Canada s YMCA PLAN Y: Federation Strategic Plan Building a stronger YMCA for a stronger Canada
The Canada we want will be respected internationally for its safe, vibrant communities, strong economy, and environmental sustainability. The hallmarks of this Canada will be its leadership in: improving the health of all its people, respect for diversity and pluralism, combating inequality, protecting its most vulnerable, global citizenship and nurturing the potential of young people. We want a Canada that is ranked the best country in the world for the health and well-being of children, teens and young adults. The time is now... After engaging thousands of voices over several years, the case for change has never been clearer. Today, the Canada we want demands urgent action to address our country s growing inequality, poverty and health concerns. From all corners we heard that Canada s YMCAs are uniquely positioned to be a powerful force for lasting change in the lives of millions of individuals and thousands of communities. But, to succeed, we ll have to draw on our most powerful resource: each other. Now is the time to build on our collective strengths. This Federation Plan will be the guiding document for what all YMCAs and YMCA-YWCAs in Canada will do together. It will help us attract more resources as well as optimize what we already have through collaboration. It will solidify our reputation and build the value of our brand. Together, we can engage and help our youth flourish as the leaders of tomorrow. It will also enable us to take our place at the table with other national partners. Our promise to Canadians is to strengthen the foundations of our communities. We can deliver on that promise by acting now. The YMCA we need is deeply rooted in Canadian communities and is widely recognized for its vital role in strengthening the foundations of community. Across Canada, the YMCA plays an important integrating role that contributes to a more civil society based on equality and inclusion. The YMCA we want is working together as a strong, highly effective federation, enabling Member Associations to build on our heritage and strengths to improve the foundations of their unique communities in significant and demonstrable ways. Individual YMCAs will be responsive to the changing demographics and needs of their locale, whether that means a focus on seniors, newcomers, marginalized populations, or other groups. 1 1
4 Strategic Directions to Guide the Federation for 2012-2016 Executive Summary Build our Brand Increase our Capacity Strengthen our Impact Extend our Reach Our Purpose The YMCA in Canada is dedicated to the growth of all people in spirit, mind and body, and to fostering a sense of responsibility to each other and the global community. The Canada We Want Safe and vibrant communities, strong economy and environmental sustainability Leadership in improving the health of all people, respect for diversity and pluralism, combating inequality, protecting its most vulnerable, global citizenship and nurturing the potential of young people Ranked the best country in the world for the health and wellbeing of its children, teens and young adults Our Commitment We are committed to strengthening the foundations of community: nurturing the potential of children, teens and young adults; promoting healthy living; fostering a sense of social responsibility; and delivering lasting social and personal change. The YMCA We Need Deeply rooted in communities recognized for its vital role in strengthening the foundations of community contributing to a more civil society based on equality and inclusion Strong federation bringing together best know-how, best people, best programs and best practices; reaching beyond our walls and borders to existing & new partners to amplify impact Sharing imperative to improve the health and well being of children, teens, young adults Federation Values Collaborative Accountable Inclusive Sustainable Proactive Note: Not in priority order Our Federation Values Our guide to decision-making and behaviour for the Federation In addition to the core values of YMCA Member Associations such as... Caring Honesty Respect Responsibility + Collaborative We recognize our interdependence and commit to collaborating both within the Federation and with external partners to support our common purpose at home and abroad. Accountable We are mutually accountable for our actions; our processes are open and transparent. Inclusive We value and reflect the pluralism of Canadian society. We will engage and consult with those affected by our actions. Sustainable We have a responsibility to be good stewards of resources for the long term. Proactive We adapt quickly to new opportunities and community needs by exploring promising approaches. We share research, evaluation and best practices to guide what we do collectively. Strategic Directions 2012-2016 Category A. Strengthen our Impact B. Extend our Reach C. Increase our Capacity D. Build our Brand Strategies to be Supported by Core Services Priority Strategies Requiring New Investment 1. Build and Share Knowledge of What Works Best (Communities of Practice) 2. Implement a Unique YMCA Program Approach (Program Framework, Core Programs, Minimum Requirements, Training, Quality Assurance, Outcome Measurement Systems, Innovation) 1. Develop Targeted Services to Reach Underserved Communities (Partnerships, New Modes of Service) 2. Strengthen our Global Reach (World Alliance, Capacity Building, Youth Global Action) 3. Work Together on New Collective Initiatives which Advance the Health and Well-being of Children, Teens and Young Adults (Public Policy, Alliances, Philanthropy, Youth Voice, Cause Marketing) 1. Continue to Strengthen Member Associations 2. Share Services and Expertise to optimize use of resources (Back of House, Specialized Expertise) 3. Work Together to Enhance our Philanthropic Capacity (Capacity Building) 4. Develop the Leaders of Tomorrow (Teens & Young Adults, Diversity) 1. Implement our Federation Brand Strategy (Voice & Messaging, Identity, Masterbrand, Tools, Training, Metrics, Web & Social Media Strategy, Signature Sub-brands) Enablers Delivery of Service Technology Governance Change Management 2 3
A Strategic Direction: Strengthen our Impact Today we touch the lives of 2 million Canadians through the delivery of a variety of programs. But we can do so much more to strengthen our impact. We have a wealth of knowledge to share amongst ourselves and with our partners. And we still have much to learn. We can change the lives of children, teens and young adults by working together to develop and deliver the very best programs. Our communities and our funders need to know how we are truly making a difference. Shares the best knowledge across the Federation Delivers programs that improve the health and well-being of Canadians particularly children, teens and young adults Provides programs across the country that deliver consistent high quality results based on shared standards, training and quality assurance systems Is recognized for its positive contributions to communities and for its positive impact on many of the social determinants of health Can clearly define the difference it is making in communities 1 2 Strategies Build and Share Knowledge of What Works Best (Communities of Practice) Further develop communities of practice and supporting systems to efficiently share best practices (e.g. web-based portal and training). Develop and Implement a Unique YMCA Program Approach Develop a program framework that clearly and consistently defines the unique YMCA approach to developmental programs. Develop and implement minimum requirements, training and quality assurance systems to ensure sustained leadership and consistent quality delivery of core YMCA programs. Confirm that the following are core YMCA programs (i.e. programs that if they are delivered must be delivered to YMCA minimum requirements/standards): Childcare; Camping (residential and/or day); Employment; Health, Fitness and Recreation (including Membership, Aquatics and Fitness); International; Newcomers; and Youth Leadership. Move towards all YMCAs delivering a diverse set of programs to meet community needs. Nurture and support program innovation and development. Develop and implement Federation-wide systems to measure outcomes, evaluate success and report on impact. 4 5
B Strategic Direction: Extend Our Reach 1 We need to take action on what we can only accomplish as a Federation. By acting collectively, both within our Federation and with partners, we can extend our reach further supporting community building at home, across Canada and around the world. Reaches more communities (broadly defined) in Canada Builds community capacity through strong local, national and global alliances Has more adults engaged in supporting youth development Reaches more young people in Canada Has more influence on the development of public policy Has strong national partnerships and alliances Strategies Develop Targeted Services to Reach Underserved Communities Work together (among YMCAs) and with partners to develop new ways of providing services to communities without a YMCA presence such as First Nations, regions and municipalities without a YMCA presence (e.g. Quebec outside of Montreal), rural and remote communities. 2 3 Strengthen our Global Reach Continue to play a strong role in the World Alliance of YMCAs. Strengthen engagement of Member Associations in capacity building with international partners - with the goal of producing local benefits for all parties. Coordinate and strengthen global youth action and citizen development programs. Work Together on New Collective Initiatives which Advance the Health and Well-Being of Children, Teens and Young Adults Focus on two to four priority societal needs that will allow us to collectively build our advocacy, philanthropy and partnering skills (e.g. Physical Activity and Healthy Weights; First Nations children, teens and young adults; Post- Secondary Access). Develop training, expertise and best practices to support our ability to influence policy and enhance partnerships on these societal needs. Bring our on-the-ground experience, evidence and collective voices to influence both public opinion and public policy on these societal needs. Be at the table working with national partnerships and alliances to address these societal needs. Develop and implement a mechanism and protocols for strategic sourcing of sponsorships, endorsements, foundation and government funding that focus on these societal needs. Develop new ways of engaging the voices of youth on these societal needs. Develop a cause marketing strategy focused on these societal needs. 6 7
C Strategic Direction: Increase our Capacity To make an impact and extend our reach we need resources. Great people are our greatest resource. The long-term sustainability of our Federation and our Member Associations depends on developing the leadership and financial resources needed in the Twenty-first century. By working together we can leverage our resources and do things better and more efficiently. Has strong sustainable Member Associations Makes the best use of resources by sharing services and expertise Has the collective resources to do the work that must be done Develops young people who are active leaders in their YMCAs and communities Has staff and volunteer leaders with the motivation and skills to lead us forward Reflects the communities we serve at all levels (staff and volunteers) 1 2 3 4 Strategies Continue to Strengthen Member Associations Ensure an effective and efficient delivery of service system is in place that supports the strength, sustainability and relevance of Member Associations. Develop and implement a continuum of leadership development and succession planning programs for staff and volunteers. Share Services and Expertise to optimize use of resources Implement shared services and back of house support systems. Develop new ways of sharing specialized expertise nationally and regionally. Work Together to Enhance our Philanthropic Capacity Enhance the capacity of the Federation to conduct fundraising in an effective and efficient manner (e.g. future strategy and direction for YMCA Strong Kids). Develop a plan to proactively position ourselves as a trusted charity. Develop the Leaders of Tomorrow Develop and implement a teen and young adult strategy inclusive of leadership development. Develop a strategy to enhance the diversity and cultural competency of YMCA leaders. 8 9
D Strategic Direction: Build our Brand We must communicate a clear and consistent message about the YMCAs and YMCA-YWCAs of Canada who we are, what we do and why it matters. Our collective strength will be enhanced by a better understanding of how we strengthen the foundations of community. Is respected and recognized for its role in strengthening the foundations of community and improving the health of children, teens and young adults Has clearly defined its cause(s) related to the health of children, teens and young adults Has a brand that is well understood, consistently used and highly valued. Is sought out by partners as a leader whose cause drives interest and support Is a valued charity of choice Has transformed to a cause-driven charity 1 Strategies Implement our Federation Brand Strategy Implement the Federation brand voice and messaging re: strengthening the foundations of community. Implement a common visual and verbal identity. Adopt a masterbrand architecture. Develop and implement key brand management tools (including a technology-enabled system that allows us to store, manage and protect our brand assets). Provide internal brand leadership training. Develop and implement metrics and methods to continuously improve our brand value. Develop and implement a communication and engagement plan that brings our brand to life and clarifies our key messages. Develop a Federation web and social media strategy. Develop signature sub-brands (i.e. campaigns and events that advance our positioning and causes). 10 11
Enablers Our changing world demands and enables new ways of leading, deciding and supporting. Our governance, delivery of service systems and supporting infrastructure need to be realigned and reformed to enable us to deliver on our plans. Has a delivery of service system, governance approach and stable financing in place to deliver this plan. Has an IT infrastructure that allows us to share knowledge and information, support the Brand strategy, engage Canadians, and work in new and innovative ways. Enabling Strategies Delivery of Service Review Technology Governance Review Change Management Moving Forward Through this plan, we ve set goals for ourselves that are key to the long-term vitality for the YMCA movement in Canada. Even more importantly, these are goals that will fuel the long-term health and wellbeing of millions of people across thousands of communities. The true test of our planning is results. Once approved, these priorities will come to life through shared leadership and implementation planning which synchronizes Federation and member association efforts. As we move forward we will continue to: monitor the evolving realities annually and refine our strategies as necessary; measure our progress and report on key performance indicators; engage our stakeholders through both formal and informal consultation. We look forward to your ongoing insights and ideas as we move ahead. By being accountable to, and supportive of each other, we ll affirm our role as one of Canada s most effective and trusted community partners. Together, we can do so much more to bring our promise strengthening the foundations of community to life in powerful and creative ways. 12 13
YMCA Canada 1867 Yonge Street, Suite 601 Toronto ON M4S 1Y5 T: (416) 967-9622 F: (416) 967-9618 services@ymca.ca www.ymca.ca www.facebook.com/ymcacanada www.twitter.com/ymca_canada Charitable registration #: 11924 6460 RR 0001