The Canadian Centre for Accreditation is a national, not-for-profit organization that was formed through the partnership of five Canadian Associations, bringing together 100 years of accreditation experiences in community-based health and social services. In developing their newly combined brand, CCA needed help to sharpen its key messaging and align it with its new strategic plan. They hired brand.re/wire in November 2021 to help guide them through this process.
Across North America, many nonprofit and healthcare organizations are discussing strategies for the future. Those discussions can include exploring the possibility of collaborating to increase efficiencies, sharing resources, forming a strategic alliance/ event or merging with another organization. Both the National Council of Nonprofits in the USA and Imagine Canada have showcased how these discussions have accelerated as the pandemic further highlighted the limitations around future funding and the need to work together to solve the social issues communities are facing.
“Fewer than one in five companies indicated they regularly collaborated with other companies and fewer than one in five indicated they regularly funded joint projects with nonprofits or convened their nonprofit partners working on similar issues.” Imagine Canada
Well CCA membership has created a community of practice that has been built upon cross-sector collaboration and learning. In Canada, our national strategy for ensuring and improving programs and services is external accreditation – to apply objective criteria and evidence-based best practices. But accreditation has moved beyond ensuring a basic level of just risk/safety and quality, to becoming a powerful tool for helping organizations manage change and ensure they remain current with evolving research and evidence-based best practices. Every year new research, technology and tools improve how programs and services are delivered. The CCA community of practice allowed us to discuss the brand with peer reviewers from diverse areas such as governance, administration, direct service, clinical practice, support services, community development etc. This enabled us to gain insights into the new combined brand via interviews with members, volunteers, staff and non-members to summarize the insights from the ever-changing marketplace and brand evolution. It was clear that CCA’s expertise helped organizations address a wide range of individual and community needs and helped ensure equitable care when prioritizing underserved or at-risk populations, or individuals who face additional barriers, due to race, ethnicity, immigration status, health/social issues or disabilities.
The Board of Directors approved the new key messaging this past April, which included new Vision and Mission statements that align with CCA’s new strategic plans.
Mission: CCA exists to assure quality and continuous improvement through the provision of excellence and leadership in community accreditation services.
Community | Quality | Equity | Collaboration
Vision: Working together to strengthen community-centred health and social services for all
Values: Continuous Learning & Improvement, Meaningful Collaboration, Equity & Inclusion, Accountability
To learn more about CCA visit:
https://canadiancentreforaccreditation.ca/about-cca/
To connect with their community of practice follow them on Linkedin:
https://www.linkedin.com/company/canadian-centre-for-accreditation/
“Not only does CCA now have the language needed to clearly communicate our value proposition to the community organizations we serve, but this process has helped us continue to listen and learn from our community of practice and discuss how we will measure the outcomes of our new strategic plan.” Lynne Raskin, Executive Director
You may also be interested in:
http://www.brandrewire.ca/10-key-considerations-when-planning-to-communicate-a-non-profit-merger/