Donna Bembenek, VP of Marketing and Communications for YMCA of the USA, talks about the shifts they’ve made in their national marketing and sponsorship strategy. Specifically, how the Y wants to make sure people know they are more than just a gym and swimming by stressing the critical, social, and impact work they are doing in the community with their ‘For a Better Us’ campaign. She breaks down all the work that led to these strategy shifts and the positive impacts. There’s also the ‘Zoe for President’ campaign that highlights the Y’s role in helping anyone achieve their full potential in life.