View From HQ - 2010/09
Last month, readers of "View From HQ" will remember, I began presenting the newly adopted Strategic Long Range Plan (SLRP). I covered the introduction, including the executive summary and why the SLRP was developed.
The next section of the SLRP presented the AMA Mission statement. This is on page 5 of MA, and, for the sake of space, is not reprinted here.
In developing a realistic SLRP, one has to take a hard look at the strengths, weaknesses, and opportunities of the organization and the threats to it. In planning exercises, this is known as SWOT.
I'll continue this month's installment of the SLRP with the SWOT of AMA.
Strengths, Weaknesses, Opportunities, and Threats
Recognizing the strengths, weaknesses, opportunities, and threats of the Academy is key in planning for its future. Building on its strengths, recognizing and correcting the weaknesses, as well as expanding on its opportunities, will ensure an efficient use of the Academy's resources in achieving both its vision and mission statements.
Identifying the potential threats that exist in the ever-changing world of the modeling community will aid the Academy in being prepared to be either active or reactive when necessary.
Building on the information gleaned from the SWOT process, the Objectives of the 2010 Strategic Long Range Plan and Key Result Areas were developed.
Objectives of the 2010 Strategic Long Range Plan
Volunteer-governed organizations, such as the AMA, need a plan to guide them in focusing on long-term goals for the advancement of the organization. The very survival of any organization is dependent upon strong, focused leadership deciding the course and actions of the organization. Conveying this road map of the future to the membership, staff, and the public is the purpose of the 2010 SLRP. An essential tool in seeking support for the organization in all aspects of fundraising is being able to communicate our future directions and goals.
Key Result Areas
Five key areas of focus were identified early in the process as a result of a membership survey conducted in 2007 and the deliberations of the Executive Council. Not ranked in any order, they are:
- Education
- Marketing
- Government
- Membership
- Flying Sites
Environmental Snapshot
The economic environment facing the AMA, the nation, and the world changed dramatically during the development of the 2010 SLRP and will continue to fluctuate during the execution of this plan. Therefore this document must remain flexible to accommodate this changing environment.
General
- The Academy has been in a declining membership trend since its all-time high of 173,000 members in 2002 to a membership of 142,000 in 2009.
- The Federal Aviation Administration’s rulemaking efforts regarding small unmanned aircraft systems (sUAS) and their impact on the model aviation community are unknown at this time.
- Even the awareness of model aviation with the proliferation of low-cost, entry-level electric aircraft into the modeling community has not resulted in an increase in membership.
- Loss of flying sites continues to be the main concern of the membership.
Targets
- Identifying the true target audience market has been elusive.
- Although marketing programs continue to be successful with seniors, other targeted audiences, especially the youth group, have not translated into an increase in youth membership.
- Local governments (county and city) have been receptive to flying programs on public property when presented at national and state events.
- Awareness of model aviation at full-scale air shows has increased.
I will continue with more of the SLRP in my next column.
For some members, the flying season of 2010 will be winding down in the next month or so; for others, the temperature will be a little more comfortable at the flying site as fall and winter approach. An important aspect of this part of the AMA year is its annual officer elections. In a few weeks you will receive your 2011 dues invoice. Included is a ballot to vote for the position of AMA president and for your district vice president if you live in Districts I, V, X, or IX. I encourage you to become an informed voter and participate in the election process.
In the spirit of flight.
Jim Cherry Executive Director [email protected]
Transcribed from original scans by AI. Minor OCR errors may remain.
