I frequently hear that 80% of CCRCs are non-profit. If that's the case, there are probably about 1500 non-profit CCRCs in the country. I would be very interested in hearing if anyone is aware of a non-profit CCRC that is being well-managed for the future. Are you aware of any? Are the leaders of NaCCRA aware of any? The criteria I would suggest include:
I live at one of the non-profit CCRCs owned and operated by Goodwin Living (formerly Goodwin House, Inc.). I believe it can/does serve as a model of well-run, resident-focused, staff-supportive, progressive CCRC management.
1. An administration that is truly transparent - - sharing not only "good" news about the community but willing to share bad news as well. Our administration cherry-picks information to share with residents but we never feel like we're getting the full story. Community Conversations with the administration are performative. Does everyone experience regardless of where they live? Residents hear from management (all levels) regularly at Resident Council meetings, Town Halls, and through direct communication. As I often tell prospective residents, management's clear philosophy is never say No to a resident unless it is illegal or demonstrably impossible. I believe we are provided with both good and bad news -- bad news early, before a major problem. As an example, four years ago, our CEO talked about the forecast for health care staffing issues. He made the case for raising staff pay over five years and for a plan to pay full-tuition for staff seeking to advance themselves. He explained the impact that would mean on monthly rates. Residents love and appreciate staff, so we swallowed hard and agreed that this was a good plan. Now, four years later, when the staffing issues are beginning to really hit us in the face, Goodwin Living was well on its way to reaching the pay and benefit packages that are needed.
2. An administration and board that actively solicit input from residents and openly and honestly address the input they receive. Does anyone feel they are clearly heard and responded to? Management here is extremely responsive to any resident comments. They always encourage us to drop into any office to talk about concerns, to email or phone at any time. Residents frequently are surprised that management responds evenings and weekends to messages that residents have just sent. As residents who like and respect our staff, we are learning NOT to send non-urgent messages then because we want the staff to relax and have downtime.
The Resident Council Chair and Vice Chair meet at least weekly with the Executive Director (ED) to talk about anything that affects or concerns residents. The ED also provides a report to the Resident Council at its monthly business meeting and to the entire community at the monthly Town Hall. Residents are also free to visit or contact the COO to discuss anything concerning operations and community life.
3. An administration and board that puts forward a detailed long-range strategic plan for the future, laying out the challenges (e.g. demographic changes, increased competition, declining appeal to younger seniors) and drawing clear, data-supported lines from those challenges to proposed tactics. This is Business 101 but I can say that in our community that doesn't happen. I don't believe that either our administration or our board have the skill sets needed to do this and do it well. So, we're left with a capital improvement plan minus any vision for the future. Is there anyone who lives in a CCRC where they feel the future of the community is being seriously considered and planned for? In 2019, a portion of a Town Hall presented presented residents with the outline of a newly approved strategic plan. (Our resident voting member of the Board of Trustees -BOT- was a full, active member of the Board committee that developed the plan over more than a year.) Residents at our community had a lot of questions and concerns about the plan. The Resident Council appointed one of its members to be a Liaison to the Strategic Plan. The liaison called meetings to include any resident with concerns or interest. Everything that transpired in those meetings was written up and presented to our Chief Strategy Officer who also met with the liaison. The initial plan was vague, and over time, as it became less vague, residents made their views known. One of our big concerns was with the word Diversity. Residents supported the corporate goal of finding ways to reach out to people with fewer financial resources than we have through expansion of services, but we also wanted diversity within our resident population. Over nearly two years, the Strategic Plans goals were expanded to include both kinds of diversity. Residents continued to push for measurable Sales goals that would achieve the population diversity we wanted. Residents also did not feel that putting reports about the Strategic Plan within a Town Hall offered enough time for adequate questioning and understanding of where things stood and were headed. We requested two community meetings a year be entirely focused on the Strategic Plan. We wanted advance knowledge of which parts of the Plan would be addressed and we wanted reading material in our Library to study beforehand. That is how things have gone forward.
4. A board that includes residents and is curious about what is going on in the CCRC community. Our board discourages resident board members (2) from attending or participating in Resident Association meeting and sharing anything that's going on with the board. Are there folks in NaCCRA who feel the board understands the community? In addition to our one voting resident member of the BOT, the chair of the Resident Councils (we have two CCRC communities) attend and report to Board meetings. Most Board Committees (where all the real work is done) have resident members – some voting and some contributing. BOT members have been invited to participate in Zoom meetings of our Spiritual Life Committee (engaged in a multi-year spiritual/philisophical exploration of racism, identifying and overcoming barriers that minority residents might face in considering living in our CCRC). In the Before Times (pre-Covid) BOT held their meetings at the community and ate in our dining room. There was no significant interaction with residents. Twice a year at our Semi-Annual Community Meetings, the chair of the BOT and our CEO are invited by the Resident Council to provide an overview of the last six months, what problems they are currently facing, and what they are focused on for the next six months. Our CFO meets with our Resident Finance Committee to look at all the financial reports and answer residents’ questions. Annually, the CFO gives an hour presentation of the budget and explains any changes to our monthly fees as well as discusses the long-range financial stability and prospects for Goodwin Living.
5. An administration and board that recognize Residents are their customers and that without our money they would not exist. Does anyone live in a CCRC community where this is recognized? The management philosophy at Goodwin Living is that staff is working in the residents’ home (vs. residents taking up space in their offices). Residents overwhelmingly feel the staff-resident relationship is reciprocal – we care for each other.