The American Legion Strategic Plan
The American Legion
Department of Massachusetts, Inc.
Room 546-2, State House
Boston, MA 02133-1099
Membership and Post Activities
Sub-Committee on Five Year Plan
“Strategic Plan for Sustained Membership Growth”
Mission Statement: To increase membership and post development by creating a culture of growth.
Background: Department of Massachusetts instituted a Five (5) Year Strategic Plan for Sustained Membership Growth in 2013. The plan has had some successes, however, as an organization we need to create a greater internal focus on the issues and methods to achieve and sustain membership growth. The plan has been updated annually and in now the “Strategic Plan for Sustained Membership Growth.”
OVERALL OBJECTIVE: To increase the end strength of the Department of Massachusetts on a yearly basis.
To obtain the goal of growing our membership progressively we will utilize the following strategies: Create Brand Awareness; Communication; Training/Education/Leadership Development; Post Development & Revitalization; Membership Recruiting, Reinstating & Retention.
Priorities:
Create Brand Awareness – Target members & nonmembers to create awareness of who we are and what we do.
Tactics:
- Utilize marketing expertise to lead a new marketing focus and development of a comprehensive marketing plan to increase clarity of our brand awareness of The American Legion as the Premier Veterans Service Organization.
· Modify and expand the current Marketing committee to add additional expertise in Small Business Marketing by the end of year 2019.
· Seek out expertise from the local colleges and universities. Work on partnership with local universities by the end of year 2019.
· Partner with corporations that can share their marketing expertise. (Ongoing)
· Update and modernize the Department web- site and social media presence. (Ongoing)
- Encourage corporate partnerships with veteran friendly organizations that have the same values as The American Legion to increase the benefits of being a member.
· Encourage partnering with companies that gives priority to hiring veterans.
· Partner with local Chambers of Commerce (if not politically affiliated)
· Associate corporate name “The American Legion” with all legion programs. i.e. American Legion Boys State, American Legion Baseball American Legion Junior Law Cadet, etc.
To download your copy of the Strategic Plan click here