Strategic Development in Students' Unions

On 20 May 2024, the Crowe Consulting team were invited to host a workshop at the Association of Students' Union Administrators (ASUA) Annual Conference. ASUA is a not-for-profit educational professional network that brings together the Students' Union, Student Centre, Student Engagement, Student Activities and Student Life professionals from educational institutions across the island of Ireland.

This gathering, Celtic Connections 2024, was based at Dublin City University and brought together delegates from Ireland and Scotland. This is based on the tradition of education and shared learning between the two countries. The aim of the conference is based on a common purpose in both jurisdictions, to enhance the student experience and to nurture and support the next generation of leaders.

The title of our session was Developing Strategy – From Step One to Completion. Our objectives were to:

• understand why strategic planning is important;
• outline what a strategic plan might look like; and
• help Students' Unions start thinking strategically.

What we do

As part of this session, we examined case studies of previous projects we have worked on for Students' Unions. These projects included a variety of approaches tailored to the individual organisations' needs, including strategic planning, development planning, trusteeship establishment support and membership surveying. These initiatives have enabled the Unions to gain a better understanding of their priorities for the future.

Furthermore, this list of projects highlights that in recent years, a number of Students' Unions have begun to recognise the importance of strategic planning within the sector.

We also examined the approach and toolkits that we regularly deployed in successful strategic planning exercises and discussed the benefits of strategic planning via an external party, including an objective and experienced approach which leads to more impartial and rational strategic choices.

Importance of strategic planning

Strategic planning is crucial for all organisations as it establishes a clear mission, vision and goals for them to pursue. It aids in setting priorities and aligning resources to achieve specific objectives. Moreover, it enables organisations to anticipate and prepare for future challenges and opportunities. Ultimately, a strategic plan provides a clear roadmap for the organisation's future.

This is particularly relevant for strategic planning in Students' Unions. Due to their structure and work, SUs are highly volatile organisations that experience annual changes in their leadership teams. This frequent leadership turnover can make medium-to-long-term planning difficult in the absence of a comprehensive strategy.

Key insights

Throughout the session, a number of key points were identified for Students' Unions embarking on their strategic planning journey. These insights included:

• Recognising the importance of strategy: Strategic planning is vital across all sectors. It ensures organisations have a clear direction and are well-prepared to achieve their goals.
• Including membership input: It is essential to incorporate the perspectives and inputs of the membership of the Union when formulating a strategic plan. Engaging members in the planning process ensures that the plan reflects their needs and aspirations, fostering a sense of ownership of and commitment to the SU's goals. Furthermore, the membership should be regularly updated on the progress of the strategic plan to ensure accountability.
• Shortening strategic planning timespans: Traditionally, strategic plans spanned five years, but there is a growing preference for shorter, three-year plans. This shift reflects the need for greater flexibility and responsiveness to rapidly changing environments, allowing organisations to adapt more quickly to new challenges and opportunities.
• Adapting to unexpected events: Effective strategic planning equips Students' Unions with the ability to adapt to unforeseen events and challenges. By anticipating potential disruptions and preparing accordingly, SUs can ensure they have the necessary resources and strategies in place to respond effectively.
• Balancing breadth and specificity: Strategic plans must be broad enough to align with the goals of elected sabbatical teams, yet specific enough to be actionable within the decided timespan. This balance maintains focus and continuity across different leadership terms.
• Clear implementation plan: This is crucial for SUs executing a strategic plan. It should outline steps, resources and timelines needed to achieve the strategic goals, guiding the organisation's efforts and tracking progress effectively.

Crowe's consulting department has extensive experience helping and advising clients in Ireland across diverse sectors, from multinational organisations and major public bodies to local businesses and not-for-profit entities. To find out how you can make smart decisions that provide lasting value for your business, contact us today.