Rethinking Civic Engagement Through Strategic Planning
When a new executive director stepped into leadership at the Virginia Service Commission (VSC) in 2021, the agency saw an opportunity to do more than meet its federal requirement to produce a three-year state service plan. VSC wanted to energize a movement — one that would elevate national service, expand grassroots volunteerism, and ignite civic engagement across the Commonwealth. That’s where we came in.
As VSC’s strategic and research partner, S.I.R. led the development of the 2022–2024 Virginia State Service Plan. What followed was a six-month process designed not just to gather input, but to build alignment and momentum among stakeholders from every corner of Virginia’s civic ecosystem.
The Challenge: A Passionate But Fragmented Network
Our initial research uncovered a powerful yet disconnected landscape. Virginia’s service sector includes a wide array of nonprofits, government agencies, faith-based institutions, schools and universities, healthcare systems, and corporate social responsibility programs. While their missions often overlap, these organizations frequently operate in silos — with limited collaboration, unclear knowledge of community needs, and inconsistent access to service and volunteer pathways.
Through stakeholder interviews, statewide survey research, and regional workshops, we identified key gaps in cross-sector cohesion, infrastructure, and awareness. These insights revealed a need for more than a plan — they demanded a unifying strategy.
Our Approach: Research-Driven, Stakeholder-Informed
We designed a six-phase planning process that blended quantitative research with collaborative engagement. This included:
Dozens of stakeholder interviews
A comprehensive statewide survey
11 facilitated workshops across Virginia
Through this process, S.I.R. gathered insights and empowered partners to help define the state’s civic priorities. This hybrid approach gave us both the data and the buy-in needed to drive lasting outcomes. The resulting plan centered around three strategic pillars: Build a stronger culture of service and civic engagement, strengthen alignment across a more representative partner network, and invest in infrastructure and support systems to scale impact.
From Plan to Platform:
To bring the plan to life, we led two high-impact initiatives:
The Virginia Community Engagement Index (VCEI)
A full-scale organizational rebrand from Virginia Service Commission to Serve Virginia
Through the VCEI, we convened 38 organizations and national leaders from AmeriCorps and Points of Light to co-develop a statewide benchmarking survey. The data illuminated how Virginians are engaging — and where gaps persist. Simultaneously, the rebrand repositioned the agency as a modern, strategic leader in service and volunteerism. We co-developed a new name, logo, website, communications platform, and a data-informed social media campaign — all designed to expand visibility and drive user engagement. The rebrand transformed how Virginians access opportunities to serve, volunteer, and connect with local partners
In addition, these findings also helped to inform a full organizational rebrand from Virginia Service Commission to Serve Virginia establish itself more strategically as a leading voice and convener for service and volunteerism in the state.
The Outcome: Strategy That Scales
By pairing research with action, and vision with design, this project delivered more than a plan — it created an infrastructure for civic transformation. Stakeholders now have:
Clear pathways for collaboration
A shared language and vision
A platform for statewide and local impact
For corporate and institutional leaders, the Serve Virginia model demonstrates how strategic planning, inclusive engagement, and brand alignment can drive scalable, measurable change.