Strategic Planning Puts You in Charge
Funding among associations and not-for-profit organizations is always a challenge, especially so in today’s global economy.
Too often I have seen groups, however, relinquish their identity and reputation in order to attract and comply with the expectations of funding from a corporate sponsor.
Let me share an example: A few years ago, the National 4-H Council accepted millions of dollars from Philip Morris, the cigarette company, in order to fund a self-promoting research project for 4-H through Tufts University. A senior vice president at Philip Morris was quite open in telling the board of directors of the National 4-H Council that his company is in the business of selling tobacco products, and only wanted to reach young people, which the 4-H research project did.
Most association/not-for-profit collaborations with business are not that sinister. But, they nearly always involve compromise. The challenge for an association or not-for-profit is to limit compromise and keep control. The only way is through strategic planning that especially addresses marketing, promotion and media opportunities.
A strategic plan will define boundaries, among other things, for what benefits an association or not-for-profit, and what does not. It’s financially painful, I know, for an organization to decline a funding opportunity that is not appropriate. But the organization, through strategic planning and having a clear vision of purpose, will benefit by attracting the right collaborative partners.
A plan is like an organization’s ethical beacon to identify comprehensive directions, objectives and purpose. It lights the way toward new opportunities, greater awareness and enhanced reputation.
Category: Featured, Reputation management
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Great article! I am looking to start a fundraising plan for my local church here in Houston, TX. Since I am a junior professional, I need a little bit of focus from someone that has experience. This article definitely guides me through the right direction towards strategic planning. Excellent article!
Hi, David. Thanks for your thoughts on this. I started a non-profit a few years ago called A School Bell Rings that builds schools around the globe for poor children. We’re going through a strategic planning process right now to help us get to the next level. A good resource is the Foundation Center (I think it’s FoundationCenter.org). They’re in New York and Atlanta and can provide your readers some good content on how to do a strategic plan. FYI.
Great article, as always, David. I helped to start a nonprofit whose purpose is to support a local National Wildlife Refuge and your ideas will be shared with them. As a school administrator, I have believed in and used strategic planning processes for years and took some of the ideas I learned in education to use as we have developed this Friends group and it has helped keep our focus on things that are important to all of us. It also strengthens your mission/message as you seek ways to communicate with the public. When we talk about the increasing demand for transparency in so many areas today, strategic planning can facilitate a groups ability to be perceived as being transparent. While strategic planning is not a new concept, I agree that it is especially important, as you noted, in the current economic situation, especially for nonprofits. As an aside, I was not aware of the connection between 4H and Phillip Morris – disturbing on many levels.