Showing posts with label ymcacool. Show all posts
Showing posts with label ymcacool. Show all posts

Thursday, April 2, 2009

Using Social Networking to build your YMCA career

For the last month or so I have focused my blog on IT Alignment to celebrate the book launch (all 5 of my readers wish I would stop by now).  Well I am doing a quick off topic post to share this slidedeck that I used at a Chicago YMCA staff conference to talk about how to use social networking to build your career.  I am missing things and would love some feedback.  

The sessions went very well, thanks for asking.  I had just over an hour to present.  The majority of the staff were new to most of the topics that I covered so I tried to keep it fairly simple.  Over the next year I plan to continually run trainings on teaching individuals how to use social networking within my YMCA.  Our staff is by far one of our biggest assets, so who better to represent the YMCA online?  Of course the next step is to get our members to represent us, but one step at a time.
IT Alignment does come into play here though, I cant resist sorry.  By taking the time to focus on the helping the individual staff help themselves, not just help the YMCA, we were able to change the relationship between staff and the IT Department.  This session and conversation focused on helping them, not me.  By taking the time to share that, answer questions and have a real human conversation with them on their turf, changed the way they saw our department.  That is a key element of IT Alignment.

As John Merritt from San Diego YMCA always says, "ART= Alignment, Relationship, Transparency." Well we took time to add to our relationship with our staff.

Monday, January 12, 2009

Listen, Act, Share as part of online donation

To provide some deeper explanation of my last post I will use an example of online donation.  

Our current web site provides an about us page that explains our mission and 501c3 status.  We also have some history and information about who we are in some secluded areas.  We have the online donation function with a link on the home page to donate now.  This represents the Tell and Do philosophy of tell the audience some things you want them to hear and then give them something to do.

Listen, Act, Share

Here is what we plan to move it to, Listen, Act and Share.  The biggest addition is the Listen area.  For those people are prospects, not existing donors, we want to engage them in a conversation with us, our staff, our board, our partners, other members, other donors or many other audiences.  We also want to give them multiple ways to provide us feedback and information about themselves.

The biggest shift will be to Share from Tell. We will use language across our full web site to share information about who we are, what we care about, what our mission is and why it all matters.  Rather than saving mission talk for our "About us" page it will be woven across the full site.  We will look for opportunities to showcase ways for use to share who we are, members to share what they think of us, staff to show their dedication, volunteers to show their involvement and more.  Our words will be less about making announcements and more about sharing a piece of who we are.

And finally a shift to Act from Do. In my interpretation do seems like something that is a one time occurence and is more of a transaction.  We will still have those transactions but our bigger goal will be getting people more involved and engaged in our organization.  So we will build some opportunities online that will build or surround the donation process, like joining a community, volunteering, sharing a story, recruit others and more.  In addition we will work purposefully to align our online activity with our in person experiences at our locations.  For example building a process around how we interact with our donors after the online pledge happens.  Or how we will drive traffic to our web site for information about how our donations have impacted the community.

This is just a brief and single example of how we plan to shift the way we leverage the online experience to enhance and expand the impact we have on our communities.  This is more than a web site this is the extension of our mission through an online presence. 

Monday, January 5, 2009

Core of new web strategy


Over the next few posts I plan to share the core concepts that we have decided to focus on as we move from having a web site to having an online presence.  The first thing to note, is that first sentence.  In 2009 the YMCA of Metropolitan Chicago will be making a move from just a web site to having a real online presence. What is the difference?

The difference is that an online presence will include much more than a web site.  In addition to the web site we will be launching an intranet and beginning to extend to social networks\media.  It will be a lot of work to launch all of these in 2009 but with a fresh start on all fronts, comes a unique opportunity, we will look for ways to tightly integrate and overlap all of these efforts.  It is too early to jump to some of these ideas, but one example is integrating a purposeful use of LinkedIn into our staff/volunteer intranet.

Core of our strategy - Start a conversation with a call to action


It is as simple as starting an online conversation with a deliberate call to action. I did not invent this concept or idea, I am just applying what I have learned from many smart people.

There is nothing dramatically wrong with our current web site, except that for the most part it is just an online version of our brochures. It tells people things and then gives them few options of things to do.

Listen: Our new strategy will add in the element of listening, we need to provide ways for members to interact with us.  This also means we need to get out where the people already are (like social networks) and listen to the conversations they are having about us.

Act: Act will be an effort to build gradual and multiple ways for our communities to engage with us, rather than only providing things to do (like sales).

Share: Sharing who we are, what makes us unique is much different than telling people about our buildings, memberships and programs.  In addition to changing our content, we will also be moving toward content that is specific to the audience.  The little picture of whispering in the ear for the share column is appropriate.  We want to stop screaming to large groups and not be heard, but shift to direct messages to those who are interested.

So that is what we are calling the core of our online presence strategy.  I dont think there are new revelations here, but maybe the way I shared it will bring it to new audiences or start other conversations.

Happy New Year to all of you.  Watch for the next post where I will give a more in depth example of this core concept of Hear, Act, Share.

Tuesday, December 16, 2008

It only takes a spark to ignite, but just as easy to put out.

Here is a recent article that I wrote for a YMCA magazine. I must preface this with the fact that there is no organization that I love more than the YMCA, which is why I still work there and get as involved as I can. Noone would ever doubt my passion for the YMCA. If you dont belong to a YMCA, you should. Period. Your kids, family or spouse will thank you in the long run. Even if it is just you, you will be better from it. We are not just a gym and swim, the best YMCAs are the hub of the community. We have been impacting communities across the US for over 150 and will be here for another 150 years. For example do you know that the YMCA in Chicago has and continues to work on job training, recruiting\retaining businesses, fighting infant mortality, feeding\caring for elderly, raising youth government awareness, fighting gang violence, providing free\low cost but still high quality child care, and much more. I didnt see a gym, swim, tread mill or bar bell listed in there.

With that said, here is my article:

Lost Leaders

By Steve Heye

“It only takes a spark to get a fire going.” That was the start of the song we sang each year at Central Leaders School back when I was a teen. Lets flashback to the 80’s when hair was big and I was little. Each summer a group of teens would gather at a college and spend the week learning how to be a better person and a better YMCA leader. Each year I would leave Leaders School a better person with an experience that would change me forever. At that point I would do anything for the YMCA, it was where I spent all my extra time, just ask the staff that used to chase me away. But I wasn’t alone, my brother and sister both had similar experiences, plus the hundreds of other leaders. It is just as easy to spread a spark as it is to extinguish it.

For six years I went to Leaders School and made hundreds of friends, many of which I said would be my BFF (best friend forever). But where are they now? Back then we didn’t have email, internet, MySpace or IM, we just had letters and the phone. So it was hard to keep in touch and I lost track of many great people. But that isn’t the story here, the story is how the YMCA lost track of these people as well and couldn’t keep the ones who wanted to stay.

Ignored. Of those hundreds of YMCA Leaders, I think I can count how many have stayed in the YMCA on two hands. But Y? Lets take a look at a few examples of what has gone wrong. First the most obvious problem, very few people followed up with us YMCA Leaders to see how college was going and if we were interested in a YMCA career. There were individual staff members from Leaders School who informally kept in touch and encouraged us. But where was a formal program or method to keep these leaders in the movement? Who better to work at your YMCA than someone who has been volunteering for years? We already had the passion, we just needed a nudge and some skills.

Set up to fail. There were those who did decide to try out the YMCA after Leaders Club and got that first YMCA director job. But the luster quickly wore off, I think it is best to tell a story rather than make my own judgments. Lets call this friend Betty, this is a real story about a real person with real facts, just a fake name.

Betty loved the YMCA as a teen. She was a volunteer and a YMCA Leader, the only future she saw was to work for the YMCA and make a difference. Her dad was a senior staff member at her YMCA and she was proud. She spent much of her childhood doing everything for the Y. She was one of the most organized and purposeful teens I have ever seen. She kept a file folder system in her desk at home with everything neatly put in its place. She had some of the best skills to work with others, teach kids and make things work.

Years later, after college, a husband, a couple kids and a couple moves, she decided to return to the YMCA as a site director in child care. Within two years though, Betty was done with the YMCA and wasn’t going back. She was set up to fail. She was asked to work countless hours with no help, direction or enough staff. She wasn’t given much, if any information or support. She was just told what numbers to meet and then pushed to the edge. When things were going well the senior staff took the credit. But staff left and weren’t replaced, the work grew and it was all just added to Betty’s plate. Betty thought if she put in extra hours, just tried harder it would get better.

As Betty was continually overworked things started to get missed and deadlines slipped. This wasn’t because Betty wasn’t trying, rather everyone was too busy to notice the real problems. Betty tried to get help and told her directors about the problems, but the response was always, its your job fix it. But how do you fix the root problem that you have no authority to change and when you are so buried in the symptoms that you cant see it? The only solution was to quit and let management see it…

So what can we do to avoid that? Well I think more YMCAs need better communication between director level staff and senior management. This has to include a real openness to constructive criticism and problem solving. I also think we should stop trying to cut corners and be honest about how much work and responsibility a director can handle. These are often younger staff, with limited full time management experience and a low pay scale. We also need to be sure we are equipping them with the technology, tools and resources needed to do the job. We need to be proactive to regularly review the workload, processes we are using and expectations.

Dismissed. As YMCAs face budget crunches tough decisions have to be made, but at what expense to the movement? I have two examples of close people who both were laid off by a metro YMCA due to financial considerations. Each is a story waiting to be told with an end not in the YMCA.

A few years ago a YMCA faced large budget concerns and at the same time had built up a considerable amount of possible overstaffing and multiple layers of management at its branches. So they crunched the numbers and made the tough and possibly correct decision to lay staff off. But the question I had was about how they decided who to let go. They just went by numbers and positions to make it less personal, but it was personal to those leaving.

One of these people, call her Suzie, was an aquatics lesson coordinator who had been there for over 10 years. She never wanted to climb the corporate ladder or be a director, she just wanted to lead the lessons and teach the kids, and she was good at it. She and her husband volunteered for years at Leaders School and sent her kids through the program. She just went to work one day and was told her position had been eliminated. She would have been more than willing to change her role, shift her work or make other changes, but wasn’t given those options. There were no options or other considerations offered. Yes, they were respectful, did offer severance and took care of her, but she ended up leaving the movement.

Another example, lets call her Lisa, was on track to be a CEO and will be soon, but maybe at another organization now. She worked her way up through a couple YMCAs to senior program director and executive director. You will never find someone with YMCA running through their blood as much as Lisa. If her husband would let her, she would have a giant Y tattooed on her forehead. Yet this YMCA couldn’t seem to find the right place to use her skills. They bounced her from position to position, never seeming to give her the tools, authority or longevity to make a difference. Each time she was in a position, they just changed it and seemed to say, don’t worry she can handle it.

The YMCA faced a situation where they needed help with a branch that was going to close. They needed some leadership to manage that exit strategy. She took on a portion of that responsibility and when the work was done, she was told there was no position for her to return to. There was talk of her getting another position, but no position was given. So she ended up leaving the YMCA. She did find a job she loves and has a great future there. She has the skills, knowledge and a network of respected colleagues that will enable her to go far and be a future leader. Just not in the YMCA?

Had she been told that there was not going to be a position for her sooner, she would have still had a chance to stay in the YMCA movement. There were numerous job openings that were perfect for her that were open before and after her departure. Yet this YMCA chose to focus on its own immediate needs, not the individual’s future in the movement or the need for more leaders. I understand that making staffing decisions like this may be necessary, but isn’t there a way to help that individual?

My regional AYP has a We Care Network member that can help those YMCA staff in transition, plus the YMCA of the USA has field staff and Lisa was an EDI program graduate. After Lisa’s departure from the movement these resources found great opportunities that came open, but not in time for consideration. Why weren’t these networks leveraged better to keep a very talented leader in our movement?

Business staff are replaceable. My own story follows much the same. In my own completely biased opinion it seems that the YMCA in general does not afford the same opportunities to grow and participate for it’s business staff as much as other staff. We offer limited training, conferences, resources and support for our HR, Technology, Fiscal, Risk Management and other business staff. At many YMCAs there is that one person that makes it all run. They pay the bills, balance the cash, write the policies, fix the computers, manage the payroll and answer the phone.

Yet we offer very little to these staff. We have program schools, membership universities and Executive Development institutes, but where do the business staff go? With the new YMCA of the USA strategic plan this seems to be even more exaggerated. They have taken the little resources that were available and closed them. They have decided that vendors can solve these problems better and there are other methods to meet these needs. Which in almost everyway is correct, except who will help these business staff find and use these resources and vendors? Who will bring these business issues to the front and ask the hard questions?

The approach will be to wait for the YMCAs to ask for help then find someone with that expertise to help. Back to these small YMCAs with a single person doing all of the business tasks, they may not know what they need, so cant ask for help. And they sure don’t have time to research the issue, read all of the information out there and make the best decision. They need help, not a vendor selling solutions.

So just like many other business staff across the country, the role of many business related functions like technology that I work on is being outsourced to the experts and vendors. YMCAs need to realize that their business and technology staff are just as devoted to the mission and need to be included, they can not be treated as just a tool.

Possibilities? So what can we do? I don’t claim to have all of the answers, but here are a few of my thoughts.

First, I think we need a national program to retain the interest of alumni from our teen programs, like Leaders Club, Youth and Government, etc. This could be volunteer led, let the community of existing leaders shape it, they are already trying at Central Leaders School but cant succeed without some support and direction.

Second, all of us should be more aware of the demands on our staff, be realistic about work-loads and pay attention to burn out. I know there is an inexhaustible amount of work to be done and little resources to use, but if we cant build healthy staff then we wont sustain the movement.

Third, I understand tough decisions like staff cuts may be unavoidable, but if a staff person is valuable cant we take time to ensure they are taken care of through our resources like EDI, AYP and Y-USA staff? This could also be facilitated if the YMCA of the USA created a method for new or existing staff to post and share their resume online, similarly to how they allow YMCAs to post job openings. Fourth, we should be leveraging our business staff to make everyone’s job easier and embracing them as accelerators of the mission, rather than underpaying, overworking and providing inadequate resources. Our business staff deserve trainings, resources, networks, conferences and a career path too, rather than leaving them in the hands of vendors.

Summary. It seems strange to me that we all would agree that we are facing a leadership deficit in the future. Yet all of these people who were dedicated to the movement are gone. The stories I shared are only a few out of the dozens I specifically have heard about and I am sure you have some of your own. I don’t claim to know if this is happening at every YMCA, actually I know it isn’t. I would guess for every bad story there are hundreds of good ones, but how many can we afford to loose. It also strikes me that there isn’t more outreach to my generation and the ones following to find out why we leave the movement. The only people that seem to have a valued opinion are CEOs. So the question that I have to all of you, is how are you treating the staff, middle management, kids, teens and young adults at your YMCA that are the future leaders? Will you be the spark for future leaders?



END of ARTICLE, now dont forget, I love and still work at the YMCA. So go join today, donate now and be a part our org. Or better yet, join our staff, bring in some technology skills and make a difference in an org that has been changing the world and will continue to do so.

Thursday, September 18, 2008

YMCA web site video

OK, so I am meeting tomorrow with a local YMCA and one of the topics we are planning to talk about is, if you had no constraints (money, time, staff, etc) what would you want your web site to look like? Ok, so that is the funny part, of course in the real world things like money, time and staff do get in the way. But who wants to live in real world anyway, that is why I like science fiction after all (I think that is what Jim Collins writes). Ok, I made myself LOL there. ;-)

Anyway here is the short 4 minute video I created. There really isnt any humor in it and the sound quality is sketchy. BUT I made it all with FREE software - Virtual Dub, CamStudio and Impress. Plus it only took me a few hours (I already had most of the content planned out in my head.) The harder part seemed to be fixing the file size, resisting coughs and uploading to YouTube. Any hoot, I stray off topic again.



And here is the supporting ideas behind it:

What could the YMCA web site look like?

If anything was possible what would you like to see on your YMCA web site?

  1. Content – Information that is valuable enough for your audiences to crave your next update, visit on a regular basis and tell everyone they know about it.

  2. Connection – Audiences feels real connection to mission, organization and each other.

  3. Call to Action – Easily apparent what you want your audiences to do.

  4. Conversion – Audiences act immediately in a way that you expected.

But what does that really look like?

  • The web site becomes an extension of the services offered by the YMCA. Members thrive on the added benefit, information, support and tools available that expand the value of belonging.

  • Volunteers flock to the site in an ever growing rate to participate and watch for opportunities to pitch in as well as learn from the tools available to them.

  • Donors feel a real connection and understand first hand where their money is going.

  • Collaborating community organizations look to the site to see how they can increase the impact and grow the community.

That is a lot of fluff talk, but is that what your web strategy is? Or is your web strategy focused on selling more memberships, advertising the discounts, displaying the program brochure or telling people what you want to say?

What if...

  • Starter aerobic class videos to make people more comfortable in knowing that it really is for beginners, so try it at home once.

  • Blogs with stories from current members, participants, community members and volunteers telling their story.

  • Blogs from the staff that break down the barrier of title and introduce the real person.

  • Member discussion boards that allow sharing and connecting, imagine finding a workout partner, an accountability person, ride share, references and more.

  • Fitness and health planning tool that incorporates meals, exercise, spiritual and mental activities with tips, resources, etc.

  • Content that is informative related to healthy lifestyles or families that can be reused on a members blog, facebook, web site or even just an email link.

  • E-Newsletters that are more than just announcements, they tell a story and show community impact.

  • Interactive e-learning courses that teach volunteer coaches, educate members of full YMCA services, reach young audiences with health tips, etc.

  • Board members get real time access to information, conversation and resources to share with community.

  • Online games that demonstrate the need for spirit, mind and body.