In August 1994, at its annual meeting in Halifax, Nova Scotia, the Executive Committee of the American Fisheries Society (AFS) approved a new Strategic Plan. The plan sets out eight goals that define a vision of AFS in the year 2001, and provides strategies to achieve each goal. Accomplishing the plan should position AFS to be more responsive to member needs and more effective at meeting the challenges facing the resource and profession under future expected conditions. The plan provides opportunities for every member to help shape AFS for the 21st century. In this paper, we describe the process of strategic planning, the goals and strategies of the AFS Strategic Plan, and how the plan is implemented through AFS annual work plans.