With nearly 4,000 local affiliates as it celebrates its centennial, Boys and Girls Clubs of America still is learning how to keep everyone funded, happy and on the same page.

By Nicole Rollender

To date, BGCA has served more than 4.4 million young people ages 6 to 18, and Aschermann’s goal is to kick it up to 5 million by year’s end.

An aggressive advertising campaign also is in place for the entire year, including 52 space ads, each appearing weekly in newspapers such as The Wall Street Journal and USA Today, telling the stories of individual boys and girls served by the clubs. A public service announcment campaign will drop in the fourth quarter, including TV, radio and newspaper ads. Last year, BGCA sponsored 2,000 events across the country, which generated $5 million in revenue.