Grounded Goals for Nonprofit Leaders

January has always been a time for looking back to the past, and more importantly, looking forward to the future. It's a fresh start, a chance to be better.

A 2013 report in the Washington Post says at least half of all Americans make a new year's resolution. Their goals typically center on health—losing weight, exercising, and making better life choices.

January is also a great time for organizations to reflect on the past year and look ahead to the upcoming year. Aiming to be better, healthier, and stronger is a goal for which every organization should strive.

While well-known authors and trainers have popularized goal setting, there is strong evidence that most people and organizations fall short of achieving their goals. In fact, research shows that 80 percent of resolutions are broken within one year.

There are many reasons goals and resolutions are never achieved. One reason is that goals often involve change, and change can be particularly difficult. Ray Williams, author of Breaking Bad Habits, says our brains are protective, and goals that require substantial change in behavior or in thinking-pattern will be resisted. "The brain is wired to seek rewards and avoid pain, including fear," Williams says. "When fear of failure creeps into the mind of the goal setter it commences a de-motivator with a desire to return to known, comfortable behavior and thought patterns."

In other words, it is much easier to do things the way we've always done them, even if those old ways are ineffective or outdated.

 Another reason goals are not achieved is because they are often unrealistic or unattainable—cast in the image of perfection. And when goals are not reached, people have a sense of failure and disappointment, which further affects their ability to perform.

           So is the answer to forget making resolutions or setting goals? Not for most of us. John Norcross, a professor of Psychology at the University of Scranton, found that people and organizations that explicitly set goals are 10 times more likely to attain them than equally motivated people who do not.

It's been said that he who aims at nothing hits it every time. Rather than make no goals for fear of failure or fear of change, I offer four broad, attainable goals that every organization should strive for in 2016:

 1.  Improve your organization's transparency and accountability

 Members of the community trust nonprofits to handle donations and to do the work that needs to be done. That trust is nurtured through acts of transparency and accountability, but is destroyed through acts of secrecy and deception.

 - Publish and distribute an annual report that includes important information such as year-end financial statement, major donors, board members, program successes, etc.

 Annual reports come in all shapes and sizes. Some are slick, full-color publications with impressive photography and graphic design. Budget-strapped organizations can produce a much smaller, simpler document that communicates the essential elements. If necessary, it can be a simple one- or two-page black/white document or a PDF posted on your website.

 - Conduct a financial audit. Financial audits tell the world (including your stakeholders) you are serious about fiscal excellence and accountability. An examination of your records, accounts, and practices demonstrates to current and potential donors your commitment to managing contributions with care.

 Independent audits, those conducted by a CPA not affiliated with the organization, can be quite costly. An alternative for smaller organizations with tight budgets is to have a "remote audit" which means that the auditors conduct the audit without a site visit. Another growing trend is to have CPA/auditors provide a financial statement “review.” A review examines the financial statements but does not conduct an examination of the nonprofit’s internal controls.

 2.  Improve employee retention rates

 Retention has long been a major concern for nonprofit organizations. Employees' hours are long, the pay is small, and the pressure can be immense.

 Increasing employees' pay and benefits may not be an option. But there are cost-effective steps every organization can take to elevate employee morale.

 One of the easiest ways to improve employee retention is to create a workplace culture of understanding and compassion. Don't fall into the trap of treating your organization's clients with more dignity and respect than you show your own employees. Allow employees time off for important activities, and be flexible so they can attend to family issues and other personal needs.

 And don't forget to remind your employees how much they mean to your organization. Those who feel valued and needed are much more likely to stay around than those who feel unappreciated.

 3.  Be a better listener

 Nonprofit organizations cannot function without the support of and input from the community. When we take time to listen to various voices throughout the community, we can learn how to be stronger and more effective.

 - Listen to the public: What do other nonprofit organizations in the community think about your work? How could you be a better partner?

How does the general public feel about your organization's brand? Find out answers to these questions by conducting focus groups, online polls, and paper surveys.

 - Listen to your own people: Make sure you are asking your own employees, volunteers, and board members for their ideas and input on a regular basis.

 - Listen to experts: There is a lot to be learned from others. In addition to the mountain of information available on the Internet, you can read books, attend conferences and workshops, and meet with colleagues every chance you get. You are sure to gain some valuable information that can help your organization.

 4.  Make new community connections

 Many times, families receive help from multiple agencies; housing, food assistance, education, and medical. So it only makes sense that nonprofits work in partnership whenever possible.

 Make it a goal to form new connections with other organizations—even if your missions don't perfectly align. Meet their leaders, learn about their programs, and see if there is a way to collaborate rather than compete.

 There are many ways to lock arms with another organization. It might be possible to form an alliance, sharing administrative resources within the same building. Or maybe you could assist one another through trainings and staff support. Or it could be something as simple as having coffee once a month with other industry professionals to talk about common challenges and opportunities.

Dan Prater is the executive director of the Drury University Center for Nonprofit Leadership in Springfield, MO. Drury University offers a Master of Nonprofit and Civic Leadership degree.