Strategic Map

Background

Over the years, both formal and informal NIRSA leaders have produced quality documents (Strategic Plans) that have guided the Association. Realizing that the Strategic Plan had run its course, the 2000-2001 Board of Directors embarked on the creation of a strategic planning process, later called the Strategic Map. The Strategic Map had to be flexible, nimble, and easily understood by the membership, Board of Directors, NIRSA Services Corporation (NSC), NIRSA Foundation, and the NIRSA National Center (NNC) staff. The Strategic Map should provide NIRSA the opportunity to take advantage of often rapid changes in the environment, both internally and externally (e.g., economic challenges and growth and changing demographics within the membership).

The 2001-2002 Board of Directors secured the services of the McKinley Marketing Group to help NIRSA take a sincere past, present, and future look at itself. Through the year-long process, hundreds of members provided feedback through focus groups, surveys, open forums, one-on-one discussions, and conferences.

Through the McKinley study and NIRSA’s affiliation with the Council for Higher Education Management Associations (CHEMA), we learned a great deal about ourselves and other associations in higher education. NIRSA has become more complex and comprehensive, due both to membership growth and demographics and to programs and service offerings, and, like other associations, has become more business-like in operations. With limited resources, financially or otherwise, NIRSA does not have the ability to go down a path merely because a project or activity seems like a good idea. We must ask: “Is this venture strategic? Does it relate to and support the strategic priorities of NIRSA? Does it create value for our members?”

The Boards of Directors have placed a high value on strategic mapping relative to the details and recommendations of the McKinley study. Knowing that the McKinley study reflects feedback and data collected from the membership, strategic planning has been integral each and every time the Boards of Directors or Executive Committee meet.

The ongoing process of reviewing and updating the Strategic Map is a collaborative effort among the NIRSA, NSC and Foundation Boards of Directors, and the NNC Team.