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The Goal of Writing Objectives is to Achieve Positive Outcomes (Say What?)

Writing the goals and objectives section of a grant proposal is usually a daunting task for the novice grant writer. Compounding the challenge is that almost every government or foundation Request for Proposal (RFP) requires some statement of goals and objectives, and if not required, should be included in most cases. So, here is a short course in how to get over this hurdle.

First, it is critical that one does not confuse goals, objectives, and methods. A goal is an overall statement of intent, such as, “The overarching goal of the LHEAP (Left Handed Enrichment Action Project) initiative is to improve educational outcomes for at-risk left-handed youth in southwest Dubuque.” Note: I don’t mean to keeping picking on Dubuque in my posts, it’s just that as a kid growing up in Minneapolis with a kosher butcher father who always seemed to be ordering meat from a packing plant in Dubuque, it remains an exotic locale in my mind. Sorry for the Proustian reverie (In Search of Lost Time) and back to the subject at hand.

In contrast to goals, objectives are specific, measurable and time-framed products or outcomes of activities proposed for funding through the grant. Objectives are often separated into “process objectives” (sometimes called “formative”) and “outcome objectives” (sometimes called “summative”). Process objectives could include such statements as, “LHEAP will serve a minimum of 100 targeted left-handed youth annually.” Outcome objectives could include such statements as, “A minimum 10% increase in scores on the standardized Iowa Test of Arcane Academic Knowledge will be achieved annually by left-handed students who participate in project activities for a minimum of 10 hours per week over the nine-month school year. Methods are ways of accomplishing objectives, such as conducting individual assessments, providing tutoring, mentoring youth with mentors, offering family literacy to parents/caregivers, etc. Keep methods out of the goals/objectives section and discuss them in the project description section.

The secret to writing effective goal/objective sections is to use the time-honored KISS method, which is to “keep it simple stupid.” At the risk of going Proustian again, I first heard this term in Air Force basic training and it fits perfectly to this aspect of grant writing (for a nice discussion of the KISS method and the virtues of simplicity in general see a post on Ed Sim’s Blog (BeyondVC). By keeping it simple, I mean try hard to state a minimum number of goals (one simply stated goal is ideal), because a separate set of process and outcome objectives is needed for each goal statement. If you have multiple goals, you end up with something like this:

Goal 1

Project Objective 1.1

Process Objective 1.2

Outcome Objective 1.1

Outcome Objective 1.2

Goal 2

Project Objective 2.1

Process Objective 2.2

Outcome Objective 2.1

Outcome Objective 2.2

And so on.

You can see that with four or five goal statements, the objectives will be repetitive and you will likely not only confuse yourself, but also the reader. Having multiple goals also unnecessarily complicates writing evaluation sections (I will soon write a post on how to draft evaluation sections, another novice proposal writer nightmare). So, unless the RFP requires multiple goals, keep it simple and try not to confuse goals, objectives and methods.