Look Before You Leap: The Role of Strategic Planning in Select Land-Grant Institutions of Higher Education in the United States

Abstract

The role of strategic planning in land-grant institutions of higher education in the United States vary by institution. An ample amount of non-scholarly literature exists on the topic of strategic plan development; however, very little scholarly literature covers strategic plan development, implementation, assessment, or the relationship of strategic planning to fundraising. The objective of this study was to identify how institutional strategic plans at six land-grant institutions were used, understand the role of executive leadership in strategic planning, determine if there was a connection to fundraising and marketing, and recognize if strategic plans were used to influence government or legislative bodies. The research found that strategic planning practices at each institution are peculiar, varying in practice based on time, place, leadership style, and economic conditions. Strategic plans were used for institutional fundraising among donors in all institutions studied and, in some cases, they were used to influence government or legislative bodies. The research concludes with recommendations that resulted from the research intended to benefit higher education faculty, staff, or administrators who utilize or participate in strategic planning activities.