Here is a simple way to think about the potential advancement outcomes related to our annual planning.
First, some definitions:
Goals are qualitative statements that support our longer-term aspirations. The word “goals,” includes the word, “go” – a reminder that “Goals” are direction setting statements, describing the focus we plan to embrace.
Objectives, on the other hand, are quantifiable, time-bound, or otherwise measurable statements. The word “objectives,” includes the word, “object” – a reminder that “Objectives” are concrete attainments we plan to achieve on our Goals journey. Objectives are how we prove we are making progress in the direction of our Goals.
But some Goals can be more strategic than others. And some Objectives can be more measurable than others.
This simple 2×2 matrix offers insight into the potential outcomes that can occur based on the intersection of our Goals and Objectives.
The bottom left quadrant is where team members end up leaving us and our best volunteers and donors find other causes to support. Having trivial goals with unmeasurable objectives is a formula for an unhealthy advancement effort.
The two yellow quadrants can be seductive. In the upper left quadrant, we have measurable objectives and that can feel productive. But since we’ve identified a trivial goal, we aren’t really going anywhere important and, so, our outcomes will regress.
Similarly, the lower right quadrant feels good because we have a strategic goal, but our objectives are not measurable and, so, we spend a lot of time on tactics that don’t really help us along our journey.
Finally, we get to the effective advancement outcomes that emerge when we combine strategic goals with measurable objectives. The outcome we should strive for in all of our planning.
In an environment where every team member, every volunteer, every donor, and every gift matters, the least we can do is identify the most strategic goals and then find ways to specifically measure our progress toward those goals.
Our missions and those we serve deserve nothing less from us.
