In the Spirit of Service Not Self for Veterans, God and Country The ALA in 5 Years – Are You In? The ALA Centennial Plan 1

In the Spirit of Service Not Self for Veterans, God and Country What you will learn today: How the ALA 5-Year Centennial Plan applies to all levels of the organization. How a department should move forward with its 5-Year Department Strategic Plan. The resources we need to achieve the 5 goals. How departments will be supported to achieve success. 2

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Grassroots plan 5 years of work to save the ALA Plan provides support to everyone and their roles The plan is a call-to-action for all members ARE YOU IN? 4

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6 Find this document online at: Members/ Strategic-Planning/

In the Spirit of Service Not Self for Veterans, God and Country Goal 1 – Attain a million members. Strategy A - Invest in opportunities to attract, engage and retain members. Strategy B - Develop and implement a system of peer recruitment. Strategy C - Create multiple pathways to serve. Strategy D - Excel at communication. Strategy E - Expand internal and external alliances. 7

In the Spirit of Service Not Self for Veterans, God and Country Goal 2 – Create an internal culture of goodwill. Strategy A – Lead by example. Strategy B – Define, cultivate and sustain a culture that fully reflects the ALA core values. Strategy C – Build trust within the American Legion Auxiliary and The American Legion. Strategy D – Empower members. Strategy E – Implement best practices to achieve cultural change. Strategy F – Create actionable and relevant reward systems for positive behavior. 8

In the Spirit of Service Not Self for Veterans, God and Country Goal 3 – Develop leadership at all levels. Strategy A – Remove barriers for considering and selecting leadership. Strategy B – Define expectations and build leadership capacity. Strategy C – Invest resources in identifying and developing leadership. Strategy D – Reward innovative leadership recruitment and development practices. 9

In the Spirit of Service Not Self for Veterans, God and Country Goal 4 – Strengthen departments and units. Strategy A – Build capacity of all departments. Strategy B – Invest in training at all levels. Strategy C – Collaborate with departments in developing innovative ways to improve organizational and financial performance. Strategy D – Support departments in the development of their strategic plans. Strategy E – Reward departments that increase unit capacity. 10

In the Spirit of Service Not Self for Veterans, God and Country Goal 5 – With The American Legion, raise awareness to build brand loyalty. Strategy A – Define our brand identity and promise. Strategy B – Build awareness and preference for the ALA brand. Strategy C – Build and reward brand loyalty. Strategy D – Invest in internal and external marketing communications. Strategy E – Reward department excellence in promoting the ALA brand. 11

In the Spirit of Service Not Self for Veterans, God and Country Initiatives aren’t scary! Initiatives are merely: What are you going to do to accomplish a strategy? Who’s going to do it, and when? 12

In the Spirit of Service Not Self for Veterans, God and Country Initiative Example Let’s look at Goal 3: Develop leadership at all levels. Strategy D: Reward innovative leadership recruitment and develop practices. Initiative example: Encourage departments to submit a 3 to 5 minute video (IPhone type) of members explaining innovative ways they discovered a new leader. One per month will be added to the ALA YouTube channel and the featured leader will receive a $20 gift card in the mail. 13

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In the Spirit of Service Not Self for Veterans, God and Country 18 With a resourced strategic plan. Without a resourced strategic plan.

In the Spirit of Service Not Self for Veterans, God and Country If not now, when? 19

In the Spirit of Service Not Self for Veterans, God and Country Membership Trend –

In the Spirit of Service Not Self for Veterans, God and Country 20 year trend projection –

In the Spirit of Service Not Self for Veterans, God and Country Members by age group 22

In the Spirit of Service Not Self for Veterans, God and Country Video – Embracing Change By Laura Goodrich 23

In the Spirit of Service Not Self for Veterans, God and Country Be open and adaptable Be enthusiastic Focus on what you can control Choose to be with positive people Find the possibilities 24 Five Ways to Embrace Change

In the Spirit of Service Not Self for Veterans, God and Country If not now, when? If not us, who? Are you in? 25

In the Spirit of Service Not Self for Veterans, God and Country Department of Ohio (goal and strategy example) 26 GOAL #1: Attain a million members Strategy AExcel at Communications InitiativesExpected OutcomesTarget Date #1 Create a personal contact opportunity for units & 888 members 1)Increase renewals 2)Move 888 members to units that work ALA mission #2 Create communications system to reach members we are not currently reaching 1) Information will reach a larger audience 2) Information received by grass roots membersJan-15 #3Upgrade webpage and utilize social media more1) Grow audienceJan-15

In the Spirit of Service Not Self for Veterans, God and Country Department of Ohio (goal and strategy example) 27 GOAL #2: Create an internal culture of goodwill Strategy ABuild trust within the American Legion Auxiliary with the American Legion InitiativesExpected Outcomes Target Date #1 Encourage units to be respectful and mindful of The American Legion in working together and coexisting in the post home 1) Improved understanding and relationships- hopefully resulting in keeping members, while maintaining good relationships with Legion spouses #2 Encourage units to offer assistance (labor, service, financial, ect.) in some capacity in order to build trust between all members of the Legion Family1) Units and posts working together in harmony #3Invite the Legion and Sons to participate in unit activities1) Enhance working relationships

In the Spirit of Service Not Self for Veterans, God and Country Department of Ohio (goal and strategy example) 28 GOAL #3: Develop leadership at all levels Strategy CDefine expectation and build leadership capacity InitiativesExpected Outcomes Target Date #1 Encourage unit members to attend district and department meetings by using incentives There will be a reason to get more folks to come to department and district functions #2 Define what it is to be a leader at the different Levels and make public through department communications All members will know what is involved in being a district chairman, department chairman, district president and so on. #3 Develop a Leadership Unit & District List of those who are doing what it takes to be a good leader. Get this information through district and department leaders, almost like a letter of recommendation Current Leaders will be acknowledged for their great work and efforts. Members will be recognized and identified as possible future leaders

In the Spirit of Service Not Self for Veterans, God and Country Department of Ohio (goal and strategy example) 29 GOAL #4: Strengthen departments and units Strategy CBuild communication to strengthen unit officers InitiativesExpected Outcomes Target Date #1 Utilize the Buckeye Messenger to communicate to all levels of membership, by ensuring program articles are included in each issue Ensure that all programs are being addressed in the quarterly newsletter by the department chairmen #2Develop an online department monthly bulletin Provide yet another opportunity for members to receive program and organizational information #3 Hold a district-wide meeting for unit officers and district officers for in-depth discussions on procedures, policies and programs One-on-one guidance will be available to help and assist unit officers with issues and help them reach possible goals

In the Spirit of Service Not Self for Veterans, God and Country Department of Ohio (goal and strategy example) 30 GOAL #5: With the American Legion, build brand loyalty Strategy ABuild awareness and preference for the ALA brand InitiativesExpected Outcomes Target Date #1 Promote the use of the Emblem Sales catalog for Auxiliary apparel More members will have ability and knowledge of how to obtain Legion and Auxiliary apparel #2 Send emblem electronically to all leaders and unit president, encourage them to use on all correspondenceThis will over all encourage more usage of the brand. #3 Unified and consistent promotion of the brand by making all members aware of how to get approval to use the emblem in their own unit. Recipient will learn to identify who we are, what we do and why we matter.

In the Spirit of Service Not Self for Veterans, God and Country The ALA in five years: ARE YOU IN? 31