Up Front: A Five-Year Strategic Plan for Progress

Photo of Gina Ross Murdoch
Gina Ross Murdoch

By Gina Ross Murdoch
MSAA President and CEO

Now that spring has arrived, this is a time to look ahead and experience exciting new beginnings. The same is true for MSAA, where we’ve made significant recent progress as we plan for the future.

One of the most exciting advances is the approval of our new five-year strategic plan. The creation of this plan, which will serve as a roadmap for increasing our service to the MS community, incorporated feedback from our staff, Board of Directors, Healthcare Advisory Council, national needs assessment survey results, and an analysis of the entire MS community. To follow are the values that continue to be a foundation of our organization:

  • MSAA is passionately committed to identifying, evaluating, providing, and addressing the needs of everyone affected by multiple sclerosis (MS).
  • MSAA will always remain a credible, unbiased organization that prioritizes serving the needs of individuals living with multiple sclerosis, their families, and the multiple sclerosis medical community.
  • MSAA focuses on improving health outcomes and quality of life for individuals with MS by providing a wide array of free supportive programs and services to MS clients and their families.
  • Through collaborations, MSAA seeks to develop and deliver innovative educational resources and materials that are responsive to the needs of the MS community.
  • MSAA recognizes and celebrates the diversity of the MS population by providing culturally appropriate and relevant programming and materials to meet the needs of all people in the MS community.

The overall vision of this plan aims to strengthen the impact of our vital signature programs. It also aims to increase awareness – both within and outside of the MS community – of how MSAA can help and actively engage everyone affected by MS in identifying and addressing their ever-changing and critical needs.

We will be posting more detailed information associated with each area on our website shortly. We will also review our progress regularly to ensure we are achieving our goals for YOU. I welcome your active participation in accomplishing these goals.

The focus of this issue of our magazine is already in line with our strategic plan to raise awareness about a critical topic: planning ahead for your medical, financial, and legal needs. This is a sensitive and important subject that virtually all families must face, regardless of whether or not MS is involved.

Additionally, in our “Thoughts about Giving” column, you will read about fellow supporters of MSAA who are engaging their local communities and raising funds for programs, services, and outreach. We are grateful and inspired by the efforts of these Champions, adding their personal touch to help increase our impact. On behalf of MSAA and the MS community, we say, “Thank you!” If you would like to join these meaningful efforts, please visit MSAA’s website at mymsaa.org for fundraising and volunteer opportunities, or call (800) 532-7667.

Most of all, we thank you for your partnership with MSAA. We have tremendous goals to reach and so many people to help. Together, we are able to fulfill our vital mission of Improving Lives Today – and strive to improve MORE lives today and every day!

Gina Ross Murdoch is a seasoned executive in non-profit management. Her career includes leadership positions with chapters of the Leukemia and Lymphoma Society as well as the American Diabetes Association. Earlier, she spent 14 years overseeing development activities at a large chapter of the National Multiple Sclerosis Society, leading explosive growth initiatives and ground-breaking strategic projects. An active member of the community, Ms. Murdoch has held several town positions and volunteers for her college alma mater, Drew University.