Strategic Planning for Associations: Practicalities and Avoiding Buzzwords John Peacock, General Manager, Associations Forum Pty Ltd Disclaimer: This is practical advice based on our work with associations and charities. The contents of this presentation do not constitute legal advice, are not intended to be a substitute for legal advice and should not be relied upon as such. You should seek specialist advice in relation to any particular matters you or your organisation may have. This presentation is the intellectual property of Associations Forum and may not be re-presented without our permission

About Associations Forum ADVICE & CONSULTING RESEARCH & BENCHMARKING PUBLICATIONS DEVELOPMENTS, TRENDS, INTERNATIONAL EVENTS, EDUCATION, TRAINING PLANNING DAYS & CONSTITUTIONS 500 Member Organisations

Associations must have a Planning Day If your association doesn’t know what it wishes to achieve, how will it achieve results? A written plan gives clarity on what is needed – no ambiguity Associations need a FULL DAY to develop a plan Associations over-complicate plans: plans should be 1 or 2 pages and in a grid/matrix format Boards must own the plan, and they must develop it with the active and open involvement of the CEO When there is a Plan informing the CEO, Boards can “govern” the association and CEOs can “manage” the association © Associations Forum 2004-2016

Boards + CEO should ensure Plans Boards should focus on Mission and broad Goals (not details) When an association employs management, Boards should allow management to achieve the Plan - be vigilant When you know your Plan and Balance Sheet, a Budget can be developed Association plans can be strategic plus operational Refer to plans at every Board meeting – Board monitors Volunteers and staff must see where they fit in to the Plan and Budget © Associations Forum 2004-2016

Simplified flow Members elect Board & Auditors and change constitution Board (and CEO) develop Plan & Budget framework CEO populates Plan & Budgets and gets OK from Board Plan & Budget achieved by CEO © Associations Forum 2004-2016

Statements of Purpose Objects as in the constitution must form the basis for plans MISSION is vital: purpose for the organisation’s existence GOALS are longer term and general: goals are there to achieve the Mission Specific ACTIVITIES are current and are there to achieve the Goals © Associations Forum 2004-2016

Example of Statement of Purpose Mission The Mission of XYZ Association is to advance the XYZ profession and to represent the interests of members. Goals (this is the ‘linking’ piece that is often missed) In order to achieve our Mission, we will: Educate Inform Advocate Expand business opportunities Have good governance © Associations Forum 2004-2016

Once Mission and Goals are decided, move to details in grid format ACTIVITY RESPONSIBLE TIMING NOTE PRIORITY 1 Educate 1.1 Conference Event Mgr May 2017 Meas B1 1.2 On line learning External Jul 2017 A3 2 Inform 2.1 Newsletter Comms Mgr Qtrly 2.2 Website Ongoing B2 3 Advocate 3.1 Develop policies Board Dec 2018 3.2 Meet Secretary President Jan 2017 A2 4 Expansion 4.1 Trade mission CEO Aug 2019 4.2 Economic analysis Nov 2017 B3 5 Governance 5.1 New database Jul 2018 5.2 Review Constit’n Sub C’tee A1 5.3 Govern training © Associations Forum 2004-2016

Don’t include buzzwords Ensure the Plan is a clear list of things to do Don’t use vague motherhood statements “Accelerating innovation” “Collaboration initiatives” “Exceptional experiences” “Essential tools” “A vibrant community” “Develop business model” “Be cost-effective” “Optimise volunteerism” because you CANNOT DO these things Don’t do “clever” diagrams, arrows and circles © Associations Forum 2004-2016

Conclusion Spending 1 day on Association Planning will be the best investment of a business day out of 365 days of the year. Use a professional facilitator who knows associations and how to get the necessary outcomes in the time available The clear outcome will be motivating and make a major difference to your association! © Associations Forum 2004-2016

Thank you! John Peacock, General Manager, Associations Forum Pty Ltd jpeacock@nfp.net.au +61 2 9904 8200 www.associations.net.au CEO & Chair Symposium 2-3 February 2017 Stamford Plaza, Brisbane Associations Forum National Conference 17-18 July 2017 International Convention Centre, Sydney © Associations Forum 2004-2016