YFU USA Re-energizes Brand with New Website, Marketing Materials

New Modern Look Reflects Enthusiasm for Future, Belief in Power of Young People


Bethesda, MD (July, 2013) –Each year more than 4,500 YFU exchange students are provided opportunities for self-discovery through a global network of families opening their homes and welcoming new experiences through intercultural youth exchange.  This month, educational nonprofit YFU USA unveils a new era in the organization’s 62-year history.  Spearheaded by Marketing and Communications Director and program alumna Erin Helland, YFU launches a new website and related marketing materials, specifically designed to capture the transformative effect of intercultural exchange.

YFU USA has a rich past, built over more than six decades of excellence in cultural exchange, but YFU USA’s leaders also recognize that no organization can rest on a history of success alone.   Today’s marketplace and the savvy, intelligent youth consumer demands that organizations reflect the dynamic time in which we live.  The organization’s new aesthetic reflects this reality.

“At YFU, we know that the exchange experience profoundly impacts students, families and our communities,” Helland said.  “Our programs transcend culture and continents and have enabled millions of global relationships to form. The new and vibrant YFU materials tell a story that honors these relationships and encourages others to join the fun.”  

 In collaboration with creative agency SmithGifford, YFU’s web presence has been redesigned with attractive marketing materials and more relatable content as part of a broader effort to present the YFU brand using colors, images and messages that resonate with a new generation of young people. The new website contains valuable resources for educators to discuss public diplomacy, for American families to consider hosting an international student and opportunities for students to study abroad in more than 40 countries around the world for a summer, semester, or academic school year. YFU’s new campaign invites students, families and volunteers to experience this life changing program: 

She got her charm from her mother. And her love of art from studying abroad. BECOME U.
She has her father’s laugh. And her courage from a year in your family.  COMPLETE U.
He got his kind heart from his mother. And a sense of accomplishment from volunteering.  FIND U.

“While our mission may seem timeless, what we need to do as an organization to remain relevant is not. Our revamped web presence joins fresh marketing materials as part of a broader effort to make 2013 the year of ‘U’ and to connect with youth who are preparing to embark on a transformative journey,” said Michael E. Hill, YFU’s new President & CEO. 

All of YFU’s new materials reflect the organization’s desire to have people discover the joys of joining the YFU family.  Wondering if hosting a student is right for you? Here are just a few of the benefits:
•    Experience a new and exciting family dynamic
•    Give your family a new perspective on your community
•    Connect your family to the world

To learn more, call your local YFU office at 1.800.TEENAGE or visit us at: yfuusa.org. 

About Youth For Understanding USA
YFU USA is a volunteer-based intercultural student exchange organization founded in 1951 in the wake of World War II to help heal the wounds of a broken world.  As one of the world's oldest, largest, and most respected exchange organizations, it continues to exemplify excellence in educational exchange, providing hosting, volunteer and study abroad opportunities. YFU offers $1.6 million in scholarships each year for American students—more than any other high school exchange organization. 

Through creating global learning opportunities, YFU has promoted international understanding and world peace to more than 250,000 students and their host families. Thousands of parents across the globe trust YFU with their teenagers every year, and thousands of students every year choose YFU to help them discover their inner selves.

Mission
YFU advances intercultural understanding, mutual respect and social responsibility through educational exchanges for youth, families and communities. 

Contact
To learn more about the different hosting, volunteer, or study abroad opportunities available to you, please call 1.800.TEENAGE (800.833.6243) or visit yfuusa.org.  For media contact in the US, please call 240.235.2100

New President & CEO Chosen for YFU USA

INTERNATIONAL EDUCATOR/COMMUNICATOR CHOSEN AS NEW PRESIDENT& CEO OF YFU USA

Hill assumes duties at leading international cultural exchange organization on June 3

(BETHESDA, MD – May 3, 2013) The Board of Directors of Youth For Understanding USA has chosen an experienced international non-profit executive as its new chief executive officer.  Michael Hill assumes his duties on June 3.

Hill joins YFU from United Cerebral Palsy’s international office, where he currently serves as Senior Vice President of External Affairs.  In that role, he leads international public education, fund-raising, communications, marketing and branding efforts for one of the world’s largest health care charities.

“After an extensive and thorough search involving many excellent candidates, Michael was the unanimous choice of Board's Search Committee,” said Daryl Weinert, Chair of YFU’s Board of Trustees, in announcing the appointment. “Not only does he bring the skills needed to ensure a strong future for YFU, he also brings a deep understanding of the role that international cultural exchange can and should play in the overall development of young people.”

Prior to joining UCP, Hill served as Executive Director for External Relations at Washington National Cathedral, where he oversaw the national development, communications and volunteer efforts for the “nation's church.”  He has also directed a $125 million effort to expand the historic Arena Stage, securing the largest single gift ever made to a theater in the United States. He has served as Executive Director of St. Bonaventure University’s Regina A. Quick Center for the Arts, where he oversaw the construction of a new museum complex, the renovation of a historic theater, the addition of an artist residency center and the quadrupling of programming at the multi-venue arts complex.

Starting his career as a journalist, Hill served as a Dow Jones Newspaper Fund Fellow and as a Staff Correspondent for the Courier-Observer. He holds a B.A. in journalism from St. Bonaventure University and an M.A. in nonprofit arts management from Saint Mary's University of Minnesota.

An international educator, he is a founding faculty member of the Master of Arts Management program at George Mason University, where in 2011, he was named faculty member of the year.  He has also given lectures on the non-profit sector to groups from France and China in his work with George Mason University and as a visiting lecturer for Georgetown University.

In 2012, he was selected as one 12 American Express NGen Leadership Fellows in the United States.  He is a member of St. Bonaventure University’s National Alumni Board and serves in various capacities for cultural and children’s charities in the Greater DC area.

“I’m incredibly honored to be chosen to serve as YFU USA’s next President & CEO,” Hill said. “Our world is increasingly interdependent, and YFU’s programs help young people make vital international cultural connections that provide the character, courage and confidence to make them important global citizens in years to come.

“I’m excited to work with YFU’s international partners, our dedicated Board of Trustees, volunteers and staff to build on the rich legacy of Rachel Andresen and all those who contributed to more than 60 years of excellence in serving young people.”

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Youth For Understanding (YFU) advances intercultural understanding, mutual respect, and social responsibility through educational exchanges for youth, families and communities.   The global YFU network, consisting of partners in more than 60 different countries, is united by the belief that full cultural immersion is the most effective means to gain the skills needed to thrive in an increasingly multicultural, interconnected and competitive global society.

YFU has remained a trusted leader of intercultural exchange programs for more than 60 years because of its commitment to safety, reputation for quality, and exceptional support services. Backed by a global team of volunteers, YFU provides cultural education and guidance to all participants. Selected to administer more government and corporate scholarships than any other high school exchange program, YFU is the only organization awarded full-listing for J-1 inbound, outbound and short term exchange by the Council on Standards for International Educational Travel (CSIET). 

Through creating global learning opportunities, YFU has promoted international understanding and world peace to more than 250,000 students and their host families. Thousands of parents across the globe trust YFU with their teenagers every year, and thousands of students every year choose YFU to help them discover their inner selves.