The YMCA of Greater Providence recently appointed Nicole Dominguez its chief marketing officer overseeing the organization’s strategic direction, as well as its efforts to boost membership, digital engagement and fund development.
Dominguez, a Wethersfield, Conn., native, has 20 years of experience in marketing, brand strategy and communications. Before the Y, she was senior director of global marketing for Kindermusik International Inc., in Greensboro, N.C., an early-childhood education program that uses music and movement.
PBN: You’ve been put in charge of overseeing the strategic direction of marketing and fund development at the YMCA of Greater Providence. How do you see that direction evolving in the coming months and years?
DOMINGUEZ: At the Y, we believe that the zip code you are born into should not determine your destiny or limit your potential and want to showcase the impactful work we do in our communities to close those gaps.
This spring, we’re launching a new “One Number” campaign that will continue to underscore the Y’s commitment to deliver programs and services, and mobilize resources to ensure everyone – no matter who they are or where they are from – can reach their full potential and live in a thriving community.
PBN: What’s the biggest challenge facing the Greater Providence Y and how do you overcome it?
DOMINGUEZ: Rhode Island is one of the nation’s states with the most nonprofits per capita. The Y recognizes there are more opportunities to give back than ever. As a leader in healthy living and youth development, our goal is to showcase the Y difference, highlight the impact we’re bringing to the neighborhoods we serve and inspire others to join our mission, so together we can make an even greater difference.
PBN: How do you sell the value of a Y membership to individuals and families who seem to have less time and more distractions in their lives?
DOMINGUEZ: In this digital age, the world needs more positive human interaction than ever. The Y provides a family-friendly safe environment to interact and engage in a meaningful way with one another. One of the Y’s core strengths is the valuable resources provided to busy families such as child care, before- and after-school programs, summer camps, personal training assessments, and a wide variety of classes and programming for all ages.
PBN: The YMCA of Greater Providence is closing the North Kingstown branch. The executive director cited financial reasons – the branch apparently ran deficits and the building needs $2 million worth of repairs – but the move angered many members who felt they were abandoned. How are their concerns being addressed?
DOMINGUEZ: The Y recognizes the difficult decision and the impact this closing has had on West Bay members. Through several town hall meetings, heartwarming stories were shared about the positive impact the Y has had on each of their lives. To ease the transition, West Bay members received a 50 percent discount on membership dues to transfer to two other nearby YMCA locations.
The Y will continue to have a presence through after-school programs in several North Kingstown schools, the management of the town beach and working with the town to offer programs at the Cold Spring Community Center.
PBN: Are there similar financial evaluations being conducted for other branches/services, and can we expect to see similar changes in the future?
DOMINGUEZ: Through an 18-month strategic planning process with the board of directors, staff, and key stakeholders, the Y, more than ever, has a clear path forward to provide a sustainable presence in the Greater Providence area for generations to come.
William Hamilton is a PBN staff writer. Email him at Hamilton@PBN.com.