YMCA Calgary Strategic Plan
YMCA Calgary Strategic Plan 2009 2013 In 2008, YMCA Calgary engaged its staff, Board of Directors and community partners to chart a course for the following five years. The resulting plan, ratified by YMCA Calgary, is a living document, designed to help us face and adapt to the challenges ahead as we strive to build strong kids, strong families and strong communities. Mission YMCA Calgary is a charitable organization driven by its mission to facilitate and promote the spiritual, mental, physical and social development of individuals and to foster a sense of responsibility within the community YMCA Calgary Statement of Principles YMCA Calgary is committed to the following Statement of Principles which provides the core values for the organization: A supportive environment fostering the growth and development of individuals in all their diversity and potential The provision of equal access and participation for all persons The promotion of fellowship, community responsibility and service A commitment to quality leadership provided by volunteers and staff An ethical and independent organization which is financially self-sufficient A global perspective and participation within the world community YMCA Calgary Core Values Respect Caring Honesty Responsibility Strategic Guidelines These principles guide decision-making related to delivering on our mission and vision through our strategic plan: A commitment to preventative and proactive health and wellness in our programming. Accessibility and affordability Respecting diversity and striving for inclusion in all that we do Participation in social innovation and strategic partnerships High standards for operational excellence, accountability and environmental stewardship Continually reaching out to attract and retain volunteers and staff Stakeholder engagement Diligent governance from our Board of Directors Priorities YMCA Calgary Strategic Plan 1
Health and Wellness We have developed and implemented a comprehensive health and wellness strategy that is anchored by specific health outcomes. YMCA Calgary is known as a leader in the provision of programming that contributes to the health & wellness of the community and as an advocate for healthy lifestyles. Members report that they are joining us because we offer the programs and services required to support their health and wellness. Targeted chronic disease or rehabilitation program participants report increased positive health outcomes as a result of their participation. We have strengthened our partnership with the Alberta Health Services to deliver innovations in health and wellness. Our reputation survey reports a significant increase in perceptions that we are making a difference in the proactive support of health and wellness of Calgarians. All Association programs and services will reflect our commitment to health and wellness and safety. We have developed and implemented a comprehensive health and wellness strategy that is anchored by specific health outcomes. We have established a permanent staff position to lead our Health and Wellness Initiative. Our Health and Wellness initiative includes both qualitative and quantitative impact measurement. The Coach Approach program is offered in all our membership facilities, complemented by the FitLinxx technology system for tracking workouts and encouraging exercise adherence. We have created and implemented a sustainable Green Plan for the Association that is visible and sets an environmentally responsible example in the community. 2 YMCA Calgary Strategic Plan
Reach, Impact and Accessibility Every year more participants and members have access to our programs and services in every quadrant of the city and through the Bow Valley corridor. We have increased our participation and outreach each year. We have found ways to extend our reach through a balance of our facilities and innovative approaches to outreach facilities. We have maintained and strengthened our relationship with partners in order to extend our reach and impact. We have become strong external advocates for issues that we need to address to achieve our outcomes and where we have capability to contribute to external solutions. NE and South Health Campus opened in 2011, on budget and as per our construction plan, providing programs and services that are meeting community needs. Our partnership with Alberta Health Services continues to be strong and mutually beneficial. We have re-launched and re-named the South YMCA membership centre with a renewed focus on family and healthy lifestyle programs. We have increased the number of children and youth participating in our programs. We have implemented a strategy to retain older youth in our programs. The Association financial assistance target is 15% of adult participants and 25% of child and youth participants. We have investigated the feasibility of operating the new City-funded far southeast regional recreation centre in collaboration with the South Health Campus YMCA using a community wellness model. We have explored the feasibility of adopting another YMCA membership centre model different from the full facility YMCA and the community partner large facility models. We provide free youth leadership training at all membership centers and community program sites. We have grown from 48 to 60 critical hours program sites in the community and added three licenses child care sites for a total of six. We have continued our commitment to the international YMCA community with our partnerships in Ukraine, Bogota and Mexico, and continued to promote global awareness in our YMCA programming. YMCA Calgary Strategic Plan 3
Reputation & Awareness The YMCA is perceived and recognized as a charitable organization in the community. We are known for being a leading provider of health and wellness programs. We are recognized both within and outside the YMCA as a provider of programs and services to individuals and families regardless of their ability to pay. Perception surveys indicate increased awareness of the value that the YMCA is providing to Calgary communities. (Surveys will be completed in 2009 and 2012.) Our Association membership retention has increased from 70% to 73%. We continue to be rated the best fitness/health centre in town in the Calgary Herald Readers Choice Awards. We continue to win Calgary s Child Magazine Parents Choice awards. A comprehensive awareness strategy is in place that is supporting us in telling our story and its execution is measurably increasing community and individual awareness of our impact. We have executed a successful Key Messaging project resulting in greater awareness of the YMCA in Calgary. We have executed a communications and marketing plan that advocates our health and wellness focus. We have executed a strategic community contact plan. 4 YMCA Calgary Strategic Plan
Philanthropy & Funding We are working with an integrated philanthropic framework that has established a culture of giving and stewardship. Our YMCA family of donors grows as we engage our current donors and attract new donors. We have grown our Endowment fund each year. We have enhanced our annual giving program growing every year. We are a strong Association as evidenced by our sound fiscal position and our Strong Association Profile. Our contributed income has been maintained at 10% of our operating budget. Our Strong Kids Campaign has grown to $1,000,000. Our Heritage Club endowment program has grown by 12 members per year. Chair s Round Table Donors contribute 75% of the dollars raised in our Strong Kids Campaign. We have the funding we need to renew existing programs and services and develop new and relevant ones that deliver to the needs of our communities. Integrated philanthropic framework is in place to support our giving and stewardship goals. We have implemented a perpetual major gift strategy that cultivates 5 10 major prospects on a consistent basis. YMCA Calgary Strategic Plan 5
Quality Programming Stragegic Goals Our programming is relevant to the needs of our communities and participants. Our programs include a component of health and wellness education and action. Our programs are accessible and safe. Our youth programming has been redesigned to focus on youth development and leadership. We have increased our offering of family programs and the creation of family volunteer opportunities. Our programming for Aboriginal peoples and new Canadians responds to and reflects the rapid growth of these demographics. We are prominent advocates for child care innovations, spaces, resourcing, and training. We have increased our programming capacity each year. Measurement tools and systems for all programs reflect a positive increase. We have increased family programming opportunities. We have increased youth participation opportunities. We have measurement tools and systems in place for evaluating all programs and membership services including those for youth participation and programming, family programming and programming for Aboriginals and New Canadians. All programs use the Logic Model* as a basis for program development. We continue to define a sustainable program model for the Camp Chief Hector YMCA, the Community YMCA and the South YMCA. 6 YMCA Calgary Strategic Plan
Employees and Volunteers We have been able to retain and attract new employees and volunteers who are outstanding and share our vision and values. We have a human resource framework in place that: Ensures we are competitive with other not for profit sector organizations. Recognizes and rewards excellence for volunteers and staff. Uses our brand and culture to attract employees and volunteers who want to make a difference. Includes proactive volunteer recruitment and engagement. opportunities for individuals, families and corporations. Includes defined career development and succession planning for staff and volunteers. We have ensured 50% of staff participate in bi-annual employee survey. We have maintained a 75% overall favorable response in the employee survey. Our survey continues to show that 90% of staff understand and support the value of the YMCA in the community. We continue to foster a workplace culture that promotes personal health & wellness and safety for our staff. We continue to foster a workplace that values diversity and is inclusive. We have a comprehensive plan to recruit and recognize our volunteers. YMCA Calgary Strategic Plan 7