From Planning to Progress: A Smarter Way to Run Your Association’s Strategy Day

These days, the term “strategy” is used widely across many areas within organisations. But what is the true purpose of an annual strategy day and how can associations ensure they maximise its value?

Your strategy plan should go hand in hand with your budget, it is therefore the perfect time of year to reflect on last year’s performance, the market, and your client base and assess resources to plan for the year ahead.

Firstly, we need to understand WHY a strategic plan is so important.

A strategic plan is a roadmap guiding your association through defined steps to reach key objectives within set timelines. Associations that plan collaboratively boast stronger improvement, growth, and member value. Given that close to 49% of nonprofits lack a strategic plan and a staggering 90% of these fail to accomplish these goals.

5 Fundamentals to Consider for Running a Strategy Day That Drives Progress

1. WHERE are you now?

Gather insights and data before the day begins:

• Assess your current state through a SWOT analysis: strengths, weaknesses, opportunities, threats
• Assemble quantitative data: membership figures, financials, event stats, stakeholder feedback
• Circulate key documents in advance
• Assign a facilitator for the day to drive the agenda forward

2. Build your Agenda Around Core Steps

Keep progress on track by following a clear, step-by-step flow:

1. Assess & Reassess (Internal and External Assessment, Reassess and challenge the assessment)
2. Define SMART Goals (Specific, Measurable, Achievable, Relevant, and Time-bound)
3. Strategy & Tactics (Design a roadmap to achieve your SMART goals)
4. Establish Metrics & Timeline (Ensures your strategic goals are trackable, time-bound, and accountable)
5. Plan for Next-Phase Implementation

3. WHERE are you going?

 Align on Guiding Principles – what matters most to your association?

• Mission & Vision at the centre
• Stakeholder-centric planning
• Data-driven approaches
• Flexibility to adapt and evolve
• Continuous performance tracking & accountability
• Example: If your goal is to grow membership by 15%, your strategy might be to improve onboarding, launch referral incentives, and target new sectors. The tactic to achieve this could be the introduction of “welcome kits”, Refer a Member” campaign or targeted LinkedIn campaigns.

4. HOW are you going to get there?

• Measure Progress & Embed Accountability:
• Set milestone benchmarks with timelines for each goal
• Schedule follow-up meetings to evaluate progress and adapt strategies
• Use member surveys to capture feedback and ensure transparency
• Clear, ongoing communication between all stakeholders
• Track action items and deliverables using project management tools such as Asana
• Example: Assign Ownership, define Action Plan, setup accountability structure, communicate the plan and prepare for adjustments

5. Keep the Strategy Alive

It is important to have a strong plan in place but it’s just as important to ensure that you regularly track performance to course correct and adapt as and when needed.  Treat the strategic plan as a living document and revisit and continuously adjust as needed.

• Maintain momentum through quarterly updates and accountability checks
• Integrate strategy into day-to-day operations using dashboards and meetings

Real Life Success Story: Restoration Industry Association (RIA)

In 2024, RIA achieved a remarkable 24.7% membership growth and 39% revenue growth driven by innovative programs that reduced barriers to entry, expanded enterprise offerings, and delivered added value through strategic partnerships.

Key Objective: Revamp membership models, diversify revenue, and rejuvenate their flagship convention.

Pre-Strategy Day Tactics: Initiatives included a “first-time member” discount, expanded enterprise memberships, and affinity partnerships, which all stemmed from Strategy Day decisions. 

Strategic Outcomes: Membership rose by 24.7%, non-dues revenue increased by 39%, and event attendance grew by 23%. 

Success Elements:

• Broad stakeholder engagement: aligned leaders, members and sponsors
• Data informed process: Market research shaped discount & packages
• Focused Strategic Pillars: Clear membership, revenue, event objectives
• Accountability and Follow Up: Rapid rollout with tangible deliverables

Keen to further your learning?

• Blue Ocean Strategy, Expanded Edition: How to Create Uncontested Market Space and Make the Competition Irrelevant, by W Chan Kim and Rene A Mauborgne
• Who Moved My Cheese, by Spencer Johnson 

Leverage Ongoing Support

For many associations, partnering with an Association Management Company like TAS can be a critical success factor. They bring proven frameworks and expertise to facilitate productive strategy days, guide implementation with practical tools, and ensure accountability through measurable outcomes. This support helps associations move from planning to action with confidence and clarity. If you're planning a strategy day, our team at TAS can provide experienced facilitators to support your session. Please contact us for more information.