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Examining brand attitudes and perceptions of a major Not-for-profit organization


An important part of ensuring the success of the YMCA’s strategic plan is raising the level of awareness and familiarity of the GTA among the region’s residents. At the same time, the YMCA is in a highly competitive environment for charitable donations. It was essential to understand the organization’s image and reputation compared with other social service and family-centred charitable organizations.


We conducted an online survey of close to 1500 participants, including an oversample of residents who reported having donated over $1000 to charitable organizations in the past year. Sophisticated multivariate analytical tools were used to understand the key drivers of perceptions of the YMCA, and donation likelihood.


This research provided a valuable tool that was used to shape strategies around how best to increase donations to and involvement with the YMCA.

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