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Strengthening the YMCA: Global Presence, Global Visibility

Strengthening the YMCA: Global Presence, Global Visibility. 17th World Council of YMCAs 23 July 2010 Hong Kong. A CORE QUESTION, AND OPPORTUNITY. How can we work together globally to help every YMCA increase its visibility , and improve its perception ?. 17 th WORLD COUNCIL OF YMCAs.

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Strengthening the YMCA: Global Presence, Global Visibility

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  1. Strengthening the YMCA:Global Presence, Global Visibility 17th World Council of YMCAs 23 July 2010 Hong Kong

  2. A CORE QUESTION, AND OPPORTUNITY How can we work together globally to help every YMCA increase its visibility, and improve its perception? 17th WORLD COUNCIL OF YMCAs

  3. THE REALITY RESOURCE MOBILISATION REQUIRES BEING KNOWN 17th WORLD COUNCIL OF YMCAs

  4. THE REALITY RESOURCE MOBILISATION REQUIRES BEING KNOWN FOR SOCIAL IMPACT 17th WORLD COUNCIL OF YMCAs

  5. FRAMEWORK FOR SUCCESS Developing Programmes CommunicatingImpact BuildingCapacity Raising Funds 17th WORLD COUNCIL OF YMCAs

  6. FRAMEWORK FOR SUCCESS Developing Programmes CommunicatingImpact BuildingCapacity Raising Funds 17th WORLD COUNCIL OF YMCAs

  7. OUR FOCUS THIS MORNING CommunicatingImpact 17th WORLD COUNCIL OF YMCAs

  8. VISIBILITY IT IS ALL ABOUT IMPACT. 17th WORLD COUNCIL OF YMCAs

  9. WHAT ARE YOU KNOWN FOR? 17th WORLD COUNCIL OF YMCAs

  10. BRANDING VISIBILITY AT WORK. 17th WORLD COUNCIL OF YMCAs

  11. UNDERSTANDING BRAND BUT IT IS SIMPLE. IT CAN SEEM COMPLEX. 17th WORLD COUNCIL OF YMCAs

  12. YOUR BRAND IS… The way people think and feel about your organisation. It is their perception of you. Your brand is your image. It lives in the minds of the people who recognise you. 17th WORLD COUNCIL OF YMCAs

  13. BRAND BASICS I recognise you triggered by identity I know what you promise informed by messaging I know what you deliver established by performance Abrand is… 17th WORLD COUNCIL OF YMCAs

  14. IDEALLY… matches the perception you desire. The perception of your organisationin the minds of your audience, 17th WORLD COUNCIL OF YMCAs

  15. WHAT MAKES UP YOUR BRAND? EVERYTHING! 17th WORLD COUNCIL OF YMCAs

  16. MAKING A PROMISE 17th WORLD COUNCIL OF YMCAs

  17. Global Presence • YMCA is active in 125 countries • Over 12,000 YMCA unitsworldwide • Changing the lives of over 50 million young people and theircommunitieseveryyearthrough YMCA Programmes (Quadrennial Survey 2006 – 2009)

  18. Global Visibility? In 2008 in Africa, Europe and Asia & Pacific: • YMCA hadlowvisibilitywith media , other civil society actors and potentialdonors • 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

  19. Global Visibility? Whenasked about theirgreatest challenges: • 16 YMCAssaid brand, image and visibility • 10 YMCAssaidincreasingcompetitionamongyouth- focusedNGOs and the need to distinguish the YMCA • 10 YMCAssaiddevelopingparternshipswithother organisations wasdifficultbecause of the YMCA’s image Quadrennial Survey (2006 – 2009)

  20. Global Visibility? In the USA, Canada, and Latin America: • YMCA iswell-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”.

  21. Global Visibility? At World Alliance level: • World Alliance hadlowvisibilitywith international media, other non-profit actors and donors (SWOT, 2008) • Communications materialslackedconsistency in style and messaging (OTL audit, 2009) • Websitedid not effectivelycommunicate the work or impact of the World Alliance (Analysis of WAY website by Nielsen Norman Group, 2010):

  22. YMCA Area Alliances: Advancing Communications Africa • Africa Alliance Annual Report and templatedeveloped for all National Movements • Five YMCAs are beingsupported to develop communications capacityrelating to branding, media and public relations

  23. YMCA Areas Alliances: Advancing Communications Africa • New Africa Alliance website (2008) and regular web alertswithincreasedmonthlyvisits • Siyahamba Newsletter

  24. YMCA Areas Alliances: Advancing Communications Asia and Pacific • New website

  25. YMCA Areas Alliances: Advancing Communications Asia and Pacific • Annual Report (2009)

  26. YMCA Areas Alliances: Advancing Communications Europe • New website - interactive, promotes YMCA activites and impact, special section for potentialdonors and partners. • Annual Reports (2008 and 2009)

  27. YMCA Areas Alliances: Advancing Communications Europe • Presentation of YMCA Europe, Master Class and Campaign « Become a friend of Europe »

  28. YMCA of the USA BRAND PLATFORM PROMISE Our Cause: Strengthening the foundations of community VALUES Our Behavior: Caring, Honesty, Respect and Responsibility VOICE Our Communications: Determined, Genuine, Welcoming, Hopeful and Nurturing

  29. THREE AREAS OF FOCUS In today’s environment, we must demonstrate our impact. That’s why we have grouped our programs and services into three areas of focus. YOUTH DEVELOPMENT Nurturing the potential of every child and teen. HEALTHY LIVING Improving the nation’s health and well-being. SOCIAL RESPONSIBILITYGiving back and providing support to our neighbors.

  30. MESSAGINGOur 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.

  31. 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’

  32. Latin America and Caribbean Alliance of YMCAs

  33. Latin America and Caribbean Alliance of YMCAs

  34. Latin America and Caribbean Alliance of YMCAs

  35. Latin America and Caribbean Alliance of YMCAs

  36. World Alliance of YMCAs: Advancing Communications • Annual Reports (2008, 2009)

  37. World Alliance of YMCAs: Advancing Communications • Refreshed style of YMCA World Magazine

  38. World Alliance of YMCAs: Advancing Communications • External audit and redesign of World Alliance Website (Launched July 2010)

  39. Global Photo Competition 2010

  40. World Alliance of YMCAs: Advancing Communications • Developed a rationalethatwaspresentedat the ExecutiveCommittee Meeting (March 2009), National General SecretariesConference (April 2009), and YMCA Europe NGS Conference (May 2009) • Gathered information on existingwork on brand by National Movements and Areas, and analysedresults of the quadrennialsurvey • Engaged a consultant to help us strategise about movingforward

  41. Exploring the Case for a Global Strategy LessonsLearnt: • Interest and willingness in the Movement • Collaborative and consultative movement-wideprocess • World Alliance to play a leadingrole • Additionalresourcesneeded • This workdoesnthappenovernight

  42. Exploring the Case for a Global Strategy Opportunities Despitebeing a global, diverse Movement, there are clear, common threads: • Challenge 21 • YouthDevelopment and Community • Programmes and Advocacy

  43. How canweworktogethergloballyto increase the visibilityof all YMCAs, and improveperception?

  44. Where do westart?

  45. Towards Global Visibility MovingForward… Dialogue on Building a Common Brand and Identity 11.00 – 12.30 (Main Hall) Working Group on Communications 14.30 – 16.30

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