Strategic Plan, 2019-2021

Keep Shifting Up

Since 1880, the League has been the leader in bicycling advocacy in the United States. We know that together with our partner organizations and dedicated network of change-makers on the ground nationwide we are shifting up, accelerating the movement, and creating a Bicycle Friendly America for Everyone. In this new Strategic Plan you will see a continuation of the principles and strategies that were launched in the seminal 2015-2018 Strategic Framework and a framing of bicycling not only as a wonderful means of transportation and recreation, but also a means to a myriad of other ends. The promise of making bicycling better isn’t just good for bicyclists, it’s good for us all in our communities and to our nation as a whole. In order to deliver on this promise, the League has embraced key shifts in focus that continue to improve the programs, organizational structure, and sustainability.

Key Shifts

FROM only looking out for Bicyclists	TO positioning bicycling as something that helps others achieve their goals
FROM only or primarily serving a bicycling population	TO serving, relating to and adding value to the entire population across America’s diverse communities
FROM responding & demanding	TO leading and building partnerships in and outside bicycling communities
FROM focused advocacy for the “right” to safe bicycling	TO adding value and resources to others that connects bicycling to their goals and empowers them to help reach our mutually beneficial stance
FROM current League culture	TO an intentional “listening-and-learning” driven organization

We Believe

Bicycling brings people together. When more people ride bikes…

» life is better for everyone.

» communities are safer, stronger and better connected.

» our nation is healthier, economically stronger, environmentally cleaner and more energy independent.

Our Mission

is to lead the movement to create a Bicycle Friendly America for everyone. As leaders, our commitment is to listen and learn, define standards and share best practices to engage diverse communities and build a powerful, unified voice for change.

Our Vision

is a nation where everyone recognizes and enjoys the many benefits and opportunities of bicycling.

Our Values

Excellence

Integrity

Diversity and Inclusion

Sustainability

Principles that Guide Us

Leading

We are determined to play a valued and visible leadership role.

Partnering

We are committed to partnering with other organizations, institutions and people is stronger than ever.

Connecting and Engaging

We believe a key aspect of leadership is connecting people to each other and giving individuals the opportunity to experience our efforts directly, leading to engagement and creating champions.

Listening and Learning

We will remain attentive to perspectives, thinking, ideas that broaden our thinking and actions; and we will learn and grow from what we learn.

Being Nonpartisan

Bicycling is for everyone.

Building Sustainably

We will adhere to the highest standards of governance, develop appropriate capacity, respect and nurture the organization’s talent, carefully develop and steward resources, operate transparently and live up to the highest standards of quality.

Goals and Milestones

To continue to shift up and accelerate the bicycling movement, we believe that the following Goals and Milestones best represent where the League is headed and how we will get there.

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Goal 1: INVESTMENT IN BETTER BICYCLING

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Ensure that every dollar invested in the transportation system contributes to making bicycling a safer, more attractive & convenient option for everyone.

Milestones

Each federal transportation bill increases funding for bicycling and walking and creates better mechanisms to ensure bicycling and walking safety and accessibility improve.

The League leads the creation of a well-developed policy agenda shared across the movement.
The League is leading the planning, implementation, and promotion of a Bicycle Friendly America for Everyone in partnership with national, state, and local agencies and non-profit partners.
The League coordinates a national strategy that targets Congressional districts, states, communities, businesses, and universities for outreach and direct support in the movement for a Bicycle Friendly America for Everyone.

Goal 2: ADVOCATING FOR SAFETY FOR ALL AGES AND ABILITIES

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To ensure people of all ages and abilities can use our streets and highways safely regardless of mode or purpose.

Milestones

League is advancing traffic safety and vision-zero approach through strategic partnerships with leading national traffic safety organizations, national, state, and local agencies, and nonprofit partners
The League is the leading voice for bicyclists on emerging technologies and trends in transportation, health, and community development, including safer vehicles and safer bicycle infrastructure
The League is providing resources, training, and toolkits to state and local advocates to increase capacity, funding, and effectiveness in improving traffic safety and make bicycling safe, comfortable, and convenient to all
The League’s safety programs are reaching more underserved communities through a more representative and diverse network
The League is effectively communicating the best practices and stories of making bicycling safe, comfortable, and convenient for everyone and as part of a broader traffic safety goal from local, state, and national perspectives

GOAL 3: HEALTHY AND INNOVATIVE ORGANIZATION

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To build and maintain a strong, sustainable, well-resourced organization.

Milestones

The League is recognized as a top-rated charity as measured by national ratings organizations, run with transparent, inclusive decision-making; driven by mission, making ethical choices in our partnerships.
League provides the best forum for the bicycling movement to coordinate national, state and local efforts to build a Bicycle Friendly America for Everyone.
A communications strategy is in place that represents and advances the League of American Bicyclists mission, vision and activities, and is consistent in its dedication to the success of its member organizations.
Clear pipeline for engagement is in place to increase, retain, diversify and support member organizations to the mutual benefit of the League and its respective affiliated groups.
There is an increased and diversified supporter base with contributed income to the League to advance programs and services.
The League has an excellent workplace culture and is reaching, developing and retaining a satisfied and high-quality workforce.
The League has an engaged Board of Directors with diverse skills and backgrounds

GOAL 4: EQUITY, DIVERSITY AND INCLUSION

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To build a board and staff and a network of partners and allies that represent and are connected to America’s diverse communities

Milestones

The League is advancing its programs and resources by seeking out more partners and allies that represent and are connected to diverse communities
The League is serving underrepresented and underserved communities by employing appropriate technology and personnel to support national dialogues on bicycle and pedestrian advocacy
The League’s communications strategy emphasizes sharing effective models for improving equity, diversity and inclusion (EDI) in bicycling advocacy and education at all levels
The League serves as a model for other organizations to do internal and external EDI work, including hiring processes, staff, and Board representation
The League has strategic partnerships with national organizations focused on EDI

Our Strategies

These strategies will overlay every aspect of the work that we do and represent a consistent, intentional approach to how we deliver on our goals — and represent the clearest articulation of the shifts the League will undertake to achieve its mission.

Building a Movement - We will strengthen and lead a powerful, highly-visible and inclusive movement to radically shift the larger American culture around bicycling and its role in improving the quality of life for everyone by improving the safety, comfort and convenience of bicycling as a normal, everyday activity.

Relevance and Value - We will intentionally focus on achieving a relevant, valued and essential status for bicycling in issues people care about, beginning with two categories: health and wellness and economic and community development.

New Public Champions - Sub-strategy: Create high-level public champions of bicycling who see the relevance and value of bicycling in support of their own mission and goals

New partnerships - Sub-strategy: Seek out partnerships and initiatives that actively engage people and organizations in the pursuit of better bicycling, connecting clearly to their own mission and goals.

Focused, Valued Membership - We will engage and inspire a targeted group of members who are passionate supporters of our work, including leaders in the bicycling movement and passionate individuals and organizations who advocate for bicycling and help bring others into the movement. Membership growth will result from providing greater value through programs, not as an end in and of itself.

Engagement - We will become a communicating organization that uses every opportunity to engage a widening circle of people in bicycling, in the work of the League and in the movement.

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Strategic Plan, 2019-2021