When most people think of the YMCA, they picture swimming lessons, basketball courts, or maybe even summer camp. But the truth is, the Y is so much more than a gym. It’s a place where community comes alive—where families find support, kids discover confidence, and people of all ages connect with a sense of purpose.
In this episode of Behind the Brand, the Moxie Creative team sat down with Jenna Kingsley, Fund Development Director at the St. Cloud Area YMCA, to talk about how the Y continues to evolve to meet the needs of the community. From her own decade-long journey within the organization to her role leading fundraising efforts and organizing one of the Y’s biggest annual events, Jenna embodies what community leadership looks like in action.
From Camp Counselor to Community Connector
Jenna’s story with the Y started long before she took on a director role. Her first job in high school was at her local YMCA on the Iron Range, where she worked in childcare. Later, as a college student at St. Cloud State, she joined the St. Cloud YMCA’s youth and family department—and she never left.
Over the years, Jenna ran summer camps, youth programs, and family events before moving into fundraising. “A big part of journalism is storytelling,” she said, reflecting on her background in mass communications and marketing. “And that’s what I do every day for the Y—tell the stories of the people and families who come through our doors.”
Now, as Fund Development Director, Jenna helps connect donors and sponsors to the Y’s mission. It’s not just about raising money—it’s about creating opportunities for everyone to participate in programs that strengthen body, mind, and spirit.
The Y’s Mission in Action
The St. Cloud Area YMCA may be known for its fitness center and pools, but its impact stretches far beyond exercise. “We’re so much more than just a swimming gym,” Jenna explained. “We’re here to serve people through programs that help them grow and stay connected.”
That includes everything from parenting classes and supervised visitations to youth sports, CPR training, and lifeguard certifications. Through a partnership with District 742, the Y also offers water safety lessons to local students—a vital skill for kids in a state filled with lakes.
And while youth sports remain a big part of the Y’s identity, the organization is intentional about providing options for everyone. Family nights, community events, and alternative programming for non-sporty kids ensure that everyone can find their place.
The Y also hosts large-scale community events that bring people together—like Healthy Kids Day, which welcomes hundreds of families to celebrate wellness and fun.
Making Fitness and Community Accessible
One of the most powerful aspects of the YMCA’s work is its financial assistance program, which helps ensure that no one is turned away because of cost. Members can receive discounts of up to 60% on memberships and programs, depending on their needs.
“The Y is for all,” Jenna said. “We believe that when people contribute what they can, they feel more connected and responsible for their growth.”
That same commitment to accessibility extends to events like the Y’s community 5Ks, which cost just $5 to enter and include a T-shirt. “Whether you’re a runner, a walker, or just bringing your stroller and dog, everyone’s welcome,” Jenna shared.
These events, including the beloved Wishbone Run on Thanksgiving morning, have become cherished community traditions—drawing thousands of participants and raising funds for the Y’s mission.
The Promenade: Where Purpose Meets Celebration
Of course, one of the Y’s biggest annual highlights is The Promenade, a wine and beer tasting event that combines community, creativity, and fundraising in one unforgettable night. It’s not a sit-down dinner or a formal program—it’s a lively, open-house-style evening where guests mingle, sample local food and drinks, and celebrate what the Y stands for.
Behind the scenes, Moxie Creative plays a major role in bringing the event to life each year. From developing the marketing and visual branding to designing the decor and theme, the Moxie team transforms the venue into an immersive experience that tells the Y’s story.
“The Promenade isn’t just an event—it’s an experience,” said Moxie’s Kelly Cane, who leads the event’s decor and marketing committees. “We want guests to walk in and feel wowed, but also to walk away understanding the mission behind it all.”
This year’s theme, Nashville: Music City, filled Harvester Square in St. Cloud with neon lights, live music, and a down-home spirit. Guests dressed to the nines in cowboy hats and boots, creating a buzz both in person and across social media.
Creativity That Makes a Difference
What makes The Promenade stand out isn’t just its aesthetic—it’s the heart behind it. Through the decor, signage, and interactive elements (like the “Mission Wall”), the event keeps the Y’s purpose front and center, even amid all the fun.
“It’s easy for the mission to get lost when there are hundreds of people in a room,” Jenna said. “But Moxie’s work helps keep that story alive throughout the event.”
The collaboration between Moxie and the Y has turned The Promenade into both a fundraising success and a storytelling opportunity. Every detail—from the invitations to the table decor—reflects creativity with a cause.
And for Jenna, the best moment each year comes when the crowd settles in, the music starts, and she sees the result of months of hard work. “There’s always a point in the night when I can just look around and see people enjoying themselves,” she said. “That’s when I know we did it right.”
Building Community, One Event at a Time
The YMCA thrives because of people—staff, volunteers, sponsors, and community members who give their time, treasure, and talent to make a difference. From ironing tablecloths to sponsoring races, every contribution helps the Y continue its mission.
And for Moxie, it’s more than a project—it’s a partnership that reflects what marketing is truly about: connection, creativity, and community.
“Community impact doesn’t happen overnight,” Taylor Sellnow reflected at the close of the episode. “But when you get involved with organizations like the Y, you’re helping create spaces where families thrive and kids feel safe to grow.”
Tune In and Get Inspired
Tune into this episode of Behind the Brand featuring Jenna Kingsley of the St. Cloud Area YMCA, and discover how creativity, community, and compassion come together to make a difference.
And if you’re ready to give your brand the same heart and storytelling power, the Moxie team is here to help you bring it to life.
