Strengthening the YMCA: Global Presence, Global Visibility

Strengthening the YMCA:Global Presence, Global Visibility

17th World Council of YMCAs23 July 2010Hong Kong

How can we work together globally to help every YMCA increase its visibility, and improve its perception?

A CORE QUESTION, AND OPPORTUNITY

17th WORLD COUNCIL OF YMCAs

THE REALITY

17th WORLD COUNCIL OF YMCAs

REQUIRES BEING KNOWN

RESOURCE MOBILISATION

17th WORLD COUNCIL OF YMCAs

RESOURCE MOBILISATION SOCIA

L IMPACT

REQUIRES BEING KNOWN FOR

THE REALITY

17th WORLD COUNCIL OF YMCAs

FRAMEWORK FOR SUCCESS

Developing Programmes

CommunicatingImpact

BuildingCapacity

RaisingFunds

17th WORLD COUNCIL OF YMCAs

FRAMEWORK FOR SUCCESS

Developing Programmes

CommunicatingImpact

BuildingCapacity

RaisingFunds

17th WORLD COUNCIL OF YMCAs

OUR FOCUS THIS MORNING

CommunicatingImpact

VISIBILITYIT IS ALL ABOUT IMPACT.

17th WORLD COUNCIL OF YMCAs

WHAT ARE YOU

KNOWN FOR?

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BRANDINGVISIBILITY AT WORK.

17th WORLD COUNCIL OF YMCAs

UNDERSTANDING BRAND

17th WORLD COUNCIL OF YMCAs

COMPLEX.

IT CAN SEEM

SIMPLE.

BUT IT IS

The way people think and feel about your organisation.

YOUR BRAND IS…

17th WORLD COUNCIL OF YMCAs

It is their perception of you.

Your brand is your image. It lives in the minds of the people who recognise you.

A brand is…

BRAND BASICS

I recognise you

I know what you promise

I know what you deliver

triggered by identity

informed by messaging

established by performance

17th WORLD COUNCIL OF YMCAs

The perception of your organisationin the minds of your audience,

IDEALLY…

matches the perception you desire.

17th WORLD COUNCIL OF YMCAs

WHAT MAKES UP YOUR BRAND?

EVERYTHING!

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MAKING A PROMISE

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Global Presence YMCA is active in 125 countries

Over 12,000 YMCA units worldwide

Changing the lives of over 50 million young people and their communities every year through YMCA Programmes (Quadrennial Survey 2006 – 2009)

Global Visibility?In 2008 in Africa, Europe and Asia & Pacific:

YMCA had low visibility with media , other civil society actors and potential donors

Misconceptions about the mission and activities of the YMCA: “The YMCA is a male organisation”“The YMCA’s work is limited to hostels” “The YMCA is a place for sports, fitness, and camps only”

SWOT Analysis 2008

Global Visibility?

When asked about their greatest challenges: 16 YMCAs said brand, image and visibility 10 YMCAs said increasing competition among youth- focused NGOs and the need to distinguish the YMCA 10 YMCAs said developing parternships with other organisations

was difficult because of the YMCA’s image Quadrennial Survey (2006 – 2009)

Global Visibility?In the USA, Canada, and Latin America: YMCA is well-known ; 95% of Canadians are aware of the

YMCA, 91% of the general public in the USA recognised the YMCA name

Research conducted during the USA’s National Positioning Initiative found that despite having name recognition the YMCA brand had an “identity challenge”.

Global Visibility?At World Alliance level: World Alliance had low visibility with international media, other

non-profit actors and donors (SWOT, 2008)

Communications materials lacked consistency in style and messaging (OTL audit, 2009)

Website did not effectively communicate the work or impact of the World Alliance (Analysis of WAY website by Nielsen Norman Group, 2010):

YMCA Area Alliances: Advancing Communications Africa

• Africa Alliance Annual Report and template developed for all National Movements

• Five YMCAs are being supported to develop communications capacity relating to branding, media and public relations

YMCA Areas Alliances: Advancing Communications Africa

New Africa Alliance website (2008) and regular web alerts with increased monthly visits

Siyahamba Newsletter

YMCA Areas Alliances: Advancing Communications

Asia and Pacific

New website

YMCA Areas Alliances: Advancing Communications

Asia and Pacific

Annual Report (2009)

YMCA Areas Alliances: Advancing Communications

Europe New website -

interactive, promotes YMCA activites and impact, special section for potential donors and partners.

Annual Reports (2008 and 2009)

YMCA Areas Alliances: Advancing Communications

Europe

Presentation of YMCA Europe, Master Class and Campaign « Become a friend of Europe »

YMCA of the USA BRAND PLATFORM

PROMISEOur Cause: Strengthening the foundations of community

VALUESOur Behavior: Caring, Honesty, Respect and Responsibility

VOICEOur Communications: Determined, Genuine, Welcoming, Hopeful and Nurturing

YOUTH DEVELOPMENTNurturing the potential of every child and teen.

HEALTHY LIVINGImproving the nation’s health and well-being.

SOCIAL RESPONSIBILITYGiving back and providing support to our neighbors.

THREE AREAS OF FOCUSIn today’s environment, we must demonstrate our impact. That’s why we have grouped our programs and services into three areas of focus.

MESSAGING

Our goal: to speak with one voice that establishes broad understanding and support of the Y as a cause-driven nonprofit making positive social change.

Reason for Being (Our Mission)To put Christian principles into practice through programs that build healthy spirit, mind and body for all.

Promise (Our Cause) At the Y, strengthening community is our cause. Every day, we work side-by-side with our neighbors to make sure that everyone, regardless of age, income or background, has the opportunity to learn, grow and thrive. Who We Are (Our Position)The Y is the nation’s leading nonprofit committed to strengthening communities through youth development, healthy living and social responsibility.

Advancing Communications YMCA Canada

Continued work on YMCA Canada’s brand strategy identified as a strategic priority over next eighteen months

Commitment to a national brand strategy over a local one and to a nationally validated and common positioning statement based on the idea of ‘strengthening the foundations of community’

Latin America and Caribbean Alliance of YMCAs

Latin America and Caribbean Alliance of YMCAs

Latin America and Caribbean Alliance of YMCAs

Latin America and Caribbean Alliance of YMCAs

World Alliance of YMCAs: Advancing Communications

Annual Reports (2008, 2009)

World Alliance of YMCAs: Advancing Communications

Refreshed style of YMCA World Magazine

World Alliance of YMCAs: Advancing Communications

External audit and redesign of World Alliance Website (Launched July 2010)

Global Photo Competition 2010

World Alliance of YMCAs: Advancing Communications

Developed a rationale that was presented at the Executive Committee Meeting (March 2009), National General Secretaries Conference (April 2009), and YMCA Europe NGS Conference (May 2009)

Gathered information on existing work on brand by National Movements and Areas, and analysed results of the quadrennial survey

Engaged a consultant to help us strategise about moving forward

Exploring the Case for a Global Strategy

Lessons Learnt:

Interest and willingness in the Movement Collaborative and consultative movement-wide process World Alliance to play a leading role Additional resources needed This work doesnt happen overnight

Exploring the Case for a Global Strategy

OpportunitiesDespite being a global, diverse Movement, there are clear, common threads:

– Challenge 21– Youth Development and Community– Programmes and Advocacy

How can we work together globally to increase the visibility of all YMCAs, and improve perception?

Where do we start?

Towards Global VisibilityMoving Forward…

Dialogue on Building a Common Brand and Identity

11.00 – 12.30 (Main Hall)

Working Group on Communications14.30 – 16.30