Nonprofit Strategy: Objectives

Does your #tradeassociation or cause-based #nonprofit have a set of #objectives in your #strategicplan?

Strategic plan objectives are the categories of goals that support your #mission and #vision. Objectives should be broad enough so they are not measurable, but narrow enough that they help define the general direction of your strategic #goals. Strategic plan objectives provide context to goals, to remind the organization of where they want to go.

What does your trade association or cause-based nonprofit do? How do you do it? What types of activities or projects or initiatives are important? Where do your #stakeholders find value? I tend to think of goals as the What, and objectives as the Why or How.

In general, strategic plans contain 4-6 Objectives, and each objective would have one or two Goals for short term (1 year), medium term (2-3 years) and long term (more than 3 years) timeframes. This gives your organization four to twelve objectives to focus effort on in the near term (1 year), medium term (2-3 years) and long term (strategic direction). The shorter the timeframe for the goals, the more tactical the goals should be. Longer timeframes for goals support strategic or visionary objectives.

Here is an example of a strategic plan objective and goals that support it:

Objective: We will build an inclusive culture with a diverse work force.

Although this is an objective that supports a workforce culture and diversity, it is not specific enough and not measurable for it to be a goal. It is also not a mission or vision statement. This is a good objective for the organization if you can build 1, 2-3 and > 3 year goals that support this objective and are meaningful to your mission and vision. Some suggestions for goals for this objective could include:

• By the end of this year, we will provide training for all employees on diversity and inclusion. (This is a 1 year tactical goal)
• By the end of this year, we will include diversity measurements in every supervisor’s goals document. (This is a 1 year tactical goal)
• By the end of next year, we will implement and track quarterly employee surveys to measure department and company eNPS scores.) (This is a 2 year strategic goal)
• By the end of (3 years), we will be recognized as a “Best Places to Work” employer by our local Chamber of Commerce. (This is a 3+ year strategic goal)

Strategic plan objectives provide a roadmap that leads an organization to fulfilling their mission and vision. Objectives answer “What” or “Why” questions, while goals answer the “How” questions. Here’s some additional examples of strategic plan objectives that are not product, service or cause specific:

• Continually enhance our core competencies while decreasing our costs to fulfill our Mission.
• Develop leadership abilities and team potential by hiring and developing professional staff and finding engaged and committed Board members.
• Continually grow our membership.
• Influence local, state and federal legislation that supports our Mission.
• Diversify and grow support of our mission with grants, new products or services, and stakeholder support.
• Ensure financial stability of the organization.

Objectives are only one part of a Strategic plan for your organization. Objectives work together with the Vision, Mission and Values to help answer “What?” or “Why?” questions about the organization’s activities, and provide context for the “How?” questions that organizational Goals encompass.

Does your #tradeassociation, cause-based #nonprofit or #smb have a set of #objectives in your #strategicplan? Let’s talk. I can help. [email protected].