Dispelling the Ghostly Myths of Strategic Planning for Associations

I love this time of year. Sweatshirt weather, leaves turning, football and basketball at the same time, scary movies, and Halloween. It’s also the time we begin reflecting on the past year and planning for the new year ahead.

When I think about planning, of course, I think about strategic planning. I realize for some people that term conjures up all sorts of past haunts. But fear not, brave souls! It’s time to debunk the myths and reveal the tricks that can turn strategic planning into a treat for your association.

Setting the Ghosts Free

Do you or other leaders around you approach strategic planning with apprehension? Do you have nightmares about past planning experiences that felt like trying to make your way through a haunted house blindfolded? It shouldn’t – nor does it need to be – that way!

• Clean out the cobwebs: Long gone are the days of fancy-worded lengthy documents that gather dust and cobwebs on shelves. Today’s plans are living, breathing, interactive products that provide a filter for potential disruptions while remaining nimble and able to adapt as your association and the world around you continue to evolve.
• Keep it simple: The process has been streamlined, focusing on key priorities rather than an unnecessarily drawn-out experience that leads to an exhaustive list of every possible scenario. Volunteer leaders don’t have the time or patience for that, and professional leaders typically don’t have the capacity to manage through a barrage of conflicting priorities. In fact, research shows that once an organization’s number of strategic goals surpasses three, the Law of Diminishing Return quickly kicks in, significantly reducing the likelihood of few, if any, of the goals being achieved. So why do this to ourselves? Keep it simple. A targeted approach keeps your team energized and focused on what truly matters.

Your Success Cauldron

Setting strategic goals doesn’t have to be a complex ordeal. It is less about predicting the future and more about preparing your association to thrive regardless of what may be hiding around the corner. Think of it as crafting a magic brew that empowers your organization to face your monsters head-on. The ingredients:

1. Involve your team: Engage board members, staff, and key stakeholders in the process to gain diverse perspectives and buy-in. Caution: Don’t go overboard. If you have more than twenty involved in developing the plan, you will end up with too many cooks in the brew. Have more than twenty you think need to be involved? Consider advanced surveying of the larger group to gather their perspectives.
2. Assess Your Current State. Start by evaluating where your association stands today. What are your strengths, weaknesses, opportunities, and threats?
3. Envision the Future. Imagine where you want your association to be in three to five years. What will success look like and how is that different than how you look today?
4. Identify Key Priorities. Determine the three most critical areas for improvement or growth. These might include membership, brand awareness, programs, or even advocacy.
5. Craft Clear Goals. To the extent possible, any ultimate goal statements should be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound). Doing so ensures clarity and consistent interpretation as key stakeholders change over the life of the strategic plan.
6. Develop Action Plans. Typically best accomplished by staff as a next step in the process, break down each goal into actionable steps with measurable metrics and accountabilities.
7. Review and Adjust. Remember this is a living, breathing, interactive product. Regularly review progress and be willing to adjust goals as circumstances change.

Illuminating the Benefits

When done right, strategic planning can transform your association. The experience is better than the house that gives out full-size candy bars at Halloween! The process can reignite excitement and innovation around the association’s hidden strengths and opportunities.

• Turn the Lights On. A well-crafted plan illuminates the path forward, removing the trepidation around the unknown and helping your board and staff navigate what potentially lies ahead with confidence.
• Strengthen Your Association’s Bones: Strategic planning provides strength to your structure, establishing a sturdy framework for decision-making that ensures every action aligns with your long-term vision.
• Revive Member Engagement: By involving members in the process, from initial surveying through broad communication of the new plan, you will breathe new life into your association, creating ownership, commitment, and new opportunities for engagement among the membership.

Keeping Your Ghosts Friendly

Strategic planning doesn’t have to be a nightmare for your leadership. Embracing a modern approach and focusing on what truly matters to your members will allow you to transform this process from a dreaded ordeal into an enjoyable experience of growth and innovation. How do you keep the ghosts of past planning at bay?

1. Embrace the Process: Approach planning with an open mind and a spirit of curiosity.
2. Gather In Numbers: Include diverse voices from your membership and leadership to enrich the planning process.
3. Cast a Wide Net: Look beyond your association’s walls for inspiration and insights.
4. Remain Flexible: Build adaptability into your plan to handle unexpected twists and turns.
5. Celebrate Small Victories: If everything can be accomplished overnight (or even in one year), it’s probably not strategic. Be patient and remember to acknowledge progress along the way to keep spirits high.

This year don’t let strategic planning scare you. Navigating the ever-changing world of associations without a plan is far more daunting! Instead, embrace the excitement and use it as a springboard to propel your association to new heights.