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VVhen business leaders were asked to rate their likelihood of promoting YMCA membership to <br />their employees, more than half of the leaders indicated that they would definitely or probably <br />promote the YMCA. Of the leaders who would definitely or probably promote the YMCA, all of <br />them are willing to pay part of their employees' memberships to the YMCA. Less interest was <br />expressed for serving on the Board of Directors and raising capital funds with other businesses <br />for the YMCA. Five of the 10 leaders are somewhat interested in serving on the Board and two <br />are'willing to help raise capital funds. Overall, there is cautious optimism for a new YMCA in <br />Elk River. VVhile most view it favorably, fewer are willing to commit time or money to the <br /> <br />venture. <br /> <br />Because of the importance of local business support in the YMCA's viability, it is <br />imperative that the YMCA inform and educate business leaders of their mission and <br />vision for the Elk River facility to garner leaders' support, both in terms of money and <br /> <br />time, for this facility. <br /> <br />Residents' Image and Awareness of the YMCA <br />Most residents have a strong, positive image of the YMCA. They view a YMCA as a place for <br />families to go that offers a safe environment, adult fitness programs, and a variety of <br />programming for everyone. More than four in ten view the YMCA as affordable; another 19 <br /> <br />percent don't know if it is affordable. <br /> <br />Residents are aware of many of the programs and activities offered by YMCAs. Awareness is <br />highest for programs for young people, swimming lessons, and adult physical fitness programs. <br />Residents are least aware of childcare programs and financial assistance for those who can not <br />pay for their membership.. <br /> <br /> ,- The YMCA should expand its image by informing community members of its wide <br /> range of programming and services through marketing materials. It should also <br /> emphasize that the YMCA is a price competitive provider of physical fitness <br /> programming for all ages. <br /> <br /> ,- The YMCA should emphasize the perception that it offers a safe environment, <br /> especially when promoting programs for children and families. <br /> <br />2001 Elk River YMCA Study <br /> <br />2 <br /> <br /> <br />