Strategic Planning 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 of the 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. A good mission captures what is unique about an organization and serves as a touchstone against which all other activities are judged.

Values - The philosophy or principles that guide an organization’s behavior and operations. Values state the things that are important to your organization.

Vision - A description of what the organization wants to be in the future as it successfully fulfills its mission. It is more aspirational than a mission statement and should help to inspire the leaders, staff and members.

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. Goals are long range, providing some structure and stability to the plan.

Strategy - The general approach that will be employed to attain a goal. Your organization may have broad overall strategies or specific ones. Strategies may also be embodied in your objectives.

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. (Sometimes referred to as "tactics.")

Critical Trend - A pattern of external events that impact an organization’s ability to achieve its mission.

Critical Issue - An internal or external change, event, problem or opportunity that impacts an organization’s ability to achieve its mission.