For years–decades, even–the triumvirate of “mission, vision, values” has reigned as the core of strategic planning for non-profits. Putting a plan together often meant starting with those three elements and then endlessly word-smithing them into the appropriate degree of institution-speak.
But it is time for a change, especially for organizations focused on the arts and culture.
What is missing is an articulation of “service”: how an organization will activate those three other elements–mission, vision, and values–and make good on its ability to serve its audiences.
As a society, we are long past the point where audiences see themselves as mere consumers of cultural offerings provided by others. Today’s audiences are participants, with a stronger role in creating and validating the programs they choose, beyond simply purchasing tickets for them. Moreover, audiences increasingly gravitate towards those institutions, programs, and activities that welcome their new modes of engagement and that offer greatest flexibility around how they choose to engage. Those points of engagement may be driven by technology, but are not necessarily; technology is only a tool to support an organization’s customer service, not a replacement for good service itself.
In an age in which there are a million and one distractions beeping in a person’s pocket, and another million distractions prepared to offer you free or low-cost entertainment right from the comfort of your couch, it is no longer enough to think that organizations can reserve “service” areas as something to be addressed tactically, programatically. Any (arts) organization that wants to maintain or grow its audience needs to start thinking at the highest levels about its customer service experience. The organization must be prepared to speak to its goals, strategies, and tactics from the perspective of those customers–no longer just from the perspective of the organization’s presumptive mission, vision, and values.