6 signs of an effective strategic plan
Many not-for-profits
have lofty missions, but turning them into measurable results can be another
matter. Yet this is becoming increasingly important in the not for-profit
sector, as funders, donors, watchdog groups and various other stakeholders
demand greater accountability.
Although strategic planning originated in the
for-profit sector, its practical value has earned it a prominent place in
the not-for-profit world. But to effectively guide an organization, a strategic
plan has to be treated as an indispensable reference, not simply stored on
a shelf athering dust.
These questions can help you gauge whether your plan
is a beacon or a bust:
1. Is the mission clear? Your mission statement
is your calling card - it may be the only thing people read about your organization.
Though an inspiring statement is essential, it needs to be specific,
suggesting a plan of action that points the not-for-profit in a clear direction,
2. Is it supported by specific goals? A good mission statement
leads to goals that outline how the mission will be achieved. For instance,
if the mission is to
mprove the lives of underprivileged children, the goals should define the children
to be helped, the services to be offered and the improvements to be expected.
In other words, how can you - and others - measure your success in achieving
your mission?
3. Does it provide clarity? Good strategic planning helps
a not-for-profit sharpen its focus and better allocate time, money and staff
to support its mission. This may mean eliminating programs that, while worthwhile,
may no longer be critical to its mission or that don't deliver the impact they
should for the resources they consume.
4. Is there accountability? To bring
a strategic plan to life, you must assign responsibility for pursuing specific
goals to individuals or committees. If the goal is to increase the number
of children participating in a reading program, for example, make an individual
or committee responsible for making the goal a reality and measure progress
at regular intervals.
5. Are daily operations consistent with
goals? A notfor-profit's
goals should be evident in how it uses its resources. Do the monthly and
annual budgets support strategic goals? Are the daily activities performed
by staff aligned with the goals? Are all programs consistent with the mission
and goals?
6. Does the strategic plan guide decision
making? Your strategic
plan expresses your organization's priorities, so look to it for direction
when questions arise about how the organization should proceed.
Evaluating
your strategic plan — or developing one for the first time - can be an
enlightening exercise that can help you meet expectations for greater accountability
in your operation. But the real value comes in guiding your organization
along the path to its mission.
Seizing the spotlight: How to garner free publicity
Not-for-profits don't just want publicity, they need
it to further their missions. But first, they have to convince the news
media that their programs have news value.
Here are some tips to help you seize the spotlight:
- Weigh in. Release statements about
issues of national importance that relate to your mission.
- Be available. A few hours are an
eternity for a reporter on deadline, so return calls from the media
immediately. For greater availability, you might give out your cell
phone number.
- Be quotable. Keep your comments concise
and jargon-free - and address the question you're asked. You can't
always follow prepared talking points. And it never hurts to be pithy
if the subject calls for it.
- Serve up a local angle. If you can
connect reporters with clients willing to discuss the impact of a national
issue on them, you'll hit publicity pay dirt.
- Keep your Web site interesting. Post
position statements, newsy press releases and useful resources on your
Web site and direct reporters to it.
- Appeal to emotions. Any time you
have a touching cause or a stirring success story, pitch it to the
news media. A story that plays to the emotions has a good chance of
winning coverage.
Media attention can raise your profile and help attract
volunteers, funders and donors. So keep the information flowing. You
never know when a press release or photo opportunity will strike a chord
- or when a slow news day will work in your favor. |
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