The Battle of the Futures: Strategic Planning to Catapult Your Organization Forward

Room: St Laurent 8

Amy Morris, Manager, Policy and Outreach, BC SPCA
Geoff Urton, General Manager, Strategy & Innovation, BC SPCA

In this highly interactive workshop, participants will be trained and developed in how to conduct a highly-engaging planning process designed to rock the world of any organization.

This planning approach also incorporates elements of the more traditional SWOT (Strengths-Weaknesses-Opportunities-Threats) analysis for participants who want to be trained in using that tool.

This workshop will be conducted as an actual Battle of the Futures session, so participants will experience the approach in practice and will walk away with their own organizational assessment to keep.


  1. What’s really working and not working in our organization now.
  2. What predictable future is coming at us if nothing were to change?
  3. What inspiring future do we want to intentionally create instead?
  4. What must we do first for this future to unfold?

Amy Morris is passionate about community decision-making and thrives on collaboration. She has facilitated a number of dialogues on animal-related issues. Amy’s background is an undergraduate degree in Sociology and a Master’s in Public Policy. Amy’s work as the Manager of Public Policy and Outreach for the BC SPCA puts her in touch with stakeholders with a wide range of values related to animals, and she appreciates how strategic planning done right can build alignment between those values and that of an organization.

Geoff Urton is committed to bringing about extraordinary contributions from the inspiring people who work and volunteer in the social sector.  A graduate of Stanford’s Executive Program for Non-Profit Leaders, and a Vancouver Island Top 20 Under 40, Geoff is presently the BC SPCA’s General Manager of Strategy and Innovation. Geoff’s nationally-awarded work in the animal protection sector has set new benchmarks for not-for-profit government relations and established a culture of dialogue that has created win-wins between business, government and charitable stakeholders. Also passionate about children’s health and wellness, Geoff serves on the Patient Experience Advisory Committee at BC Children’s Hospital. At home in Victoria, Geoff is known for turning anything possible into a game with his unbelievable family and tripod pup, Finn.