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development, healthy living and social responsibility, Pawlowski says. It will help the 2,600 Y branches in 10,000 communities (with 20 million members) nationwide to deliver a consistent and clear message about who they are and what they do. "We really feel that locally and nationally that the Y has ONLINE: Click to see a video of the YMCA's President Bill Breider talking about the Y's mission and future direction. been a respected non-profit organization," Breider says. "But we felt it was time for people to better understand what we do and what our organization is all about. " IN 2010, the national Y organization announced a rebranding effort that includes a new logo. announced plans to change its logo and present itself in a new way to the country. All of the YMCAs, including the YMCA of the Fox Cities, will change the black-and- red upright "Y" logo to a two-color contemporary "y" in five different color schemes. Along with other Ys nationwide, the YMCA of the Fox Cities already has begun transitioning to the new logo such as on its staff clothing. But it's not just about giving the organization a new look. "What we're trying to do is reintroduce ourselves to the community," Pawlowski says. "The YMCA is such a complex organization because we really serve people from infants through seniors." The YMCA might have once been a gym-and-swim, but now its aim is total wellness, Pawlowski says – spirit, mind and body – and it has programs each day for the youngest members of the community to the oldest to help achieve that goal. The organization wants to do a better job of explaining what it's all about. So every program and effort of the Y now falls under three core areas: Youth It's uncommon for a community of this size to have a Y system of this caliber. The YMCA of the Fox Cities has a $19.3 million operating budget for 2012 – a size comparable to communities such as Colorado Springs and Oklahoma City. "" Fred Hauser, YMCA of the USA ThE nExT 125 YEArs In addition to the rebranding effort, the YMCA of the Fox Cities is in the midst of a strategic planning process. The plan emphasizes the Y's three core areas, of course, and also outlines five focus areas that the organization will emphasize during the next three years, including accessibility, education, philanthropy, health/well-being and actions, meaning actions in keeping with the Y's Christian tradition. Under the umbrella of accessibility, for example, the YMCA of the Fox Cities has identified neighborhoods with underserved populations and has created initiatives to help them get involved in the Y. The organization hopes to launch an income-based membership fee to help open up the Y to lower-income families, Breider says. It also plans to be more aggressive with its workplace program will save $3.80 in future health care costs and $5.80 in reduction of absenteeism," Breider says. "So along with that burden that we place on our local and national health care systems, I really think that shows that we have to become healthier as individuals, as families and also in the workplace. Executive team member Sue Pawlowski Beyond that, Breider sees the Y continuing to grow and thrive by serving the surrounding communities. "I think the YMCA " wellness programs, which currently serve about 40 area companies, he says. "Every dollar spent incorporating a company wellness organization that holds its mission up as the guiding force, the guiding light for that organization. ... I really think the genius of the YMCA is that we are truly a partner – and a leader. will continue to be an organization that meets the most pressing needs in their communities," he says. "And it will be an " October 2012 • INSIGHT | 31