No Dust

Abstract

Imagine a better world created through better water, where public health and the environment are protected and where the public trusts its water systems without question. This future is inspired by innovation, a global perspective, and a diverse workforce shaping water's future.

I think you will like AWWA's new 2030 strategic plan, which was adopted this past June by AWWA's board of directors. It frames AWWA's vision, mission, and core principles, and it sets goals and strategic objectives to be completed by 2030. This plan includes short-term goals and objectives that support the Water 2050 strategy.

Two of the most important aspects of AWWA's consecutive string of strategic plans are that they are used and that they are useful. I am sure you can name examples of strategic plans that are carefully developed and adopted, only to sit on a shelf collecting dust. That is not the case for AWWA.

Here is how AWWA keeps the dust off its strategic plan. First, we recognize that this is the board's road map of where AWWA needs to go for its members. Second, members help develop the plan. As staff, we use it to create annual staff business plans, which identify operational actions that support the strategic plan's objectives. Finally, each action includes a description, an accountable leader, a deadline for deliverables, and a status tracker. In this final step, the AWWA board receives status updates throughout the year. Collectively, these steps keep the board and staff aligned on the elements and progress of the strategic plan.

It took 10 months to develop AWWA's 2030 strategic plan. Past president David Rager and current board member Keisha Thorpe formed a Strategic Planning Committee consisting of 20 representatives from Sections, councils, service providers, manufacturers, and the AWWA board and staff. The committee was also supported in various ways by more than 20 other AWWA members and staff. The final approval and adoption of the plan was by the 64 members of AWWA's board.

Reflecting on the plan, David stressed that the new 2030 strategic plan “continues AWWA's vision of ‘a better world through better water,’ the importance of strong collaboration between the association and its Sections, and an intentional focus on the members’ value.” Keisha added that the plan highlights AWWA's role as a leader in the water profession: “This plan speaks to our credibility, our professional content, and representing who we are as water professionals,” she said.

The accompanying table summarizes most of the key elements of AWWA's 2030 strategic plan, but not all of them. You can see them on AWWA's website.

Creating a strategic plan is both exciting and critical. It is exciting to envision the future and the opportunity for AWWA to achieve it. It is critical because it helps AWWA focus on allocating resources and prioritizing initiatives. Ultimately, a clear direction is beneficial and essential for the entire water community and those the water community serves.