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Strategic Planning in 2021:

The Same, but Different

By Mark Athitakis

In this article: The pandemic didn’t change the goal of strategic “The biggest shift that we’re seeing [in associations] – because
planning – setting an organization’s overarching direction and they have no choice – is digital,” she says. Although associations
priorities – but for many associations it changed the focus of have been talking about digital transformation for a while, the
the discussion and revealed new, more effective processes for pandemic forced the issue. “Organizations are finally coming
strategic thinking. to us saying, ‘Our online adoption rates are miserable. Help us
figure out how to create more value,’” Betts says.
For many associations, putting together a strategic plan in 2020
may have felt like being pulled in two different directions. On Doing strategy right doesn’t mean layering more digital tools
one hand, strategic planning requires that boards take the long on top of strategic goals, though. The hasty virtual events
that many associations assembled in 2020 are proof enough
view, developing three- or five-year processes to meet big-picture of that. Rather, Betts says, associations should be looking at
goals. But COVID-19 has made the long view difficult: How the core needs of members and customers, while being more
do you think about the future when the pandemic is upending mindful of how online tools serve those needs.
everything right at this very moment?
“Every single association survey I’ve seen from a membership
One answer has a lot to do with the Zoom window you’ve organization says the reason members want to join your
been spending a lot of your time looking at for much of the association is for networking,” she says. “But when you dig
past year. Tracy Betts, CEO of Boldr Strategic Consulting, deeper, you find the question isn’t how to create networking
says the pandemic hasn’t so much changed strategic planning for associations. It’s how to create a sense of belonging. Because
as it has forced digital issues to play a more central role in if we’re solving for creating a sense of belonging online, that’s
strategic discussions. really, really different than solving for networking.”

6 EMPIRE STATE SURVEYOR / VOL. 57 • NO 4 / 2021 • JULY/AUGUST