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The reason there is a need for strategic thinking is quite simple; things change. What the organization did yesterday quickly becomes a distant past as new opportunities and challenges continually emerge. Non-profit executives are learning, like those in the Business sector, they can no longer rely solely on the annual multi-day strategy meeting to provide the guidance required for the ever-changing environment in which their organizations function. It is also essential to recognize the role which creativity and conceptual thinking play and to investigate how conceptual models contribute a framework necessary for strategic thinking. It is this critical step, the development and use of conceptual models that is the subject of this investigation.