Goals and objectives form the most important part of a project proposal, and one should pay great attention while framing them. Setting the goal is often the first step toward developing a proposal as it lays the foundation for the project. Next in the process is defining objectives that would help in achieving the goal. Program managers should not overlook both these steps as well-drafted goals and objectives facilitate the development of an articulate proposal that has a high chance of getting funded.
A well-written proposal always has a clearly defined goal and SMART objectives to attain this goal.
To begin with, let us understand what a Goal and an Objective means and the difference between them.
1. Goal: It is a broad statement that defines what you plan to do in a project. It gives an idea to the reader of what problem your organization intends to address.
2. Objective: These are detailed statements describing the ways through which you intend to achieve the goal.
Now that the difference between a goal and an objective is clear, we will look at ways to write quality goals and objectives.
Framing a Quality Goal
- Do not write a vague goal: Even though a Goal is a broad statement, it does not mean that the project goal should be vague. Your goal should be clearly written so that the reader understands your purpose in proposing a project.
- The goal should be in line with the problem statement: The goal of the proposal shows the reader your intention towards solving a particular problem and therefore the goal should be in line with the problem statement. For instance, if your problem statement relates to aspects of poverty and issues related to poor and marginalized families in a particular region, then your goal should state that you seek to alleviate poverty in the area through the proposed project.
- The goal should be consistent with your organization’s mission and vision statement: As your organization addresses certain social and developmental issues, keep these in mind while you draft proposals and write goals. For example, if your organization works for street children, then the goal of the proposal should be relevant to your primary stakeholders.
- Use simple language to write a goal: Avoid the use of jargon and technical words to write a goal. Use language that is easy to understand by people, not something for which people have to use a dictionary.
- Keep only one goal for a proposal: Try to keep one goal for the proposal, as having multiple
goals in a particular project only creates confusion. As the goal is a broad statement, it will surely encompass multiple things which would be addressed through the various objectives.
Framing Quality Objectives
Once you have a logical and well-reasoned goal, you have to frame three/four objectives that would help you in achieving the particular goal.
- Objectives should address the 5 Ws: While framing the objectives, ensure that they provide answers to the 5Ws: Why: are you proposing a particular thing? What: approach will you adopt to reach the desired goal? When: will you conduct the particular project? Where: will you implement the project? Who: will be the primary stakeholders/beneficiaries, or who will be doing a particular thing in a project? This is an easy way to frame objectives that provide a detailed strategy for accomplishing the
- Objectives should support the goal: it is very important that each of your objectives contributes to and supports in achieving the goal. For instance, if the goal of the project is to improve maternal health in the XYZ area, then each objective should contribute and suggest measures for improving maternal health.
- Objectives should follow a logical order: while framing the objectives, one should always remember that objectives should be logically placed, which simply means that while implementing a project, a step-by-step procedure should be in place. This will also help you in planning all the activities accordingly.
- Frame SMART objectives: most program managers might have heard about this acronym for framing quality objectives. SMART means objectives that are
– Specific: This means that the objectives should be unambiguous, giving details of how and what you intend to achieve.
– Measurable: This means that the objectives should be quantifiable so that one can see if they are being achieved or not. This can be done by assigning a numeric value to your objective by answering questions like: How many? How much? By when?
– Achievable: This means that the objective should be feasible, viable, and within the control/capacity of the organization. While drafting the objective, the organization should keep in mind its capacity, constraints, and abilities to achieve the objective.
– Realistic: When you draft the objective, ensure that they are realistic and can be attained within the available resources and time frame.
– Time-bound: It is important to give a time frame for completing a particular objective. This helps in the timely delivery of the outputs and outcomes without unnecessary delays. - Use action verbs while drafting objectives: whenever you frame objectives, use active verbs like create, identify, promote, enhance, increase, develop, etc. These verbs help in describing the course of action and give clarity to your object.
- Keep 3-4 objectives: Most experts recommend keeping three to four objectives in a proposal. Each objective will further have several activities and tasks to be undertaken, and therefore having many objectives will just complicate project implementation.
Let us take a few examples to explain what we mean by quality goals and objectives.
Example 1.
Goal: Improve the livelihood of the tribal population of 5 villages in XYZ District using a local resource-based approach.
Objective 1. To promote local community-based institutions by the formation of 5 Primary Collectors Group to empower the tribal communities in XYZ District by the end of the first quarter.
Objective 2. To build capacities of 500 tribal families through 10 training sessions on the collection, grading, and primary processing of identified products in the first year.
Objective 3. To enhance the income of the trained population by 30% through the establishment of sustainable market linkages for the sale of the NTFP collected by the end of the second year.
Example 2.
Goal: Ensuring quality education to the deprived urban children living slums of ABC city through participatory and responsive community action.
Objective 1. To enhance awareness of parents in target locations on the importance of education, through 5 sensitization camps to be organized in the first month.
Objective 2. To develop a child-friendly education system for imparting quality education to 200 children aged between 6- 14 years and motivating them towards a formal education system through our evening classes.
Objective 3. Fifty percent of program participants are registered in government schools by the end of their first year of participation in the program through networking and liaising with school authorities.
The examples above have broad statements as their goals, but both of these indicate to the reader what the project intends to do. They are not vague as they mention the geographical location, target beneficiaries, and the approach for achieving the respective goals. The three objectives supporting the goal also clearly define ways of how they would contribute in improving the livelihoods and ensuring quality education of the primary project beneficiaries respectively. They follow the SMART principle, answering all the details of why, what, where, when, and who of the project.
Remember that framing goals and objectives are the most important section of the proposal, and it takes time to create a meaningful proposal. Setting logical and articulated objectives will help you to develop a proposal that will have a higher chance of getting funded and thereby help you in creating a positive impact in society. The simple steps suggested in the guide will help you in taking the first step of developing a successful proposal.
