The American Psychological Association (APA), representing more than 146,000 psychologists nationwide, had long been the authoritative voice for advancing psychological science and practice.
But after a decade of slow growth, competing priorities, and member skepticism, the organization faced a defining moment.
Membership had plateaued. Revenue had stalled. And its outdated strategic plan—untouched for over ten years—was no longer guiding the organization toward impact or alignment.
APA turned to Sequence Consulting to lead a complete strategic planning transformation—one that would restore focus, rebuild trust, and position the association for lasting growth and relevance.
The Challenge: Stagnation and Strategic Drift
APA’s leadership recognized several critical barriers:
Competing priorities diluted focus and impact across dozens of initiatives.
Unclear strategic direction created confusion among staff and volunteer leaders.
Member disconnect fueled skepticism and limited engagement in national efforts.
The need was clear: APA required a new vision and a unifying plan that reflected its members’ priorities and restored confidence in the organization’s leadership.
The Solution: A Transparent, Data-Driven Strategic Planning Process
Sequence Consulting designed a collaborative, evidence-based planning approach to rebuild alignment and engagement at every level of the organization.
1. Building Consensus Through Member Engagement
APA’s new strategy began with its members:
Engaged over 30,000 psychologists through surveys to identify shared priorities.
Conducted open forums and conference calls to communicate progress and invite feedback.
Facilitated listening sessions with diverse member groups to capture perspectives across specialties and demographics.
This open, participatory process built trust and gave members a genuine voice in shaping APA’s future.
2. Leveraging Data for Strategic Clarity
To ensure decisions were rooted in insight, Sequence:
Conducted benchmarking with peer associations and healthcare organizations.
Interviewed external thought leaders to identify key trends affecting psychology.
Used competitor analysis to uncover growth opportunities and best practices.
These insights revealed clear areas of focus and guided APA’s leadership to align around a smaller set of high-impact priorities.
3. Focusing on Alignment and Execution
Sequence led executive and board workshops to translate data and member feedback into a focused, measurable plan.
The resulting framework:
Defined three strategic pillars with clear objectives.
Established accountability metrics for every major initiative.
Created a cadence for ongoing review and adaptation, ensuring agility and relevance.
Streamlining Priorities, Achieving Results
Results: A Blueprint for Growth and Stability
Delivering Results That Matter: The APA’s visionary approach to strategic planning has driven significant membership growth and strengthened financial stability, reinforcing its value to members.
- Membership Milestone: Achieved a remarkable 25% growth in membership, the largest surge the organization has seen in years, coupled with a steady 4.5% annual increase.
- Financial Resilience: Maintained consistent revenue growth of 4.5% annually, even during the unprecedented challenges of the COVID-19 pandemic, underscoring the APA’s fiscal strength.
- Enhanced Member Value: The transformation highlights the increased value delivered to members, showcasing the APA as an indispensable resource and community.
- Attracting and Engaging Members: Strategic changes have likely introduced improved services, tailored resources, and a stronger sense of belonging—key drivers of member recruitment and retention.
Beyond the Numbers: A Renewed Association
The benefits of the new strategic plan extend beyond membership and revenue figures. Psychologists now have a clearer understanding of the APA’s direction and its commitment to serving their needs.
The collaborative approach to strategic planning has fostered a sense of ownership and engagement among members. The APA is now a more efficient and adaptable organization, well-positioned to address the evolving needs of the psychology field.
Key Takeaways for Association Strategic Planning
The APA’s success story offers valuable insights for other associations facing similar challenges. A transparent, data-driven approach to association strategic planning and genuine member engagement can lead to a more focused and successful organization. By prioritizing clear goals and streamlining activities through a well-crafted strategic plan, associations can achieve sustainable growth and better serve their constituents.
To read more about association strategic planning, please see: How to Refine Your Association’s Strategic Plan and Resilient Strategic Planning for Associations.
