Organisational & Community Development Case Study - A Transformational Approach
Editors Note: This case study applies to a community based organisation. However, exactly the same principles and approach apply to both communities per se and for profit organisations. Further, the same approach can applied to any systemic issue including such things as implementing an existing plan, cultural reform and sustainability.
Development for One Community Based Organisation
In early 2005, the community based organisation, Macquarie University Sport & Recreation (MUSR) decided that they were fed up with the usual approach to developing strategic plans that make for good door stops but not much else.
They knew that the right approach would somehow engage and develop enthusiasm amongst not only the Board and staff but also other important external stakeholders.
They went in search of a transformational approach that would achieve this and came across an approach called ‘Future Search’.
Community Based Organisational Development - Pre Planning
The Future Search approach is based on over 60 years of management theory and practice and recognises that the best way to effect change is a large group meeting of a cross section of all relevant stakeholder groups (known as the ‘whole system’).
1. Purpose – unlike some other situations, the purpose in this case was clear – to develop a strategic plan for MUSR.
2. Outcomes – desired outcomes were agreed as follows:
- An abundance of new ideas and initiatives
- Total agreement on the key areas requiring attention
- Working teams and a driver around each area
- A vision for each area
- Action plans for each area and the initiative as a whole
- Engagement and enthusiasm
- Fast implementation
3. Planning Group Members – it was agreed that a Planning Group should be formed representing a microcosm of the ‘whole system’ and including representation from MUSR Board, MUSR staff, Club representatives, students, University staff and external partners.
Community Based Organisational Development - Planning
The Planning Group met over 2 half days and settled on:
1. Stakeholders – Brainstorming of all possible stakeholders
2. Categorisation of possible stakeholders as Essential, Desirable or Optional
3. Invitees – about 80 people representing all relevant stakeholder groups (consistent with the above groups)
4. Needs of Individual Stakeholder Groups – so that those needs could be the focus of marketing so as to maximise the chances of attendance
5. Length of the Event – 8 hours
6. Timing – April 2005
7. Other logistical issues
8. An agenda as follows:
- Key Highlights and Milestones in MUSR (”the Past”)
- Current Trends of Significance to MUSR (“the Present”)
- Imagining the Future Desired By All (“the Future”)
- Agreeing on the Key Components (“the Common Ground”)
- How Were Going to Get There (”the Action Planning”)
Community Based Organisational Development - Forum and Outcomes
About 60 people met in April 2005 for 1 full day.
By the end of the 8 hours, the group had come to total agreement on the key strategic areas which included Governance, Branding, Student Engagement, Sports Relevance, Facilities, Technology and Building Collaboration with External Stakeholders.
Although these reflected the areas that management would have come up with anyway, what was significant was that they were agreed on by literally all 60 people present, thus leading to engagement and commitment to action.
What’s Happened Since?
The measure of the success of any change initiative is not how people feel at the end of it but whether it results in positive action. At the time of writing, it is 2008 and three years is a good period to take stock.
In the words of then MUSR CEO, Deidre Anderson, the achievements since then have been extraordinary and have included:
- Macquarie University wins the 2006 University Games for the first time in its history
- Commencement of construction of a $22 million state of the art aquatic and leisure centre
- Commencement of a unique sports fields master plan including an innovative water management system
- Development of a world class Sports Management Academic Program with involvement of more than 50 of Australia’s leading sports professionals and academics from higher education, TAFE and secondary colleges
- Development of an innovative sports service model that is already on the way to achieving an increase in the participation target from 10% to 50% by 2010
- Engagement of the Sydney Football Club to use the University’s facilities
- Development of collaborative partnerships with local schools and local sporting clubs (eg Eastwood Rugby and Gordon Cricket Club)
- Creation of a broader University organisation (U@MQ) to support students in all aspects (with Deidre Anderson as the CEO of the new organisation).
After Thoughts
There is no way we could have got to where we have without the Future Search approach. Community and organisational leaders need to have the courage to let go of command and control and take this step.” (More from Deidre Anderson in a 2006 testimonial)
Learning for Other Organisations and Communities Seeking to Develop and Change
1. Although used in this instance by a community based organisation, the Future Search approach has been used with equal success by thousands of communities and organisations worldwide.
2. The focus need not be strategic planning. It can be any systemic issue including implementing an existing plan, creating a vision, culture reform, sustainability, etc.
3. This approach involves leaders letting go of command and control. If you are not willing to do that, then you are better off not using this approach.
Learn More About the Future Search Approach
To read more on this approach to Organisational Change and Community Development
To read more about the upcoming Workshop on Changing Organisations & Communities with international facilitators and change agents, Marv Weisbord and Sandra Janoff
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Prestigious Change Workshop
Advanced Meeting Leadership Workshop for Leaders and Consultants, with internationally renowned US authors and consultants Marv Weisbord and Sandra Janoff of Future Search fame. Sydney. October 2008. Large discounts for first 20 registrants! » More details
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