YWCA of the USA: Joining Forces With the Corporate World (No. 47)

By VIKKI KRATZ

How much it raised last year: $161.6-million

Its purpose: The Y.W.C.A. is made up of 324 local organizations that offer job training,

temporary housing, daycare, after-school activities, athletic opportunities, and other programs to women. Its programs are aimed specifically at helping women and girls in poor neighborhoods.

Where contributions come from: The Y.W.C.A.’s national office raises $2.7-million; the remainder is raised by local branches. Forty-five percent of the Y.W.C.A.’s national-office budget comes from corporations, 46 percent from individuals (including bequests), and 9 percent from foundations.

Most notable fund-raising effort of the decade: Entering into more than a dozen marketing deals with corporations, including Avon Products, Nike, Pepsico, and Pfizer.

How it works: The Y.W.C.A. and the corporation jointly develop a program to focus on a specific need, such as computer training for schoolchildren or educating women about breast cancer.

Why it works: Corporations are eager to promote their products to the specialized markets the Y.W.C.A. serves: two million women, 40 percent of whom are minorities.

Why it is cost-efficient: The corporation pays for all costs associated with the program, including printing any materials, providing staff training, and donating the necessary equipment. The Y.W.C.A. has few upfront expenses, especially compared to other types of fund raising, such as direct mail.

Results: The national office’s revenue from corporate partnerships more than doubled during the last eight years, from 22 percent of total revenue in 1991 to 45 percent in 1999.

Potential pitalls: The Y.W.C.A. has to be careful to make sure its image is not harmed by any inappropriate corporate ties, and must steer clear of endorsing products so it won’t be subject to the unrelated business income tax.

Where the money went: To pay for new programs, like HeartPlus, an effort by Pfizer to teach women about heart disease that will begin next year, and to support existing programs, like TechGyrls, which teaches girls computer skills.