a message
with purpose
Technical Supplement to the Y Voice and Messaging for Benefit Statements
YMCA of the USA
Revised 07.02.2012
TABLE OF CONTENTS
3purpose
4 when to use benefit statements
7 what to say
9protect your y
10contact information
Benefit statements used in this resource are provided as examples only. YMCA of the USA discourages actual use of these statements due to potential existing Federal Trademark
protection status. Use of these Benefit Statements may subject your YMCA to legal action for Trademark infringement.
2
purpose
benefit statements
Extensive research has shown that while most people say they are familiar with the Y they don’t fully understand what
we stand for. Benefit statements are an effective way to convey our message and create greater understanding about the
impact the Y makes in communities.
Communicating impact is critical. Among the most important factors for the general public and key influencers alike
when deciding whether to engage or partner with an organization is whether the organization makes an impact. So, the
Y’s new message-driven visual system is designed to draw attention to our impact. Benefit statements are similar to
headlines we’ve used in the past—they’re big, bold and colorful, and they use all capital letters. However, whereas past
headlines typically focused on what the Y does, benefit statements lead with why we do what we do. They communicate
the impact that only the Y can make.
This guide will show you how to create benefit statements and provide tips for protecting your Y from a legal standpoint
when using them.
Benefit statements
focus on the
Y’s impact on
individuals and
communities.
3
when
to use
benefit
statements
4
when to use benefit statements
All marketing and communications collateral that is designed to communicate who we
are and what we offer—posters, billboards, ads, brochures, websites, newsletters, etc.—
should utilize benefit statements.
Many business essentials—letterhead, membership forms, program registration materials,
program schedules, etc.—are functional and do not need benefit statements.
Benefit statements are fluid and ever changing—similar to headlines for an ad campaign.
They are not meant to be slogans or taglines. As such, Ys should not create a list of
stock benefit statements or assign benefit statements to specific programs on an
ongoing basis.
5
benefit statements
when to use benefit statements
benefit statements
ALWAYS HERE
FOR OUR
COMMUNITY
www.ymcadanecounty.org
Billboard
HAVING
FUN AS A
TEAM
Poster
6
Brochure Cover
what
to say
what to say
benefit statements
Benefit statements are easier to create than you might think. Ask yourself—and your staff—open-ended questions like the ones below about
how your program or service benefits its particular audience. Jot down the answers and then highlight the words that stick out as compelling
and genuine. Often, these words can be fashioned into benefit statements. In asking these types of questions you will be laying the
groundwork you need to create short, catchy benefit statements for your marketing communications collateral. Even better, these statements
are truly about your Y’s programs.
Be sure to engage all levels of staff when creating benefit statements—especially front-line staff, who see firsthand the great things that
happen at your Y every day. Below are two sample questions, possible answers and suggestions for using them to create benefit statements.
1. Question: What do parents hope their children will
get out of the Anytown YMCA’s child care programs?
Old Headline
New Benefit Statement
1a) Answer: We provide an environment that is like home,
full of kindness and support.
1a) CHILD CARE
just LIKE HOME
KIND & SUPPORTIVE
1b) Answer: Kids try new things every day thanks to our
amazing learning opportunities.
1b) HALF DAY PRESCHOOL
TRY NEW THINGS
AMAZING LEARNING EXPERIENCES
1c) Answer: We have several group activities so kids learn
how to work and play together.
1c) PRESCHOOL
LEARN TOGETHER, PLAY TOGETHER
1d) Answer: We provide a lot of individual attention at the
end of their day to make sure each child is progressing.
1d) AFTER SCHOOL CARE
a great end to thE day
SEE PROGRESS
2. What are the experiences for participants in the
Active Older Adult program at the Anytown YMCA?
Old Headline
New Benefit Statement
2a) Answer: Our Active Older Adults create friendships
that go beyond the walls of the Y.
2a) ACTIVE OLDER ADULTS
FORGE FRIENDSHIPS
2b) Answer: They get to try different things they
otherwise would not be able to do—attend the
symphony, go bowling, etc.
2b) AOA BUS TRIP TO SYMPHONY
BE ADVENTUROUS
MOVED BY MUSIC
2c) Answer: They feel healthier and stronger because of
their participation.
2c) JOIN AOA
FEEL HEALTHIER
BE STRONGER
2d) Answer: Our Active Older Adults feel the Y is
committed to them and they are committed to the Y.
2d) ACTIVE OLDER ADULTS PROGRAMS
BE A PART OF SOMETHING BIGGER
8
protect
your y
9
protect your y
benefit statements
While YMCAs are encouraged to be creative, it is important to understand that popular slogans, taglines and familiar
phrases from third party sources such as television shows, movies, music, advertisements, etc. should never be used to
create a benefit statement. This use could violate the intellectual property rights of the individual or entity that owns
the phrase. For example, a Y could not use LIKE A GOOD NEIGHBOR® or I’M LOVIN’ IT® as a benefit statement because
these phrases are already owned by State Farm Mutual Automobile Insurance Company and McDonald’s Corporation,
respectively. Use of phrases, taglines, slogans, etc. owned by third parties could have legal and/or financial consequences.
Y-USA strongly recommends using a benefit statement for no longer than six months.
If your YMCA receives a notice of infringement related to the use of a benefit statement, you should
immediately forward a copy of the notice to the Office of the General Counsel at YMCA of the USA for guidance
at [email protected].
For these reasons, Y-USA cannot provide a library of benefit statements for local Y use. There is no way to guarantee
long term clearance (i.e. the statement is not registered by another party) of any one statement for all possible uses.
Popular slogans, taglines
and familiar phrases from
third party sources such as
television shows, records,
movies, etc. should never
be used to create a benefit
statement.
10
CONTACT INFORMATION
All artwork and imagery used in this document
are for visual reference only and should not be
extracted from this PDF file.
For questions regarding these standards, please
e-mail [email protected].
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