Not content to rest on 60 successful years of advocating for its members, the Iowa Turkey Federation wanted to take a hard look at its resource allocation and how those allocations meshed with the organization’s strategic mission. Through an interactive strategic planning process, TPG Companies help ITF reframe its priorities, realign its resources and launch bold initiatives that prepared Iowa’s turkey industry for the future and confirmed its position as a national leader.

 

The Iowa Turkey Federation (ITF) represents, supports and promotes the turkey industry and its members. ITF is funded through a statewide checkoff, where for each turkey processed in the state, owners pay a nominal fee, which in turn is used to provide services that benefit the turkey industry. ITF focuses on education of consumers and members, as well as research that benefits members and helps them stay in business and be good neighbors

 

Approach

The core of the strategic planning process was a one-and-a-half day retreat with board members. The retreat offered a forum in which the board could initiate a discussion – and expect action – regarding opportunities and focus of ITF strategic priorities.  

 

TPG also worked with ITF to implement an online, pre-retreat questionnaire that gave the board a broad picture of its own perspectives. Board members and staff came to the retreat prepared to do hard work:

• To examine ITF priorities, both in terms of strategic direction and tactical/tasks/daily administration  
• To evaluate the allocation of assets and resources, as well as explore other potential resources
• And to more closely align mission, use of resources, and strategic initiatives for even greater impact.

 

A key exercise that helped the board identify its most essential priorities involved “firing” the executive director and staff from activities once believed by the board to be central to the organization. (This cleansing exercise was possible only because of the trust among the board, executive director and TPG.) Once non-essential tasks were eliminated, staff and board were empowered to concentrate on those activities that most leveraged the organization’s resources, relationships and opportunities.  

 

Outcomes

Using decisions reached during the strategic planning session as a launch point, the organization accomplished the following in less than 12 months:     

 

With backing of the board, ITF elected not to renew a contract that brought in revenue, but cost the organization significant opportunity in terms of staff time and energy. ITF management and staff were able to focus on the priorities of ITF’s own members. Income was replaced through other, more strategically on-target programs.

   

While developing a code of ethics defining the values and beliefs of Iowa turkey growers, ITF realized that its state-focused principles would be stronger as part of a national, industry-wide ethics policy. As a result, ITF proposed a national code of ethics – based on the Iowa model – for the entire turkey industry.

 

The momentum and newly-felt empowerment of the board propelled it to move forward two initiatives that have long-term positive impact on the state industry, as well as individual members. ITF: 

• Made a multi-year financial and membership commitment to a highly-visible, statewide livestock coalition.
• Approved a referendum on the Checkoff—ITF’s revenue stream, paid by growers and based on the number of turkey’s processes. 
• Revamped its allied dues structure to better reflect the value provided by ITF.

 

Summary

TPG lead a strategically-hungry organization through a day-and-a-half strategic planning session. Decisions reached at the retreat and the resulting outcomes prompted the organization to act more intentionally and decisively over the next 12 months. ITF management and board members internalized the conclusions they reached, the priorities they established and the language introduced during the retreat. A lively, engaging retreat gave the board license to release its pent up energy and make bold changes that benefitted its members.