Goals and objectives both describe things that an organisation aims to achieve or desired outcomes of work. However, they differ in terms of time frame, clarity and the effect they have.
A goal is defined as being the purpose or result towards which an activity is directed and tends to be a long term aspiration. An objective is a defined similarly, but has a clear and measurable target, and contributes to achieving a goal, objectives are generally shorter term aspirations than goals.
For example, a goal for my organisation is to become the biggest provider of residential visits in the UK, but a related objective is for the centre in increase the number of on centre beds from 430 by 10% within one year. This objective follows the principles of SMART, in that it is Specific, Measurable, Achievable, Realistic and Time based, as expressed below:
Specific – increase bed numbers
Measurable – by 10% (43 beds)
Achievable – using allocated funds for purchasing and within designated areas on site
Realistic – within one year, as agreed by all stakeholders
Time based – within current financial year, close of business at end of October
My organisation has two primary goals, each with a series of objectives that are designed to support the achievement of their respective goal, as below:
Goal: To be the preferred provider of residential activity visits for schools
Related Objectives:
a) To implement refurbishment programme of accommodation areas to modernise & refresh at close of 2014 season
b) To devise and introduce new, high impact activities to the Kingswood programme during current season ending September 2014
c) To maximise sales opportunities by exploiting mutually beneficial partnerships with leading Brands and implement cross-marketing strategies before September 2014
Goal: To enhance the lives of young people through experiences that inspire
Related Objectives:
a) Implement strategy to develop facilitation