OVERARCHING GOALS and TANGIBLE OBJECTIVES. What’s the diff and why should we care? Time to drill down on my recent post about #strategicplanning.
It’s important not to conflate the two as you work on major projects requiring both high level and quantifiable outcomes. Whether you are in the corporate world or in #nonprofit (#highered, #museums, #performingarts, #philanthropy and #socialgood) the concept is the same.
Overarching Goals are big ideas at the 30,000-foot level, operate institution-wide and should inspire your stakeholders to work toward a common purpose. They do not usually identify a time frame or numbers. A well-articulated Overarching Goal should also address WHY it’s important to achieve.
Tangible Objectives are more on-the-ground practical desires and may be specific to a department. They are measurable and unambiguous. These Objectives should address the questions of WHAT and WHEN. (Tactics will reveal the HOW.) Achieving the Objectives help feed into the Goals.
Using a University as an example:
OVERARCHING GOALS
• Manage/build reputation and awareness so that more people are acquainted with and have an appreciation for the university and its offerings
• Create brand identity and affinity so that there is a quick and positive identification with our brand that begins and solidifies a long-term relationship with the university
• Inspire inquiries and applications so that the university can continue to grow enrollment
• Develop life-long associations with our students, alumni, and donors, so they always feel connected to the university, have a vested interest in its success, and give back
[Notice the “so that…” phrase in each of the bullets above. That’s the important “why” that helps engage your stakeholders in participating toward that goal.]
TANGIBLE OBJECTIVES
• By end of 2021, build responsive website that allows for social interaction
• Increase the number of transfer student applications by 20%
• Double the donations from new sources within 6 months of capital campaign launch
• Land feature story in mainstream media about new master’s degree that can be shared through social
• Reduce the draw on endowment by 1%
Having clarity on your both your shared purpose and desired quantifiable outcomes can bring consensus, galvanize your stakeholders and motivate your teams.