The YMCA faces the same challenges as most organizations with decentralized and fragmented digital ecosystems. To streamline resources and deliver on its philanthropic goals, the YMCA Twin Cities partnered with FFW - a digital agency and Acquia Preferred Partner - to build Open Y. Open Y is an open source initiative to bring digital transformation and unity to the YMCA. Based on the philosophy that collaboration drives innovation and impact, Open Y brings together a community of YMCAs and digital partners to provide a common digital vision for the 160-year-old YMCA brand. Join the project’s innovators - from both YMCA Twin Cities and FFW - to learn about: -How Open Y aligns talents, saves money and delivers better experiences for YMCAs across the US and internationally -Why YMCA Twin Cities chose Drupal 8 to be the foundation for Open Y -The future vision for and what it means for other organizations that want to implement similar platforms

1. 1 ©2016 Acquia Inc. — Confidential and Proprietary
November 30, 2016
Open Y: One Digital Platform
for All YMCAs

2. 2 ©2016 Acquia Inc. — Confidential and Proprietary
Agenda
– YMCA’s Challenges
– What is Open Y
– Why Drupal
– How is the Open Y Platform Being Built?
– Today’s Results and Future Vision
– Q&A

3. 3 ©2016 Acquia Inc. — Confidential and Proprietary
Presenters Today
YMCA Twin Cities (Minnesota)
– Nathan Maehren, Sr. Vice President, Digital
– Craig Paulnock, Associate VP of Digital Products & Innovation
FFW
– Chang Xiao, Managing Director
Acquia
– David Aponovich, Sr. Director Product Marketing

4. Open Y
An open source initiative for YMCAs, by YMCAs.

5. United States
874 Associations
2,700 locations
20 M Members
Worldwide
130 Countries
11,000 locations
58 M Participants

6. United States
874 Associations
10,000 Communities
20 M Members
Worldwide
130 Countries
725,000 volunteers
58 M Participants

7. We are more
than a Gym
For many, this is the
only way
we are seen.

8. We develop youth,
inspire healthy living, and
change our communities.
We have lofty goals,
limited resources, and need to
change public perception.

9. We are not meeting these needs.
We require a national tool that
will better communicate and
deliver our mission digitally.
Customer
interactions start,
and often end,
online.

12. What is OpenY?
A philosophy that
collaboration drives
innovation and impact
A community of YMCAs
and technology
Partners
An open-sourceplatform
for marketing, ecommerce
and digital products

13. Open Y Provides
Mobile responsive
website
World-class CMS to
manage your site
CRM & e-commerce
integrations
Omni-channel content
distribution
Tested and proven user
experience
Analytics for insights
and optimization

14. What are we
building?
A connected, customizable, and low cost web
platform.
CUSTOMER
EXPERIENCE
PLATFORM
MARKETING
COMMUNICATION
FITNESS
EQUIPMENT
PERSONAL
TRAINING
GROUP
FITNESS
STRATEGY &
EXECUTION
A/B TESTING
CUSTOMER
RELATIONSHIP
MANAGEMENT
DATABASE ACTIVITY
MONITORING

15. Omni-channel Foundation
• Puts the customer at the center of
a unified digital experience
• Enables MyY, connected fitness,
branch of the future, and outside
the four walls
• Drives association ROI through an
open and Y owned solution
Customer Experience
(CX) Platform
Social
Media
Mobile
App
Store
Kiosk
E-mail
Websites
Search
Call
Center
Digital
Print

16. Y USA
Partners
With governance standards, any Y or approved
partner can use Open Y.
Y Associations
Open Y is
Open Source
Open Y

17. Why Drupal?
A leading, progressive, digital
technology
No licensing costs to start
and run
Many Ys are already on
Drupal or moving to it
Used by large brands and
innovative organizations
15 years, 31,000 modules,
and powers 1M websites
globally
Community has one
million members and
31,000 developers

18. Of the 40 Ys we looked at,
most are, or are moving
to Drupal.
YMCA Drupal Adoption
Other
21%
36%
27%
15%

19. Who else is
using Drupal?

20. How are we
doing it?
By bringing together
digital, marketing and
technology experts across
the Y movement
THE Y
DIGITAL
BRANDS
Y TECH
MEMBERSHIP, FITNESS
CHILDCARE,CAMPS

21. How are we
doing it?
By assembling the best Y partners and
technologies.

22. For YMCAs
• Open platform built by YMCAs for YMCAs –
ownership of the entire experience
• Speed of innovation / reduced cost
• Low switching cost
• Freedom to work with agencies and hosting
providers
• An opportunity for youth to be involved in
working, building and shaping the platform

23. For Agencies
• Focus on user experience, not technology
• Re-use, don’t re-build
• Competitive cost proposal
• Risk mitigation
• Lower cost for research & development
• Leverage work of the open source community

24. For Technology Partners
• Leveraging open standards for system
integrations.
• Using service oriented architecture to create
new experiences for the customer
• Expand and enhance API and web services
• Ability to focus on core offerings

25. Aligns deeply with our mission
for youth development and
engagement
Empowering youth affected
by the digital divide to
participate.
Provides pathways to
new skills, college,
and jobs.
How are we
doing it?

26. Benefits of
Open Y
Best customer experiences proven with data.
Nationwide Y and partner collaboration.
Measurable cost reduction over time.
Consistent branding and governance.
Scalable with evolving flexibility.

27. Committed (11)
Evaluating (22)
In 8 months …

28. Digital Experience Approach
Experience
unified experience for
marketing, web and
ecommerce
Integration
seamless integration for
CRM, ecomm, and new
products
Cost
contains costs and
manages the total cost of
ownership
Control
better control over
channels, content and
features
Flexibility
enables digital
distribution across
screens & spaces
Positioning the Y for mission growth and scale

29. DIGITAL LEAD GENERATION
MEMBER ENGAGEMENT
EXPERIENCES
The hub for all digital customer interactions.
Consistent and seamless experience across all
touchpoints.
STRATEGY &
EXECUTION
CRM A/B TESTING

30. CAMPS
SIMPLE SCHEDULES AND
REGISTRATION
Easily connecting parents with the right experiences
for their children. Real-time updates, on activities
and programs as they happen.
STRATEGY &
EXECUTION
CRM

31. CHILDCARE
COMMUNICATION THAT
SERVES PARENTS
Simplified interactions for availability, registration
and communicationspecific to each child.
STRATEGY &
EXECUTION
CRM

32. SUMMER MEMBER RETENTIONPROMOTION
Highlights
MEMBER RETENTION CAMPAIGN
FUN, INTERACTIVE
CAMPAIGN FOR MEMBER
ENGAGEMENT AND
RETENTION.
Members can easily register for the campaign,
report activities and win prizes. Y team members
can track incremental member behavior, promote
program and service offerings.
STRATEGY &
EXECUTION
CRM A/B Testing

33. COMMUNITY & DONATIONS
MAXIMIZED GIVING AND
VOLUNTEERING
Enabling donors to track the impact they have made.
Connecting the community with relevant programs.
STRATEGY &
EXECUTION
CRM

34. PERSONAL TRAINING
SEAMLESS PERSONAL
TRAINING EXPERIENCE
Customers can schedule appointments, buy packages
online, and receive alerts. Trainers can manage their
time and schedules.
PERSONAL
TRAINING
STRATEGY &
EXECUTION
CRM

35. ASSET MANAGEMENT
HIGH-QUALITY CREATIVE
CONTENT
Brings consistency to branding, content, and
templates while makingit easy to produce,
distribute, and share across all associations.
STRATEGY &
EXECUTION
CRM DAM

36. CONNECTED DEVICES
RELEVANT EXPERIENCES
IN-THE-MOMENT
Providing useful experiences by anticipating the
member needs, such as providing a customized
training program right to the cardio machine they are
using.
STRATEGY &
EXECUTION
CRM
FITNESS
EQUIPMENT

37. MEMBER SERVICES
INNOVATIVE IN-BRANCH
EXPERIENCES
Creating meaningful interactions between team
members and customers by removing physical
barriers.
STRATEGY &
EXECUTION
CRM

38. Large YMCA Small YMCA

39. Factors for Success
Vision
Clear purpose
Serves all
Real benefits
Inclusion
Alliances
Multiple voices
Organic growth
Decision
On Message
No Buy-in
Ownership
Action
Solution
Space and pace
We versus me

40. OpenYMCA.org

41. 4 ©2016 Acquia Inc. — Confidential and Proprietary
- nathan.maehren@ymcamn.org
- craig.paulnock@ymcamn.org
- chang.xiao@ffwagency.com
- david.aponovich@acquia.com
Thank you!