Strategic Planning for Associations: If You Don’t Plan, You Will Fail
Your association must constantly look for ways to improve, give value, grow and reach your goals. That’s how you stay relevant and attract members. However, if you don’t have a plan for achieving success, your association is far more likely to fail.
That’s where strategic planning comes into play.
A 2016 study found 49% of nonprofits don’t have a strategic plan in place. This makes it all the more clear why nearly 48% of nonprofits don’t meet at least half their strategic goals. Furthermore, an astounding 90% of associations don’t successfully accomplish their strategic plan.
In this blog, we’ll go over the fundamentals:
- Definition of strategic planning for associations
- Benefits of having a strategic plan in place
- How to begin the process
- How your association can track its progress
[Related: How To Approach Project Management for Trade Associations and Professional Societies]
What Is Strategic Planning?
The definition of strategic planning for associations is pretty straightforward. It’s the process of creating a road map that guides your association through defined steps to identify and accomplish goals within a set time frame.
This involves setting your strategies and goals, then documenting a plan of action to achieve those goals. Along the way, you improve your operations.
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Benefits of Strategic Planning for Associations
Taking time to carry out association strategic planning produces an array of benefits. Most importantly, it’s an accessible and collaborative way to get leaders and team members working together toward the same objectives.
You create a powerful teamwork environment when everyone involved knows the basics:
- The goals they’re working to achieve
- Their specific responsibilities
- The timeline
- The necessary actions
Additionally, the planning process often reveals your association’s strengths and weaknesses. It also gives your association a clear picture of what and where you are and what you want to become.
Ultimately, your strategic planning efforts should lead to alignment, focus, adaptability and progress.
[Related: The Importance of a Member Survey for Associations]
How To Implement the Strategic Planning Process
These are key questions to ask about a strategic plan, so address them with your team before building it:
- What are your association’s strengths, weaknesses, opportunities and threats (SWOT)?
- What is your position in the industry, and where do you want it to be?
- What are your association’s mission, values and purpose?
- What actionable steps and core principles can make up your strategic directions?
Core Strategic Planning Steps
The strategic planning process begins with assessing your association. Look at your stakeholders, needs, resources and objectives in depth.
Then, follow these primary strategic planning steps:
- Analyze and reassess your association. This is a good time to establish leadership and encourage accountability.
- Pinpoint measurable objectives for your team and each objective’s priorities.
- Determine the performance metrics you’ll use and an ideal, practical timeline.
- Revisit, restructure and adapt the plan as needed.
- Measure your strategic plan’s success after implementation.
In turn, these steps should follow SMART goals:
- Specific
- Measurable
- Attainable
- Realistic
- Timely
Knowing SWOT factors and following SMART goals give you a concrete framework to act within while making a strategic plan.
Note. Your association management company (AMC) will help your team follow strategic planning steps with precision and expertise.
[Related: 11 Qualities of a Good Executive Director: What Members Expect]
Guiding Principles for Strategic Planning
As you begin to put your strategic plan into place, keep these factors top of mind:
- Align with your mission, vision and goals.
- Be stakeholder-centric.
- Use data-driven decision-making.
- Remain flexible and adaptable.
- Collaborate constantly.
- Communicate clearly and often.
- Measure accountability and performance.
- Improve continuously.
- Remain ethical in all your efforts.
By considering these strategic planning guiding principles, you can craft an effective, sustainable, mission-centric strategic plan.
Note. Your association’s unique strategic planning guiding principles may differ, but the list above is a wise place to start. The University of North Carolina at Pembroke lists more information. Speak with your AMC for advice and direction.
[Related: How To Measure Your Association Management Company]
How To Measure Your Strategic Planning Progress
As you can see, part of association strategic planning is knowing how to measure your progress. You must develop a timeline with milestones and benchmarks that includes measurable, trackable goals.
Additionally, schedule regular meetings and check-ins to review and evaluate your current strategic plan and the progress you’ve made toward each goal. These meetings are great times to make any necessary changes.
Through a membership survey, you can gain insight into the process from your members’ perspective. This helps further ensure alignment and transparency in your strategic planning efforts.
Tip. Use project management software to track all actions and deliverables. Your AMC should be versed in at least one platform.
[Related: 9 Tips for Writing a Great Association Newsletter]
Put Your Strategic Plan Into Action With CM Services
Approaching association strategic planning with clarity can smoothly guide your association toward success. Meanwhile, all team members stay on the same page.
Whether you’re looking at short- or long-term goals, a sound planning model boosts productivity and collaboration.
At CM Services, we help associations like yours meet crucial goals and overcome hurdles with tailored AMC services:
Contact us today for information and support! Our experienced team is prepared to help you excel with your association’s strategic plan.
Featured image via Pexels
