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How do you set SMART goals and indicators for your grassroots campaigns?

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Grassroots organizing is a powerful way to mobilize people and influence decision-makers on issues that matter to you and your community. But how do you know if your campaigns are effective and achieving your desired outcomes? One way to plan, monitor, and evaluate your grassroots efforts is to set SMART goals and indicators. In this article, you will learn what SMART stands for, how to apply it to your campaign objectives, and how to measure your progress and impact using indicators.

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Harvey Hollins III, MPP

Leader | Strategist | External Affairs
Nikki Hill

Public Affairs Leader driving social change. 2023 Canada's Most Powerful Women Top 100? Award Winner Canadian Tire…

1 What are SMART goals?

SMART is an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-bound. These are criteria that help you define your goals clearly and realistically, and make them easier to track and assess. For example, instead of saying "We want to stop the pipeline project", a SMART goal would be "We want to persuade 10 local councilors to vote against the pipeline project by the end of the year".

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Harvey Hollins III, MPP

Leader | Strategist | External Affairs
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Goal setting is the most critical exercise for a grassroots campaign. Many organizations pick and focus on long-term goals and miss out on opportunities to celebrate intermediate and short-term victories which are goals themselves.

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2 How to set SMART goals for your campaign?

To set SMART goals for your campaign, you must begin by defining your overall vision and mission, and then break them down into achievable objectives. Ask yourself questions such as what you want to accomplish, who the target groups or stakeholders are, where and when it will happen, how you will measure success, if the goal is realistic and attainable, how it aligns with your vision and mission, and when you want to achieve the goal. Additionally, consider the potential challenges or risks and how you will overcome them. Establishing milestones or deadlines along the way can also be beneficial.

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Harvey Hollins III, MPP

Leader | Strategist | External Affairs
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Identify the long-term objective no matter the length of time, then set intermediate and short-term objectives to achieve the long-term objective.

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3 What are indicators?

Indicators are specific and measurable aspects of your goal that show the extent of your progress and impact. These indicators can be quantitative, such as numbers, percentages, or rates, or qualitative, such as stories, testimonials, or feedback. For example, if your goal is to persuade 10 local councilors to vote against the pipeline project, you could measure the number of meetings or contacts with councilors, the number of signatures on a petition or letters of support, the number of media mentions or social media shares, the level of awareness or attitude change among councilors, and the number of councilors who publicly declare their opposition or vote against the project.

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4 How to choose indicators for your campaign?

Choosing indicators for your campaign requires you to think about their relevance, feasibility, reliability, and usefulness. Consider how well they reflect your goal and its expected outcomes, as well as the change you want to see. Additionally, consider how easy or difficult they are to measure and collect, and if you have the resources, skills, and tools to do so. It’s also important to ensure that they are accurate and consistent, using valid and reliable sources and methods. Finally, consider how you will use them to inform your decision-making and learning, as well as how you will communicate them to your target groups or stakeholders.

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Harvey Hollins III, MPP

Leader | Strategist | External Affairs
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For organizers, especially paid organizers, indicators should be selected as tactics to achieve short-term objectives. The short-term goal itself serves as an indicator of the intermediate goal(s), and the intermediate goals serve the same purpose for winning the long-term goal. Choosing the indicator can be as simple as asking the question, "Is this indicator critical to achieving the short-term objective?" If it is not, then the indicator is superfluous to achieving the long-term goal and most likely a nice to have for research and data sharing.

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5 How to monitor and evaluate your indicators?

In order to monitor and evaluate your indicators, it is necessary to put in place a system and process that will enable you to collect the data or information that corresponds to your indicators using tools such as surveys, interviews, focus groups, or observation. This data should then be analyzed and interpreted using methods and software such as statistics or graphs. Furthermore, the findings and recommendations must be presented and shared through formats and channels such as reports, newsletters, blogs, or social media. Finally, it is important to reflect on the results and feedback gathered through mechanisms and strategies like meetings or workshops in order to create an action plan. By setting SMART goals and indicators for grassroots campaigns, it is possible to plan, monitor, and evaluate these efforts more effectively and efficiently while also demonstrating impact and improving performance in order to reach the desired vision and mission.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Nikki Hill

Public Affairs Leader driving social change. 2023 Canada's Most Powerful Women Top 100? Award Winner Canadian Tire Community Impact. Advocate to eradicate period poverty.
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Be realistic about your capacity when setting SMART goals. I work with stakeholders to take the aspirational goals to a realistic plan they can achieve over time while building toward the visionary goals.

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Harvey Hollins III, MPP

Leader | Strategist | External Affairs
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I good resource for grassroots campaigning is the Midwest Academy (https://www.midwestacademy.com/), and a book they wrote in the 70's called, "Organizing for Social Change" which outlines the strategy chart for direct action organizing.

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How do you set SMART goals and indicators for your grassroots campaigns?

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1 What are SMART goals?

2 How to set SMART goals for your campaign?

3 What are indicators?

4 How to choose indicators for your campaign?

5 How to monitor and evaluate your indicators?

6 Here’s what else to consider

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