It amazes me how board members can sometimes stand in the way of the nonprofit for which they are supposedly the chief supporters. And the executive director can be incredibly lonely when she sees, but the board does not, what the organization desperately needs.
This is often true with a strategic plan, which I believe is absolutely critical to a nonprofit’s success. Without an overall strategy, a nonprofit is relegated to the world of “doing good work,” instead of the world of “making a real difference.” And these days more and more funders, supporters, advocates, partners and decision makers are requiring that nonprofits do more than just good work.
So what is an executive director to do when her board of directors doesn’t want to invest time, effort and resources into creating an overall strategy? Get tough and tell your board what a strategic plan will do for you:
- It Will Bring Us More Funding. Donors will give bigger and longer-term gifts if they understand where an organization is headed and how they will get there. It is getting harder and harder to convince a donor to give based on goodwill or good works. You now need to convince a donor that 1) your organization is uniquely positioned to deliver a solution to a social problem and 2)you have a strategy to get there.
- It Will Put Our Staff to Their Highest and Best Use. Staff will be more engaged, invested and productive if they understand the bigger picture and their individual contribution to it. A good strategic planning process gets staff engaged and invested in the organization and helps them understand their unique contribution to its goals.
- It Will Get Our Board Moving. Without a strategy to guide them, a board of directors becomes a loosely linked group of volunteers who show up a handful of times a year to nod and slap each other on the back. If you really want to marshal this potential army and leverage all the resources, expertise, networks and mind-share they could bring, you have to give them a broader vision and purpose for their work. A good strategic plan gets a board both excited about the big picture and committed to their role in making it happen.
- It Will Bring Us Financial Security. A good strategic plan forces an organization to analyze and develop a comprehensive, long-term financial model for the organization. Without a long-term strategy for mission AND money you will continue to ride the hamster wheel of never having enough. And that’s exhausting.
- It Will Ensure We Create Change. Without a strategy you will end up somewhere, but it’s probably not where you wanted to be. A well-thought out strategic plan that begins with an articulation of the social problem(s) your nonprofit is trying to solve and how you work to solve it ensures that you get there. Without a strategy you will do a lot of work and use a lot of resources but may never actually create change.
It is really too bad that the words “strategic plan” have become so abused in the nonprofit sector that some board members are instantly turned off when the topic arises. To be sure, there are many bad strategic plans out there. But those nonprofit organizations that invest the necessary time and resources to create a really good strategy will be the ones that create lasting change.
You can learn more about Social Velocity’s strategic planning process here.
Photo Credit: Tambako