1. 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

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

3. 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
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4. 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
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5. 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
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6. 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
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7. 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

8. 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
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9. 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
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10. 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!
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11. Thank you! John Peacock, General Manager, Associations Forum Pty Ltd
CEO & Chair Symposium 2-3 February 2017
Stamford Plaza, Brisbane
Associations Forum National Conference July 2017
International Convention Centre, Sydney
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