When was your last strategic planning session? If you don’t remember, it’s time to refresh your association’s strategic direction. There have been dramatic shifts in the world at large that have impacted your members’ needs and have the potential to affect the stability of funding sources.
As an association leader, you can turn those uncertainties into opportunities by assessing how your membership is responding to these changes and reframing your actions. But how?
1. Capture the meaningful metrics.
It’s easy to assume that you understand your members. You talk to them regularly, you share stories, and you are probably a member yourself! All of this is great anecdotal evidence, but it is difficult to quantify and analyze. Before you revise your strategies, take the time to gather your members' and stakeholders' experiences. Starting with a survey is ideal, and complementing traditional online data gathering with a few key interviews can add richness and depth to your insights.
“Without data, you’re just another person with an opinion.” – W. Edwards Deming
Your member database holds important insights, too. Who is renewing and who is stepping away? Which way is event attendance trending? Has anyone read that new blog post on the website?
Sifting through these data points can add another dimension to your member picture, highlighting pain points and growth opportunities by delving into data you had in your back pocket.
2. Assess your association environment.
Now that you have great member-focused information, add some context. Accessing needed information about your industry requires discipline and dedication but is well worth it. Sources like studies, economic and employment reports, influential voices, and so much more are all available for our perusal.
“The goal is to transform data into information, and information into insight.” – Carly Fiorina
Transforming the data you’ve compiled into insights takes more time. Using systematic processes like SWOT analysis, scenario planning, and developing a competitive landscape can turn mounds of detail into clear input to refine your strategy.
3. Engage your board and staff.
The planning session is often the focus of your preparation. To maximize your impact, consider extending your people preparation. By including your board and staff leadership early in the process, you build early momentum and alignment that serves you well through the creation and implementation of your strategic plan. Engagement can be anything from an informal phone call to share ideas, or a formal review of the data you gathered. Consider tailoring your methods to match the organization and the individual’s style; there is no substitute for a personal invitation to be part of determining what’s important.
4. Focus on the critically important.
There is rarely a shortage of great ideas. Inc. magazine notes that Steve Jobs killed thousands of great ideas, leaving Apple with a pristine focus and reshaping its technology. As you shape your strategy, Apple is a great reminder to focus and remain aligned with your guiding principles. Too many tactics can overcome the most dedicated committee volunteer, exhaust your board, and confuse your membership. Instead, ruthlessly prioritize what will make the most impact and fit within your financial and resource budgets.
“Data will talk to you if you are willing to listen.” - Rob Bergeson
5. Don’t wait and don’t do it alone.
Remember our first question? It’s probably time to revisit your association’s strategic direction. Whenever your last planning session was, now is an ideal time to review and refresh your work. Things have changed and will continue to do so.
Turn strategy into action with Impact AMC.
We know adding an item to your to-do list isn’t appealing. Consider adding it to ours.
As the expert in your association, you’ll bring your insights and the trends you are experiencing. We’ll help prepare, package, present, and share the results. Best of all, we will work with you to complement your team’s skills.
As a boutique association management company, Impact AMC will bring just the right type of planning to help deliver a memorable strategic session and an impactful plan.