Setting Goals and ObjectivesSetting Goals and Objectives

Denise McNerneyPresident & CEO

iBossWell, Inc.

and

Chair – Center for Nonprofit Excellence

Association for Strategic Planning

“It is not the strongest of the species that survive, nor the most intelligent, but the one

most responsive to change.” - Charles Darwin

“It is not the strongest of the species that survive, nor the most intelligent, but the one

most responsive to change.” - Charles Darwin

Why do we need goals, objectives, outcome measures?

Why do we need goals, objectives, outcome measures?

Building the framework/structure & plan content

Building the framework/structure & plan content

You’ve done your CHA You have brought the key stakeholders (who can

effect change/impact) to the table You’ve prioritized and identified the 2 to 6 priority

areas for community health improvement You’ve even discussed many of the important

issues related to each priority area such as: Magnitude, seriousness, evidence-based intervention

strategies, level of concern and feasibility Root Cause Analysis probably came in here too

NOW – it’s time to begin to build the actual framework/structure and content of the plan.

Points to keep in mindPoints to keep in mind

Overall Purpose of CHIP Public health related issues are so huge

and complex, no single organization can solve them alone.

Thus – many stakeholders are at the table

Diverse Perspectives

Points to keep in mind, cont.Points to keep in mind, cont.

Any planning process can be messy We want it to be linear – but it doesn’t

always work that way…• Be prepared for an iterative process at times

The challenge of nomenclature • Range of various/different definitions

There are many different approaches

Our ApproachOur Approach

A representative approach that includes: Key PHAB required components, Processes that have been proven to be

solid / successful for developing a plan that truly serves as your roadmap • AND allows for a reasonable process of

implementation oversight and reporting

The big picture frameworkThe big picture framework Differences among goals, objectives, outcomes measures,

and intervention strategies can be confusing Simply – “outline” your plan

Starting from highest level to next several levels of sub-bullets

Priority Area

1. Goal

1.1. Objective - - - plus related Outcomes Measures

1.1.1. Intervention Strategies

1.1.1.1 Actions/ Process Measures

StructureStructure

Strategic Planning – Structure* & Focus Priority Area

Goal Goal Goal

ObjectiveFocus: IMPACT –

High-level Desired Outcomes

Intervention Strategy

Focus: TacticalFront-line Action Intervention

StrategyIntervention

Strategy

Action/ Process Measure

Action / Process Measure

Action/ Process Measure

“Outcome Measures”

Accountabilities: Who, When,

Where, Required Resources

with

*Nomenclature can be customized

ObjectiveObjective

Plan Example Plan Example Priority Area #1: Obesity

GoalsSMART Objectives (When,

What)Outcome Measures

Evidence-based intervention strategies

(how)

Goal: Decrease obesity through promoting healthy lifestyles

Objective#1: Increase the consumption of healthy foods for residents, so that by 2016, 35% of County adults are consuming the recommended amount of fruits and vegetables

• By 2016, 35% of County adults are consuming the recommended amount of fruits and vegetables• 100% of schools have a healthy vending policy by 2016• Increase sales of healthy foods in vending machines from 10% to 30%• Increase in population who buy food at farmers' market from 20% to 50%

Work with school board to create and implement healthy vending policy

Increase hours of operation and awareness of Farmers market

Provide healthy food classes at local community center

Objective #2: Increase the number of adults who are physically active so that by 2016, 60% of County a will participate in recommended levels of physical activity.

• By 2016, 60% of women participate in recommended amounts of physical activity• 50% of County women enrolled in the program

Implement the Strong Women, Healthy Hearts initiative (from Kansas Health Matters)

Step #2 Set Goals (Handbook page 8)Step #2 Set Goals (Handbook page 8)

Definition: Goals are broad targets that address each priority. A projected state of affairs that a person

or a system plans or intends to achieve. Identifies in broad terms how your

initiative is going to change things in order to solve the problem you have identified.

A result that one is attempting to achieve

Step #2 Set Goals, cont.Step #2 Set Goals, cont.

There can be one or several goals for each Priority Area

Example

Priority Area: Decrease Obesity

Goal #1: Decrease obesity in the County through promoting healthy lifestyles.

Or

Goal #1: Decrease obesity through promoting healthy eating.

Goal #2: Decrease obesity through increasing activity levels of adults and children.

PracticePracticePriority Area #1: Obesity

GoalsSMART Objectives (When,

What)Outcome Measures

Evidence-based intervention strategies

(how)

Goal: Decrease obesity through promoting healthy lifestyles

PracticePractice

Look at the questions in Worksheet #3 and use them to write goals into the CHIP framework grid (Worksheet #4).

Questions to Ask: What is the desired state or high-level outcome for

this priority area? What are we trying to achieve for our

county/region/team? What do we need to do in this priority area to

significantly change the way things are now and move toward our vision of how things should be?

Step #3: Set Objectives and Outcome Measures

Step #3: Set Objectives and Outcome Measures

Objectives are statements about what specifically your efforts or actions are intended to attain or accomplish in the community. Or, looking at it from the other direction – Objectives are

the next level of your plan that articulate specific key outcomes, that, if achieved, help to bring you closer to your goal.

GOALS and OBJECTIVES describe the “WHAT” of your plan. GOALS are broad and OBJECTIVES lend specificity and

precision to the goal. The objective statement is about your measure of

change.

Your Objectives are the intermediate steps between goals and intervention strategies

SMART ObjectivesSMART Objectives Objectives written in terms of ‘what,’ ‘by whom,’ and ‘by

when.’

Example Objective: “By 2016, 35% of our county’s adults are consuming the

recommended amount of fruits and vegetables.”

SMART ObjectivesSMART Objectives

Specific – specify what is to be achieved, by how much, and by when

Measurable – make sure that the objective can be measured (i.e., data is or will be available to measure progress)

Achievable - set objectives that are feasible Relevant - align objectives with the goal you are

trying to reach Time-oriented - establish a timeframe for achieving

the objective

PracticePractice

Reference Worksheet #3 - Questions to consider

when brainstorming / identifying Objectives: What awareness must be increased or created and with

whom? What knowledge or skill must be improved and by whom? What behaviors must change? How and by whom? What policies must be changed? What types of system changes (think big systems, such as

social system, health care system, employment system, government system, etc.) are needed?

Practice: Brainstorm and finalize one or two SMART objectives for each goal, using

Worksheet #5: Objectives

Practice: Brainstorm and finalize one or two SMART objectives for each goal, using

Worksheet #5: Objectives

Questions Example SMART Objectives *

What will change?By how much?For whom?By when?

- By August 2014, increase the use of the farmers’ market among Hispanic/Latinos in [community] from 20% to 60%.

- By August 2016, Increase the number of elementary school students in [community] who eat at least 5 servings of fruits and vegetables per day from 30% to 60%

* Write your finalized objectives into the CHIP Framework Grid in Worksheet #4

Plan Example Plan Example Priority Area #1: Obesity

GoalsSMART Objectives (When,

What)Outcome Measures

Evidence-based intervention strategies

(how)

Goal: Decrease obesity through promoting healthy lifestyles

Objective#1: Increase the consumption of healthy foods for residents, so that by 2016, 35% of County adults are consuming the recommended amount of fruits and vegetables

Objective #2: Increase the number of adults who are physically active so that by 2016, 60% of County a will participate in recommended levels of physical activity.

Next: Outcome MeasuresNext: Outcome Measures

Now you have developed the highest level direction of your plan.

Next, define how you know when you have achieved positive change/outcomes that are evidence of achievement of the Objective

= Outcome Measures

Plan Example Plan Example Priority Area #1: Obesity

GoalsSMART Objectives (When,

What)Outcome Measures

Evidence-based intervention strategies

(how)

Goal: Decrease obesity through promoting healthy lifestyles

Objective#1: Increase the consumption of healthy foods for residents, so that by 2016, 35% of County adults are consuming the recommended amount of fruits and vegetables

• By 2016, 35% of County adults are consuming the recommended amount of fruits and vegetables• 100% of schools have a healthy vending policy by 2016• Increase sales of healthy foods in vending machines from 10% to 30%• Increase in population who buy food at farmers' market from 20% to 50%

Work with school board to create and implement healthy vending policy

Increase hours of operation and awareness of Farmers market

Provide healthy food classes at local community center

Objective #2: Increase the number of adults who are physically active so that by 2016, 60% of County a will participate in recommended levels of physical activity.

• By 2016, 60% of women participate in recommended amounts of physical activity• 50% of County women enrolled in the program

Implement the Strong Women, Healthy Hearts initiative (from Kansas Health Matters)

Full Detailed Plan Example (alternate)Full Detailed Plan Example (alternate)

Priority Area- Obesity

Goal

9 Obesity: Decrease morbid obesity in the County through promoting healthy lifestyles. [Highest level Outcome Measure: By 2020, morbid obesity in ABC County is under 20% (baseline: 32% in 2012) ] Objective 9.1 Healthy Food Consumption: Increase the consumption of healthy foods for residents, so that by 2016, 35% of ABC County adults are consuming the recommended amount of fruits and vegetables 

Outcomes Measures• By 2016, 35% of ABC County adults are consuming the recommended amount of fruits and vegetables• Increase in % of population who buy food at farmers' market

EB Intervention Strategy 9.1.2 Farmers' Market Access: Increase hours of operation and awareness of Farmers market 

Action9.1.2.1 PSA: Run 21 PSA's weekly on Farmer's markets

9.1.2.2. Security: Gain extended security support to cover extended hours 

Responsible Party

 1. LHD – PR 2. PD

Date Range

Objective

Actions 

Resources

Objective

Actions 

Objective 9.2 Increased Activity: Increase the number of adults who are physically active so that by 2016, 60% of ABC County adults will participate in recommended levels of physical activity.

Outcomes Measures• By 2016, 60% of ABC County adults will participate in recommended levels of physical activity• % of women participating in recommended amounts of physical activity• # of women enrolled in the program

EB Intervention Strategy 9.2.1 Strong Women, Healthy Hearts Initiative: Implement the Strong Women, Healthy Hearts initiative (from Kansas Health Matters)

Action 9.2.1.1. Schedule Programs……

9.2.1.2. Advertise: run 5 PSA’s weekly on program offerings

Responsible Party

Objective

Actions 

Date Range

Objective

Actions 

The best way to predict the future

is to create it.

The best way to predict the future

is to create it.

Peter Drucker

Contact InformationContact Information

iBossWell, Inc.

www.ibosswell.com

913-980-3122

Denise McNerney

dmcnerney@ibosswell.com

ASP

www.strategyplus.org

Nonprofit Page:

http://www.strategyplus.org/Non-Profits.shtml