Steps for an Inclusive Strategic Planning Process for Business Associations

By Mark Smutny, Owner and Consultant, Civic Reinventions, Inc.

Strategic planning is crucial for business associations like Chambers of Commerce, downtown associations, and business districts. It ensures these organizations remain responsive to member needs, adapt to changing environments, and set a course for sustainable growth. However, traditional strategic planning processes can fall short if they don’t actively engage diverse voices and perspectives. Here’s a guide to making your strategic planning process inclusive and effective.

1. Form a Strategic Planning Committee to Design the Process

The foundation of an inclusive strategic planning process begins with a diverse and representative strategic planning committee. This committee should reflect the diversity of your association’s membership, including different business sectors, sizes, and cultural backgrounds. The committee’s role is to design the strategic planning process, ensuring it’s inclusive, transparent, and aligned with the association’s values.

Steps to form the committee:

• Identify and invite diverse members: Reach out to individuals who represent the various segments of your association and community.
• Define roles and responsibilities: Clearly outline what’s expected from committee members to ensure accountability and participation.
• Set ground rules for collaboration: Establish norms for respectful dialogue and decision-making to create an environment where all voices are heard. An excellent set of ground rules that build inclusion and engagement are RESPECTFUL Communication Guidelines described by Mark Smutny in his book, Thrive: The Facilitator’s Guide to Radically Inclusive Meetings, 2^nd edition.

2. Hire an Outside Professional Facilitator

To ensure objectivity and foster an environment of trust, consider hiring an outside professional facilitator with experience in working with diverse groups as well as business associations. A skilled facilitator can guide the process, manage dynamics, and help navigate conflicts that may arise.

Benefits of an external facilitator:

• Impartiality: An outsider brings a neutral perspective, which can help balance power dynamics and ensure all members feel valued.
• Expertise in inclusivity: A facilitator with experience in inclusivity can introduce tools and methods that encourage participation from underrepresented voices.
• Focus on process, not content: The facilitator manages the process, allowing the committee to focus on content and decision-making.

3. Conduct an Environmental Scan

An environmental scan involves gathering data to understand the internal and external factors affecting your association. This step is crucial for identifying opportunities, threats, and the current state of the organization. The process should include:

• Surveys: Design surveys that reach a broad audience within your membership. Ensure the questions are inclusive and allow for open-ended responses.
• Focus Groups: Conduct focus groups with different segments of your membership to dive deeper into specific issues. A professional facilitator can ensure these discussions are productive and inclusive.
• Individual Interviews: Interviews with key stakeholders provide nuanced insights. These can include members, community leaders, and partners who have a vested interest in your association’s success.

4. Conduct a SWOT Analysis

With the data gathered from the environmental scan, conduct a SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis. This analysis helps to categorize and understand the findings, serving as a basis for setting strategic priorities.

Steps for an inclusive SWOT analysis:

• Collaborative sessions: Involve diverse voices in the analysis to ensure a broad perspective on the association’s strengths and challenges.
• Transparency: Share the results with the broader membership to maintain transparency and build trust.
• Prioritize inclusivity: Consider how strengths and opportunities can be leveraged to benefit all members, particularly those who may be underrepresented or marginalized.

5. Establish Mission, Vision, and Values Statements

Before setting strategic priorities, it’s essential to establish or revisit the association’s mission, vision, and values. These statements should reflect the collective aspirations of the association and serve as a guide for all future decisions.

Steps to Develop Inclusive Statements:

• Engage Members: Involve the membership in drafting these statements through surveys, workshops, or town hall meetings.
• Reflect Diversity: Ensure the language in the mission, vision, and values statements reflects the diversity and inclusivity of your membership.
• Alignment with Strategic Goals: Make sure these statements align with the strategic goals and the inclusive direction of the association.

6. Establish Strategic Priorities or Goals

With a clear mission, vision, and values in place, the next step is to establish strategic priorities or goals. These goals should address the needs and aspirations of the diverse membership and align with the overall mission of the association.

Key Actions:

• Member Input: Gather input from the membership on potential strategic priorities through surveys, town hall meetings or, best of all, a stakeholder retreat.
• Inclusive Focus: Ensure the priorities reflect the needs of all segments of the membership, particularly those who may have been historically marginalized.
• Impact-Oriented: Prioritize goals that will have the most significant impact on the association and its members.

7. Develop Detailed Business Plans Using SMART Criteria

Once strategic priorities are set, develop detailed business plans to achieve these goals. These plans should be specific, measurable, achievable, relevant, and time-bound (SMART).

Steps for SMART Planning:

• Assign Responsibility: Designate responsible parties for each goal to ensure accountability.
• Set Clear Milestones: Break down goals into actionable steps with clear deadlines.
• Measure Success: Establish metrics for success and regularly review progress to make necessary adjustments.

8. Implement a Process for Evaluation and Feedback

The final step in the strategic planning process is to establish a process for ongoing evaluation and feedback. This ensures the plan remains relevant and can be adjusted as needed.

Ongoing Evaluation Approach:

• Regular Check-ins: Schedule regular reviews to assess progress toward goals.
• Feedback Mechanisms: Create opportunities for continuous feedback from members, such as surveys or open forums.
• Adaptability: Be prepared to adapt the plan based on feedback and changing circumstances.

Conclusion

An inclusive strategic planning process is not just about creating a roadmap for the future—it’s about ensuring that all voices within your business association are heard and valued. By following these steps, you can create a strategic plan that is not only effective but also equitable, setting your association on a path to success that benefits all its members.

Engage broadly, listen deeply, and plan inclusively for a thriving business community.

Mark Smutny is an expert in facilitating strategic planning processes for nonprofits and business associations. He specializes in creating inclusive environments that harness the collective wisdom of diverse groups. He is the Founder of Civic Reinventions, Inc. and author of the award-winning book Thrive: The Facilitator’s Guide to Radically Inclusive Meetings, 2^nd ed.