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40 organisational goals you can steal [+How to tailor them]

Setting goals is essential for organisational success. This post guides you through defining broad, long-term goals, prioritising them effectively, and setting the foundation for measurable objectives.

Updated: 21/06/2024

Read any guide about marketing, organisational growth, membership recruitment sales, or support (including ours), and at the top of the list (or somewhere close to the top), you’ll find the phrase ‘Set your goals and objectives’. For us, as you will see if you read on, objectives are specific to each goal, so they can only be set once you have decided upon your goals. So, this post is just about setting goals.

Understanding Goals

Before we jump into specific goals, let’s make sure that we are singing from the same hymn sheet as to what a goal actually is. At Lighthouse, we classify goals as follows:

  • Broad and Long-Term: Goals define the long-term outcomes your organisation aims to achieve.
  • Direction and Focus: They provide direction, guiding the development of specific objectives.
  • Qualitative: Goals focus on desired outcomes rather than specific actions.

Example Organisational Goals

OK, now we have clarified what we mean by goals and how to use them, let’s get down to the nitty-gritty. We’ve spent two decades and counting helping membership organisations pursue their goals. Based on this, we’ve created a comprehensive list of common organisational goals to get you started.

1. Improve the member experience by streamlining processes and enhancing communication.

This might involve refining processes, enhancing communication channels, or optimising member benefits.

2. Increase Member Engagement

For example, create more opportunities for networking, knowledge sharing, and collaboration within the community.

3. Focus on retaining members by delivering continuous value and addressing challenges.

This could include regularly reviewing member feedback and adapting strategies accordingly to reduce churn.

4. Expand the organisation’s reach and attract new members

This might involve refining marketing strategies, identifying new target audiences, or launching initiatives to raise awareness of the organisation’s offerings.

5. Implement process improvements to streamline operations and reduce inefficiencies

This may involve adopting new technologies, automating repetitive tasks, or enhancing internal communication and collaboration.

6. Diversify revenue streams and maximise income through new products or partnerships.

For example, develop new products or services, implement pricing strategies, or secure partnerships and sponsorships.

7. Ensure compliance with regulations to build trust and credibility.

This helps to establish trust and credibility with members and stakeholders.

8. Stay competitive by continuously innovating and evolving offerings.

This might involve launching new programs, introducing cutting-edge technologies, or exploring emerging industry trends.

9. Improve data practices to gather insights for informed decision-making.

This might involve enhancing data collection and analysis to drive strategic decisions and targeted engagement strategies for better member retention.

10. Foster a culture of learning through training and professional growth opportunities.

For example, provide continuous training, share best practices, and support professional development to encourage skill growth and career advancement.

11. Create a diverse and inclusive community, promoting diversity in membership and leadership.

This involves actively promoting diversity across membership and leadership, ensuring an inclusive and welcoming environment for all members.

12. Assess and improve the organisation’s environmental impact and sustainability practices.

This could include implementing initiatives to reduce waste, conserve resources, and promote sustainability in organisational practices and events.

13. Enhance communication channels to keep members well-informed and engaged.

This might involve using newsletters, social media, and forums for regular updates and transparent reporting, keeping members informed and involved.

14. Advocate for members’ interests internally and externally through lobbying and strategic partnerships.

For instance, lobby for policy changes, raise awareness of key issues, and build strategic partnerships to support members’ interests.

15. Embrace new technologies to improve operations and enhance member experiences.

This might involve adopting innovative software tools and digital platforms, including AI and blockchain, to streamline operations and enrich member interactions.

16. Prioritise the physical and mental well-being of members with wellness programs and support.

For example, offer wellness programs, promote work-life balance, and provide resources to support members’ physical and mental health.

17. Identify and mitigate risks to protect the organisation’s reputation, finances, and operations.

This may include conducting regular risk assessments, implementing controls, and preparing contingency plans to safeguard against potential threats.

18. Seek collaboration opportunities with other organisations to amplify impact.

For example, form strategic alliances, participate in joint initiatives, and share resources to enhance organisational impact.

19. Monitor and evaluate performance against goals and objectives with key performance indicators (KPIs).

This might involve setting KPIs, collecting data, and conducting regular assessments to measure progress and identify areas for improvement.

20. Cultivate a leadership team that is adaptable and innovative.

For instance, foster a culture of innovation, empower leaders, and encourage experimentation and learning from failures.

21. Review and refine member benefits to ensure they are relevant and valuable.

This could include conducting surveys, gathering feedback, and analysing data to continually improve member benefits.

22. Deliver personalised experiences for members based on their interests and engagement levels.

For example, customise communications, recommend relevant content, and provide targeted support to enhance member experiences.

23. Offer members exclusive access to valuable resources and events.

This may involve enhancing the perceived value of membership with exclusive resources and events to incentivise retention.

24. Invest in educational opportunities to help members grow professionally.

This might include providing workshops, webinars, courses, and access to industry experts to support professional growth.

25. Foster a vibrant community for members to connect, collaborate, and support each other.

For example, organise networking events, facilitate online forums, and provide platforms for member interactions.

26. Celebrate member contributions and achievements to build loyalty and motivation.

This could involve recognising milestones, showcasing success stories, and offering incentives to celebrate member achievements.

27. Explore partnerships to offer additional services and benefits to members.

For instance, negotiate discounts, access to exclusive deals, and special promotions through partnerships.

28. Offer excellent customer support to address member inquiries and concerns promptly.

This might involve building trust and loyalty by providing prompt and effective customer support.

29. Gather and act on member feedback to continuously enhance services and offerings.

This may include implementing feedback mechanisms, conducting surveys, and establishing advisory groups to inform improvements.

30. Clearly communicate the value and benefits of membership to attract and retain members.

For example, articulate the benefits and unique selling points of membership in a compelling and persuasive manner.

31. Facilitate opportunities for members to generate revenue through partnerships and business initiatives.

This could involve connecting members with potential clients and investors, and providing resources for business growth.

32. Increase the visibility and profile of members within their industry or community.

For instance, feature members in promotions, showcase their expertise, and facilitate speaking and media opportunities.

33. Offer tools and resources to help members improve efficiency and productivity.

This might involve providing software platforms, templates, and best practices guides for various business functions.

34. Invest in members’ professional development through workshops and educational programs.

This could include offering certifications, mentorship, and access to industry-specific knowledge and expertise.

35. Form alliances with other organisations to provide additional value to members.

For example, collaborate with industry associations, academic institutions, and government agencies to access resources and expertise.

36. Create opportunities for members to network and collaborate with potential clients and partners.

This might involve hosting networking events, facilitating introductions, and creating platforms for member engagement.

37. Support members in establishing themselves as industry thought leaders and influencers.

For instance, provide platforms for members to share expertise, publish content, and participate in industry discussions.

38. Offer market intelligence and industry insights to help members stay informed and competitive.

This could involve conducting research, curating content, and facilitating peer-to-peer knowledge sharing.

39. Negotiate cost-saving opportunities and discounts on essential products and services for members.

For example, organise group purchasing programs and negotiate exclusive deals with vendors.

40. Regularly celebrate members’ milestones and successes to foster a sense of community and belonging.

This might involve highlighting member success stories through awards, profiles, and media coverage.

How to Use These Examples to Set Your Goals

Step 1: Select your goals

Choose goals that resonate with your organisation. Don’t worry about the wording yet; focus on the overall meaning. At this point, select as many as you like.

Step 2: Categorise the selected goals. 

Use the MoSCoW method to categorise each goal as Must-Have, Should-Have, Could-Have, or Would-Like.

Step 3: Personalise the goals

OK, now’s the time to refine the wording of each goal selected and tailor them to your organisation. Don’t get into too much detail; goals should be pretty broad, but it’s a good idea to make them reflect your sector and target audience so that they are relevant when you share them.

Here’s an example of a tailored goal:

The Academy of Cheese provides education and certification to the cheese-loving community worldwide, so there are plenty of people to target! From the list above of their goals would be “Expand the organisation’s reach and attract new members” but The Academy of Cheese use the term ‘Delegates’ instead of ‘Members’. So, their tailored goal would read: “Expand the Academy’s reach and attract new delegates”.

Step 4 Prioritise your goals.

This may be a tough choice as you will no doubt want to achieve them all, but you have to start somewhere, which means prioritising them. As you have already categorised some of the goals as ‘Must-Have’, start with those at the top and arrange them in numerical order, starting with number one as the top priority.

Step 6: Agree on Your Goals

Communicate your prioritised goals with your team, stakeholders, and members. Seek broad agreement to ensure everyone is on the same page and committed to achieving them.

Step 6: Promote your goals

Once agreed upon, be transparent and open about what your organisation is trying to achieve. This fosters support and increases the likelihood of success.

Next steps…

There you go. You have a prioritised list of organisational goals. So what’s next? As we mentioned at the beginning of this post, your organisational goals set the foundations for every strategy, from email marketing to continuous improvement to managing the organisation. So, the next logical step is to set measurable objectives for each.

Chief Tea Boy and Marketeer

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