Important Definitions

Because the varied terminology of strategic planning can be confusing, it is important to define precisely the terms that are used in The Plan for Bucknell.

A mission describes in broad terms the fundamental reasons for an organization’s existence — who the organization serves, and what it seeks to accomplish for those served. For educational institutions, missions focus on student outcomes— the transformational changes expected in students by graduation.

Missions will sometimes include other text describing the characteristic manner in which the institution delivers its educational services. Such commentary relates to process rather than outcomes. While process descriptions are often helpful to the community in defining distinctive educational approaches that are valued by the institution, such descriptions are not strictly part of the mission itself. The outcomes, not the processes, define the reason for an institution’s existence.

Within the boundaries established by the mission, a vision is an aspirational description of the institution’s future. Bucknell’s regional accrediting agency, the Commission of Higher Education of the Middle States Association of Colleges and Schools, asserts clearly that vision, not mission, is most closely related to the process of strategic planning. A vision is more specific than a mission and thus allows an institution to develop particular strategies for achieving its aspirations.

Throughout The Plan for Bucknell, the term strategy is used to describe a broad priority or direction for the University. A strategy has the potential to affect Bucknell significantly over the long term and is essential to achieving the institution’s vision. This usage is comparable to the term "goal" in some other planning terminology. Because a strategy is conceived broadly, it is not in itself measurable.

Within each strategy, the term initiative has been used to describe more specific approaches that will advance the overall strategy. This usage corresponds to the term "objective" in some other planning terminology. Subsequent planning by faculty and staff will provide additional specificity to these initiatives.

The Plan for Bucknell has intentionally avoided addressing tactics, which are very specific actions aimed at readily achievable, near-term results.While strategy relates to the broad direction and priorities of the institution over an extended time period, tactics relate to operational activities employing current or projected resources, typically within a given fiscal year. The implementation of specific tactics will be measured by metrics, which will qualitatively and quantitatively determine the success of the tactic.

When the strategic plan is completed, a campaign needs list will be developed for those initiatives that will require new funding. The case, or rationale, for supporting the campaign needs will be described in a case statement — a comprehensive and compelling publication that will serve as the source for a number of other campaign communications.