Key Strategy Perspectives

Strategy is multi-faceted for sport and not-for-profit organisations.

by Jak Carroll, Strategic Sport Solutions

Sport and not-for-profit (NFP) organisations differ from commercial businesses in that profit is not their primary motive. This has implications for strategy development and means that sport and NFPs need to approach this differently by considering three key perspectives.

In sport and NFP organisations, mission replaces profit as the organisation’s driving force. The mission is the organisation’s chief purpose, the reason for its existence, and the driver of the impact the organisation wants to have on the world.

The importance of focusing on the mission cannot be overstated. As nonprofit leadership expert Joan Garry states: it is the North Star or guiding light for the organization. The mission should guide all major decisions made by the Board and staff and direct much of the organisation’s strategy.

A key strategy perspective becomes: How do we best achieve our mission?

However, while the mission is the guiding light for the organisation, the reality is that resources are needed to achieve progress towards the mission. So, in order to achieve its mission, a sport and NFP organisation must be successful in acquiring resources, be they human, physical, political or monetary.

Accordingly, well thought out strategies to compete in the grants, fundraising and sponsorship market must be developed. Similarly, you need to consider how to attract quality staff and volunteers.

A key strategy perspective becomes: How do we acquire resources?

In the rapidly changing environment we experience these days, it is also important that an organisation have an eye to the future. In other words: what can you do today to future-proof the organisation? Some experts refer to this perspective as learning and growth.

It is about thinking how to improve and create value. It is about thinking how to make continual improvements to existing products, services and processes. It is about thinking how to build the ability to introduce new products or services.

An organisation needs to be able to adapt, be agile, and learn in order to remain relevant over a long period of time. This means focusing on the training of staff, Board members and volunteers, improving systems and governance, searching for new opportunities.

A key strategy perspective becomes: How do we position the organisation for the future?

A sport or not-for-profit organisation should consider these three perspectives when engaging in any planning or strategy sessions. All are important and together they can contribute to a broader approach to strategy and organisational effectiveness.

Does your organisation need some help with strategy, planning or governance? Jak Carroll has extensive experience in the sport and nonprofit sectors, including consulting to organisations and conducting training sessions. If you are interested in some quick advice or having Jak work with you on your next project, please click here