Las Vegas has one of the worst job markets in the nation. More than 10 percent of the city residents have been out of work for 17 straight months, and the unemployment rate was 14.1 percent in May. But that didn’t stop the YMCA of Southern Nevada from achieving record fund-raising returns last year.

In an interview with the Las Vegas Sun, the Y’s president, Mike Lubbe, describes how the charity was able to serve more people and raise more money in 2009 by making what some might call a counterintuitive move: At a time when most organizations are struggling for every penny, the Y lowered its membership dues by 15 percent.

That has attracted more members and lowered the number of people who drop out. As a result, the organization didn’t lose money by reducing dues.

“We’re retaining them because it’s a little more affordable,” Mr. Lubbe told the Sun. “That’s our business model. Charge very affordable, fair fees.”

In addition, the Y brought in a record amount in contributions in 2009, thanks to the fund-raising efforts of a 30-member board and a full-time development director, Mr. Lubbe said. Contributions make up about a third of the charity’s $5.4-million budget. This year is looking even better: The Y has already secured 80 percent of its fund-raising goal for 2010.

Last year’s increase in donations enabled the Y to provide nearly 8,000 people with $700,000 in financial assistance in 2009. It also gave away more than 3,000 free six-month memberships to people who had lost their jobs—as well as family members of the jobless.