Strategic Planning for Associations and Non-Profits: 10 Pitfalls to Avoid
Strategic planning for associations and non-profits differs significantly from corporate strategy. Understanding these differences and avoiding common pitfalls can lead to more effective and sustainable outcomes. Read more to discover the key insights and pitfalls to avoid.
Key Differences in Strategic Planning
Mission-Driven Focus
Associations and non-profits are driven by their mission rather than profit. Their primary goal is to achieve their mission, whether it’s preventing or reducing a disease, like the CDC, or improving members’ abilities.
Performance Metrics
While businesses measure success through revenue growth, market share, and profit, the focus here is on membership growth, mission outcomes, and growth in reserves.
Funding Sources
Businesses typically fund their operations through products, services, and investment capital. In contrast, associations and non-profits rely on membership dues, grants, and fundraising efforts.
Stakeholders
Businesses prioritize customers, investors, employees, and suppliers, while associations and non-profits have a broader range of stakeholders, including members, clients, funders, donors, partners, employees, and volunteers.
The 10 Pitfalls to Avoid
- Not Planning: Strategic planning is not the same as annual planning, budget planning, or having a plan in one’s head. It requires a long-term vision and daily actions driving towards that vision.
- Planning Before Undertaking a Situation Assessment: Start with an accurate picture of the situation. This involves understanding where the organization is today, identifying barriers, and creating conditions for success.
- Excluding Key People in the Planning Efforts: Involve all stakeholders in the assessment, strategy sessions, and implementation phases to ensure a shared vision and commitment.
- Developing a Mission Statement First: Mission statements should be concise and answer what the organization does, for whom, and for what benefit. Vision statements describe the preferred future if the mission is achieved.
- Confusing Goals and Objectives: Goals are broad, long-term aims, while objectives are specific, quantifiable targets that measure the accomplishment of goals.
- Measuring Activity Instead of Results: Focus on outcomes rather than activities. Objectives should measure the success, not just the completion of tasks.
- Jumping Straight to Strategies After Developing Objectives: Identify critical success factors and barriers before developing strategies. Strategies should address these factors and barriers to achieve objectives.
- Not Developing Detailed Action Plans for Strategies: Each strategy should have a detailed action plan outlining steps, responsibilities, timelines, and costs.
- Not Gaining Buy-In Before Implementing the Plan: Conduct executive briefings to ensure leadership commitment and address the most important issues facing the organization.
- Not Monitoring the Plan: Regularly monitor the implementation of the plan through monthly, quarterly, and annual reviews. Ensure the plan remains relevant and adjust as necessary.
Conclusion
Avoiding these pitfalls can significantly enhance the effectiveness of strategic planning for associations and non-profits. By focusing on mission-driven goals, involving key stakeholders, and regularly monitoring progress, organizations can achieve sustainable success.
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