As you start the New Year, it is a good time to step back
and think what big picture strategy is the best option to grow your
organization in 2016.
For associations, growth strategies usually center either on
membership or product and service offerings.
This matrix presents a simplified way of viewing these options.
The top two quadrants are membership focused and achieve growth
by either retaining more members or recruiting additional new members.
The bottom two quadrants are product and services focused
and achieve growth by either increasing the usage (purchases) of current products
and services or developing wholly new products and services.
Typically, the right hand “new” quadrants are the most
challenging strategies to execute. They
are the innovation quadrants. However,
successfully developed and deployed, they can produce substantial growth. The left hand “existing” quadrants are the
optimization quadrants. They offer less
risk, but also reward.
One overarching decision when selecting a strategy is also to
ask, “How does this support the mission of my organization?” The ultimate
purpose of a new strategy serves as a means to accomplishing your organization’s
mission. However, a mission also needs financial
support and growth is one of the best ways to generate additional support.
Which growth strategy best supports your organizations
mission and goals for 2016?
Posts
No comments:
Post a Comment