Shaming works. Someone lit a fire under USATF, and both the December NMN column by George Mathews and the complete text of the 2005 Strategic Plan are now posted. USATF webmaster Keith Lively even sent a note of apology early Monday, getting Mathews off the hook by saying: “George sent me his column to post last week.” Lively said he’s been swamped with preparations for the annual meeting this coming weekend in Jacksonville, Florida.

So what’s in the Strategic Plan?
For starters, a Mission Statement:
USATF Masters provides and promotes safe, quality, lifetime competitive opportunities for masters athletes at all levels, recognizes their accomplishments, and practices diversity in all of our activities.
And how has the Mission Statement evolved since it was unveiled last April? Well, nothing substantive has changed. Oh well. So much for my “foster democracy” suggestion.
More significant is the Plan’s declaration that USATF Masters T&F “be in a position to be financially self-sufficient within the structure of USATF by increasing the amount and number of sources for outside funding of programs and activities,” which includes the goals of being “financially self-sufficient within USATF within 1 to 3 years” and “Increase the number and amount of external funding resources.”
How we gonna do that?
Appoint lots of volunteers!
Appoint/retain an experienced marketing professional to pursue Corporate funding, grants and sponsorships.
Appoint a Masters member to research private foundation grant opportunities.
Appoint a Masters member to negotiate national meet right fees during bid solicitation and contract negotiation.
Appoint a member and committee to develop a Masters financial giving and endowment program.
The volunteers will come from the ranks of the delegates to the national convention in Florida, and people who respond to an appeal in National Masters News. No mention of using the Internet — posting notes on usatf.org, Yahoo Groups or sending email to USATF members.
But the Strategic Plan isn’t completely clueless on communications. It sets a goal of exploiting the Masters area of the USATF Web site, saying: “Improve Masters web page of USATF website for improved site navigation and access to information on events & activities, and how and where to participate in Masters track & field.”
Of course, I proposed the same thing, oh, six years ago. Nice of y’all to join in.
Other steps for marketing masters?
The Plan sez:
Appoint a USATF website liaison to interact with USATF webmaster and to serve as a gatekeeper for Masters web page format, content and submission of material.
Appoint an Information Technology specialist to assist and coordinate IT technical support issues.
Appoint and adequately fund an experienced marketing professional member-volunteer to develop a marketing and media program and lead this initiative.
Continued funding support for National Masters News.
The last idea — continued subsidies for NMN — makes me wonder, though. It’s that old conflict-of-interest bugaboo again. Suzy Hess is NMN publisher and USATF Masters vice chair at the same time. Aside from the insider-treating aspect, I have to wonder: How much has NMN really done to grow masters track? What evidence exists that NMN is generating bigger numbers on the track?
Might that subsidy be better spent on other promotions?
On the issue of Grass Roots Programs, the Plan advises these steps:
Appoint a member as Masters Track & Field Facilities Database Coordinator to facilitate its development and maintenance.
Appoint a Mini and Specialty Meets Facilitator.
Appoint a National Volunteers Coordinator to develop specific programs for increased depth and breadth of volunteers.
Appoint a Masters Hall of Fame curator/custodian to solicit appropriate display materials.
Budget line item funding for national rankings software development.
Appoint a liaison to National Senior Games Association; State USATF Associations appoint a State Games liaison.
Continue funding of masters demographics surveys at National Meets.
Survey USATF Masters members for skills and abilities that can be entered into a database for volunteers to advance USATF Masters programs and objectives.
Conduct an Annual Membership Drive.
Appoint a Diversity Coordinator.
Conduct a Diversity Training Seminar to insure that USATF Masters is providing opportunities and full access for those who wish to participate in track and field competitions and administrative activities of the organization.
Hey, I love that “survey skills and abilities” thing! But how will this happen without a serious reaching-out via the Net? A mass snail mailing? I don’t think so. BTW, I suggested a database of tracks nine years ago, too. (Idea No. 35: Have all USATF associations post a list of tracks available for workouts.)
The Plan is ambitious, extensive and wide-ranging, no doubt. But it still is timid in its use of technology. (George, get a blog. Or wade into the Yahoo Groups fray.) And it still is too top-down in management. (USATF has 56 associations, many with masters chairs. What’s their role in all this?) And most of all it puts too much weight on appointees — close to 20 by my count.
Most tellingly, the Plan is no fan of direct democracy. USATF is great at making pitches for money. Why not make a pitch for ideas?
Get a clue.