Y.M.C.A will henceforth be reduced to just 'Y'

New York, July 12 (ANI): One of the most iconic non-profit organizations of the world is undergoing re-christening - from YMCA to just Y.

The change comes as a means of catching up with audience, to adopt them to Twitter, for instance.

"It's a way of being warmer, more genuine, more welcoming, when you call yourself what everyone else calls you," The New York Times quoted Kate Coleman, the organization's senior vice president and chief marketing officer, as saying.

The organisations new name coincides with its efforts to emphasize the impact its programs have on youth, healthy living and communities.

Promoting sidewalks and increasing the distribution of fresh fruits and vegetables through bodegas are some of its fresh objectives.

"We're trying to simplify how we tell the story of what we do, and the name represents that," said Neil Nicoll, president and chief executive of the organization, whose membership peaked in 2007 and has remained flat.

The challenge, said Disend, is to continue to make consumers and donors aware of the history, tradition and meaning behind the letters - particularly a danger in the non-profit space, where the story and awareness of the history and mission is critical when trying to raise money. (ANI)