Strategic Planning (Veenema)

Many nonprofit organisations neglect or avoid the self-analysis that allows them to define their aims and set their goals. Setting out to address this problem, Pearl Veenema, Managing Director of Campaigns University Health Network in Toronto, provides a checklist to help organisations choose a planning process to match their time, personnel and budget.

Firstly, she points out, planning is a process leading to organisational change. It should, as such, answer some important questions:

• Who are your customers?
• What has been the outcome of your programmes and services?
• What new needs are emerging, and can you meet them?

Consider an economic impact analysis of your organisation, she suggests.

• What services are needed in your community, and what priorities should your hospital establish in response?
• Who are your strategic partners?
• How are you measuring success?

Secondly, she says, it should strengthen the fund development programme. In the process, it will evaluate the productivity and effectiveness of your current activities (direct mail, special events, telefundraising)...

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