3 Takeaways from Naylor’s Action Lab: Design a Better Association Strategy

On Tuesday, leaders from Naylor Association Solutions facilitated an Action Lab with association professionals and industry leaders about improving the strategic planning process. Attendees broke into small groups and discussed their experiences and recommendations for how to set a path toward success. The crowdsourced approach to what’s worked (and what hasn’t) led to lively and worthwhile conversations for association leaders, who were able to take away these three pieces of tactical advice.

1. Data should be at the foundation of your strategic plan.

Your data will give you the best idea of who your association is and who you serve. It provides a solid foundation for which to build your strategy on. Tip: When looking at your data, consider it through two lenses:

1. Who your members are – their demographic and contact information.
2. What your members do – how they engage on your platforms, the education and events they attend, and the products and services they purchase.

2. Choose a model that will work for you.

The point of strategic planning is identifying what you can and have done well, areas for improvement, and new directions you need to go to continue to be a sustainable, successful association. There are a number of models that can help you at various stages throughout this process, including:

• SWOT (Strengths, Weaknesses, Opportunities and Threats) Analysis
• OKR (Objectives and Key Results) Model
• SMART (Specific, Measurable, Actionable, Realistic, Timebound) Goals

3. Get your board on board.

Your board plays an essential role not only in setting strategy but also implementing it, so keeping the board focused on the future is key. Provide your board with timely updates with the important information they need to know to make informed decisions. Tip: “Strategic Plan Updates” should be a standing item on your board meeting agenda.

Want to read more about strategic planning, check out this new article on Association Adviser from Naylor's Chief Revenue Officer Walt Phillips: 7 Practical Ways to Design a Better Association Strategy.