BUS501: Strategic Management

Learn what is important to people in your community

As developing your vision and mission statements is the first step in creating your action plan, it is especially important that these first steps are well grounded in community beliefs and values. Awareness of the important issues in your community is critical for the development of a strong, effective, and enduring action group.

Therefore, one of the first steps you should take when developing the vision and mission of your organization is to define the issue(s) that matter most to people in your community. How do you go about doing so?

There are many different ways you can gather this information, including:

Conducting "public forums" or "listening sessions" with members of the community to gather ideas, thoughts, and opinions about how they would like to see the community transformed.

In public forums or listening sessions, people gather from throughout the community to talk about what is important to them. These meetings are usually led by facilitators, who guide a discussion of what people perceive to be the community's strengths and problems, and what people wish the community was like. Someone typically records these meetings, and a transcript of what is said provides a basis for subsequent planning.

Holding focus groups with the people interested in addressing the issue(s), including community leaders, people most affected by the issues, businesses, church leaders, teachers, etc.

Focus groups are similar to public forums and listening sessions, but they are smaller and more intimate. Generally speaking, they are comprised of small groups of people with similar backgrounds, so they will feel comfortable talking openly about what concerns them. For example, the group members are generally about the same age, are of the same ethnic group, or have another common identity and/or experience. Focus groups function like public forums, and also use facilitators and recorders to focus and document discussion.

Your organization may hold focus groups with several different groups of people to get the most holistic view of the issue at hand. For example, if your organization is involved in child health, you might have one focus group with health care providers, another with parents or children, and still another with teachers. Once you have a rough mission statement, you might again hold a focus group for feedback.

Obtaining interviews with people in leadership and service positions, including such individuals as local politicians, school administrators, hospital and social service agency staff, about what problems or needs they believe exist in your community.

Often, these individuals will have both facts and experiences to back up their perspectives. If so, this data can be used later if and when you apply for funding, or when you request community support to address the issues. More information on this topic can be found in Chapter 3, Section 12: Conducting Interviews.

It's important to realize that these different ways of gathering information from your community are not mutually exclusive. In fact, if you have the resources, it is recommended to do all of the above: to have some time for the community at large to respond, then spend more time in focus groups with the people you believe might contribute greatly to (or be most affected by) some of the issues brought up in the public forum. And finally, some one-on-one time with community leaders can strengthen your knowledge and purpose; remember, there are community members who have been wrestling with the same issues you are now looking at for a long time. Take advantage of that experience so you don't waste time on something that's already been done.