Creating a thoughtful and inspiring strategic plan can be a game‑changer for an association. Done well, a strategic plan can focus scarce resources on the few most important initiatives that amplify your impact across your industry, field, or profession. It can also give staff and volunteers a shared north star to guide their efforts. And the right plan can be the difference between proactively shaping the future and reacting just to keep up. 

If you’re still reading, you likely agree that strategic planning is critical. What’s the next step? Gather up the board and get them in the same room for two days, maybe with a professional facilitator? 

True, an in‑person strategic planning session is a great way to concentrate energy and convert discussions into decisions, but it works best as part of a thoughtful sequence of preparation and follow‑through. If you’re playing a role in developing your next strategic plan, here are a few suggestions for creating a thoughtful and effective plan that drives your association forward. 

Build Momentum Early 

Start by clarifying why you’re planning and why now. Define success in plain terms so the process stays focused on outcomes, not just activity. Respect the value of board time—gathering leaders for a full day is costly. Use that time for decisions and prioritization, not discovery. Inspire the planning participants by sharing a clear agenda, ground rules, and process outline. 

Know Your Participants 

Board members bring different perspectives and levels of experience with strategic planning. Provide a clear structure by defining roles (board vs. staff), how input will be used, and what success looks like for the conversation. Level the playing field with light, future‑focused pre‑work—brief prompts and a two‑page scan of long‑term trends and the association’s broader goals—so everyone arrives thinking beyond today’s issues. Ensure all participants have access to the same up‑to‑date, pertinent information to ground the discussion in facts. 

Get Everyone Up to Speed 

Ensure everyone starts with a shared understanding. Circulate concise pre-reads—quick surveys and two-page summaries work better than long slide decks. Cover what’s working, member needs, market trends, competitor positioning, and other available resources. 

Energize the Session 

Design a session that’s engaging, productive, and memorable. Collaborate with your facilitator to create an agenda that energizes participants and keeps them focused. Use short, interactive segments to surface ideas and converge on a few high-impact strategies and prioritized objectives. The goal isn’t to solve everything in a day, but to set a clear direction that staff can build upon. 

Finish Strong 

After the session, bridge the ideas to execution. Let staff translate board strategies into an operational plan with early success measures, responsibilities, resource needs, and a timeline. Allow time for dialogue to refine the plan before board approval. Once finalized, communicate the plan clearly and use it to inspire your leaders, staff, and members. Share it with stakeholders, keep it visible, and schedule regular check-ins. Don’t be afraid to adapt; it’s the key to keeping the plan current and fresh. 

In the end, the prize isn’t a strategic planning document; it’s momentum. When you plan well, you give your association a living system to guide choices, focus scarce resources, and frame future decisions. The result is clarity that your board can own, direction that your staff can activate, and progress that your members can see. You’ll be proud of a plan that propels your association into the future instead of gathering dust on a shelf. 

Meet the Author

Jonathan Lurie

Vice President
Client Support & Innovation
Smithbucklin

Jeremy Van Ek

Chief Operations Officer
Association Management
Smithbucklin