By Ashley Amidon
Executive Director,
International Wood Products Association,
Alexandria, VA
(703) 820-7807 (c)
www.iwpawood.org
To many outside the association world, it might seem an odd time to roll out a new strategic plan. Our industry is, after all, in a time of profound uncertainty and upheaval, and with trade policy changing daily and sometimes hourly, it might seem odd to put forward a plan for the next few years.
But that would be to misunderstand the goal of a strategic plan. It isn’t an exact roadmap of what an association will do, step by step, but rather a guiding document that helps staff, leadership, and members understand exactly who we are and where we’re going. It is an engine powering and a map guiding the work of an association. A plan takes a long time to develop, but once approved, it provides both a strong vision for the future and good guardrails for the present. Strategic plans guide the Board and association staff, and they ensure that the members have a voice in where an association is headed.
IWPA was extremely overdue for a new strategic plan. Our last plan was put together when I was at the association previously… in 2013. And I think we can all agree that the industry has changed a great deal since then. IWPA started this process almost a year ago, beginning with a survey of current and former members. That anonymous data was presented to the IWPA Board, who then took that and with the help of an outside facilitator, worked for several days last fall to craft a draft, which was then further refined by a taskforce over the holidays, before finally being approved at our annual World of Wood in March. I share this process not only because it demonstrates the deep commitment IWPA leadership has to incorporating a wide range of viewpoints, but also because it illustrates that this plan is not reactionary. It was developed with the input of many voices and is set to take IWPA into a successful future.
Strong strategic plans are designed to be flexible, to allow for associations to encounter unknown circumstances and still grow and adapt. Below you will find our new Vision, Mission and Who We Are statements:
Who We Are: North America’s leading trade association advocating for the growth and acceptance of responsible, ethical, and sustainable forest products sourced globally while supporting communities, trade, and consumers.
Vision Statement: A trusted industry association that supports a more sustainable world through responsibly sourced forest products.
Mission Statement: IWPA serves as the trusted global resource for professionals, policymakers, and users of forest products by:
- Advancing policies to support sustainable forest stewardship
- Developing education to nurture industry knowledge and expertise
- Cultivating a community to promote forest resources and employment
These statements help drive our three-year vision, and I am confident that it reflects both the long history of IWPA as well as our future.
So yes, times are uncertain, and yes, policies change often. But I am confident in IWPA’s ability to remain flexible, while still standing for our principles.
