Traction Rec and Y USA to deliver a universal CRM solution for better member experience nationally

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Y-CRM, a universal CRM solution by Traction Rec and YMCA of the USA, will have the potential to transform more than 2,300 YMCAs. It brings modern tools, streamlined operations, and exceptional member experiences.

We are excited to announce Traction Rec’s commitment to one of the largest nonprofits in North America, YMCA of the USA, as the technology provider to support a universal customer relationship management (CRM) and membership management solution. The collaboration between Y USA and Traction Rec will enable associations across the country to deliver more impactful experiences to their members, better support their staff resources, and amplify their impact.


A modern technology solution for small and medium YMCAs

In response to extensive conversations with leadership teams and staff across the movement, Y USA recognized an emerging pattern of associations struggling to modernize their technology. For most associations, member management systems represent a critical tool for operations, but can often be outdated and limited compared to today’s technology standards. Y USA was committed to addressing this issue and providing associations with a solution that aligns with their goals of improving the digital experience for both members and staff.

This solution came to be known as Y-CRM. By implementing a unified CRM system, YMCAs with annual revenues ranging from $0 to $15 million can significantly enhance their ability to better serve their local communities.

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Y-CRM: An all-in-one system to enhance community service

Utilizing Salesforce technology, Traction Rec has developed a cloud-based CRM solution tailored for YMCAs specifically in mind. This system offers a 360° view of their members, supported by a data-driven, intelligent, and user-friendly configuration aligned with their business needs. Y-CRM is composed of three key components:

  1. Fundraising management tools: Manage donors, process donations, handle accounting, subledger tracking, and generate insightful reports.
  2. Core operation management tools: Oversee memberships, programs, child care, camps, financials, facilities, point-of-sale, and facilitate online member self-service, all in one place.
  3. Best-in-class third-party applications: Integrate and expand day-to-day operations with ease, encompassing email communications, visitor screening, document generation, payment processing, remote video programming, and more.

All these robust tools and applications coexist within a single platform, featuring one user-friendly interface and a single login, creating an unparalleled level of efficiency and convenience to streamline operations and enhance member engagement.

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Efficiency and collaboration: A 16-week accelerated implementation journey

The implementation plan for associations spans just 16 weeks, and it's designed to be swift and efficient, largely thanks to automation integrated into the program. We've adopted a cohort-based model that brings YMCA organizations together, enabling them to embark on the implementation journey as a collective, and foster a collaborative learning environment.

One significant benefit Y USA brings to the table is the opportunity for national pricing, a result of negotiations with Salesforce and Traction Rec. This means YMCAs can access licenses at a discounted rate that was previously out of reach. It's a commitment to investing in YMCAs and making a powerful solution accessible to all.

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Elevate team skills with our Learning Management System

In the realm of CRM solutions, having the right tools is essential, but equally important is having the right training. The Y-CRM program will include a Learning Management System (LMS) designed to enhance associations’ proficiency that includes:

  • Customized Trailheads that are engaging, gamified and easy to learn! This digital learning platform is customized not only for the Y-CRM system but also encompasses specialized training content designed for different roles and staff within organizations.
  • The Traction Rec Community, an online portal of resources, including quick-reference guides, continuous knowledge articles, and on-demand videos.
  • Slack user groups to find general support, stay updated on the latest developments, gain insights from peers, and collaborate effectively.
  • Dedicated support team for live support, Q&A, and more.
In the boardroom, and out, our teams have been working closely with YMCA of the USA and Y Associations over many months on the Y-CRM initiative.


Pioneering a brighter future across the nation

Earlier this year, the Traction Rec and Y USA teams marked a momentous occasion, officially welcoming the first YMCA Associations - Wenatchee Valley YMCA, YMCA of Northern Colorado, Missouri Valley Family YMCA, and Brown County Community YMCA - as part of the Y-CRM program. Read all about here.

Looking ahead, we're gearing up to scale the program to many more YMCA associations with plans to onboard 26 YMCAs in 2024. But that's just the beginning. As we stride into 2025, our program is set to expand even further, making Y-CRM an indispensable tool for YMCAs nationwide. This exciting journey is a testament to our commitment to enhancing the Y movement's capabilities, efficiency, and effectiveness, setting the stage for a brighter future for the movement.


Y-CRM Program by the numbers
  • 16 weeks to implement from project initiation to go-live
  • 4 associations kickstarted their migration in 2023
  • 26 associations expected to onboard in 2024
  • 3 YMCAs per cohort to collectively implement together for shared learning experience
  • Ideal for small-to-medium-sized associations with annual revenues ranging from $0 to $15 million


Watch the video: A comprehensive introduction to the Y-CRM program

Watch Tom Gardner, Senior VP of IT and CIO at YMCA of the USA and Heidi Leavitt, Y-CRM Program Manager at Traction Rec, as they present the Y-CRM program with all the essential details.

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The next step: Join us to transform your YMCA in 2024

Together, we can empower your YMCA to better serve your community and fulfill your mission. If you're interested in our Y-CRM program, want to learn more, or potentially migrate to Y-CRM within the next 12 months, please reach out to us, we'd love to chat!

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