Strategy Development

By Name, Title, DepartmentPresentation Date (28 pts)

A Strategy is….

a plan that works within, around, and through power relationships.….the way that you get what you want from somebody.

Developing a strategy---…is the FIRST step, not something you do in the middle.

Strategy Development

Strategy Development

Five Basic Elements of StrategyGoalsOrganizational ConsiderationsConstituents, Allies, & OpponentsTargetsTactics

Strategy Development

Midwest Academy Strategy ChartValue of the Strategy Chart:

Poses the right questions in the right order to keep your work on track.

Strategy Development: Goals

Goals are the victory(ies) that you want to win.There are 3 levels of goals in developing a strategy.

• Long-Term (Problem)• Intermediate (Issue) Goals• Short-Term (Partial Victory) Goals

Strategy Development: Goals

• Long Term – may extend beyond this particular campaign (e.g. quality education for all students).

• Intermediate – what you want to win now (e.g. implement Common Core State Standards).

• Short Term – a step toward your intermediate goals (e.g. request that the school board hold a community forum to educate parents).

Strategy Development: Organizational Considerations• What will the organization bring to the table?• How will the organization be stronger as a

result of the campaign/effort?• There are 3 elements to organizational

considerations:» Resources » Organizational Gains» Internal Problems

Strategy Development: Organizational Considerations• What will your organization invest in the

campaign? *Be specific!!*– Money (e.g. $10,000)– Staff (e.g. Mary 12 hours per week, 2 full time

volunteers)

• Gains: e.g. recruit 25,000 new members.• Internal Problems: e.g. not enough volunteers.

Strategy Development: Constituents, Allies and Opponents

Constituents•Who cares about this issue.

– Be clear why. – Why would the “target” be concerned about

this group?

Strategy Development: Constituents, Allies and Opponents

Allies•Who/which orgs would support this issue but would not be members?

Opponents•Who will oppose you?

– Be clear why.– How will you prepare for this opposition?

Strategy Development: Targets

• Targets are always a person, not a board or group

• Targets are always decision-makers who have the power to address your concern with certainty.

Strategy Development: Targets

Primary TargetsGenerally, these are elected officials. But that depends on your community and your issue/intermediate goal. He/she is the ultimate decision-maker.

Secondary TargetsThese individuals can influence or direct the primary target to act in your favor. Consider their power as leverage.

Strategy Development: Tactics

• Tactics are what the constituents (and sometimes the allies) do to the targets.

• Tactics are assigned to a specific individual or organization.

• They are creative.• They demonstrate your organization’s power.

Strategy Development: Tactics

• Examples of Tactics• Share data with your school board• Invite high school students to share their

perceptions of college and career preparation at their school with school board members.

Activity

For more information contact:Lee Ann J. Kendrick, Regional Advocacy Specialist

(571) 329-9365lkendrick@pta.org

PTA.org