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

One problem BGCA faced — and had in common with many national nonprofits — is that its affiliate clubs weren’t uniform in their messaging to potential donors, resulting in what Aschermann calls “brand creep.” National headquarters was seeing different slogans, more creative uses of its logo and varying descriptions of what BGCA does coming from local clubs. Some were merely inconsistent, while others were inaccurate.