UMOJA_Strategic Plan_FINAL

umoja p.e.a.c.e. center
strategic plan
2012–2016
Positive
Education,
Art,
Culture &
Enterprise
The first time I performed, I was so nervous. But I couldn’t turn back. Through the whole
thing I thought I was doing bad. But after it
was over, everyone loved it.
I wasn’t scared to perform after that.
Umoja P.E.A.C.E. Center was created as
a proactive response to the negative
conditions existing in the African-American
community that have provided fertile soil for
anti-social behavior, juvenile delinquency,
crime and violence.
We are seeking your support to realize the goals in our plan.
In the fall of 2008 a group of community members
in Seattle’s Central District joined forces to respond
to growing economic and social issues that
disproportionately effect disenfranchised AfricanAmerican youth. Their response, bolstered by
President Obama’s call to serve, was the creation of a
community-based youth cultural center.
IN 2011 UPC ORGANIZED 4 COMMUNITY EVENTS
ATTRACTING 10,000+
ATTENDEES
What began as Sunday work parties and BBQs to feed
the volunteers turned into a significant effort focused
on the transformation of two nuisance residential
properties in the Central District into a space for
educational and cultural events and activities. The
Center has developed into a meeting point for young
people and those engaged with creating a better
future for the community. Today, an audio recording
studio, video production studio, learning room,
computer lab and reading room serve youth and
young adults with a variety of classes, workshops and
a place to gather. The Center has cultivated a unique
mix of education, entertainment, cultural awareness
and civic engagement that connects authentically with
community participants. On site programs are further
augmented by programs that range from career fairs
and leadership conferences to candidate forums and
music festivals. (See Program History.) There are
satellite programs at partner sites including Garfield
Teen Life Center, Yesler Community Center and Rainier
Beach High School.
With support from many sources Umoja grew
organically from 2008 to 2011, with limited formal
planning. The Center and its supporters became
important voices informing efforts by the City of
Seattle to address the needs of African-American
youth. In late 2010 the City of Seattle’s Office of
Economic Development identified Umoja as the
recipient of a Technical Assistance Pilot Project. This
provided assistance in creating a strategic plan to
guide the next three to five years of Umoja’s growth,
and to enhance the ability of potential partners and
funders to participate in supporting the organization.
In February 2011 a Strategic Planning Team – Kenyatto
Amen, Dr. Norwood Brooks, Amber Croyle, K. Wyking
Garrett, Dr. Max Hunter, Tre Maxie, David Meinert, and
Brian Surratt – was convened. This group brought a
wealth of knowledge, experience and passion to the
process of planning for Umoja’s future, working with
consultant Claudia Bach, AdvisArts Consulting. They
met through June 2011 to develop this Strategic Plan,
with Caitlin Sullivan and Andy Fife of Shunpike joining
the group to provide input. The process included
review and revisions to the mission, vision and core
values statements for Umoja, an examination of
data on youth activities to date, and research on best
practices of nationally-noted organizations involved
in similar work around the country. This led to the
development of strategic five-year goals to 2016, and
two-year objectives to guide Umoja through 2013. An
appendix outlines implementation priorities.
This document provides a roadmap for the next phase
of Umoja P.E.A.C.E. Center. Umoja is poised today
to fulfill its potential as a critical nexus point, with
increased focus and support within the organization,
and in the larger community.
Our Vision
We envision a world where every child and adult is:
• aided in developing a positive self identity and sense of purpose
• connected to a positive cultural legacy and values
• encouraged, affirmed and nurtured
• p
ropelled to realize their creative and economic potential as a positive
productive member of their family, community, nation and world
IN 2011 UPC PROVIDED
42 PAID INTERNSHIP AND
CAREER READINESS
OPPORTUNTIES
Our Mission
To inspire and empower youth through Positive Education, Art, Culture &
Enterprise (P.E.A.C.E.) from our African-American and Central Seattle roots.
Core Values of Umoja
1.We are guided by the Nguzo Saba, the Seven Principles of Kwanzaa: Umoja (Unity),
Kugichagalia (Self Determination), Nia (Purpose), Kuumba (Creativity), Ujimaa
(Cooperative Work and Responsibility), Ujaama (Cooperative Economics) and
Imani (Faith).
Raise The Bar Fitness
Initiative promotes
healthy lifestyle
choices to young adults
2. We value the power of learning.
3.We value the capabilities of youth and the accomplishments/achievements of
our elders and ancestors.
4. We value entrepreneurial spirit and action.
5. We value stewardship of our natural and urban environment.
6. We value having a safe and positive gathering place for all who want to participate.
7. We value our relationships with community supporters and businesses.
About Umoja
Youth participating in our programs gain skills and
confidence as young artists, entrepreneurs, stakeholders,
citizens and leaders. We change lives through education,
entertainment, cultural awareness, health and wellness,
economic development and civic engagement.
Core programs are:
• classes and workshops
• drop in opportunities
• projects and initiatives
• conferences, festivals and community gatherings
• use of our facility’s audio recording and video production
studios, computer lab and library/reading room
UPC engages youth in
leadership development
and civic advocacy
photo by J. Leven SK Studios
Three major Strategic Goals for Umoja are further defined
by sub goals that detail each goal’s components.
Goal 1
Goal 2
Develop and implement dynamic and engaging arts,
culture, and entrepreneurial development programs
relevant to youth and young adults ages 14 to 24.
Establish strong community engagement and a
unique and prominent community position and
organizational identity.
1A Provide a year-round schedule of core programs in
the arts and culture that incorporate technology and/or
entrepreneurship.
2A Develop clear and consistent organizational
identity through effective “brand” management and
creation of a robust communication and messaging
platform.
1B Provide on-site counseling and referral services to
link participating youth with vetted education, training
and skills development, and to support access to
necessary human services.
strategic
five-year goals
2012-2016
1C Track and evaluate programs, participation and
outcomes.
2B Identify and build formal strategic partnerships
that create three clear pathways of access for Umoja
participants in: 1. Education and Skills Training; 2.
Industry in the Seattle Region;
and 3. City of Seattle Programs and Resources.
2C Formalize ways for youth to become directly
engaged and responsible for the operation and
sustainability of Umoja, and to be recognized for such
roles.
2D Present community events each year that
showcase and celebrate achievements of Umoja
participants to a broad audience.
Goal 3
Build organizational capacity and sustain a strong organizational infrastructure and culture.
3A Create and maintain a leadership and governance
structure that reflects expertise, cultural authenticity
and youth representation in governing and advisory
roles.
3B Build a stable independent non-profit
(501c3) organizational structure that can flexibly
accommodate changes in scale.
3C Support a core staff that brings expertise,
management capabilities and cultural authenticity to
the work of Umoja, addressing leadership, programs,
fundraising, internal systems and controls, and
volunteer management.
3D Identify and secure Umoja P.E.A.C.E. Center space
through 2016.
3E Build a diversified funding plan that will cultivate
and sustain a strategic range of resources from
individuals, foundations, the business community,
government and earned income.
3F Actively use program and community engagement
evaluation data, and operational and financial
measures, to guide internal decision-making.
Thank you to everyone who has contributed
to and supported the UPC thus far.
Strategic Goals with Two-Year Objectives through 2013
Goal 2
Each sub goal was examined to develop objectives for the next two years to support and advance the relevant
five-year goal. The objectives have been developed to be measurable, balancing the need for specificity with
room to flexibly adjust as Umoja builds capacity.
Establish strong community engagement and a
unique and prominent community position and
organizational identity.
Goal 1
1B Provide on-site counseling and referral services
to link participating youth with vetted education,
training and skills development, and to support access
to necessary human services.
2A Develop clear and consistent organizational
identity through effective “brand” management and
creation of a robust communication and messaging
platform.
Objectives 2012-2013
Objectives 2012-2013
a. D
evelop a formal scope of service and job
description and identify dedicated staffing by 2013.
b. Formalize relevant resource information and
referral networks.
a. Conduct a brand and communications audit with
experts in those fields.
b. Develop key messages and brand in alignment with
the mission, vision, values and strategic plan.
c. Update web site and other materials by 2013.
Develop and implement dynamic and engaging arts,
culture, and entrepreneurial development programs
relevant to youth and young adults ages 14 to 24.
1A Provide a year-round schedule of core programs in
the arts and culture that incorporate technology and/
or entrepreneurship.
Objectives 2012-2013
a. A
rts focus will be on music and digital media
through 2013.
b. Culture focus will be on fashion and fitness
through 2013.
c. Link career pathway programs to cornerstone
partners in 2013. (See Goal 2B)
d. Serve a minimum of 100 youth through core
programs per year by 2013.
1C Track and evaluate programs, participation and
outcomes.
Objectives 2012-2013
a. W
ork with Shunpike to develop key indicators and
outcome measurement tools in 2012 that address
participants’ sense of purpose, skills, networks,
support and success.
b. G
ather key indicators and outcome measures as
part of ongoing program cycle as of 2012.
c. Analyze and evaluate data gathered to inform
program planning at least once per year.
2B Identify and build formal strategic partnerships
that create three clear pathways of access for Umoja
participants in: 1. Education and Skills Training;
2. Industry in the Seattle Region; and 3. City of Seattle
Programs and Resources.
Objectives 2012-2013
a. Develop guidelines for strategic partnership roles
by 2012.
b. Identify and establish one cornerstone partner and
pathway in each of these three areas in 2012.
c. Introduce initial pathway programs with
cornerstone partners during, or before, 2013.
2C Formalize ways for youth to become directly
engaged and responsible for the operation and
sustainability of Umoja, and to be recognized for
such roles.
Objectives 2012-2013
a. Develop a “young ambassadors” role and structure
and formally train youth each year.
b. Identify and arrange opportunities and support
for each young ambassador to make at least one
community presentation each year.
2D Present community events each year that
showcase and celebrate achievements of Umoja
participants to a broad audience.
Objectives 2012-2013
a. H
old a minimum of four Umoja community events
each year, including such events as the Hip Hop
Summit, Summer Festival, Career Expo and
Leadership Conference.
b. H
ighlight the brand and role of Umoja at each event.
Goal 3
Build organizational capacity and sustain a strong organizational infrastructure and culture.
3A Create and maintain a leadership and governance
structure that reflects expertise, cultural authenticity and
youth representation in governing and advisory roles.
Objectives 2012-2013
a. Identify a formal Umoja Board of no more than 5
individuals in 2011, growing to a maximum of 7 in
2013.
b. Develop job descriptions and expectations for
Umoja Board roles.
c. Create a matrix of needs to be reflected in the
Umoja Board.
d. Work with staff to create annual workplans based
on the strategic plan.
b. U
se Shunpike fiscal sponsorship through 2013,
then assess and decide on future structural change.
3C Support a core staff that brings expertise,
management capabilities and cultural authenticity to
the work of Umoja, addressing leadership, programs,
fundraising, internal systems and controls, and
volunteer management.
3E Build a diversified funding plan that will cultivate
and sustain a strategic range of resources from
individuals, foundations, the business community,
government and earned income.
Objectives 2012-2013
a. Develop a detailed two-year fundraising plan with
professional expertise.
b. Secure and operate a minimum annual budget of
$250,000 in 2013.
c. Align resources from cornerstone partnerships with
relevant programs.
3F Actively use program and community engagement
evaluation data, and operational and financial
measures, to guide internal decision-making.
Objectives 2012-2013
a. Use technology to routinely and efficiently capture
data.
b. Create quarterly reports on key indicators and
measures, and develop an annual report.
Objectives 2012-2013
a. C
reate well-defined job descriptions for both paid
and volunteer staff.
b. H
ire paid staff of at least 2.5 FTE by 2013.
c. C
reate annual staff workplans reflecting the
strategic plan.
3B Build a stable independent non-profit
(501c3) organizational structure that can flexibly
accommodate changes in scale.
3D Identify and secure Umoja P.E.A.C.E. Center space
through 2016.
Objectives 2012-2013
Objectives 2012-2013
a. D
evelop standard budgeting, recordkeeping and
accounting methods with Shunpike.
a. Prioritize space in the Central District.
b. A
ny Umoja location should be set up as a physical
space where youth experience and contribute to
the spirit and energy of Umoja’s mission.
Umoja Program History 2008-2010
Umoja offers programs that address issues plaguing
African-American and other urban youth including
low academic achievement, crime, violence and
incarceration by providing educational programs that
foster positive, experiential learning alternatives.
Innovative program models in arts, technology
and entrepreneurship have been developed and
implemented with a variety of partners including The
Vera Project, Bush School, City of Seattle, Garfield
Teen Life Center, Yesler Community Center, University
of Washington CHID program and many more. These
programs build on the foundation of Umoja, a festival
held annually since 1997, which continues today as
part of Umoja P.E.A.C.E. Center.
The first two years of the Center, 2008 to 2010,
featured several youth development programs
including the Young Kings & Queens Leadership
Initiative and the Hip-Hop Communiversity Summer
Academy providing over 100 youth after school and
summer employment and development opportunities.
These programs included the clean up and renovation
of two derelict residential houses that had become
a hub of illegal drug activity at 24th and Spring in
Central Seattle which today serve as Umoja P.E.A.C.E.
Center facilities, housing an audio recording and video
production studio, learning room, computer lab and a
library/reading room.
Since it’s inception in the fall of 2008 Umoja has held
events each year at the Center site and throughout
the community bringing together thousands people
from across the Northwest and nation. Umoja has
hosted nationally known speakers including Cynthia
McKinney, hip-hop artists Dead Prez and One Belo,
social entrepreneur Divine Bradley, author Dr. Sujan
Dass, representatives of the National Green For All
organization, Ilyasa Shabazz (daughter of Malcolm X,)
elected officials and more.
Many thanks to the Strategic Planning Team,
who generously shared expertise and time
Umoja events offer a unique mix of education,
entertainment, cultural awareness and civic
engagement from weekly dinners to rally’s to
candidate forums. Key events have included Seattle
Hip-Hop Career & Business Expo, Seattle/NW Hip-Hop
Leadership Conference, Green Organizers Mixer &
Union Street SpringFest, We Are Change Community
forums, Malcolm X Day Conference & Music Fest,
Young Voters League Candidate Forums, the Hip-Hop
Congress National Conference and the annual Umoja
African American Seafair Celebration. Many of these
events are annual and are carried out in partnership
with local and national organizations.
Kenyatto Amen, Seattle Hip-Hop artist, Founding
Director of Fitness Programming for the Umoja
P.E.A.C.E. Center.
As of 2011, programs and initiatives included the
Youth Arts, Technology & Enterprise Incubator, Sew
Beautiful Fashion Lab, Raise the Bar Fitness Initiative,
Young Geniuses Science & Engineering Club and
employment advocacy. Programs for 2012 through
2016 will be developed, evaluated and advanced in
alignment with the new Strategic Plan.
For more information please visit
www.umojapeacecenter.com
Dr. Norwood Brooks, retired Executive Dean at Seattle
Vocational Institute and past Comptroller for the City
of Seattle and King County Assessor.
Amber Croyle, International Department at the
Northwest School, visual artist and apparel designer,
eco-justice organizer and political activist, and a
founding member of the Umoja PEACE Center.
K. Wyking Garrett, director and co-founder Umoja
P.E.A.C.E. Center, founder and Chief Executive of
Remix Marketing & Communications, founder and
director of Seattle Hip-Hop Summit Youth Council and
the United For Youth Coalition in Seattle.
Dr. Max Hunter, currently John Perkins Center Teaching
Fellow at Seattle Pacific University and recently
completed a Ph.D. in Educational Leadership and
Policy Studies at the University of Washington, Seattle,
hold an A.M. and an Ed.M. from Harvard University,
and certificate in bioethics from Harvard Medical
School.
Tre Maxie, Executive Director at Powerful Schools,
Founding Executive Director at Tupac Amaru Shakur
Foundation for eight years.
David Meinert, founder of Fuzed Inc, co-owner of
Fuzed Travel and co-owner of the Capitol Hill Block
Party, owner of Seattle’s The 5 Point Cafe, partner in
multiple Seattle restaurants and music venues, Trustee
at The Recording Academy, the producing body of the
Grammy Awards.
Brian Surratt, business development director for the
City of Seattle’s Office of Economic Development.
Prior public affairs manager for First & Goal Inc./
Seattle Seahawks, and legislative staff member in the
Washington State House of Representatives.
Additional thanks to James Keblas, Director, Seattle
Office of Film + Music; Andy Fife and Caitlin Sullivan
of Shunpike for their assistance; Shannon Roach,
Executive Director, and Josh Powell, Program Director,
The Vera Project, for sharing their experience with the
Strategic Planning Team.
Supported by City of Seattle, Office of Economic
Development.
Strategic Plan Consultant: Claudia Bach, AdvisArts
Consulting, Seattle www.advisarts.com
umoja p.e.a.c.e. center
www.umojapeacecenter.com
(206) 329-1591