WHITE PAPER
How to Create or Update Your Strategic Plan
UNITED WAYS ARE DIFFERENT
Although United Ways are nonprofit organizations, strategic planning for United Ways is very different from strategic planning for other nonprofit organizations. Three of the most significant strategic planning differences for United Ways are:
United Ways have a language, or jargon, all their own. Effective strategic planning requires an understanding of the terminology, and the underlying concepts, of topics such as: ALICE, allocations, affinity groups, designations, funded programs, leadership giving, outcomes measurement, partner agencies, and workplace campaigns.
United Ways are affiliated, which means they are part of the parent organization (United Way Worldwide), but operate independently and autonomously. This means that every United Way is unique – no two United Ways are alike. This allows each United Way to determine exactly what they will do and how they will address the needs of their community. As a result, unlike franchised organizations, there is not a uniform set of operational strategies for United Ways. Effective strategic planning requires an understanding of what each United Way must do for affiliation purposes, as well as knowledge and experience with innovative and effective strategies other United Ways are using to make measurable change in their communities.
The overall performance of the approximately 900 United Ways (as a group) in the United States has declined in 22 of the past 23 years. The amount of money raised has decreased, the number of companies holding workplace campaigns has decreased, the number of donors has decreased, and even the number of United Ways has decreased as United Ways have closed or merged with other United Ways. United Ways are facing significant challenges to their relevance and sustainability. Effective strategic planning requires recognizing what needs to be done differently and planning for the implementation of new strategies.
PERSPECTIVES’ STRATEGIC PLANNING PHILOSOPHIES
Since 1989, Perspectives has worked with over 145 United Ways in the United States and Canada. Our strategic planning has evolved to encompass the unique and changing needs of United Ways, has been sharpened and honed by the real-world experiences of United Ways, and has been informed and inspired by the effective and innovative strategies used by successful United Ways. The four guiding philosophies of our strategic planning for United Ways are:
Strategic. It might seem odd to start by saying our strategic plans are strategic, but most strategic plans United Ways develop for themselves are operational plans (how you will do what you do), not strategic plans (what you will do). Our strategic planning process starts with helping your United Way to select appropriate strategies for your United Way to be relevant, sustainable, and impactful. Once you have identified and selected your strategies, then you will plan how you will implement those strategies.
Practical. Our strategic planning process results in a strategic plan that you will implement, not one that sits on a shelf. Accountability is the key to successful implementation of a strategic plan, and both board and staff members will have specific accountability for implementing the elements of your strategic plan.
Three Years. We believe developing a strategic plan for the next three years is effective and efficient. Over the years, United Ways have asked us to help them with five- or seven-year plans, and the same thing happens every time – nearly all of the planning is for activity that will happen in the first three years. There may be some things you plan that will not be completed in the next three years, it just means you will plan to continue working on those things in your next strategic plan.
Preparation. Just as you might stretch before physical activity, our strategic planning process includes several activities to prepare for productive and successful strategic planning sessions. We provide you with an opportunity to reflect on your accomplishments as well as identify challenges and opportunities prior to your strategic planning sessions. We also provide training to inform and educate you about the strategies being used by other United Ways which will broaden your thinking about what is possible and how best to impact your community.
CAN WE DO THIS OURSELVES?
Occasionally, a United Way will tell us they are considering doing their strategic planning themselves. We believe that strategic planning is essential to the success of every United Way, but doing your strategic planning yourself is not the best choice for every United Way. You may want to consider doing your strategic planning yourself when:
You expect your United Way to be doing more of what you have been doing for the next three years, and you will not need to explore new strategies or determine how to narrow or focus your work.
Your United Way’s recent performance is strong, and you will not need to address significant challenges or evaluate new opportunities
You have access to a strategic planning facilitator who is familiar with United Way language, concepts, operations, and strategies.
You are using, or have identified, a strategic plan process and format that works for your needs and you would be able to fill-in-the-blanks
USING PERSPECTIVES FOR YOUR STRATEGIC PLANNING
Consider having Perspectives facilitate and guide your strategic planning when:
Your United Way has recently merged with another United Way, or you are considering the possibility of merging with another United Way in the next three years, and you need to plan how your United Way will move forward together
You want your United Way to grow over the next three years, and you want to explore strategies used by other United Ways that will allow you to grow your resources, increase your impact, and strengthen your relevance
You would value a facilitator that speaks the language of United Ways, understands the challenges facing United Ways, is knowledgeable about effective strategies being used by United Ways, and has a proven process for developing effective strategic plans for United Ways
