11/02/2026
Dana Cicchinelli used to brace for member backlash every time marketing sent an email.
“We would get a flood of members upset, lack of communication, or wanting to terminate. They don’t anymore.”
What changed wasn’t the message. It was the system. The Systems Director at the YMCA of Columbia walks through how Daxko Engage turned member communication at her Y from a source of friction into something families actually look forward to: consistent newsletters, triggered registration flows, tailored content with new member and employee spotlights.
For Y membership and communications teams who’ve ever hesitated before hitting send:
https://bit.ly/4iAKF7s