2011_LSCU_Strategic_Plan_11_30_10

2011 Strategic Plan

Governmental Governmental AffairsAffairs

EducationEducation CommunicationsCommunications CooperativeCooperativeInitiativesInitiatives

Finance & Finance & AdministrationAdministration

Legislative AdvocacyLegislative Advocacy

Grassroots AdvocacyGrassroots Advocacy

Political Action Political Action FundraisingFundraising

Regulatory AdvocacyRegulatory Advocacy

Compliance & Compliance & Operational SupportOperational Support

Campaign Campaign Involvement Involvement Strategies Strategies

Annual Convention & Annual Convention & ExhibitionExhibition

Conferences & Conferences & WorkshopsWorkshops

Distance LearningDistance Learning

Leadership CouncilsLeadership Councils

Media RelationsMedia Relations

PublicationsPublications

WebsiteWebsite

Multimedia Multimedia InnovationsInnovations

Cooperative Brand Cooperative Brand CampaignCampaign

Membership RelationsMembership Relations

SAS CU Development SAS CU Development & Support& Support

Chapter SupportChapter Support

FoundationsFoundations

Financial Education Financial Education CoordinationCoordination

International International PartnershipsPartnerships

AccountingAccounting

Human ResourcesHuman Resources

Information Information TechnologyTechnology

FacilitiesFacilities

LSCU Core Functions and PrioritiesLSCU Core Functions and Priorities

Core Function: Governmental AffairsCore Function: Governmental Affairs

Priorities:Priorities:

a)a) Legislative AdvocacyLegislative Advocacy –– Develop an Develop an industryindustry--driven, proactive agenda.driven, proactive agenda.

b)b) Grassroots AdvocacyGrassroots Advocacy –– Coordinate Coordinate state and federal grassroots state and federal grassroots lobbying efforts.lobbying efforts.

c)c) Political ActionPolitical Action –– Expand Expand involvement among credit unions involvement among credit unions and increase overall PAC and increase overall PAC fundraising.fundraising.

d)d) Regulatory AdvocacyRegulatory Advocacy –– Coordinate Coordinate state and federal regulatory state and federal regulatory relations and issue communication.relations and issue communication.

e)e) Compliance and Operational Compliance and Operational SupportSupport –– Provide resources to Provide resources to assist credit unions with meeting assist credit unions with meeting their regulatory compliance needs.their regulatory compliance needs.

f)f) Campaign InvolvementCampaign Involvement –– Coordinate grassroots involvement Coordinate grassroots involvement in targeted election campaigns.in targeted election campaigns.

2011 LSCU Core Functions, Priorities and Key Activities

33










44

Key Activities:

1. Develop industry-driven, proactive state and federal legislative issues agenda.

2. Promote passage of LSCU legislative issues agenda items.

3. Communicate issues agenda with an emphasis on its basis and impact on Alabama and Florida credit unions.










55

Key Activities:

1. Develop and implement grassroots lobbying efforts to ensure all districts are well represented at LSCU lobbying events.

2. Garner greater participation in League issued Legislative and Regulatory Action Alerts.

3. Ensure all Chapters hold at least one legislative event per year.

4. Increase participation at all grassroots lobbying events (CUNA GAC, HTH, State GACs, etc.) over 2010 attendance.










66

Key Activities:

1. Promote PAC fundraising with an emphasis on meeting 2011 state and federal goals.

2. Strengthen overall fundraising by establishing political action liaisons at every credit union.

3. Recognize superior PAC fundraising and engage credit unions in peer-to- peer fundraising and promotion of fundraising best practices.









77

Key Activities:

1. Develop and implement a plan that allows direct interaction and communication between LSCU, credit unions and federal/state regulators.

2. Promote a healthy working relationship between credit unions and regulatory agencies.

3. Issue proposed rule summaries, Comment Calls and prepare Comment Letters on all significant regulatory issues.











88

Key Activities:

1. Strengthen content of League InfoSight website. Increase brand awareness and usage.

2. Work cooperatively with Education Dept. to provide credit unions and chapters with expanded compliance training.

3. Increase awareness and usage of Compliance Helpline.


PrioritiesPriorities::








99

Key Activities:

1. Maintain Report Card on key legislative issues for AL/FL Congressional Delegations.

2. Hold candidate school.

2011 2011 KPMsKPMs/Goals /Goals –– Governmental AffairsGovernmental Affairs 20102010YTDYTD

2010 Goal2010 Goal 2011 Goal2011 Goal

AnnualAnnual

CU Participation in Grassroots EventsCU Participation in Grassroots Events

# CUNA GAC# CUNA GAC -- AlabamaAlabama-- FloridaFlorida

AL AL –– 3131FL FL -- 75 75

35354545

40408585

# State GAC# State GAC -- AlabamaAlabama-- FloridaFlorida

AL AL ––NANAFL FL –– NANA

50507575

# Hike The Hill# Hike The Hill -- AlabamaAlabama-- FloridaFlorida

AL AL -- 12 12 FL FL –– 66

12121212

14142525

# Congressional Districts Well Represented DC # Congressional Districts Well Represented DC Lobbying VisitsLobbying Visits -- AlabamaAlabama

-- FloridaFloridaAL AL –– 7 / 77 / 7

FL FL –– 25 / 2325 / 2377

2525772525

# Chapter Legislative Events# Chapter Legislative Events -- AlabamaAlabama-- Florida Florida

AL AL –– 1010FL FL –– 1111

881212

881212

# Political Contacts Identified# Political Contacts Identified -- AlabamaAlabama-- FloridaFlorida

AL AL –– 3535FL FL –– 9090

40405050

5555110110

PAC FundraisingPAC Fundraising

Federal PACFederal PAC -- AlabamaAlabama-- FloridaFlorida

AL $13,258 AL $13,258 FL $70,013FL $70,013

$35,000$35,000$117,294$117,294

$47,000$47,000$124,000$124,000

State PACState PAC -- AlabamaAlabama-- FloridaFlorida

AL $25,089AL $25,089FL $205,318FL $205,318

$20,000$20,000$400,000$400,000

$25,000$25,000$250,000$250,000

# CUs Participating in Fundraising# CUs Participating in Fundraising -- Alabama Alabama -- FloridaFlorida

45455353

85857070

85857070

Presenter

Presentation Notes

Federal PAC Fundraising goals based on 2010 CULAC goals plus 5%

2011 2011 KPMsKPMs/Goals /Goals –– Governmental AffairsGovernmental Affairs 20102010YTDYTD

2010 Goal2010 Goal 2011 Goal2011 Goal

AnnualAnnual

Comment Calls IssuedComment Calls Issued 44 1212 As appropriateAs appropriate

Comment Letters WrittenComment Letters Written 11 1010 As appropriateAs appropriate

CU Compliance TrainingCU Compliance TrainingChapter Compliance TrainingChapter Compliance Training

As appropriate As appropriate As appropriateAs appropriate

Presenter

Presentation Notes

Federal PAC Fundraising goals based on 2010 CULAC goals plus 5%

Core Function: EducationCore Function: Education

Priorities:Priorities:a)a) Annual Convention & Exhibition Annual Convention & Exhibition

(AC&E)(AC&E) –– Provide excellent content, Provide excellent content, pricing, marketing and user pricing, marketing and user experience. experience.

b)b) Conferences & WorkshopsConferences & Workshops –– Provide excellent content, pricing, Provide excellent content, pricing, marketing and user experience.marketing and user experience.

c)c) Distance LearningDistance Learning –– Provide Provide excellent content, pricing, marketing excellent content, pricing, marketing and user experience. and user experience.

d)d) Leadership CouncilsLeadership Councils –– Grow Grow membership and expand into membership and expand into Alabama.Alabama.


1212

Core Function: EducationCore Function: Education







1313

Key Activities:

1. Work to ensure LSCU AC&E exceeds the expectations of attendees.

2. Develop strategies for meeting volunteer and credit union leader conference educational needs.

3. Improve credit union CEO participation levels over last year’s event.

4. Increase overall attendance and vendor sponsorships.

Core Functions: EducationCore Functions: Education







1414

Key Activities:

1. Develop and successfully execute an educational calendar that meets the training needs of credit unions.

2. Work with chapters to schedule regional training sessions on key topics with an emphasis on compliance support.

3. Leverage in-house talent for conferences, workshops, audio sessions and webinars.

Core Function: Education







1515

Key Activities:

1. Expand use of technology to bridge the geographical limitations to offer training to credit unions. Record sessions for archiving on website whenever possible.

2. Improve coordination with educational services provided by CUNA (i.e., CPD online, webinars, conferences, etc.).

3. Look for opportunities to partner with surrounding state leagues to offer distance learning to their credit unions when appropriate.

Core Function: Education







1616

Key Activities:

1. Reinvent Leadership Councils to increase value to both participants and the League/Service Corp.

2. Look for opportunities to hold meetings in conjunction with planned LSCU events (AC&E, Development Conference, etc.).

3. Increase overall participation in Councils.

2011 KPMs/Goals – Education 2010YTD

2010 Goal

2011 Goal

Annual

CU Participation in Events Over Prior Year

% CUs - Alabama- Florida

•Relative to affiliation %

73% / AL CUs64% / FL CUs

have participated in Ed events

Establish Baseline

Increase 5% in each state78% AL69% FL

# CUs - Alabama- Florida

74 AL87 FL

Establish Baseline

78 AL 93 FL

(Inc. 5% ’10 affiliation rate)

Education Objectives

AC&E - AL Attendees & Guests - FL Attendees & Guests - AL CUs represented- FL CUs represented

223 AL462 FL39 AL82 FL

120 AL660 FL Increase 5%

719 attendees

Conferences & Workshops - AL Attendees / FL Attendees - AL CUs represented- FL CUs represented

621 AL / 78 FL 59 AL 20 FL

Establish Baseline

Increase 15% 804 attendees

Distance Learning- AL Participants / FL Participants - AL CUs represented- FL CUs represented

29 AL / 12 FL20 AL9 FL

Establish Baseline

Increase 10%45 webinars registrations

Leadership Council Workshops- AL Participants / FL Participants - AL CUs represented- FL CUs represented

32 AL / 71 FL13 AL36 FL

EstablishBaseline

Increase 10%113 participants

Core Function: Communications

Priorities:Priorities:a)a) Media RelationsMedia Relations –– Expand proactive Expand proactive

opportunities for positive media opportunities for positive media coverage.coverage.

b)b) PublicationsPublications -- Produce contentProduce content--rich rich publications that inform and publications that inform and educate.educate.

c)c) WebsiteWebsite -- Provide access to a Provide access to a functional, highfunctional, high--tech, contenttech, content--rich rich website.website.

d)d) Multimedia Innovations Multimedia Innovations -- Use Use emerging technologies to better emerging technologies to better inform and educate. inform and educate.

e)e) Cooperative Brand CampaignCooperative Brand Campaign –– Implement a statewide image Implement a statewide image campaign for both states.campaign for both states.


1818









1919

Key Activities:

1. Fully execute a proactive media plan around positive credit union statistics, works and programs.

2. Build and maintain strong media contacts in all major markets.

3. Maintain strong relationships with trade publications and look for expanded coverage opportunities.

4. Hold credit union “Media Boot Camp” and PR strategy sessions with credit unions and chapters.









2020

Key Activities:

1. Continue to improve eSignal layout and content with an emphasis on increased awareness and readership.

2. Continue to improve Signal magazine with an emphasis on expanded content, advertising and increased awareness.

Objective: Communications








2121

Key Activities:

1. Ensure website content is always accurate and up-to-date with the goal of being credit unions first source of industry news and information.

2. Work with departments to expand overall content.









2222

Key Activities:

1. Look for opportunities to use technology in publications and website.

2. Produce original audio and video content to be used with the website and other communication channels.

3. Expand social media tools (Twitter, Facebook, etc.) to better inform and educate.









2323

Key Activities:

1. Develop and implement a diversified 2011 cooperative advertising plan for LSCU (TV, radio, digital, social, etc.).

2. Develop and implement a plan to solicit participation and financial support from credit unions and partner organizations.

2011 KPMs/Goals – Communications 2010YTD

2010 Goal 2011 Goal

Annual

Media Relations

# Stories placed in national trade publications 38 6 50

# Stories placed in local markets 18 12 25

Publications

% Increase in readership of weekly eSignal 70% 10% 35%

% Increase in ads for Signal Magazine New KPM New KPM 10%

Website

Increase in usage of LSCU website 1Q – 20,292 views2Q – 24,964 views3Q – 18,500 views

Establish Baseline

20%

#audio podcasts produced by the LSCU 13 Establish Baseline

24

#videos produced by the LSCU 10 Establish Baseline

12

Cooperative Advertising

# CUs Participating in Image Campaign - Alabama - 50 CUs- Florida – 69 CUs

In process 50% 50%

$ Raised for Image Campaign - AL/FL CUs- Other

$2.1M$250k

Core Function: Cooperative Initiatives

Priorities:Priorities:a)a) Membership RelationsMembership Relations –– Develop an Develop an

affiliation retention and recruitment affiliation retention and recruitment strategy with an emphasis on strategy with an emphasis on relationship building. relationship building.

b)b) SAS CU Development & SupportSAS CU Development & Support Provide programs and services Provide programs and services directed at the needs of small asset directed at the needs of small asset size credit unions.size credit unions.

c)c) Chapter Support Chapter Support -- Provide Provide leadership and support leadership and support for chapters and chapter leaders.for chapters and chapter leaders.

d)d) Foundations Foundations -- Provide leadership Provide leadership and management support for and management support for foundations.foundations.

e)e) Financial Education SupportFinancial Education Support -- Position credit unions as strong Position credit unions as strong advocates for consumer financial advocates for consumer financial education.education.

f)f) International Partnerships International Partnerships –– Oversee implementation and act as Oversee implementation and act as liaison between credit unions and liaison between credit unions and WOCCU.WOCCU.


2525

Core Function: Cooperative InitiativesPriorities:Priorities:a)a) Membership RelationsMembership Relations –– Develop Develop

an affiliation retention and an affiliation retention and recruitment strategy with an recruitment strategy with an emphasis on relationship building.emphasis on relationship building.

b)b) SAS CU Development & SupportSAS CU Development & Support –– Provide programs and services Provide programs and services directed at the needs of small asset directed at the needs of small asset size credit unions.size credit unions.

c)c) Chapter Support Chapter Support -- Provide Provide leadership and support leadership and support for chapters and chapter leaders.for chapters and chapter leaders.





2626

Key Activities:

1. Execute an affiliation plan rooted in “The Value of Affiliation” and “Cooperation and Unity.”

2. Develop and maintain LSCU/LSC marketing materials.




c)c) Chapter Support Chapter Support -- Provide Provide leadership and support for chapters leadership and support for chapters and chapter leaders.and chapter leaders.





2727

Deliverables:

1. Provide products and services tailored to the needs of SAS CUs.

2. Arrange forums throughout the year that allow SAS CUs the opportunity to give feedback directly to LSCU senior management.









2828

Key Activities:

1. Plan and execute events that promote open dialogue between LSCU and chapters.

2. Promote adoption of model chapter bylaws in both states.

3. Work closely with Education Department and chapter leaders to ensure training needs are being met and better coordinated.









2929

Key Activities:

1. Combine the three Foundations into one Foundation and name it the “Southeastern Credit Union Foundation.”

2. Create an Executive Director position for the Foundation and hire a seasoned professional.

3. Successfully execute strategic plan for the Foundation.









3030

Key Activities:

1. Provide leadership and support for credit union’s financial education/literacy outreach efforts.

2. Develop and promote an adult specific financial education program.

3. Increase public awareness of financial education/literacy initiatives by working with other departments and chapters to communicate the good works of credit unions to the media and lawmakers.









3131

Key Activities:

1. Reinitiate a successful Costa Rica partnership and coordinate involvement of Alabama and Florida credit unions.

2100 KPMs/Goals – Cooperative Initiatives 2010YTD

2010 Goal 2011 Goal

Annual

Affiliation Rate

% CUs Affiliated - Alabama- Florida

76.15%75.97%

83%78%

80%80%

# Non Affiliated CUs Meet with - Alabama- Florida

2339

2440

2940

Foundations

$ Raised - Alabama- Florida

$14,330$78,514

None TBD

Core Function: Finance & AdministrationCore Function: Finance & Administration

Priorities:Priorities:a)a) AccountingAccounting -- Maintain efficient and Maintain efficient and

effective processes for accounting, effective processes for accounting, internal controls and reporting.internal controls and reporting.

b)b) Human ResourcesHuman Resources –– Advance a Advance a positive work environment and positive work environment and competitive wages/benefits for staff.competitive wages/benefits for staff.

c)c) Information TechnologyInformation Technology -- Implement Implement efficient and effective use of efficient and effective use of technology support for staff. technology support for staff.

d)d) FacilitiesFacilities -- Manage facilities and Manage facilities and major fixed asset strategies in major fixed asset strategies in support of LSCU & Affiliates. support of LSCU & Affiliates.


3333

Core Functions: Finance & AdministrationCore Functions: Finance & Administration







3434

Key Activities:

1. Analyze key components of the financial systems of the League & Affiliates and develop processes to standardize and improve workflow among department staff.

2. Implement new budgeting system that makes it an effective tool for management and policymakers.








3535

Key Activities:

1. Improve goal setting, accountability and performance evaluations.

2. Review employee benefits and make recommendations for improvements and/or cost-savings.

3. Investigate establishing a wellness program for staff.

4. Improve current hiring and orientation process that clearly delineates roles.

5. Develop and implement internal training, team building and other social activities for staff.

6. Conduct all staff climate survey during first quarter.

Core Functions: Finance & AdministrationCore Functions: Finance & Administration







3636

Key Activities:

1. Create one centralized member contact database that meets the needs of LSCU and staff.

2. Research and make recommendations on technology upgrades to meet the needs of LSCU and staff.

3. Develop and implement “ticketing” system for tech support requests.








3737

Key Activities:

1. Research and provide recommendations on possible efficiencies and enhancements to Birmingham and Tallahassee offices.

2. Manage other fixed asset expenditures (i.e., cars, etc.) that are effective and cost efficient.

Core Core Function: OrganizationalFunction: Organizational Culture & ClimateCulture & Climate

Priorities:Priorities:a)a) InterInter--organization Integrationorganization Integration ––

Implement strategies to ensure Implement strategies to ensure good internal collaboration. good internal collaboration.

b)b) Effective MeetingsEffective Meetings –– Revamp Revamp processes for effective and efficient processes for effective and efficient MT meetings.MT meetings.

c)c) Effective CommunicationEffective Communication –– Develop Develop and communicate a compelling and communicate a compelling integrated vision to staff. integrated vision to staff.

d)d) Effective Recognitions and Effective Recognitions and TeambuildingTeambuilding –– Expand staff Expand staff recognitions and teambuilding.recognitions and teambuilding.

e)e) Improve CEO/Staff ConnectionImprove CEO/Staff Connection –– Implement programs for better Implement programs for better communication between CEO and communication between CEO and departments that emphasizes departments that emphasizes feedback.feedback.

2011 Organizational Culture/Climate Priorities and Key Activities

3838

Organizational Culture & ClimateOrganizational Culture & Climate








3939

Key Activities:

1. Promote greater collaboration between departments as well as Birmingham and Tallahassee offices.

2. Utilize video conferencing and other technologies to improve collaboration and teambuilding.







e)e) Improve CEO/Staff ConnectionImprove CEO/Staff Connection –– Implement programs for better Implement programs for better communication between CEO and communication between CEO and department that emphasizes department that emphasizes feedback.feedback.


4040

Key Activities:

1. Streamline Management Team Meetings & Strategic Plan tracking.

2. Whenever reasonable, empower Management Team to have more flexibility and responsibility in execution of plan priorities and key activities.









4141

Key Activities:

1. Improve quarterly All-Staff FYIs to maximize effectiveness.

2. Establish Staff Intranet and create processes for staff idea sharing.

3. Research establishing a CEO/Staff Blog.









4242

Key Activities:

1. Fine tune quarterly staff recognitions and develop year-end awards program.

2. Develop a success sharing program that recognizes and rewards staff for exceptional performance.

3. Hold social activities and other teambuilding exercises that promote organizational synergy.









4343

Key Activities:

1. Expand departmental “brown bag” lunches.

2. Look for other opportunities to interact with MT/staff.

2011 Strategic Plan

2011_LSCU_Strategic_Plan_11_30_10

Documents

grassroots involvement

federal grassroots state

federal regulatory state

credit unions involvement

federal regulatory relations

regulatory compliance

operational compliance

overall pac