The ADA wants to increase non-dues revenue. The article mentions that the "the ADA was generating a high volume of communications to customers, shared marketing services were over­extended and there was no consensus on priorities."

Read the ADA mission and vision (https://www.ada.org/en/about-the-ada). In your assignment, answer the questions below:

• What role should the mission/vision play in determining a non-profit's priorities?

• What questions would you ask to clarify the non-profit's needs related to generating non-dues revenue?

• As a Marketing Professional, what are ways you can help the ADA establish priorities?

 

Answer:

To gain a better understanding, let us first have a short glimpse of ADA. The American Dental Association (ADA) exists to advance the profession of dentistry and to assist its members in improving their patients' overall oral health. For 160 years, ADA has been propelling dentistry forward with its 162,000 members. ADA is an ardent supporter of its third-party members, promoting the art and science of dentistry by assisting dental professionals with services such as Find-a-Dentist, credentialing tools, Third-Party Payer Concierge, contract review, and much more. The ADA empowers the dental profession to improve the public's oral health. The following are ADA's Mission, Vision, and Values: 

• ADA's Mission - Help dentists succeed and support the advancement of the health of the public.
• ADA's Vision - Achieving optimal health for all
• Guided by the following values: commitment to members, integrity, excellence, commitment to improved oral health, science and evidence-based, diversity, and inclusivity.

     To answer the questions, let us delve deeper into how ADA expresses itself as a company that prioritizes non-profit priorities. The mission of the ADA is to ensure that all member dentists have what they need when they need it, and even before they need it to succeed. They are also strong public health advocates, fighting oral cancer and the opioid crisis, and they are collaborating with industry partners to help people stay healthy from the dental chair to daily care at home. 

1. The mission and vision statements of a non-profit organization are extremely important in determining its priorities. A nonprofit's mission statement, at its best, is a succinct expression of the organization's essential reason for existence or core purpose. Other elements, such as references to how an organization achieves its impact or what it most values, may be included in some mission statements. As an addition to the mission statement, some nonprofits have a vision statement. The most effective one presents a description of the world as it would exist if the organization were to achieve its most lofty goals. A nonprofit's daily operations are guided by the long-term direction and goals established in its mission and vision statements. They serve as the foundation for a nonprofit's programs, services, communications, organizational structure, and culture.  

     Internally, mission and vision statements are often used to:

• Motivate, inspire and bring all the staff, board members, and volunteers together
• Set goals and determine success metrics
• Assist leaders through strategic planning and decision-making processes
• Create and reinforce common values, norms, and beliefs. 
• Serve as the foundation for the organization's intended impact and change theory  

     Externally, mission and vision statements are often used to:

• Motivate and garner external support 
• Communicate the objectives and goals to potential funders, collaborators, partners, and beneficiaries.

     2. The following questions could be asked to clarify the non-profit's needs related to generating non-dues revenue:

• How would non-dues revenue strategies affect the status of a non-profit organization? Could these give a good impact?
• Could a non-profit organization stay afloat by generating non-dues revenues?
• Can NDR be considered a supplemental business model?

     3. As a marketing professional, you must figure out how you can assist the American Dental Association (ADA) in establishing its              priorities. You should consider the following techniques:

• Make a list of your goals and priorities in ADA. - As obvious as it may sound, many businesses perform poorly and are disorganized due to a lack of clear goals and priorities. In ADA, you should review and evaluate your current goals and principles. 
• Distribute your organization's goals and priorities. - It's not enough to have goals and priorities; you also need to make sure your team understands and supports them. Everyone on the team should understand why and how ADA is leading. 
• Check if your team truly understands your objectives and priorities. - Ask your ADA team about the company's top three goals. Take advantage of the opportunity to coach and redirect if you discover that what you thought was simple and clear was not. You begin by teaching and explaining your objectives and priorities to them once more. Share your knowledge because it is critical to the success of the organization. 
• ADA should follow the Standards Framework for Oral Health. - It outlines the minimum ethical standards, clinical and cultural competence, and patient and public expectations of oral health practitioners. The general public can be confident that they will receive safe and professional oral health care. The general public can be confident that they will receive safe and professional oral health care. 
• ADA should be recognized as a capable organization. - Assure the public that you have the policies, skills, systems, and processes in place to deliver your functions more efficiently, consistently, and in accordance with your principles and values. ADA should demonstrate that they are truly committed to ensuring that they are in the best possible shape to perform and deliver to the public. ADA should also conduct a timely review of its resources and capabilities, core policy areas, and processes.