Rebuilding hope: How YMCA Blue Ridge Assembly used video messaging to mobilize support and raise over $2.5 million after a devastating flood

About YMCA Blue Ridge Assembly

For over a century, YMCA Blue Ridge Assembly has served as a cornerstone for youth development, leadership training, and community-building. Unlike traditional YMCAs, Blue Ridge operates as a conference and retreat center, welcoming over 33,000 visitors annually for programs such as the Teen Leadership School, Christian Values Conference, and Fellowship of Christian Athletes Camps.

For many, YMCA Blue Ridge is more than just a gathering place—it’s a home away from home, a space where generations of families and alumni return year after year to strengthen their faith, friendships, and leadership skills.

The challenge: Drive urgent support after a devastating natural disaster

On September 27, 2024, YMCA Blue Ridge Assembly was left devastated by massive flooding following a catastrophic hurricane, causing widespread damage to its facilities, including:

• Loss of power and water, halting operations.
• Extensive structural damage, including the destruction of historic buildings and outdoor activity spaces.
• A forced 75% reduction in staff, leaving just a small but mighty team scrambling to rebuild while continuing donor engagement.

With programming at a standstill and no revenue coming in, fundraising became a critical lifeline. The organization needed a way to reach its donors quickly, effectively, and personally—but with limited resources and no ability to send traditional mail or in-person updates, they had to think differently.

The solution: Scale personal touch through video messaging

Prior to the disaster, YMCA Blue Ridge had already been exploring Gravyty’s video messaging tool, Gratavid, to enhance donor stewardship. With most of their donors located outside the area, in-person meetings were rare, and they sought a unique way to create a more personal, face-to-face connection. After the flood, that need became even more urgent—Gravyty quickly became an essential tool for crisis fundraising and engagement.

Using Gravyty’s video messaging platform, the team was able to:

Create a video holiday card to maintain engagement
Recognizing the need to sustain donor relationships beyond the immediate crisis, the team used Gravyty to create a digital holiday card in place of their usual mailed version. This approach not only saved costs and time but also received overwhelmingly positive responses from supporters.

Send personalized video thank-yous amid crisis
With no access to mail services, Gratavid enabled the team to quickly acknowledge donor gifts with heartfelt video messages. Despite the devastation, donors received personal thank-you videos from staff, ensuring continued connection and gratitude.

Launch targeted video appeals to fundraise for rebuilding efforts
The team recorded and distributed compelling video updates showcasing the damage, the urgent need for funds, and messages from past program participants explaining what Blue Ridge meant to them. These videos made fundraising asks feel personal, immediate, and emotionally resonant.

Engage program alumni & donors with a video challenge
YMCA Blue Ridge creatively leveraged Gravyty to launch an alumni video challenge, where past leaders of its signature Leadership School recorded short videos calling on their peers to give. By sending out these authentic, heartfelt appeals, the campaign felt more like a call to action from a friend rather than a generic fundraising request.

By incorporating authentic, personal video messaging, Blue Ridge strengthened donor connections, expanded its reach, and mobilized an unprecedented level of support. What began as a necessity during a crisis has now become a core part of their ongoing donor engagement strategy, allowing them to maintain momentum as they rebuild.

Sustaining engagement beyond the crisis

As YMCA Blue Ridge Assembly continues its rebuilding efforts, video engagement remains a key part of their strategy. Moving forward, the team plans to:

• Continue sending personal thank-you videos for recurring gifts to keep donors engaged.
• Use video updates to maintain transparency and show progress as they restore buildings and reopen programs.
• Expand the use of targeted appeals to help achieve their first-phase fundraising goal of $15 million, part of the $50 million needed to fully restore operations.

With $2.5 million raised, a tripled donor base, and sustained donor engagement, YMCA Blue Ridge’s journey proves that even in the face of adversity, strong relationships and heartfelt storytelling can inspire action and make a lasting impact.

Solution spotlight

Gravyty’s easy-to-use video messaging solution lets you connect with donors personally and at scale with fully branded, automated, and actionable videos. Motivate donors to take action at the point of inspiration with clear calls to action and embedded giving forms. Steward donors year-round with human-centric videos that drive 8x higher click-through rates. Book a demo today.