YWCA a strong advocate for women with a renewed organizational focus
Driving past the highly visible electronic billboard outside McMahon Stadium is where I first noticed the YW’s new blue and green logo, which has also been displayed in print and on banners outside the organization’s downtown campus.
The YWCA was launched in 1910 when four forward-thinking women recognized the need to provide safe accommodations for female travellers.
Today, the organization is not only building a new brand but also developing a mission and vision to better explain its role in the community.
Shelter and housing remain an essential focus, although the YW has tailored programs to better intervene, empower and lead wherever and whenever women and their families need help.
CEO Sue Tomney says her board and staff have worked on the transformation since the YWCA celebrated its 100th anniversary six years ago. During the past 18 months, with the help of Mosaic Communications, it used the results of focus groups and market surveys to create a new visual brand identity.
The tag line “women-centred, brighter future focused” is at the core of the new YW; its mission to ensure women can thrive in a safe and equitable community.
“It reflects our clarity of service to women and ongoing efforts to demonstrate accessibility and nimbleness in our program delivery and business planning,” said Tomney. “We are warriors, proactive providers and advocates for women’s safety, social and economic rights.”
Safe shelter is provided at the Sheriff King Home, where women are offered food and basic needs items along with counselling. Mary Dover House is a transitional shelter with 80 low-cost shelter beds for women experiencing homelessness and poverty. Another 24 beds are available at the newly opened Providence Building, which is owned by the Calgary Homeless Foundation, but managed by the YW.
The YW is also involved in child-care development, education and employment skills, counselling and personal development.
With the support of chair Rebecca Morley and the YW board, Tomney oversees a staff of 333 and a budget of $19 million provided by governments and some creative fundraising.
This year’s Walk A Mile in Her Shoes event raised more than $250,000 and the Nov. 22 YWhis-per Gala at the Telus Convention Centre, with guest speaker Monica Lewinsky, has already sold more than 600 tickets.
The YW building downtown was sold late last year and a portion of that money will be used to build a new complex in Inglewood.
An all-female team from Kasian Architecture is designing offices, transitional housing and multipurpose community space across the road from West Canadian on 9th Avenue S.E.
The estimated cost is $60 million, of which $20 million is expected to come from governments. Another $20 million will come from the downtown building sale, with the remainder from the community and fundraising efforts.
The new YW is speaking up and speaking out — loudly, proudly and expertly — to support women in gaining control of their lives.
“We are fearless and ready to embrace new and exciting challenges with a brand that reflects our promises and commitment to women and their families in Calgary,” says Tomney.
NEWS AND NOTES
The Salvation Army’s annual Hope in the City luncheon at the Hyatt Regency will kick off its Christmas Kettle campaign, which aims to raise $1 million for programs and services in Calgary. The guest speaker is Canadian commentator and author Rex Murphy, whose his presence will hopefully fill the room with generous givers. The event’s platinum sponsor is Wood Automotive Group, which contributed $10,000 to the luncheon. Owner Gerry Wood, on behalf of his family, will donate $100,000 to the campaign for a second year. He has already donated $10,000 to Legacy Canada Project in support of Veterans Food Bank in Calgary, and among many other charitable events his company is the official vehicle sponsor and supplier of the Shaw Charity Classic.