Strategic Plan:
Painting a Picture
to 2018
2015-2016
2016-2017
2017-2018 MARCH 19, 2015
ASSOCIATION FORUM
BOARD OF DIRECTORS
MEETING
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
Table of Contents
3
About the Association Forum
4
Executive Summary
6
Business Planning Process
7
Business Planning Timeline
8
2015-2016 Strategic Priorities
9
Strategy Alignment
10
Organization Chart
11
Membership Infographic
Visit www.associationforum.org to find more association management research, best practices and samples.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
2
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
About the Association Forum
The Association Forum of Chicagoland is the “association of associations” in Chicago.
Founded in 1916, the Association Forum has:
• 4,000-plus members.
• These members represent more than 44,000 association professionals from nearly 1,600 Chicago
organizations.
• These organizations serve 27 million individual members, have 9 million donors and generate
$10.3 billion annually in economic impact.
We’re an independent organization and incorporated under the Illinois Not-For-Profit Corporation Act
and tax-exempt under Section 501(c)(6) of the Internal Revenue Code.
• Our Mission: To advance the professional practice of association management.
• Our Purpose and Major Goals: To be the definitive resource for learning opportunities that
address the varied needs of association professionals as they advance in their association
management careers, to provide an environment that engages the association community and
industry partners and be recognized as the preeminent resource for tools and best practices in
the field of association management.
• Our Promise: To provide our members with essential learning, compelling experiences and
powerful resources.
• Our History: We are the first “association of associations”? It’s true! We were founded on
September 28, 1916. Our Centennial Anniversary is September 28, 2016.
• Our Leadership: We’re governed by a 13-member board.
• Our Committees: We have 15 member committees that govern everything from our Forum
Forward and awards program to association governance.
• Our Staff: We have an 17-member professional staff.
• Our Members: We have more than 4,000 members from more than 1,100 regional
associations, non-profits and supplier partner companies.
• Our Headquarters: Next to Washington, D.C., Chicago is the nation’s leading association
headquarters city.
• Our Public Policy Positions: As part of our mission, we focus action on legislative or regulatory
matters affecting Chicagoland associations.
• Our Foundation: The Association Forum of Chicagoland Foundation is a separate 501(c)3
organization founded in 1987 in order to enhance our programs and services with new
education, research and scholarship initiatives.
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
3
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
Executive Summary
INTRODUCTION
Association Forum of Chicagoland strategic and business plan is a set of documents prepared by
the board and management to summarize strategic, operational and financial objectives for the near
future and how it will be achieved. Association Forum’s strategic and business plan is a 3-year view.
The plan serves as a blueprint to align business operations, guide policies and strategies to enable
Forum to be prepared as conditions change and new opportunities and/or threats emerge.
This plan provides a systematic view of operations and financials. It will facilitate prioritization and
increase organizational alignment and coordination of key strategies and business processes. The
landscape of which associations operate is unpredictable, unstable and increasingly more diverse,
change is consistent, rapid and dynamic. Members’ needs are evolving and “one size” does not fit
all. We are positioning Forum to be responsive to take advantage of the numerous opportunities
and remain relevent as we enter our centennial.
Core to Association Forum’s strategic direction is its commitment to diversity and inclusion. In July
2014, the board encouraged that all priority activities will be implemented in ways that are reflective of our commitment to proactively promote and ensure diversity and inclusion throughout the
organization.
Subsequently, Association Forum’s board requested the strategic plan be modified to include core
values. Core values form the foundation of Association Forum’s work and conduct. Staff met in
September 2014 to develop recommendations for board approval at the October 6, 2014 board
meeting. Because of the rapid rate of change, the board unanimously approved focusing on progressive values to demonstrate a vision for the future and not a settlement on the status quo. The
Management team developed the following core values at the staff retreat on November 21, 2014.
BACKGROUND
NEW ASSOCIATION FORUM CORE VALUES (Draft)
Be A Welcoming Environment
We are a welcoming environment that actively seeks to enhance the larger community by recognizing the whole is greater than the sum of its parts. We will make everyone who interacts with us
feel welcomed, represented, engaged, inspired, and empowered.
Embrace Innovation and Quality
We love to try new ideas and seek inspiration from inside and outside the association community
and value improvements big and small. Experimenting with breakthroughs are encouraged and
celebrated, however, we know when to pull the plug and to continuously improve.
Have Fun and Stay Positive
It’s a fact that you generally spend more time with your coworkers than you do with your own family. We strive to make our work environment one that is fun, positive and an overall great place to
work.
Open and Honest Communication and Teamwork
You don’t know what you don’t know! Effective communication is key. We shall cultivate an environment where we speak openly, honestly and with the goal of building a better team. Candor is
constructively embraced. We will work collaboratively to deliver value to members.
Accountability – Own It
We hold each other accountable and expect people to respectfully ask questions and raise concerns. Because work requires interdependent teams and collaboration, we will trust and depend on
each other to be responsive, to deliver value, and quality services to stakeholders.
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
4
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
Executive Summary
Win with Integrity
We operate ethically, contributing our time, talents and know-how to advance our communities
where we work and live. We commit to growing our association in ways that benefit the environment and society.
PAINTED PICTURE
In November 2014, Association Forum management team developed a collective painted picture. A
painted picture is a vision of what we will look like in the future. It clearly communicates where we
are going, how we are going to get there and the results we expect to achieve. Here is the story
the painted picture is starting to tell:
“It is the year of 2018 and Association Forum of Chicagoland is a recognized leader in engagement, innovation, and collaboration in the industry. We have achieved unprecedented growth
with more than 6,000 constituents. Holiday Showcase has evolved and has a sustainable business model with new revenue sources. Forum Forward has experienced amazing growth as a
“must-attend” meeting of association executives and industry partners. We have successfully
captured the attention and engaged some of the best business leaders in the world. We have an
annual surplus. Our office space is fun, busy, collaborative, and technologically equipped to serve
members regardless of location. Staff resources have increased to fuel our growth. We are a
welcoming environment with authentic relationships across our community.”
The draft painted picture will be shared with the board on March 19, 2015 to engage the board in
a discussion on a shared future at the June 2015 meeting. Updates will be reported at each board
meeting for more discussion at the BoD retreat in October. The Board will be engaged on an annual
basis to provide input on strategic direction.
NEXT STEPS
The next step is to engage the Board in a dialogue on the future of the Association Forum. We will
validate our purpose and mission. Our core purpose is a key statement that transcends every aspect of our organization at every level, in every person and every organization we serve. Based on
the recommendation from MYB, Association Forum needs to reassess its mission and vision. This
will be accomplished through our rebranding initiatives.
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
5
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
Business Planning Process
Association Forum of Chicagoland
Strategic Planning Process
Plan:
Mi
si
o n & Vis
Core
Values
n
Continual Improvement
Feedback
Assessment
Corrective Action
io
•
•
•
•
s
Act:
• Environmental Scan/
Data Collection
• Decide Strategic Initiatives
• Define Objectives
• Set Strategy
• Identify Tactics
• Allocate Resources
Do:
Check:
• Execute
• Manage
• Monitor Results
• Measure Progress
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
6
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
Business Planning Timeline
Association Forum of Chicagoland
Strategic Planning Timeline
June:
October:
• BoD: Performance Monitoring
s
Mi
is
Core
Values
Voice of the Customer
Listening Sessions
Member Engagement
BoD and Key Stakeholders:
CEOs, Industry Partners,
Association Professionals
n
• AF Team: Plan Deployment
&V
io
April:
on
si
•
•
•
•
March:
• BoD: Approve Strategic Plan and Budget
November:
• AFTeam: Strategic Plan Development
January:
• AF Team: Prepare Budget
VOICE OF THE CUSTOMER
•
•
•
•
Brain Jam (Brainstorming)
Members Needs Assessment
Management Team Retreat
Listening Sessions
•
•
HS Taskforce Meeting
Other data sources:
• MYB Research
• Past Needs Assessments
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
7
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
2015-2016 Strategic Priorities
Culture:
Revenue:
•
•
•
•
•
•
Increase member engagement by segments
Respond to Welcoming Environment Plan
Deliver Centennial Celebration Plan
Introduce new brand
•
Stabilize current revenue
Identify diverse non-dues and Holiday
Showcase revenue streams
Develop 3-Year Economic Analysis
Programs:
Operations:
•
•
•
•
•
Grow signature events
• Women’s Executive Forum
• Forum Forward
• Holiday Showcase
Identify diverse and relevant education
assets
Education Strategy Assessment
Assess core business functions
Start lease renewal process
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
8
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
Strategy Alignment
Association Forum of Chicagoland
Strategic Direction
2017:
2016:
•
•
•
New Signature Event
New Brand
Welcoming Environment
•
•
Pa
Cutting Edge Component
Association Forum will deliver
strategically focused content that
challenges association professionals
to think differently about innovative
practices in association
management.
Compelling Experiences
Association Forum will provide
a dynamic environment for the
association community and industry
partners to build relationships that
advance personal, professional and
organizational growth.
•
•
•
•
•
2018
e
2015:
ur
e d Pict
t
n
i
•
Enhance Culture
Enhance Program
Value
Increased Revenue
Opportunities
Operations Efficiency
•
•
•
Industry Leadership,
Engagement, Innovation,
and Collaboration
Increased Footprint
Profitability
Diverse Programming
Increased Sponsorships
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
9
STRATEGIC PLAN: PAINTING A PICTURE TO 2018
Organization Chart
Association Forum of Chicagoland
Draft Organizational Chart 2015-2016
Means
10 South Riverside Plaza
Suite 800
Chicago, IL 60606
312.924.7000
President and CEO
Administration &
Governance
Vice President,
Business Development
Independent Sales
Contractors (2)
Operations
Human Resources
Vice President,
Education & Professional Services
Director,
Finance
Business
Development
Finance
Marketing &
Communications
Operations
Performance
Excellence
Outsourced
Exhibit Sales
Mission
Education
F2F/Virtual/Blended
Professional
Services/Career
Services
Professional
Practices
FORUM &
Advertising
IT
Research
Outsourced
Advertising
Business
Analytics
Strategic
Planning Support
Membership &
Partnership/
Alliances
Conference
Center
Foundation
Support
Welcoming
Environment
The information contained within this report is confidential and not for public use.
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
10
4075
Association Forum of Chicagoland | 10 S. Riverside Plaza, Suite 800 | Chicago, Illinois 60606 | (312) 924-7000 | (312) 924-7100 fax
Copyright © 2015 Association Forum by the Association Forum of Chicagoland. All rights reserved.
Updated March 2015
Forum Plus
Organizations -72
Individual - 1388
Forum Plus - 2687
Membership Growth
Based on responses
of 34% of membership
89% Causasian/White
6% African American/Black
3% Hispanic/Latino
1% Asian
1% Other
Ethnicity
Average - 53
Highest - 1000
Lowest - 1
Number
of Employees
67% Female
33% Male
F
Marketing
2010
3,087
Supplier
Partner
579
CEO
392
2011
3,222
Other
61
Association
Professional
3008
Education
Communications
2012
3,438
CEO - 13%
C-Level - 7%
Department Director - 27%
Department Manager - 22%
Coordinator/Specialist - 31%
el
ev
Finance/Accounting
Information
Technology
7%
12%
7%
Administration
Membership Categories
Meeting
Planning
15%
29%
8% 8% 7%
n
ctio
n
u
16%
Member
Services/
Development
Other
Job
Total Members
Industr
2013
3,799
60% - City of Chicago
40% - Suburban
Illinois
Membership
Health care (Physician) - 14%
Health care (Admin) - 5%
Health care (Dental) - 4%
Fraternity - 11%
Association Management - 5%
W
Serve
ies
Over $30 - 7%
$10-$30 - 16%
$4-$10 - 12%
$2.5-$4 - 16%
2014
3,957
80 % are national
and international
in scope
460
465
40
2015
4, 0
A Es
424
of C
$1-$2.5 - 23%
$500K-$1 - 12%
Under $500K - 14%
et (in million
Supplier Organizations
Non-Profit Organizations
B u dg
2015 Membership
at a Glance
Career
L
p 5)
Number
d (to
s)
The information contained within this report is confidential and not for public use.
11