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The Kidney Foundation of Canada,

Southern Alberta Branch

STRATEGIC PLAN 2014-2018


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The Kidney Foundation of Canada

Vision:
Kidney health and improved lives for all people affected by kidney disease

Mission:
The Kidney Foundation of Canada is the national volunteer organization
committed to reducing the burden of kidney disease through:

funding and stimulating innovative research;


providing education and support;
promoting access to high quality healthcare; and
increasing public awareness and commitment to advancing
kidney health and organ donation

Table of Contents
OVERVIEW AND SITUATION ASSESSMENT

Introduction

Background

Key Trends

Competitive Landscape

Stakeholder Analysis

SWOT Analysis

Strategic Issues

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STRATEGIC DIRECTION

Values

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Vision and Mission

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Strategic Goals, Organizational Outcomes, Performance indicators

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OVERVIEW AND SITUATION ASSESSMENT


INTRODUCTION
The purpose of this strategic plan is to set a direction and plan for the Kidney Foundation of Canada, Southern Alberta Branch
for the next five years (2014-2018).
This is a confidential document that will be used for staff and board members of the Kidney Foundation of Canada, Southern
Alberta Branch, and any duplication of the information herein is strictly prohibited.

BACKGROUND
The Kidney Foundation of Canada was created in 1964 with the mission of improving the health and quality of life of people
living with kidney disease. Today, the Kidney Foundation of Canada is the only national health charity committed to kidney
health and to improving lives for all people living with kidney disease. The Kidney Foundation of Canada has contributed about
$77 million nationwide to research and the Southern Alberta Branch offers a comprehensive Community Services program that
includes information and referral, educational material, short-term financial assistance and emotional support services. The
Foundation has been a leader in advocating for access to high quality health care and promoting awareness and commitment to
organ and tissue donation. The Southern Alberta Branch of The Kidney Foundation of Canada serves a large catchment area
that is captured within the boundaries of Olds to the north, the United States border to the south, and to the eastern and
western provincial borders. However, the Southern Alberta Branch regularly sees people contact them from as far away as
Crowsnest Pass, Swift Current and eastern Saskatchewan, especially for pediatric renal patients. It is estimated that the
Southern Alberta Branch serves approximately 3000 patients (as well as their care partners) and members of the public who
access their information and referral services regarding kidney disease and organ donations. This number has more than tripled
in the past ten years and is expected to continually increase over the next decade. Through its online presence, this has meant
a global presence for The Kidney Foundation in that they now receive telephone calls and emails from everywhere, as people
find them and access services and information online.
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The mission statement for the Southern Alberta Branch of The Kidney Foundation focuses on four primary areas:
1. Direct services
2. Kidney Health Initiatives Prevention
3. Funding innovative research
4. Organ donation awareness
This mandate means that The Kidney Foundation serves different people through different aspects of their programming. For
example, the prevention initiatives target those most at-risk for kidney disease (e.g. people with diabetes, Indo-Canadian ethnic
groups, seniors), while direct services are intended for people living with kidney disease and those who support them. The
Southern Alberta Branch has a strong history in organ donation advocacy, development and piloting of new programs, and has
been consistently able to respond to a changing patient and fundraising environment ensuring that core services are provided
to any person who qualifies.
The Southern Alberta Branch is a small organization with eight regular, full time employees located in Calgary and Lethbridge.

KEY TRENDS
Key trends emerged from the information collected which will impact the Kidney Foundation, Southern Alberta Branch and are
expected to have a continued impact within the next few years. The trends emerged after the completion of a needs
assessment survey of people living with kidney disease and their identified care partners. Focus groups were also held and
were comprised of volunteers, medical professionals, and staff.
Five themes emerged: access, poverty, growth, resources and issues impacting provision of services.
Although many of these themes are interrelated (i.e., access would not be as much of an issue for people living with kidney
disease if they had increased resources), each theme is supported by various points elaborated in the SWOT analysis. One
additional item to consider within the parameters of these themes is Branchs positive relationship with the Southern Alberta
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Renal Program - the Alberta Health Services programming responsible for all renal services. The Renal Program sees the
Southern Alberta Branch as a credible and strong advocate and a necessary partner in improving the lives of people living with
kidney disease.

COMPETITIVE LANDSCAPE
The Southern Alberta Branch of the Kidney Foundation is the only charity that is dedicated to kidney health and working
towards improving the quality of life with those living with kidney disease.
The Foundation is in competition for funding from the general public and corporations from other health charities. Kidney
disease is comorbid with other medical issues, such as diabetes and heart disease, and as such there is often a competition
with those organizations. The Canadian Diabetes Association, in addition to promoting a cause related to kidney disease, has a
very comparable funding model to The Kidney Foundation of Canada. There are several initiatives and events similar to those
of The Kidney Foundation, including Team Diabetes - a walk, run, hike, or bike in support of people living with diabetes planned giving, and a used vehicle donation program. The Heart and Stroke Foundation focuses on prevention as well as heart
health for those with heart disease. Prevention is an area that The Kidney Foundation is beginning to focus on, but expanding in
this could be a way to make the cause of kidney disease and the organization relevant to a larger audience.
The Southern Alberta Branch, however, is a leader in advocacy work. For example, the Branch is a leader in work done to
improve organ and tissue donation rates in Alberta. The Branch continues to garner widespread support for its fundraising
programs such as the Kidney Car Program and the Kidney March.

STAKEHOLDER ANALYSIS
The stakeholders for the Southern Alberta Branch of the Kidney Foundation of Canada are made up of individuals living with
kidney disease, funders/donors, board members, staff, volunteers, medical professionals including allied health which includes
social workers, renal dietitians, kinesiology, and spiritual care.

For the purpose of this strategic plan, the above stakeholders were surveyed and a comprehensive needs assessment was
conducted. Additionally, some private interviews were conducted to better understand the common themes and needs that were
identified.
The table below is a summary of the information gathered from the key stakeholder groups.

Stakeholder

Issues

People living with kidney disease and


care partners (spouse, parent, adult
child or significant person who
supports the patient)

Accessibility to vital Diet/Nutrition: emerging issues related to access to specific nutritional supplements; people are not able
to access certain supplements related to renal diets as they are not covered under insurance
Transportation barriers: with the aging population, many people living with kidney disease are not able to drive and do not
have access to Handi-bus
Financial barriers: an increase in number of people doing home hemodialysis. Implication of this is that these people are
required to pay an increase of water (about 200 dollars more per month). The medical system does not account for this (no
reimbursement).
Food banks: not able to support the dietary needs for those with kidney disease
Access to dialysis services in order to provide more equitable access
Lack of family physicians inhibits early detection
Need for increased accessibility and communication with dieticians
Accessing ethnic foods
Lack of services such as meals on wheels that meet the appropriate dietary needs of those living with kidney disease.
Access to medical professionals
Lack of support services available to support the care partners

Funders and donors

Concern about a changing public and the fundraising landscape


Concern that previous fundraising methods are not just resulting in plateauing revenues, but that revenues will drop and
continue to drop without change
More information about how donors make a difference is required - communications from the Kidney Foundation

Medical professionals

Need for increased communication with their patients, and other medical staff such as speech pathologists when issues arise
related to special diets.
Lack of proper food supplements within nursing homes
Time constraints: not able to dedicate as much time to those living with kidney disease
People are accessing services earlier in Southern Alberta area

Staff and volunteers

Number of people with kidney disease has tripled in the last ten years in Southern Alberta
Increase in services to non-English speaking people living with kidney disease
Increase in culture diversity- impacts on the service- trust
Organ donation- (pillars of the mission): Canada has one of the lowest donation/transplantation rates in the World. Bill 207Human Tissues/Donations Act states that one can only donate if there is a diagnosis of brain death. Spain has the highest
level of donations
Need for more medical professionals that specialize in renal failure and are available to take on new patients.

SWOT ANALYSIS
A SWOT analysis took place during the several stakeholder consultations. Southern Alberta Branch Board members, staff, and
committee members participated. It represented our key stakeholder group (medical professionals, donors, volunteers). What
follows is a breakdown of identified strengths, weaknesses, opportunities and threats.

SWOT Analysis
Strengths

Weaknesses

Dedicated pool of volunteer and donors


Strong relationships with AHS programs
and medical health professionals serving
those with kidney disease
viewed as a vital service by AHS programs
and their staff
Seen as credible within the renal
community
only organization in Canada providing
non-medical services to people living with
kidney disease and their families
Core services have been maintained
despite growth in patient population and
need, and plateauing fundraising.
Staff are dedicated and knowledgeable
about the issues that surround people
living with kidney disease.
staff are active leaders within the health
community to promote health kidney
functioning and promotion of organ and
tissue donations.
strong communication between staff/
Board members and those living with
kidney disease.
In touch with communitys needs through
processes and measures to receive and
implement client feedback (i.e., surveys,
unmet needs reports, etc.)
Stable fundraising base and not
dependent on outside sources for
operational funding
Autonomy in the ability to respond to
emerging issues and opportunities
Proven track record in developing and
piloting innovative initiatives leading to
greater impact in the renal community
Relationships with people with influence
Engaged staff with multiple years of
experience
Engaged Board of Directors

Lack of public awareness of the Southern


Alberta Branch of the Kidney Foundation
Increasing diversity of those being served
- lack of services in other languages and
translators with relevant medical
knowledge
Not enough human resources to provide
more than the core services - initiatives
and emerging opportunities cannot be
pursued at times
Fundraising positions are not filled to
capacity at this time
Internal confusion about priorities and
current Branch direction
The technological infrastructure of the
Branch is in need of analysis and
replacement with few resources to do so

Opportunities
Influencing policy through the passing of
Bill 207
Potential partnerships within the
community to address unmet needs
Increase public awareness
Capitalize on current trend of earlier
detection and continue to support early
screening/detection
Continue to foster relationship with the
Southern Alberta Renal Program to
increase client and program support

Threats
Increasing demand in service-- The renal
population has almost tripled over the
past 10 years
Lack of family physicians available and
lack of communication between family
physician and renal team
Competition for public awareness as a
small organization among other health
charities
Differing priorities between National and
Branch level- Specific Core Services could
be cut if decided by the national level of
the Kidney Foundation
Potential missed initiatives and emerging
opportunities cannot be pursued at times
due to lack of human resources enough to
provide more than delivery of core
services

STRATEGIC ISSUES
Five strategic issues were identified. They arose from key trends found in the stakeholder survey and from the SWOT analysis
conducted by The Kidney Foundation of Canada, Southern Alberta Branch staff.
The strategic issues are:
1. Access
2. Poverty
3. Growth
4. Resources
5. Issues impacting provision of services
1. Access
There were several concerns identified regarding the difficulty people living with kidney disease and their care partners
encounter in accessing services. The number of people living with kidney disease in southern Alberta has tripled in recent
years, putting additional strain on an under-resourced system. The good news is that people are accessing services earlier thus
improving their quality of life and, in some cases, preventing the need for dialysis. There are, however, several issues impeding
access to services, including:
lack of public awareness of kidney disease and The Kidney Foundation
Lack of family physicians in southern Alberta - patients will not receive early diagnosis and intervention without a
family physician and routine check-ups. The Kidney Foundation cannot meet its mandate without public
awareness and diagnosis of those living with kidney disease.
lack of medical professionals specializing in renal failure who are able to take on new patients
lack of support in meeting the dietary needs of those living with kidney disease
lack of support with transportation needs to access services, particularly in rural areas of southern Alberta
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In addition, there is a substantial increase in non-English speaking people living with kidney disease. The lack of interpreters
with knowledge of medical terminology is another significant barrier to service.
2. Poverty
Many people living with kidney disease and their care partners encounter significant financial challenges. A needs assessment
study conducted by The Kidney Foundation, Southern Alberta Branch revealed that approximately half of those people living
with kidney disease live below the poverty line. Renal dialysis requires several hours, several times a week. This, in addition to
the complex health issues dialysis patients face, can make it impossible for people living with kidney disease to earn enough
money to meet their basic needs. Assured Income for the Severely Handicapped (AISH) is not necessarily considered a living
wage (see Miazdyck-Shield, 2012, for example). Furthermore, dialysis patients on hemodialysis in their homes are not
reimbursed by Alberta Health Services or private insurance for the additional water their treatment requires - usually an
additional $200.00 per month on a utility bill for water alone. Albertas boom and bust economy and population growth creates a
high cost of living in the province, which further complicates the financial situation of those living with kidney disease. All of
these factors explain why many people living with kidney disease are living in poverty.
3. Growth
Another strategic issue emerging from the stakeholder survey and SWOT analysis was the significant growth in the number of
people living with kidney disease in southern Alberta. As previously mentioned, the number of people living with kidney disease
in southern Alberta has tripled in recent years. This is likely due to earlier detection and diagnosis, as well as an aging
population and an increased number of people developing type two diabetes. This exponential growth of the population The
Kidney Foundation is serving puts an additional strain on already limited resources.
4. Resources
In recent years, revenues at the Southern Alberta branch of The Kidney Foundation have plateaued. This, combined with 1) the
substantial increase in the population being served, and 2) fundraising positions within the Southern Alberta branch remaining
unfilled, is a significant concern for the Foundation. The Kidney Foundation is the only organization providing non-medical
services to people living with kidney disease and their families. Increased public awareness and an increase in dollars brought

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in (to match the increase in the population being served served) are required for the Foundation to meet its mission and
mandate.
5. Issues impacting provision of services
The Kidney Foundation of Canada, Southern Alberta Branch requires further human resources and investment in its
technological infrastructure to adequately serve people living with kidney disease and their families in southern Alberta.

STRATEGIC DIRECTION
VALUES
The Southern Alberta Branch of the Kidney Foundation believes that all stakeholders have something to contribute to increase
the quality of life of those affected by kidney disease. In order to do our part, the Southern Alberta Branch uses the following
values to guide all decisions and supports related to those affected by kidney disease:
Leadership - Demonstrating excellence in research, advocacy, and services in the area of kidney health.
Quality - Believing and assuring clients right to the highest possible quality of life through quality research, education, and
services.
Empowerment - Believing and assuring clients right to appropriate support through all decisions related to kidney treatment
and kidney health as they see fit.
Knowledge - Promoting innovative kidney health research and the education of patients, care partners, loved ones, and the
global community to make informed decisions related to kidney health.

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VISION and MISSION


After review of the Vision and Mission statements, it was decided that the current statements should not be changed. They remain as:

Vision:
Kidney health and improved lives for all people affected by kidney disease
Mission:
The Kidney Foundation of Canada is the national volunteer organization committed to reducing the burden of kidney disease
through:

funding and stimulating innovative research;


providing education and support;
promoting access to high quality healthcare; and
increasing public awareness and commitment to advancing kidney health and organ donation

STRATEGIC GOALS AND OBJECTIVES, ORGANIZATIONAL OUTCOMES,


PERFORMANCE INDICATORS
While the Southern Alberta Branch of the Kidney Foundation has continued to provide support for those affected by kidney
disease for the past thirty years, it is clear that with the continued growth in the population requiring the Kidney Foundations
services and a greater understanding of the complexities in offering services (i.e., access, poverty, resources, and diversity), the
branch must expand in order to sustainably meet the communitys needs. From the strategic issues identified above, three
strategic goals emerged to support such growth. They are:

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1. Increase public awareness


2. Increase revenue
3. Increase services available to those living with kidney disease in southern Alberta

By increasing public awareness, the Foundation believes it can address many of the strategic issues identified above,
particularly those related to Access and Resources.
It is also believed that increasing public awareness can positively impact incoming revenue. It is clear that more dollars are
required to meet the increased demand in services in addition to expanding services to adequately meet the needs of people
living with kidney disease and their families.
It is believed that increased resources can lead to increased advocacy and lobbying of the Province of Alberta to improve the
lives of people living with kidney disease.
Therefore, these three goals must be done in tandem as they are dependent on each other. Pursuing these goals together
would lessen the financial impact of developing new materials and marketing strategies if we are successful in increasing
donated dollars. Filling the currently vacant position will also allow the successful candidate to take leadership in developing
funds and allowing staff in other roles to focus on their mandate. A stronger, more focused organization then leads to greater
support and improved lives for all people affected by kidney disease.

Goals
Increase
public
awareness

Objectives
1. Initiate broad marketing
campaign including print and
social media

Action priorities
1.1. Fill vacant fundraising position
1.2. Develop and promote social
media presence
1.3. Develop and promote new
marketing campaign

Performance Indicators
- Increase in social media activity
- Increased donorship
- Increased partnerships

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2. Increase in
communications activity
including speaking
engagements and media
interviews
Increase
revenue

1. Increase funding initiatives

2.1. Fill vacant fundraising position


2.2. Establish previous and potential
supporters and/or partners and
present new marketing campaign

1.1. Develop and promote one


additional annual fundraising event
1.2. Develop and promote one
additional on-going campaign
1.3. Create marketing materials
directed at donors as well as clients

- Increased revenue by 20%


- Increased donorship
- Increased partnerships

2.1. Develop new strategic


partnerships
2. Expand revenue resources 2.2. Engage both potential donors
and clients in speaking
engagements and media interviews

Increase
services

1. Revise organizational
structure

2. Increase staff advocacy


skills

1.1. Create a client advocate


- Increased staff support
position
- Increased research & lobbying activity
1.2. Provide additional administration
support to enable managers to
participate in public awareness and
lobbying activities
2.1.Engage the leadership team in
lobbying the Province of Alberta for
1) an increase in renal medical
professionals 2) coverage of dietary
needs

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References

Canadian Diabetes Association. (n.d.). Webpage. Retrieved from: http://www.diabetes.ca/


Heart and Stroke Foundation. (n.d.) Webpage. Retrieved from:
http://www.heartandstroke.com/site/c.ikIQLcMWJtE/b.2796497/k.BF8B/Home.htm
Matheson, J. (2013, Class Presentation). strategic planning Elluminate 3.
Matheson, J. (2013, Class presentation). three bs ppt changed 2013.
Miazdyck-Shield, D.C. (2012). Disability, poverty, and welfare policy: A critical disability theory analysis of Albertas Assured
Income for the Severely Handicapped and implications for Saskatchewan. (Masters thesis). University of Regina.
Retrieved from: http://ourspace.uregina.ca/bitstream/handle/10294/3687/MiazdyckShield_Dionne_200209818_MSW_Spring%202013.pdf?sequence=1.
Murray, V. (2009). The management of nonprofit and charitable organizations in Canada (2nd edition). Markham, ONT:
LexisNexis Canada Inc.
Niven, P. (2008). Balanced scorecard: Step-by-step for Government and Nonprofit agencies (2nd edition). Retrieved from
http://library.books24x7.com.ezproxy.lib.ucalgary.ca/assetviewer.aspx?bookid=24338&chunkid=949727313&noteMenuT
oggle=0&leftMenuState=1.
The Kidney Foundation of Canada. (n.d.). The Kidney Foundation of Canada About Us. Retrieved from
http://kidney.ca/page.aspx?pid=305
Woods Homes (March, 2010, Class notes). Woods Homes Strategic Plan 2010-2014 (working Draft 2010-03-29).
Woods Homes (October, 2003, Class notes). Balance_Score_Card-1.

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