Strategic Planning:
A Streamlined Approach for Associations
(Part 2)

Key Definitions

There's a lot of jargon in strategic planning. Experts seem to use the same words to mean different things. Here are some definitions the GinCommGroup uses:

Strategic Planning

A systematic way to define what your association wants to achieve in the future and how, including:

• who you will serve
   
• mission or goals
   
• values
   
• benefits or services
   
• resource allocation

Mission

An organization's reason for existence. It establishes what the association does and for whom.

Values

The philosophy or principles that guide an organization's behavior and operations.

Vision

A description of what the organization wants to be in the future as it successfully fulfills its mission.

Goal

The end or desired result toward which effort is directed. A goal is a general statement of what the organization must achieve to attain its vision.

Strategy

The general approach that will be employed to attain a goal.

Stakeholder

Key individuals, groups or other organizations who are affected by or can affect the future of your association.

Objective

Specific, measurable activities that help accomplish a goal.

 

Next: Part 3: Planning to Plan

Back to Part 1

 

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