Take Charge of Your Card Program’s Future: Strategic Planning 101

Take Charge of Your Card Program’s Future: Strategic Planning 101

Strategic planning may sound intimidating, but as Emily Decker, Director of the GWorld Card Program at George Washington University, reminded us in the NACCU webinar, it is one of the most practical tools you can use to guide your card office. Instead of constantly reacting to problems and surprises, a good strategic plan helps you move from survival mode to proactive leadership.

Why Strategic Planning Matters

When Emily stepped into her role as director in 2019, she quickly realized that without a plan, it was easy to feel overwhelmed. The pandemic, staffing challenges, and new technologies all arrived at once. What made the difference was learning how to outline priorities, make tough choices, and focus her team’s energy on what mattered most.

A strategic plan, Emily explained, does not need to be a glossy binder or consultant-built report. It can be as simple as a living document in Google Docs or even a whiteboard. The goal is clarity, not perfection.

Step One: Brainstorming

The process begins with brainstorming. Emily encourages leaders to set aside dedicated time, involve their teams, and connect with peers across campus and within NACCU. Key questions to ask include:

• If money were no object, what would you change?
• What are the must-do projects handed to you by leadership?
• Where are your pain points and inefficiencies?
• What vulnerabilities could create risk for your office?

Brainstorming is not just about generating ideas. It is also a chance to build buy-in from your team and align around common goals.

Step Two: Do Your Research

Once you have a list of ideas, research is the next critical step. Emily stressed that leaders must know how much a project will cost, what people and resources it requires, and whether leadership approval is needed. She shared how her office waited to implement mobile credentials until her team was large enough to take on the workload. Breaking down long-term goals into smaller steps is key to moving forward.

Step Three: Prioritize

Not all projects can happen at once. Emily recommends aligning your priorities with broader university goals, such as improving the student experience or enhancing campus safety. High-risk vulnerabilities should move to the top of the list. She also emphasized sequencing projects wisely, taking advantage of summer downtime, and fitting projects together like puzzle pieces alongside daily operations.

Step Four: Build Your Pitch

No strategic plan succeeds without a strong pitch. Emily highlighted the importance of knowing your leadership’s expectations. Some decision makers prefer a one-page summary, while others expect detailed presentations and budget breakdowns. Tailoring your proposal can save you time and increase your chances of success.

She also reminded us that persistence pays off. Her office’s mobile credential project was pitched four times before it was fully funded and approved. Rejections are not failures, but opportunities to regroup, revise, and try again.

Step Five: Execute the Plan

When it is time to put your plan into action, leadership means rolling up your sleeves. Emily described how she joined her team in installing equipment to show support and build morale. Assigning roles, holding regular check-ins, and tracking progress keep projects moving. Flexibility is essential, because obstacles and surprises are inevitable.

Step Six: Celebrate Success

Finally, take time to celebrate wins both big and small. Emily’s team installed thousands of new readers in a single summer, and she made sure they received recognition, weekly staff lunches, and even division-wide awards. Celebrating progress keeps morale high and helps teams feel proud of their accomplishments.

The Takeaway

Strategic planning is not about creating a perfect document. It is about setting direction, making thoughtful choices, and ensuring your team’s hard work adds up to real progress. As Emily put it, a plan gives you the power to say not just “here is what we have to do,” but “here is what we want to accomplish.”

The Power of Belonging to the NACCU Community

If you are not a member of NACCU, you are missing the most valuable resource a card professional can have: a community. NACCU connects you with peers who understand your challenges, share ideas that spark new possibilities, and celebrate your wins right alongside you. It is where you will find mentors, partners, and friends who help you succeed and where your own experience can light the way for others. Do not try to navigate this work on your own. Discover what is truly possible when you are part of something bigger. Join NACCU today.