The KEY Collective and Southern District YMCA Partner to Provide Equal Access to Youth Programming

For many children, extracurricular activities are more than just fun—they're a gateway to confidence, friendships, and future opportunities. But for many families on the NH Seacoast facing financial hardship, the cost of these programs can put participation out of reach. The KEY Collective, in partnership with over 30 organizations, like the Southern District YMCA, aims to change that, ensuring that every child, regardless of their financial situation, has access to enriching programs that help them grow and thrive.

The KEY Collective’s flagship program, the #areuin? card, launched in 2017 to provide children with access to scholarships and reduced pricing for activities and programs through a network of over 30 partner organizations. The Southern District YMCA was one of the first to join the partnership, demonstrating its commitment to making youth programs more accessible.

Through this partnership, the Y provides the discounts and programming, while The KEY Collective manages the financial eligibility process, removing the need for the Y to collect financial information on their own. This streamlined approach reduces the burden on families, sparing them from repeatedly sharing sensitive financial details with multiple organizations. It also helps reduce the stigma associated with seeking assistance. With the #areuin? card, families simply present it at a participating program and receive the partner-offered scholarship or discount—no questions asked.

In the community served by the Southern District YMCA, 7% of all households are at the poverty line*. This equates to 600 families that need assistance. While unemployment is relatively low at 3%, we know it lands differently for those going through tough times and we know the need will continue to grow.

"What The KEY Collective does is connect families to incredible opportunities in our community that they may not know exist. Often families don’t have the bandwidth to have an uncomfortable conversation or fill out extra paperwork in order for their child to participate. The #areuin? card is like an EZPass that provides access to all types of different programs and activities," states Kristyn LaFleur, Executive Director.  "Most #areuin? card members are using their card for multiple programs throughout the year, such as utilizing a YMCA gym membership, playing sports, and attending summer camp. We are proud to have the SDYMCA as a part of our Collective."

The Southern District YMCA emphasizes how the partnership supports its mission. “The KEY Collective provides financial eligibility screening for their partners, which allows us to process them faster and get them into the programs they need. The YMCA funds these discounted programs for qualified families,” said Reid Van Keulen, Director of Operations. By providing this service, KEY Collective streamlines the process, enabling the YMCA to focus on providing financial aid.

The Southern District YMCA has utilized KEY Collective’s #areuin? card program to provide over $25,000 in discounts for programs like Camp Lincoln, School Age Childcare, and Y memberships.

You can learn more about the Southern District YMCA at SDYMCA.org.  You can learn more about The KEY Collective at KEYCollective.org.

*Data from Y-USA ESRI database and 2021 Census data.