MEMORANDUM

TO: YMCA Organizational Leaders

FROM: Merica Green | The Essence of Logos Training Consultants

DATE: October 30, 2017

SUBJECT: Organizational Communication

CC: Dr. Charity Jennings

Over the course of time organizations may opt to undergo necessary changes to stay afloat in an
ever-changing economy. The YMCA is a community organization which has been in operation for
nearly two centuries. It should only be assumed that there has been progressive change in the
communities served by the YMCA over the course of the organizations existence. At this time,
the YMCA finds the need to implement a change process to address the unfortunate decline in
membership over the last three years. This decline threatens the sustainability of the organization.
However, leaders are confident that rebranding the YMCA will yield a strengthened and renewed
organization over the course of the next two years.

Successful completion of the rebranding of the YMCA requires a committed participative effort
from all staff and volunteers. The YMCA will be revamping all of its community outreach efforts
to youth and adults so that it is offering services that are reasonably competitive with newer and
more innovative community centers and events. To prepare for the rebrand, all staff and volunteers
will begin intense training which will include a higher standard of swimming and first aid
certifications, community recreations, and health and wellness coaching certifications. Because
the process will take two years, it is anticipated that staff and volunteers will receive intense
training for one year before communications begin to be delivered to the affected communities.

As a result of the rebrand, staff and volunteers should anticipate some branch closures. The
expectation of the YMCA is to create opportunities for potentially displaced employees to be
removed from their current branch and replaced in a branch that will not be closed. The desire of
the YMCA is to have all employees transition with the organization. The selling point to gain buy-
in and engagement is the credentials (certifications) that are being offered for all who are willing
to move forward with the change process. As the YMCA moves forward with this initiative,
leaders will maintain communication with all affected so that any adjustments to the process that
need to be addressed can be made throughout development and prior to implementation.