September 25, 2012
CFA Society of Washington DC
Strategic Plan
Three Year Strategic Plan – FY2013-FY2015
• CFAW Mission:
"Advance members' professional success and the interests of the Washington, DC
financial community.”
• CFAW Vision:
"The CFA Society of Washington, DC and its members are influential leaders in the
global investment community who are respected for their knowledge,
professionalism, and integrity."
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Three Year Strategic Plan – FY2013-FY2015
Programs
Finance
Outreach
Candidate
Education
Sponsorship
3 Chairs
3 Board Members
3 Chairs
2 Chairs
1 Chairs
FY2013:
May Ng
Camille Alexander
Claire Emory
FY2013:
Vipin Sahijwani
Janna Laudato
Brian Sharpe
FY2013:
Phil English
(university)
Anna Martinez
(employer)
Janna Laudato
(community)
FY2013:
Phil English
Stuart Cohen
FY2013:
Brad Neumann
FY13 Members:
More than two
dozen volunteers
FY13 Members:
Lijian Fang
Anna Martinez
FY13 Members:
Camille Alexander
FY13 Members:
Shep Buckman
Katie Fleiss
Gordy Hill
Adrian Kutko
Sunil Reddy
FY13 Members:
Janna Laudato
Vipin Sahijwani
Ann McGuire
• Audit
• Investment
Policy
• Monitor budget
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• Exam Prep
• Scholarships
• Sponsor
Relationships
• Sponsor Packages
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Prof. Ed
Networking
Training
Career
University
Community
Employer
Regulatory
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Three Year Strategic Plan – FY2013-FY2015
Communications
Membership
Human
Resources
Advocacy
Advisory Board
1 Chair
1 Board Member
1 Chair
1 Chair
1 Chair
FY2013:
Melissa Loesberg
FY2013:
Brian Sharpe
FY2013:
John Greenberg
FY2013:
Vipin Sahijwani
Leigh Talbot
FY2013:
Ann McGuire
FY13 Members:
FY13 Members:
Melissa Loesberg
Victor Krasij
FY13 Members:
Anna Martinez
Ann McGuire
Kathy Neumann
FY13 Members:
Phil English
Janna Laudato
Anna Martinez
FY13 Members:
Hilda Ochoa
Brillembourg
Frank Hatheway
Ellen Safir
Peter Tanous
• Find sponsors
for members
• Membership
growth
• Compensation
and HR policies
• Best practices
• Outreach
• Awareness
• Financial
markets
regulation
issues
• Board advice
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Newsletter
E-blasts
Social Media
Website
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Three Year Strategic Plan – FY2013-FY2015
Strengths
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Size of membership
and demographics
Program Committee
Sponsor support
Engaged Board
Operating surplus
Sizeable reserves
CFAI support
Key partnerships
Successful past RC
events
Weaknesses
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How to leverage
Strengths:
• Better engage
members
• Continue strong
program lineup
• Manage sponsor
relations
• Maintain fiscal
prudence
• Utilize CFAI resources
• Connect with young
members via
technology
• Increase student
contact
• Leverage free venues
Technology – event and
student member
registration
Understaffed
CFAW public awareness
New at managing staff
Low membership growth
Underutilized Jobline
Undeveloped Employer
“Champion” program
University Outreach
(outside of RC)
Underutilized social media
Average career program
How to overcome
Weaknesses:
• Explore new technologies
• Hire support staff
• Develop a multi-year
awareness strategy
• Engage the press
• Create effective HR comm
• Re-establish Membership
Comm. & strategy
• Market Jobline and
explore Boxwood
opportunities
• Create ‘Champion list”
and assign volunteers
• Build volunteer base
• Explore other societies’
best practices
• Enhance career programs
Opportunities
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Leverage DC market
Public, university and financial
regulator outreach
Additional training programs
Membership growth
Improved member satisfaction
Increase number of sponsors
Increase job postings
Improve website & social
media
Increase employer awareness
Growth from interested
students
Partnerships
How to exploit Opportunities
• DF Conference/advocacy
• Refine outreach plans
• Develop membership growth
strategy
• Membership satisfaction
survey
• Develop sponsor and
community outreach strategy
• Enhance Employer Outreach
via “Meet CFAW” events
• RIA career event
• Revise website/improve
content
• Increase social media contact
• Visit local universities
• Invite press to events
• More coordination between
sponsorship and EO comms
Threats
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Key person risk
Member satisfaction
Competition from other
professional associations
Economy - not conducive
to employer
reimbursement of
dues/event fees nor to
obtaining sponsors
How to mitigate Threats:
• Develop succession and
back-up plans
• Board back-up
responsibility of certain
ED functions
• Documentation of office
operations
• Increase transparency
• Engage Past
Presidents/Directors
• Enhance volunteerism
across all committees
• Exceed members’
expectations on quantity
and quality of programs
• Grow event sponsorship
to subsidize costs with no
increase in fees
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Three Year Strategic Plan – FY2013-FY2015
Objectives
Membership
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Growth
Satisfaction
Engagement
Awareness
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Public
Regulatory
University
Sponsor
Training
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Seminars
Continuing Education
Administration
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Improve operating efficiency
Human Resources Committee
Succession and Back-up Plans
Governance
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Three Year Strategic Plan – FY2013-FY2015
Membership (see Committee Plan for details)
Initiatives
Timeframe
Tasks/Milestones
Accountability
Grow membership
6 months
Review Siebel reports for
lapsed, non-members &
candidates & do outreach
Encourage membership in eblasts
6% growth per annum
6% growth per annum
Membership and
Communications
Committees & staff
Consider member-only benefits
Review survey results
Improve messaging
Welcome package
New member follow up (Buddy
Program, ribbons on badge,
emails and calls, other TBD)
Improve survey score each
year
Membership Committee,
Board & staff
Evaluate % of members who
attend events
Diversify event times and
locations
ID uninvolved members and
reach out in a targeted way
Collaborate with E.O.
Re-assess engagement %
Identify new team members
Programs, Employer
Outreach and
Membership
Committees & staff
1 year
2 years
Increase member
satisfaction
6 months
1 year &
2 years
Increase member
engagement
6 months &
1 year &
2 years
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Three Year Strategic Plan – FY2013-FY2015
Awareness (See Committee Plans for Details)
Initiatives
Timeframe
Tasks/Milestones
Accountability
Public Outreach
6 months
Non-profit volunteerism
opportunities, including
Investment Committees
Issue press releases as
necessary & appropriate
Liaise with CFAI on their efforts
vs. local efforts
Other public events and
advertising TBD
Community Outreach
Committee & staff
Dodd Frank Conference
Explore CFAI discounts for
regulator employees
Meet CFAW events onsite – one
by year-end.
Measure new membership
follow-through
Another targeted career event
Advocacy Committee,
Employer Outreach
Committee & staff
Outreach for Research
Challenge (RC) & membership
Enhance RC as marquee
Meet CFA presentations
University Outreach
Committee & staff
Cultivate relationships
Sponsorship kickoff meeting
Obtain 5 more sponsors p.a. &
convert 50% of golf sponsors
to event sponsor or higher
Sponsorship Committee
& staff
1 year &
2 years
Regulatory Outreach
6 months
1 year &
2 years
University Outreach
6 months
1 year & 2 years
Sponsor
6 months
1 year &
2 years
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Three Year Strategic Plan – FY2013-FY2015
Training (See Committee Plans for Details)
Initiatives
Timeframe
Tasks/Milestones
Accountability
Additional Seminars
6 months
Survey members and
employers on needs
Add non-WSP trainings (2-3
new over 12 months)
Staff & Education &
Programs Committee
1 year
2 years
Continuing Education
Credits
6 months
Liaise with CFAI on process and
develop internal procedure for
support staff to follow
Staff & Education
Committee
Board Training
6 months
Explore Board leadership
training options and costs,
possibly develop in-house,
explore CFAI resources
Consider multi-platform
(webinar, other) resources and
Board-Only section of website
Staff
Ask top volunteers to
participate, leverage CFAI and
ASAE resources, advertise
volunteer and training
opportunities via e-blasts and
web – measure increase
Volunteer profiles, training ads
and easy sign-up in
newsletters
Update training offerings
annually
Staff & Committee
Chairs
1 year &
2 years
Volunteer Training
6 months
1 year & 2 years
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Three Year Strategic Plan – FY2013-FY2015
Administration
Initiatives
Timeframe
Tasks/Milestones
Accountability
Improve operating
efficiency
6 months
Operational Review by yearend
Hire support staff
Evaluate membership, event
and CRM options by year-end
Re-assess technology adequacy
and needs annually
Staff
Support position description to
HR Comm. by end-July
HR Committee to meet and
provide guidelines by end Sept.
Ongoing HR Comm. Review
Staff, HR Committee
Develop support staff to be
able to takeover in emergency
Train Treasurer and Secretary
on relevant platforms.
Ongoing updates to back-up
plans
Staff, Treasurer,
Secretary
Review bylaws compliance with
DC non-profit code and privacy
policy. 5 Board members to
sponsor amendments
Review legal representation
Review compliance annually
Board, Ann McGuire,
Staff
1 year
2 years
Establish Human
Resources committee
6 months
1 year &
2 years
Develop succession and
back-up plans
6 months
1 year &
2 years
Governance
6 months
1 year & 2 years
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Three Year Strategic Plan – FY2013-FY2015
Ongoing Initiatives (See Committee Plans for Details)
Initiatives
Timeframe
Tasks/Milestones
Accountability
Programs
6 months
Diversify location and timing
Continuing Ed credits
Re-assess member
participation results
Programs Comm.
Build out and expand as
marquee event
Re-assess outreach results
University Outreach
Comm.
Education Comm.
1 year & 2 years
Meet or exceed past Schweser
and mock exam participants
Add new training
Re-assess education results
Communications
6 months
1 year & 2 years
Engage the press
Improve website/social media
Communications Comm.
Finance & Management
6 months
1 year & 2 years
Engage auditor
Re-assess Investment Policy
Finance Committee,
staff
Employer and Society
Volunteer Outreach
6 months
1 year
Plan 2 meet CFAW events
Add 1 regulatory and 1 private
sector by year-end
Explore regulator discounts
Increase Jobline postings
Add new targeted career event
Increase Society volunteers
4 meet CFAW events per year
Outreach to top 25 employers
via multiple platforms
Employer Outreach
Comm., staff
1 year & 2 years
Research Challenge
6 months
1 year & 2 years
Candidate Education
6 months
2 years
Staff
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Three Year Strategic Plan – FY2013-FY2015
Summary of Objectives by Committee
Programs
Finance
Outreach (University,
Education
Sponsorship
Increase event
attendance
Engage
Auditor
UO: Expand Research
Challenge
Outreach for RC and
membership
Meet or
exceed past
Schweser and
BSAS results
Cultivate and nurture
relationships
Continuing
Education credits
(with staff & Ed.
Comm)
Re-assess
Investment
Policy
EO: Two meet CFAW
events by year-end and
then 4 per year
Explore CFAI discounts
for regulatory employees
Add new targeted career
event
Outreach to top 25
employers
Re-assess
results at
year-end
Hold sponsorship
kick-off meeting
CO: Volunteerism
Press releases
Other public events and
advertising TBD
Explore
additional
seminars
Obtain 5 new
sponsors each year
CE credits
Convert 50% of golf
sponsors to event
sponsors or higher
Re-assess member
participation at
year–end
Employer & Community)
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Three Year Strategic Plan – FY2013-FY2015
Summary of Objectives by Committee
Communications
Membership
Human
Resources
Advocacy
Advisory Council
Engage the press
Grow membership
by 6% per annum
via outreach
Meet and provide
HR guidelines by
end-Sept to
include staffing
and compensation
Oversee Dodd
Frank
Conference and
other Outreach
efforts
Engage Advisory
Council more
regularly
Improve website
Increase member
satisfaction
Draft contracts
and templates for
performance
evaluation
Increase social
media usage
Increase member
engagement
Ongoing HR best
practices and
policy reviews
Administration Objectives:
• Operational review by year-end
• Improve operating efficiency – technology & processes
• Recruit support person
• Develop back-up plans
• Support for all committees
• Board and Volunteer training
• Governance review
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FY 2013 Action Plan
Committee
Programs
1Q
Ongoing events
Finance
2Q
Ongoing events
Plan Annual Dinner
3Q
4Q
Ongoing events
Annual Dinner
Ongoing events
Complete audit
Review investment pol.
Outreach
Meet CFAW Event (EO)
Meet CFA (UO)
Contact 10 schools for
RC
Database of student
orgs
Explore advertising
Meet CFAW Event
Meet CFA (UO)
Explore regulator
discounts
RIA career event
RC as marquee/press
Press releases
Meet CFAW Event
Meet CFA (UO)
Top 25 outreach
Measure Jobline
RC as marquee/press
Press releases
Public interest event
ID volunteer opps
Meet CFAW Event
Meet CFA (UO)
Press releases
Candidate Education
Schweser
Mock Exam
Survey on training
Add non-WSP training
Mock Exam
Host “quiet room”
Hold kick-off meeting
Enhance database
Convert 50% golf
sponsors
Obtain 5 more sponsors
Ongoing social media
& press engagement
Ongoing social media &
press engagement
Sponsorship
Communications
Ongoing social media
Invite press to events
Ongoing social media
Membership
Outreach to lapsed,
non-members and
candidates
Improve membership
messaging
Member-only benefits
New and inactive
member follow up
Review attendance
Collaborate with EO
ID team members
Human Resources
Compensation/hiring
decision
Employee contracts
Perf. evaluation form
Best office practices
Perf evaluation
DF Conference
SEC event
Advocacy
Review satisfaction
survey results
Reassess attendance
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FY 2014 Action Plan
Committee
Programs
1Q
Ongoing events
Finance
2Q
Ongoing events
Plan Annual Dinner
3Q
4Q
Ongoing events
Annual Dinner
Ongoing events
Meet CFAW Event
Meet CFA (UO)
RC
Meet CFAW Event
Meet CFA (UO)
Complete audit
Review investment policy
Outreach
Meet CFAW Event
Meet CFA (UO)
Meet CFAW Event
Meet CFA (UO)
RC
Candidate Education
Schweser
Explore new training
Mock Exam
Sponsorship
Ongoing nurturing
Ongoing nurturing
Ongoing nurturing
Obtain 5 more sponsors
Communications
Ongoing social media &
press engagement
Ongoing social media &
press engagement
Ongoing social media &
press engagement
Ongoing social media &
press engagement
Membership
Outreach to lapsed,
non-members and
candidates
New and inactive
member follow up
Review attendance
Human Resources
Advocacy
Mock Exam
Review satisfaction
survey results
Reassess attendance
Performance evaluation
Annual regulatory event
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FY 2015 Action Plan
Committee
Programs
1Q
Ongoing events
Finance
2Q
Ongoing events
Plan Annual Dinner
3Q
4Q
Ongoing events
Annual Dinner
Ongoing events
Meet CFAW Event
Meet CFA (UO)
Meet CFAW Event
Meet CFA (UO)
Complete audit
Review Investment
Policy
Outreach
Meet CFAW Event
Meet CFA (UO)
Meet CFAW Event
Meet CFA (UO)
Candidate Education
Schweser
Mock Exam
Sponsorship
Ongoing nurturing
Ongoing nurturing
Ongoing nurturing
Obtain 5 more
sponsors
Communications
Ongoing social media &
press engagement
Ongoing social media &
press engagement
Ongoing social media &
press engagement
Ongoing social media
& press engagement
Membership
Outreach to lapsed,
non-members and
candidates
New and inactive
member follow up
Review attendance
Human Resources
Advocacy
Mock Exam
Review satisfaction
survey results
Reassess attendance
Perf. evaluation
Annual regulatory event
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Monitoring and Implementation
Monitoring
• Board Oversight – At monthly meetings
• Committee Plans – First due by Tuesday August 14, 2012
• Mid-Year Reports – First due by Wed. January 9, 2013
• Year-End Reports – Due by mid-June 2013 before last FY13 Board
Meeting
Implementation
• Board level – Advisory role
• Committee level – Action plans
• Administrative level – Execution assistance
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