Making strategic decisions requires in my opinion, being fully informed. The following noozhawk discussion about mission drift and strategy noted the following:
However, ensuring the mission continues to reflect the needs of the constituents can only be accomplished by regularly checking in with board and staff members.
Board members are connected to the larger community and, therefore, bring a valuable perspective to evaluating the need of the organization. Staff members are the ones who implement the mission and, as such, bring a practical viewpoint to the discussion.
Don’t forget about community members and stakeholders. They can provide a broader assessment of the community’s needs, as well as a high-level opinion about potential changes that would strengthen the organization.
I was concerned that it was only the board and staff who should be consulted but yes, the community gets 3rd place mention while I think that it is not the question of who but how. Staff are indeed in a position to be collecting data and providing it to the board during their generative conversations (you know, discussions about what is going on outside the organization towards informing strategic decision-making). And board members are also in good positions, depending on their networks and roles in their community, to pull collect information about what is happening and what might be needs as they perceive them. But additional efforts should be made to ensure that the actual voices of those served are heard.
Customer satisfaction surveys, not unlike those that medical institutions are sending right and left after a visit or procedure, are a good first source. But unlike what is done by the medical community think more like Popeyes or Burger King and conduct on-line immediate after-use phone multiple choice questions. These could then be an ongoing up-to-date source of information at least on how services are being received and a source of identifying what else is needed or wanted. An occasional focus group of volunteer community folks with a single "design" question (like if what would we suggest to help you get here" can also provide helpful information. Finally, be sure to consult the other providers about what their customers are saying and integrate their findings into your own.
Yes, your board and staff, depending on their composition and approach, should be helpful sources of strategic information. But a board has to be intentional and active in ensuring the data comes in in a timely and regular way.