with a QR code to the branch fall CORE link.

Focus should be youth sports, aquatics, healthy living • 30x40 Poster with general Fall 1 information – focus on August 10th registration date for all programs • 11x17 Posters with general Fall 1 information – focus for these should be group exercise, active at any age, personal training – Highlight August 10th • 25.5x 11 Fall Lookbook per branch – menu of opportunities at each branch and general location information Highlight August 10th for members and August 17th for non-members • Flyers at branch discretion with Marketing Request Form DIGITAL SCREENS (Amount up to discretion) Graphics created for digital screens Highlight August 10th for members and major program opportunities

ALTHIER FALL FOR ALL

SOCIAL MEDIA COUNTDOWN CAMPAIGN July 10th – August 10th • The Fall I social media countdown will serve as the primary awareness and excitement-building campaign leading up to registration opening on August 10. Rather than focusing solely on registration reminders, the campaign will tell the story of what makes fall at the YMCA special and why members and families should be excited about the season ahead.

• The overall theme of the countdown will be anticipation and possibility. Beginning on July 10, we will invite members and the community to follow along as we unveil the programs, opportunities, events, and experiences that will make Fall I 2026 one of our strongest program seasons yet.

• The campaign will utilize a mix of video, photography, stories, staff features, member testimonials, program spotlights, giveaways, and behind-the-scenes content. Content will be customized by branch when appropriate while maintaining consistent association-wide branding and messaging.

SAMPLE ADS

SAMPLE ADS

ONLINE ADVERTISING CAMPAIGN Campaign Dates: July 20th, 2026 – August 10TH, 2026 Registration Opens: August 10, 2026 Landing Page: Fall I Registration Landing Page Platforms: Facebook, Instagram, TikTok, Google Display Network, Google Search, and YouTube Tracking: Google Analytics, Meta Ads Manager, Landing Page Conversions, QR Code Tracking (where applicable) Online Ads – Social Media, Retargeting, Targeting (Lookalike Audiences) July 20 – August 10 • The campaign will target new audiences through Meta Lookalike Audiences (Facebook and Instagram) built from existing YMCA membership data.

• Audiences will be created using current member lists from each YMCA branch.

• Lookalike audiences will focus on individuals and families with similar demographics, interests, and online behaviors within each branch's service area.

• Creative will rotate between family-focused, youth-focused, aquatics, healthy living, and seasonal lifestyle messaging.

• Messaging will transition throughout the campaign: • July 20 – July 31: "We're Planning an Incredible Fall."

• August 1 – August 9: "Registration Opens August 10."

• August 10: "Register Today."

Increase donations during Critical Needs Alert Day through compelling, mission-focused storytelling.

• Increase awareness of the YMCA's role in addressing critical needs across the Greater Pittsburgh region.

• Encourage member, staff, volunteer, and community participation through the Chain of Impact engagement campaign.

• Educate the community that every gift stays local and directly supports YMCA programs and financial assistance within their branch community.

• Leverage matching funds through The Pittsburgh Foundation to maximize donor participation and urgency.

• Reinforce the YMCA as a trusted nonprofit committed to strengthening communities for all.

Our campaign will focus on the impact donations make not simply the act of giving.

To align with our Cause-Driven messaging and Strategic Roadmap, rather than asking people to donate to the YMCA, we will show them who they are helping.

2025 Branch

Total Raised

Match

Total Payout

Allegheny YMCA

$2,312.50

$1,147.69

$3,460.19

Association

$8,502.50

$3,051.98

$11,554.48

Baierl Family YMCA

$12,886.00

$5,466.84

$18,352.84

Homewood-Brushton YMCA

$5,805.64

$2,538.66

$8,344.30

YMCA Camp Kon-O-Kwee Spencer

$9,119.16

$4,326.12

$13,445.28

Sampson Family YMCA

$5,156.54

$2,387.48

$7,544.02

Spencer Family YMCA

$4,003.90

$1,927.80

$5,931.70

Thelma Lovette YMCA

$5,878.75

$2,885.49

$8,764.24

Youth Development

$657.50

$342.92

$1,000.42

Total

$54,322.49

$24,074.98

$78,397.47

For Children We'll focus on creating opportunities for every child to learn, grow, stay safe, and build confidence through summer camp, swim lessons, youth sports, afterschool care, and financial assistance.

For Families We'll highlight how the YMCA supports working parents through affordable child care, family wellness opportunities, financial assistance, and programs that help families build healthy lives together.

For Adults We'll demonstrate how YMCA wellness programs, chronic disease prevention initiatives, LIVESTRONG® at the YMCA, and healthy living opportunities improve quality of life and remove barriers to better health.

For Active Older Adults We'll emphasize reducing isolation, improving mobility, building friendships, and creating opportunities for healthy aging through fitness, social engagement, and wellness programming.

For Our Community We'll reinforce that every donation strengthens the entire community by ensuring everyone has access to YMCA programs regardless of age, income, or circumstance.

PROMOTION DETAILS Campaign Dates: July 20 – August 5, 2026 Early Giving Begins: July 30, 2026 Critical Needs Alert Day: Tuesday, August 4, 2026 Matching Funds: Eligible gifts made through The Pittsburgh Foundation during the campaign period will receive matching funds while available.

Locations: All YMCA of Greater Pittsburgh branches.

MARKETING TIMELINE Marketing Dates: July 20 – August 5, 2026 Campaign Launch: July 20 Early Giving: July 30–August 4 Critical Needs Alert Day: August 4 Campaign Wrap-Up: August 5 GIVING LINKS ASSOCIATION LINKS Allegheny YMCA Calendar Save the Date Baierl Family YMCA YMCA of Greater Pittsburgh Homewood-Brushton YMCA Sampson Family YMCA Spencer Family YMCA Thelma Lovette YMCA Youth Enrichment YMCA Camp Kon-O-Kwee Spencer

PRINT/IN BRANCH MEDIA CAMPAIGN PRINT • 30" x 40" Campaign Poster featuring the Build the Chain. Strengthen Our Community. campaign theme, highlighting Critical Needs Alert Day on August 4, matching funds, and the local impact of every donation.

• 11" x 17" Impact Posters displayed throughout the branch Table Tents & QR Code Displays placed at Welcome Centers, membership desks, and gathering areas directing members to learn more and make a donation through Critical Needs Alert.

• Chain of Impact Display prominently featured in each branch lobby, inviting members, staff, and guests to color a paper link and watch the chain grow throughout the campaign.

• Flyers available at branch discretion using the Marketing Request Form, promoting Critical Needs Alert Day, the Chain of Impact campaign, and the August 4 giving opportunity.

DIGITAL SCREENS • Graphics created for digital displays throughout the campaign (quantity at branch discretion), rotating messages including: • Save the Date: Critical Needs Alert Day – August 4 • Build the Chain. Strengthen Our Community.

• Every Link Represents a Life Changed.

SAMPLE ADS

CHAIN OF HOPE Every link in our Chain of Impact represents a life changed because our community came together to support the YMCA. During our upcoming Critical Needs Alert campaign, you’ll see our paper chain grow throughout the branch. Each link represents a donation that helps: • A child discover confidence • A senior stay healthy and connected • A family find belonging • A neighbor access essential YMCA programs and services No matter the amount, every gift makes a difference.

“The assistance we receive from the YMCA makes it possible for us to belong. We are grateful for all the programming our Y offers and for the generosity that makes it possible for our family and many others.”

ADD YOUR LINK TO THE CHAIN. Grab a coloring page, create your link and help us show what our community can accomplish together.

Donate during Critical Needs Alert and help ensure the YMCA remains accessible to all.

WE’RE STRONGER WHEN WE’RE CONNECTED.