December 20, 2006
This is another in a series of occasional ASHA Executive Director updates. These updates are intended to provide ASHA members with a more in-depth view of various National Office teams and clusters, their key member services, and the names and roles of ASHA staff in those units. Information about staff changes and ASHA National Office recognitions/awards is also included.
Many thanks to those of you who have provided feedback regarding the previous updates (posted on the ASHA Web site), or suggestions for future Executive Director updates.
This update focuses on ASHA's Planning Activities
ASHA engages in four major planning activities—the ASHA Strategic Plan 2005-2007, ASHA's Focused Initiatives, Review of Association Trends, and ASHA Program Review.
Strategic Plan
In 2004, the LC approved the ASHA Strategic Plan: 2005-2007 that was designed to provide the important framework within which the ASHA Executive Board (EB), Legislative Council (LC), committees, boards, councils, special interest divisions, and National Office units and staff would function in a coordinated manner to move ASHA toward accomplishment of its desired future. The strategic plan is used to focus and guide the work of the Association and is used by the EB to ensure that it makes decisions that will have an impact on issues of concern to members. The plan includes issues and outcomes related to a) evidence-based practice, b) PhD shortage, c) scope of practice, d) specialized areas of clinical practice, e) exchange of professional information, f) international collaboration, and g) the impact of cultural/linguistic/political differences on service delivery.
Focused Initiatives
In 1998, ASHA initiated a process to identify priority issues of concern to members that the LC and EB could use to determine those issues that needed additional resources. Each year an all member survey is conducted during which members have the opportunity to identify the issues that are of the greatest concern to them. These issues are discussed and ranked by the LC and submitted to the EB. From this list, the EB determines those issues that become ASHA's Focused Initiatives. Based on the desired outcomes identified by the EB, National Office staff teams develop a work plan that includes the strategies to achieve the outcomes. Based on issues identified by ASHA members and ranked by the LC, the EB has determined the following Focused Initiatives for 2007: Evidence-Based Practice, PhD Shortage in Higher Education, Personnel Issues in Health and Education, and Reimbursement in Health and Education.
Super Trends Affecting Associations
As part of its continuing activity to discuss "big picture" issues that affect ASHA members and the Association and inform development of ASHA's Strategic Plan, the EB has been discussing eight super trends affecting associations as outlined in Mapping the Future of Your Association, published by the American Society of Association Executives (ASAE) and the Center for Association Leadership in 2006, and available at http://www.asaecenter.org/files/ImportedFiles/MFYA%20Exec%20Abstract.pdf (PDF format).
ASHA Program Review
In 2003, a Joint Legislative Council and Executive Board Ad Hoc Committee on Program Review developed a plan for completing an annual review of 1/3 of ASHA's programs. Starting in 2004, the Executive Board and Legislative Council have been reviewing 1/3 of ASHA's programs. These have included scholarly journals, standards, ethics, academic affairs, science and research, public relations, governmental relations and public policy, multicultural affairs, continuing education, convention & meetings, professional development, professional practices in speech‑language pathology and audiology, special interest divisions, the ASHA Leader, ASHA Web site, membership services, and governance. As part of the review process, ASHA members are surveyed to get their opinions related to the importance of the program as a benefit of membership, enhancing the ability to serve clients, enhancing the visibility and image of the professions and ASHA, and the importance of the program to the future viability of the Association. Based on information provided by members and by National Office staff for each program, the EB and LC review the program information and make a recommendation to continue as is, alter (reduce or enhance), or discontinue the program. This information is used by National Office staff to determine the allocation of resources for each program.
Future ASHA Planning Activities
ASHA's current strategic plan ends in 2007. As the Association embarked on development of the next iteration of the ASHA Strategic Plan, there was a desire to more effectively align ASHA activities and the ASHA budget with its strategy. To do this, the Executive Board recommended that staff implement the Balanced Scorecard (BSC) (http://www.balancedscorecard.org/basics/bsc1.html) as the planning/management tool used to develop ASHA's Strategic Plan. The BSC is a planning/management system that enables an organization to clarify its vision, mission, and strategy and translate them into action. It provides a model for association performance evaluation that balances measures of financial performance, internal operations, innovation and learning, and customer/member satisfaction. Working through the BSC process enables leadership/management to define those key perspectives that will drive the association to success, as well as to define how to measure them. The BSC provides a clear understanding of the association strategy and how it is supported by the commitment to objectives from various entities within the association. The BSC provides feedback on both the internal business processes and external outcomes in order to continuously improve strategic performance and results. Use of the BSC to develop ASHA's strategic Plan will take place in 2007.
For additional information please contact Stan Dublinske, Senior Advisor for Planning at sdublinske@asha.org.
National Office Staff Updates
The following individuals are new to the ASHA staff since November 2006:
- Jessica Bowen, Research Program Manager
- Tami Melchek, Professional Development Program Assistant
- Agatha Tomasik, Editorial/Administrative Assistant
The following individuals have left ASHA to pursue other opportunities:
- Olu Akinola, Account Manager, Membership & Sales
- Craig Cohill, Receiving Clerk
- Michael Hornbuckle, Account Manager, Membership & Sales
- Nakia Hudgins, Administrative Assistant, Association Governance Operations
- William McCartney, Network Administrator
Recent ASHA and ASHA National Office/Staff Awards
2006 - ASAE Associations Advance America Award of Excellence - ASHA has won the 2007 Associations Advance America (AAA) Award of Excellence from ASAE. The AAA award program recognizes associations and industry partners that advance American society with innovative programs in areas such as education, skills training, standard setting, citzenship, and community service. ASHA was selected for its public education campaign, America: Tuned In Today...But Tuned Out Tomorrow? ASHA is among a group of 15 organizations selected for the honor from a total of nearly 100 that were considered.
Next Executive Director Update – 2006 National Office Cost Saving Measures
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