Originally a joint organization with the profession’s regulatory body since 1958, in 1996 the Psychologists’ Association of Alberta (PAA) officially incorporated as a separate non-profit professional association. The first 10 years represented a time of growth and development for both organizations with considerable volunteer investment from the psychologists who tended to be members of both organization. The following 10 years, have seen increased competition for resources and marketplace in the mental health landscape. This has challenged the PAA’s mission to advance the science-based profession of psychology and to promote the well-being and potential of all Albertans in a sustainable way.
This strategic management review was commissioned by the PAA Board of Directors with the goal of becoming a High-Performance Organization (HPO) and employed a SWOT analysis, PESTLE analysis, Strategic Management Model overview, and gap analysis process based on staff and key volunteer interviews and a documentation review that occurred over a two-month period, from October to December 2017.
SWOT Analysis
Using strengths to take advantage of opportunities may mean extending liability insurance to psychotherapists, collaborative volunteer efforts, and online engagement. Overcoming weaknesses by taking advantage of opportunities may mean increased volunteers, values-driven strategy, and competitive technology. Using strengths to avoid threats may mean including psychotherapists, member-driven advocacy, enhanced benefit awareness. And, PAA can minimize weaknesses to avoid threats via expanding mission, enhancing technology, and reallocating workloads.
PESTLE Analysis
Analysing the macro-environment indicated several next steps. These included: Shifting government advocacy efforts to both provincial and federal governments and to senior bureaucrats. Bolstering key messages in relation to the struggling economy. Improving online responsiveness. Exploring psychotherapist inclusion. And, increased judicial engagement.
Strategic Management Model Implications
PAA’s Strategic Formulation requires clear values, vision, and strategic planning.
PAA’s Strategic Implementation requires board engagement and stakeholder prioritization.
PAA’s Strategic Evaluation requires progress monitoring and benchmarks for success.
The following six strategic management issues were examined specific to the current situation, the desired outcome, and barriers to success with key recommendations of action items and an evaluation plan for implementation.
Vision, Values, & Mission
PAA has a mission statement but no articulated values nor a vision for the future of the profession or organization within which to frame strategy. Developing this will be key to marketing, strategizing, framing decisions, and inspires staff and volunteers to achieve goals.
Critical Success Factors
PAA’s only articulated goals are those in the Strategic Plan or implied in the CEO workplan. Setting program goals and objectives, clarifying necessary functions, and establishing crucial success factors, will help PAA and stakeholders know how PAA’s mission will be accomplished.
Strategic Planning Process
PAA has no formal strategic planning process. Continuous strategic Planning, making strategy core to board operations, routine SWOT analysis and involving stakeholders will result in a strategic planning process that will identify strategies so that PAA can achieve its mission.
Key Performance Indicators
PAA’s only performance measures are membership numbers, budget health, and CEO reports. Setting core key performance indicators (KPI’s) specific to communication metrics, capacity metrics, member engagement, and mission metrics, will objectively demonstrate PAA success.
Change Management Process
PAA has changed few systems or processes and can be slow to react to necessary change. Prioritizing environmental scans, planning for identified changes, managing those changes, and routinely assessing change capability will enhance PAA’s change management abilities.
Build Human Resource Capacity
PAA may not be perceived as being sufficiently responsive to member needs. Communicating member benefits, increasing staff capacity, targeting key relationships, and rewarding engagement will foster successful stakeholder relationships to build commitment and competence.
In summary, this strategic management review presents a grounding framework and then detailed gap analysis of each of these issues followed by a task-orientated action plan and an evaluation plan that allows for easy tracking of its implementation. The bibliography provides a detailed resource list and additional resources are included in the appendix such as examples or resources for SWOT analyses, strategic management models, mission statements, values statements, Key Performance Indicators, critical strategy questions, and outcomes of high performance organizations.
The tangible recommendations provided in the Action Plan and the Evaluation Plan, along with the additional resources provided, will enable PAA to easily chart its progress towards developing a sustainable strategic planning orientation and to realizing their current strategic plan goal to be a high-performance association.