ALIGNING FOR IMPACT GUIDEBOOK
PHASE 1 | FEBRUARY 2025
ALIGNING FOR IMPACT | PHASE 1
Hello there.
Jody mentioned in her video that we’ve created this Guidebook to update you on changes the Y is making to align our organization for expansive impact.
We all process change differently. We’ve captured the main points here so that you can read at your own pace, go back and review, and then ask questions as you have them.
This document covers Phase 1 of how we are Aligning for Impact. Some of your questions will be answered, and some might have to wait until Phase 2 or Phase 3.
Our goal is to be definitive about what we know every step of the way and be honest about where plans and decisions haven’t been finalized yet.
Read on. Make notes. Let’s keep the communication flowing.
—Your Executive Leadership Team
IT ALL STARTS WITH STRATEGY
As Jody shared in the video, it all starts with our strategy, so let’s begin there.
Here’s a quick review of the foundation of our strategy …
… and a reminder that everything we do builds upon this foundation.
OUR MISSION To put Christian principles into practice through programs that build healthy spirit, mind and body for all
OUR PROMISE The Y is your place to thrive.
OUR YX Listen to Serve PRINCIPLES Mind the Corners Make the Match Push and Protect See It Through I Inspire a Smile
STRATEGY TO WHAT END?
VISION 2030
The statement to the right paints a bold and exciting picture of our new 2025–2030 growth strategy. It’s actionable, observable and measurable. And it establishes our north star for all that we do.
Over the next 5 years, the YMCA OF GREATER RICHMOND will help 30 percent of households in the region thrive through healthy social connections …
… by putting Christian principles into practice through experiences of achievement, relationships and belonging
… via focus on preventing drowning, enriching learning and advancing whole health
… while inspiring and increasing engagement with volunteers, partners and donors
… to amplify impact and advocacy.
Together with our community, we will help one-half million people in the Richmond region thrive, whether they come to a Y or we take the Y to them, through programs and services that build healthy spirit, mind and body for all.
2030 VISION HEADLINE
3 Impact Areas
> 30 % Households Thriving 2030 X + 3 Engagement Opportunities
STRATEGY THEN STRUCTURE
Which leads to some questions:
• What core functions does the Y need to advance our mission, achieve our strategy, and provide a great employee experience?
• In our distributed leadership model, how do those functions collaborate with one another to reach our impact goals?
Based on our strategy, we’ve identified six core functions essential to achieving our mission:
• Brand Advancement
• Community Advancement
• Experiences
• Financial Resources
• Human Resources
• Impact & Advocacy
Check out the diagram on the next page to learn more about how these functions interrelate.
CORE FUNCTIONS
While each function has clear roles and responsibilities within our strategy and structure, they all depend on one another to execute our strategy and achieve our vision.
The structure assumes that we are working together in ensemble teams because that’s what our mission requires (and that’s how you’ve described a meaningful employee experience).
CORE FUNCTIONS OVERVIEW
If you are on the … team, your work will focus on …
Brand Advancement
Community Advancement
… research and insights, product development, marketing and sales, customer service, and communication of mission and impact areas
… unifying and growing volunteerism, corporate partnerships, and giving to support expansion of programs, services and locations
Experience
Financial Resources
Human Resources
Impact & Advocacy
… daily experience delivery and operations of our programs, services and locations, including standards adherence, employee and customer experience, and financial objectives
… goals and objectives related to the financial health, risk, compliance and properties of the organization
… recruiting and training of our workforce and ensuring a quality team member experience, overseeing all HR business objectives
… expanding programs and services to help everyone in our communities thrive with a strong emphasis on partnerships
STRATEGY MEETS CULTURE
Before we dig into details for each function, let’s consider cultural changes our strategy requires.
In order to accomplish our mission and achieve our 2030 Strategic Plan, our YMCA must move …
Prioritizing retail
Dabbling in a lot
Branch leader roles with fractured focus
Branch-based business model
Standards as concepts
Variable employee and customer experiences
Counting outputs
Structured for “in the moment” retail”
Smattering of initiatives and communication
Optimizing the flywheel
Focusing on impact areas
Ensemble teams with well-rounded expertise
Regionally-led business model
Standards driving clarity, quality and value
Raving YX fans and advocates
Measuring outcomes
Aligned for expansive impact
Focused initiatives and cause communication
STRUCTURING FOR IMPACT
Brand Advancement
• With Barry Saunders moving to YUSA, we are revisiting this function; update coming soon
Community Advancement
• Shawn Morrison will serve as Chief Advancement Officer
• Santi Prada and Theresa Johnson will serve as VPs of Community Advancement
• Jess Jones will serve as Association Director of Grants & Partnerships
• Patricia Green will serve as VP of Advancement Operations
Experience
• Chris Hughes will serve as Chief Experience Officer
• Drew Klammer and Holly Austin will serve as VPs of Experience
• Josh Green will serve as VP of Youth Development
Financial Resources
• Daniel Araujo will serve as Chief Financial Officer
• Nick Maiolo will serve as VP of Facilities
• Kassie Hall will serve as Controller
• Delaney Berlin will serve as Association Director of Risk
Human Resources
• Jan Klenke will serve as Chief Human Resources Officer
• Cordelia Starkes will serve as Association Director of Leadership Development
• Jessica Salazar will serve as Association Director of Human Resources
• Liz Hansbury will serve as Executive Director of Learning Centers
• Pabla Bernardes will serve as Director of Payroll
Impact & Advocacy
• Lisa Ramirez will serve as Chief Impact & Advocacy Officer
• Sidney Edwards and William Thornton will serve as VPs of Impact & Advocacy
• Jamal Riley will serve as Association Chaplain
• Leslie Beck-Long will serve as Association Director of Volunteers
ALIGNED FOR IMPACT
WAIT, I STILL HAVE QUESTIONS
That’s all the news to share for now.
During our next Aligning for Impact update, we will provide more detail about the new structure, roles, and what it all means for you and for how we work together.
In the meantime, please reach out to your supervisor with your thoughts and questions, and keep the conversation going.
Cheers, team!