PLAN Y: - YMCA Canada

The Canada we want will be respected internationallyfor its safe, vibrant communities, strong economy, and environmentalsustainability. 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 citizenshipand nurturing the potential of young people. We want a Canada that isranked the best country in the world for the health and well-being ofchildren, teens and young adults.The time is now ...After engaging thousands of voices over several years, the case for changehas never been clearer. Today, the Canada we want demands urgent action toaddress our country’s growing inequality, poverty and health concerns.From all corners we heard that Canada’s YMCAs are uniquely positioned to bea powerful force for lasting change in the lives of millions of individuals andthousands of communities. But, to succeed, we’ll have to draw on our mostpowerful resource: each other.Now is the time to build on our collective strengths. This Federation Plan willbe the guiding document for what all YMCAs and YMCA-YWCAs in Canadawill do together. It will help us attract more resources as well as optimizewhat we already have through collaboration. It will solidify our reputationand build the value of our brand. Together, we can engage and help ouryouth flourish as the leaders of tomorrow. It will also enable us to take ourplace “at the table” with other national partners.Our promise to Canadians is to strengthen the foundations of ourcommunities. We can deliver on that promise by acting now.The YMCA we need is deeply rooted in Canadian communities and is widelyrecognized 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 basedon equality and inclusion. The YMCA we want is working together as a strong, highly effectivefederation, enabling Member Associations to build on our heritage and strengths to improvethe foundations of their unique communities in significant and demonstrable ways. IndividualYMCAs will be responsive to the changing demographics and needs of their locale, whetherthat means a focus on seniors, newcomers, marginalized populations, or other groups.1 1

AStrategic Direction:Strengthen our ImpactOverviewToday we touch the lives of 2 million Canadians through the delivery of avariety of programs. But we can do so much more to strengthen our impact.We have a wealth of knowledge to share amongst ourselves and withour partners. And we still have much to learn. We can change the lives ofchildren, teens and young adults by working together to develop and deliverthe very best programs. Our communities and our funders need to know howwe are truly making a difference.The YMCA we need in 2016• 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 qualityresults based on shared standards, training and quality assurance systems• Is recognized for its positive contributions to communities and for itspositive impact on many of the social determinants of health• Can clearly define the difference it is making in communities12StrategiesBuild and Share Knowledge of What Works Best(Communities of Practice)Further develop communities of practice and supporting systems toefficiently share best practices (e.g. web-based portal and training).Develop and Implement a Unique YMCA Program ApproachDevelop a program framework that clearly and consistently defines theunique YMCA approach to developmental programs.Develop and implement minimum requirements, training and qualityassurance systems to ensure sustained leadership and consistent qualitydelivery of core YMCA programs.Confirm that the following are core YMCA programs (i.e. programs that if theyare delivered must be delivered to YMCA minimum requirements/standards):Childcare; Camping (residential and/or day); Employment; Health, Fitnessand Recreation (including Membership, Aquatics and Fitness); International;Newcomers; and Youth Leadership.Move towards all YMCAs delivering a diverse set of programs to meetcommunity 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

BStrategic Direction:Extend Our Reach1OverviewWe 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 athome, across Canada and around the world.The YMCA we need in 2016• Reaches more communities (broadly defined) in Canada• Builds community capacity through strong local, national andglobal 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 alliancesStrategiesDevelop Targeted Services to Reach UnderservedCommunitiesWork together (among YMCAs) and with partners to develop new waysof providing services to communities without a YMCA presence suchas First Nations, regions and municipalities without a YMCA presence(e.g. Quebec outside of Montreal), rural and remote communities.23Strengthen our Global ReachContinue to play a strong role in the World Alliance of YMCAs.Strengthen engagement of Member Associations in capacity building withinternational 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 whichAdvance the Health and Well-Being of Children, Teens andYoung AdultsFocus on two to four priority societal needs that will allow us to collectivelybuild our advocacy, philanthropy and partnering skills (e.g. Physical Activityand Healthy Weights; First Nations children, teens and young adults; Post-Secondary Access).Develop training, expertise and best practices to support our ability toinfluence policy and enhance partnerships on these societal needs.Bring our on-the-ground experience, evidence and collective voices toinfluence both public opinion and public policy on these societal needs.Be at the table working with national partnerships and alliances to addressthese societal needs.Develop and implement a mechanism and protocols for strategic sourcing ofsponsorships, endorsements, foundation and government funding that focuson 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

CStrategic Direction:Increase our CapacityOverviewTo make an impact and extend our reach we need resources. Greatpeople are our greatest resource. The long-term sustainability of ourFederation and our Member Associations depends on developing theleadership and financial resources needed in the Twenty-first century.By working together we can leverage our resources and do thingsbetter and more efficiently.The YMCA we need in 2016• 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 YMCAsand communities• Has staff and volunteer leaders with the motivation and skills tolead us forward• Reflects the communities we serve at all levels (staff and volunteers)1234StrategiesContinue to Strengthen Member AssociationsEnsure an effective and efficient delivery of service system is in place thatsupports the strength, sustainability and relevance of Member Associations.Develop and implement a continuum of leadership development andsuccession planning programs for staff and volunteers.Share Services and Expertise – to optimize use of resourcesImplement shared services and “back of house” support systems.Develop new ways of sharing specialized expertise nationally and regionally.Work Together to Enhance our Philanthropic CapacityEnhance the capacity of the Federation to conduct fundraising in an effectiveand 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 TomorrowDevelop and implement a teen and young adult strategy inclusive ofleadership development.Develop a strategy to enhance the diversity and cultural competency ofYMCA leaders.8 9

DStrategic Direction:Build our BrandOverviewWe must communicate a clear and consistent message about theYMCAs and YMCA-YWCAs of Canada – who we are, what we do andwhy it matters. Our collective strength will be enhanced by a betterunderstanding of how we strengthen the foundations of community.The YMCA we need in 2016• Is respected and recognized for its role in strengthening thefoundations 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 andhighly valued.• Is sought out by partners as a leader whose cause drives interestand support• Is a valued charity of choice• Has transformed to a cause-driven charity1StrategiesImplement our Federation Brand StrategyImplement the Federation brand voice and messaging re: strengtheningthe foundations of community.Implement a common visual and verbal identity.Adopt a masterbrand architecture.Develop and implement key brand management tools (including atechnology-enabled system that allows us to store, manage and protectour brand assets).Provide internal brand leadership training.Develop and implement metrics and methods to continuously improveour brand value.Develop and implement a communication and engagement plan thatbrings 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 ourpositioning and causes).10 11

EnablersOverviewOur changing world demands and enables new ways of leading, decidingand supporting. Our governance, delivery of service systems and supportinginfrastructure need to be realigned and reformed to enable us to deliver onour plans.The YMCA we need in 2016• Has a delivery of service system, governance approach and stablefinancing in place to deliver this plan.• Has an IT infrastructure that allows us to share knowledge andinformation, support the Brand strategy, engage Canadians, and work innew and innovative ways.Enabling StrategiesDelivery of Service ReviewTechnologyGovernance ReviewChange ManagementMoving Forward Through this plan, we’ve set goals for ourselvesthat are key to the long-term vitality for the YMCA movement in Canada. Evenmore importantly, these are goals that will fuel the long-term health and wellbeingof millions of people across thousands of communities.The true test of our planning is results. Once approved, these priorities willcome to life through shared leadership and implementation planning whichsynchronizes Federation and member association efforts. As we move forwardwe 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. Bybeing accountable to, and supportive of each other, we’ll affirm our role as oneof Canada’s most effective and trusted community partners.Together, we can do so much more to bring our promise – strengthening thefoundations of community – to life in powerful and creative ways.12 13

YMCA Canada1867 Yonge Street, Suite 601Toronto ON M4S 1Y5T: (416) 967-9622F: (416) 967-9618services@ymca.cawww.ymca.cawww.facebook.com/ymcacanadawww.twitter.com/ymca_canadaCharitable registration #: 11924 6460 RR 0001