Non-Profit Strategy

First shown at 3 Wins Consulting.

First, let’s figure out what we’re talking about when we say "strategy".

Strategy is “an organized pattern of behavior toward an end". The word is a derivative of two Greek words: "stratos" and "ago" which mean "army" and "leading", respectively. A strategy provides the overall means to overcome an obstacle, the means to reach benchmarks along the way and the positioning and posturing of resources. So developing a strategy is not the same as developing a plan.

Strategy and plans exist in two different worlds. A plan assumes a controlled environment without variables like competition, for example. Strategy assumes an uncontrolled environment where the variables are considered. A strategy is flexible; a plan is rigid. A strategy can shift but a plan is based on a specific set of circumstances. Strategy is the art…planning is the science. Strategy is knowing how to make a picture emerge from a canvas…planning is where you buy the paint.

Let’s say your group wants to become the nation’s most recognized authority in supporting left-handed golfers. You devise a strategy that includes media, sponsorship, manufacturers, web, print, radio and several notable spokespeople to endorse your message. Phil Mickelson and Mike Weir are in and Callaway Golf wants to profile their irons and drivers. Prior to launch, Phil and Mike pull out and start their own cause and take Callaway with them. Does your strategy change? Perhaps not. Do your plans change? Definitely.

For non-profits, a strategy must include a few things for the group to remain viable. A variety of revenue streams allows the group to weather tough economies and capitalize on good times. Through tougher times, we expect competition to increase and the non-profit has to position itself accordingly to gather favorable attention from clients, sponsors and patrons. This might mean an increase in web activity or forging partnerships with other non-profits to gain resources and mass.

So your organization (if it is to be strong, healthy and relevant) should weigh all possible risks and scenarios when setting your strategy and mitigate the ebbs and flows with the biggest base of supporters possible. And it shouldn't rest on the whims of a couple lefties.