Making the Case
When we convened in Winnipeg for Portage ’09 last June, change was in the air. Presenters like Leslie Crutchfield called us to act in ways that would make us an even greater force for good. We called each other to act as one organization to dramatically improve the health of Canada’s children and youth. And although we returned to the familiar patterns and routines of YMCA work, something had already changed. We had.
Through the fall, we digested what this call to action really meant for us – our behaviour, goals and structures. For me, it meant a new job at YMCA Canada and then hours of interviews with National Board members, YMCA CEOs, the national staff, and other key stakeholders. In the last two weeks, I’ve been in strategic conversations about the YMCA brand, children and youth, and resource creation and capacity building. This is the work of “making” the case – describing the challenge, painting a picture of the future, and outlining a plan to get us there.
Last Friday, YMCA Canada staff met to pull together the first draft of the case for discussion at the YMCA CEO Forum in early February. Here’s what we’ve been hearing:
- The YMCA is on the edge of a new era. We have an opportunity to work with governments, corporations, and donors to improve the health of Canadians, especially young people, on an unprecedented scale. To seize it, we have to take our performance to the next level – from shallow brand awareness to deeper brand engagement. Our cause must become clearer, sharper and even more resonant with the times. We also have to take our federation more seriously – from a loose network for collegial cooperation to a tight alliance for strategic collaboration.
- Continued social relevance and financial viability hinges on our response to this opportunity. We’ve started to respond by looking at ourselves: how must we change to enable change in others and society? We’re becoming more aware of public perception, open to vigorous debate, and able to collaborate with others who share our concerns. We’re making decisions in a more transparent manner and making dialogue a higher priority. We’re asking questions about the nature of consensus and autonomy, and the balance between individual and collective interests.
- There is an expectation of greater shared ownership for local, national and global YMCA strategies. Alignment in these plans appears to be a necessity, no longer an option. By reorienting our goals, changing our behaviour and adjusting our structures, we can expect to end this decade very differently than we’re beginning it. Serving an even larger percentage of the population and positively affecting key indicators of health. Known as a leading charity throughout Canada and the world. Worthy of broad-based philanthropic and other forms of support. Ready and equipped for the next call to action – and a new case for change.
At the forum, everyone will be asked to share what they’ve been hearing and what they see in the future for the YMCA. Together, we’ll be able to see more of the picture and fill in the details required to keep us moving forward. When National Council gathers in May, the corrections needed to YMCA Canada’s current strategic plan will be ready for discussion, decision and then action.
What grounds us is more apparent to me now that we’re changing at a faster pace. A shared sense of mission. Timeless values. An unwavering commitment to the places where we live and the people we work with each day. Deep root systems make new branch growth possible for mature trees — and for us. In our 159th year, we can take reassurance from this fact.
My question for you is: what step are you ready to take to help build a stronger YMCA federation?
Scott
Tags: brand, Canada's children and youth, CEO Forum, collaboration, National Board


Monday, 18 January, 2010
Case for Change