ASCD has experienced quite an evolution over the past fifty years, and we can be justifiably proud of our contributions and achievements as we celebrate our Golden Anniversary this year. But as times change, so do smart organizations. To meet the demands and challenges of today and tomorrow, we must be prepared to ask the right questions, assimilate new information, and solve unfamiliar problems in unconventional ways. In this column, I'd like to summarize some key developments of the past year and mention several initiatives that we hope will better equip ASCD to meet new challenges and opportunities. I'll do so in the context of the Executive Director's goals for 1992–93 and beyond (printed in bold type), which were recently approved by the Executive Council.
- Integrate planning recommendations from the Strategic Planning Commission, Governance and Member Participation Panel, consultants' reports, and other documents, and develop a comprehensive plan for their implementation.Teams of ASCD officers, members, staff, and others are preparing recommendations on significant initiatives in strategic planning, governance, and headquarters operations. Action on these fronts will chart our course into the next century.During the past year, reports by two consultants on ASCD's organization and headquarters operations have been completed. The Governance and Member Participation Panel has continued to refine its recommendations and strategies.In addition, a Strategic Planning Commission is putting the finishing touches on the new strategic plan to guide ASCD's programs and activities through the year 2000. The planning process has been comprehensive and visionary, and it has involved a broad constituency. The Strategic Planning Commission's work is based on extensive scanning of ASCD's internal and external environment and will be followed by action plans developed by the staff.We will be examining ways to integrate the recommendations of these various groups to create a framework for improving ASCD. A major staff retreat to develop an action plan was held last month, and further steps will be taken through the end of this year and beyond.
- Develop a structure to influence education policy.ASCD staff members are making adjustments to support a more active stance on education issues, in keeping with our strategic plan. Last year, we hired a policy analyst and expanded the role of the public information unit to provide increased opportunities for ASCD. The policy and public information units are currently developing a systematic and proactive approach to the management of education policy issues.
- Develop new systems or refine existing systems within ASCD to promote collaboration (internal and external) and contribute to high-quality products, programs, and services.We have begun to examine alternative organizational plans to better meet member needs. For example, interdepartmental teams are working on such issues as new product development, member service, and information management.
- Develop and implement processes for identifying and serving the needs and interests of members and other constituents.We have undertaken several initiatives to better meet the needs of ASCD members. For example, last year ASCD tested several alternative types of membership. Initial response to these alternatives to Regular or Comprehensive Membership has been positive. Our challenge for the future is to anticipate and meet the needs of both new and longtime members while maintaining ASCD's high quality of services.In addition, a staff-led task group on member retention has developed recommendations to improve our rate of member renewal, which is currently below what we believe is an acceptable level. As a result, we will be exploring recommendations to develop greater differentiation in products and services and to create a communications plan to build Association loyalty during the first year of membership. We are also considering a recommendation from another staff committee that the Association establish a toll-free number for ASCD headquarters.
- Build relationships with other agencies, associations, and organizations.ASCD recently joined with 17 other organizations to help shape the Hawkins-Stafford reauthorization, a major component of federal education programming. ASCD also participates in the National Forum on Assessment, a collaborative effort of several national education associations to support appropriate uses of assessment. In addition, ASCD is involved in all the standards projects, both federal and independently funded; and ASCD has helped develop educational leadership standards to guide colleges and universities offering preparation programs. Last but not least, ASCD is a charter member of the Character Education Partnership.
Other Efforts
In addition to these accomplishments and ongoing projects, two other major developments deserve mention.
Last fall, the Executive Council approved the acquisition of Only the Best: Annual Guide to Highest-Rated Education Software/ Multimedia for Preschool—Grade 12 and Brown's Directories of Instructional Materials, a twelve-volume directory of commercially prepared curriculum materials. These products, along with countless others, make ASCD the most comprehensive single source of information about curriculum and instructional materials.
In addition, we have made some inroads toward articulating what it means for ASCD to be a truly international organization. The Executive Council reaffirmed that ASCD is an international organization and identified five value principles that should guide our international activities (see November 1992 Update). The Council has reached consensus on assumptions that should underlie future internationalization efforts and has developed a well-articulated rationale for why ASCD should be an international organization.
The 21st century is on the horizon. As we sharpen our vision and renew our commitment, we have the capacity not only to change with the times, but to change the times in which we live. I am confident that we will continue to make significant progress in creating a "bright new future" for ASCD.