Setting Goals and Objectives Denise McNerney President & 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

Why do we need goals, objectives, outcome measures?

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 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 Keep the Purpose of Community Health Improvement Planning in mind: 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: we will dive into this more in the second collaborative   Plus – 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 sometimes Challenge of nomenclature and a range of various/different definitions and many different approaches or processes we have pulled together today what we believe is a representative approach that includes the key PHAB required components, and that have been proven to be solid, successful process for developing a plan that truly serves as your roadmap AND allows for a reasonable process of implementation oversight and reporting

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 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 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

Structure

Strategic Planning – Structure* & Focus Priority Area Goal Goal Goal “Outcome Measures” Focus: IMPACT – High-level Desired Outcomes with Objective Objective Objective Intervention Strategy Focus: Tactical Front-line Action Accountabilities: Who, When, Where, Required Resources Action/ Process Measure Action/ Process Measure Action / Process Measure *Nomenclature can be customized

Plan Example Priority Area #1: Obesity Goals SMART 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) 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

Priority Area: Decrease Obesity 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.

Practice Goal: Decrease obesity through promoting healthy lifestyles Priority Area #1: Obesity Goals SMART Objectives (When, What) Outcome Measures Evidence-based intervention strategies (how) Goal: Decrease obesity through promoting healthy lifestyles

Practice 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 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 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 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

Practice 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 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 Priority Area #1: Obesity Goals SMART 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.

Practice Back to Worksheet #4 Take a look at your Goals & Objectives Identify Outcome Measure(s) that are evidence of true Outcomes/Impact relative to reaching the Goal and/or Objective

Next: 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 Priority Area #1: Obesity Goals SMART 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) 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 Action 9.1.2.1 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 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. • 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 9.2.1 Strong Women, Healthy Hearts Initiative: Implement the Strong Women, Healthy Hearts initiative (from Kansas Health Matters)  9.2.1.1. Schedule Programs…… 9.2.1.2. Advertise: run 5 PSA’s weekly on program offerings Responsible Party Objective Actions

The best way to predict the future is to create it. Beginning to build the actual framework, structure and content of the plan 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 focus areas for community health improvement You’ve even discussed many of the important issues related to each 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. Peter Drucker

Contact Information iBossWell, Inc. ASP www.ibosswell.com 913-980-3122 Denise McNerney dmcnerney@ibosswell.com www.strategyplus.org Nonprofit Page: http://www.strategyplus.org/Non-Profits.shtml