Edited Spring 2014

A YWCA Media Coverage Backgrounder

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Executive Summary
The purpose of this backgrounder is to explore and explain the YWCAs identity and media
coverage. Through multiple meetings with the former executive director Cheri Kilty clarified the
significant issue of the communities confusion and a lack of media coverage. This media coverage
backgrounder is to inform all parties of the history of the Bellingaham YWCA and all online media
coverage. Included in this backgrounder is a history summarizing the Bellinghams YWCA first 100
years, the current standing of the Bellingham YWCA, facts and research that our team has found
that would be visible for community members, implications if the YWCA does not act on
reconnecting with the community, biographies of the key directors, and sources.

History and holistic perspective of the YWCA
The Bellingham YWCA was founded in 1907 and works to empower women and girls of all ages
and from all backgrounds, sexualities, races and religions to better their quality of life.
In 1915 the Larrabee family built and donated the current North Forest building for the YWCA to
continue empowering women through recreation, education and health opportunities. Bellinghams
YWCA is a member of the national YWCA organization. Currently the YWCA is providing help to
Whatcom county women through advocacy, housing, education, safety, education, and racial justice
to hundreds of women in Whatcom County.

Current Standing of what the Bellinghams YWCA
The YWCA supports the mission of the national organization: eliminating racism and empowering
women. They accomplish everything through a variety of services and programs. These programs
aim to meet the critical needs of their clients with the end goal of self-sufficiency.
The information is a summary of their current state of outreach:
Programs that are specific to clients include:
Edited Spring 2014
Onsite housing for up to 36 women
Case management ensuring that all residents make full use of available community resources
The onsite Back to Work Boutique offers free, appropriate clothing for interviews and
employment
A financial literacy program helps women achieve financial independence
Promoting and equipping clients with life skills through providing personal growth classes,
support groups, recreational events and social events
A scholarship program for college classes, job training and career alternatives

Previous and current programs that are specific to community outreach include:
YWCA Speaker Series
Leadership Breakfast
Sponsorship of the Northwest Hall of Fame
Participation in the Domestic Violence Awareness Committee, The Homeless Coalition
and other community organizations
The lack of media coverage the YWCA is currently receiving indicates current press
releases are missing a key element of persuasion. Press release writing ideally will compel
journalists to cover the YWCA activities and events. In Whatcom County a single news
outlet does not exist to send news ledes to; therefore, the YWCA individually releases
event information in the form of press releases to various media personnel.
A Summary of Bellinghams YWCA Merger with Womencare of Whatcom County
Womencare is a 24-hour organization functioning to end domestic violence by providing
community education and emergency confidential shelter. With a 24-hour hotline for
crisis support their support in the community is vital to ending domestic violence in
Whatcom county. Womencare is a 503 C3 nonprofit organization.
In 2013, the YWCA merged with Womencare of Whatcom County. Since the
acquisition of Womencare, the YWCA has increased their budget from approximately
$400,000 to $1,000,000.
Edited Spring 2014
When we spoke with Cheri about the merger with Womencare she mentioned the
YWCA is not shutting down the Womencare website. Rather both the YWCA and
Womencare will have their own website.
Although the YWCA is financially merging with Womencare Cheri eluded that
Womencare will still be their own entity to provide services to the YWCA.
Because the YWCA and Womencare are similar in both supporting women the
community is confused exactly what services and target audience both organizations are
pursuing. Therefore, the community is confused. To reconnect the community the
organizations need to reestablish specifically what the YWCA and Womencare do in
Whatcom County. The most efficient, necessary and free way to reestablish the
organizations is through all media outlets.
Facts and Research of Bellinghams YWCA Online Media Coverage
Within this facts and research section we uncovered all online media to see exactly what was out
there. Originally when we began this project with Cheri we wanted to catalog and begin a new
archive of print media. However, it became apparent Cheri was busy and unable to find print
collateral. Unfortunately without Cheris help we had to surrender the project to future English
402 classes. From understanding what media coverage the YWCA does have, we can make
educated suggestions on how to reach the YWCAs target audience. Each section is divided by
different types of online media.
Event Postings
Womencare Shelter has upcoming Bellingham YWCA events posted on their homepage.
(http://www.womencareshelter.org/)
Zvents posts events that take place at the YWCA. These events are put on by outside
community organizations. (www.zvents.com).
Event Coverage
BBJ Today has an article discussing Womencare joining the YWCA (http://bbjtoday.com/).
Best Western Plus Lakeway Inn has a blog post on the Mentornet event
(http://bestwesternlakewayinn.blogspot.com/).
Firesteel has a YWCA Bellingham blog (www.firesteelwa.org).
The Bellingham Heralds most recent Bellingham YWCA post discusses Womencare joining
the YWCA (www.bellinghamherald.com).
Edited Spring 2014
Whatcom Womens Network has a profile on Cheri and information on an event
(http://www.whatcomwomensnetwork.com/).
Social Media
Facebook has a Bellingham YWCA page that posts events and statements
(www.facebook.com/ywcabellingham).
o 269 likes
o Average of 1-5 likes per post
Twitter has a YWCA account and tweets events and statements
(www.twitter.com/YWCABellingham ).
Youtube has a video on the Bellingham YWCA. The video examines the effects of the
services that Bellingham YWCA offers to local women who are homeless.
(http://youtu.be/NGNxVqrdcP0).

Implications
According to executive director Cheri Kilty, if the YWCA does not reintroduce themselves to the
target audience of adults under 40, the YWCA will have a further decline in volunteers, sponsors,
and attendance to events.

In the last 2 years there has been a 15 percent decrease in volunteers according to Cheri Kilty.
Predominantly the target audience comprises that 15 percent and correlates a direct decrease of the
target audience.

If the YWCA does resolve the confusion, the target audience will be compelled to support an
organization they can fully appreciate. Which will drive a stronger partnership with the community
in Whatcom County, said executive director Cheri Kilty.

We propose by strategically placing media within Whatcom County that the YWCA will begin to
reconnect and establish the YWCA in the community again. By placing the media where the target
audience is there will be an increase of awareness and understanding in the community.
Consequently the interest in the organization and volunteers will increase.

Edited Spring 2014
When considering how to strategically place media where a target audience is we are forced to ask
exactly where adults under 40 are in the community.

From roughly 18 to 25, young adults are predominantly at colleges like Whatcom Community
College, Bellingham Technical College and at Western Washington University. YWCA has an
advantage of connecting with Western because of location. Therefore, the YWCA should be
targeting to receive media coverage from colleges like Westerns newspaper The Western Front or
Westerns Magazine The Kilpsun.

Adults from 26 to 40 are in the workplace and are typically beginning families. Therefore, we
recommend that the YWCA continues to effectively pitch stories to the Bellingham Herald and the
Bellingham Business Journal and various radio stations like Praise 106.5.

Biographies
Former Executive Director Cheri Kilty cheri@ywcabellingham.org
Housing Director Ann Suloway ann@ywcabellingham.org
Office & Operations Manager Karen Johnson karen@ywcabellingham.org
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The YWCA in Bellingham, Wash. advocates for every woman. Through programs and partnering
with community organizations the YWCA since 1907 has been helping empower women improve
quality of life for all women and girls regardless of all ages, backgrounds, sexuality or religion. For
more information visit www.ywcabellingham.org

Edited Spring 2014
Sources

"Best Western Plus Lakeway Inn Bellingham Washington." : YWCA
Bellingham. http://bestwesternlakewayinn.blogspot.com/2013/04/ymca-bellingham.html

"The Bellingham Herald." Womencare Shelter becomes part of YWCA Bellingham.
http://www.bellinghamherald.com/2013/10/03/3240385/womencare-shelter-becomes-
part.html

"Cheri Kilty, YWCA Executive Director | Whatcom Womens Network ~ Bellingham, Whatcom
County." Cheri Kilty, YWCA Executive Director | Whatcom Womens Network ~
Bellingham, Whatcom County. http://www.whatcomwomensnetwork.com/cheri-kilty-
ywca-executive-director

"Mount Vernon Ywca Bellingham, Shows & Things To Do Events." Zvents.
http://www.zvents.com/mount_vernon_wa/events/ywca+bellingham
(accessed ). .https://twitter.com/YWCABellingham

"Womencare Shelter joins YWCA Bellingham." BBJ Today.
http://bbjtoday.com/blog/womencare-shelter-joins-ywca-bellingham/25373

"Womencare Shelter | The first door to non-violence.." Womencare Shelter Home Page Comments.
http://www.womencareshelter.org/

"YWCA Bellingham." Facebook. https://www.facebook.com/ywcabellingham

"YWCA Bellingham." Firesteel / Association /.
http://firesteelwa.org/association/open/title/ywca-bellingham

YouTube. "Rakia Wells." YouTube.
http://www.youtube.com/channel/UCx0E_WdIraOOi6llgoafSow