15 Ways To Optimize Goal Achievement

This article was published in the December 2003 issue of Executive Branch, the online newsletter for the Maryland Society of Association Executives.

15 Ways To Optimize Goal Achievement
By Barbara Brown, PhD

It's not easy keeping staff members committed to delivering the kind of performance that results in optimal goal achievement. Staffs are small, budgets are limited, and goals are plentiful. So what's an association executive to do?

First, make sure everyone is not only aware of your association's goals, but has input in developing them. This type of upfront involvement allows staff members to take ownership right from the start. Karen Collishaw, Division Vice President at the Maryland headquarters office of the American College of Cardiology, says her goal-setting process is very interactive. She explains that while the direction is set at the top, input is solicited from every staff member. According to Collishaw, "When you involve staff in setting goals, there is more buy-in and they feel more connected."

It's also important that staff members understand which critical tasks drive bottom-line results. This is clear when you create strong links between goal achievement and performance outcomes. Mary Antoun, CEO of the Maryland Association of Realtors, says that while she links her staff's performance goals to the association's strategic plan, she includes other goals as well. Collishaw uses a similar approach. She links staff goals to association goals, but also includes competency measures.

A study in the July 2003 issue of Harvard Business Review proves such performance links work. The researchers conducted a 10-year study of 160 companies and found that 90% of the highest performing companies linked pay to performance, while only 15% of the lowest performing companies did. The message is clear. You get superior results when you create the kind of "performance links" that emphasize relevant contributions.

It's equally necessary to reinforce positive performance. Staff members need regular reminders that you value their contributions. It's not enough to just "assume" staff knows what you think of them. Nor is it sufficient to consider pay or merit increases an adequate display of your appreciation. Collishaw features staff members in a Stars of the Month section of their association's newsletter. Antoun allows staff to take on new and interesting assignments.

Bottom-line, "You have to be flexible and creative," says Katherine Sanzone, Executive Director of the Bar Association of Baltimore City. Sanzone adds that if you want to make recognition and rewards meaningful, you have to learn your staff's unique needs and interests. For other recognition ideas, check out 1001 Ways To Energize Employees by best selling author Bob Nelson, or visit
www.nelson-motivation.com.

Use These Strategies To Optimize Achievement Of Your Association's Goals:

Solicit input from your staff when developing association goals.
Give staff copies of strategic plans or other goal-related materials.
Place a list of the Top 10 goals for your association in your office as well as in a public place.
Create a progress chart that tracks the achievement of association goals.
At the beginning of each month, have a staff meeting and create links between your staff's highest priorities and association goals.
At the beginning of each month, have a staff meeting and discuss potential obstacles to achieving your highest priorities.
At the end of each month, have a staff meeting and link achievements or non-achievements to association goals.
When staff members discuss projects, have them create links to association goals.
When discussing problems or exploring solutions to problems, create links to association goals.
Whenever your staff receives a compliment or a complaint, create links to association goals.
Have a monthly goal-achievement celebration that includes cookies, ice cream, pizza, etc.
Every month, write a note to each staff member expressing "thanks" for a specific action that contributed to the achievement of association goals.
Open every staff meeting with a "thank you" for helping your association achieve its goals.
Use non-monetary rewards such as allowing extra time off, working on a special project, or putting their picture in your newsletter.
When goals are achieved, show how these achievements resulted in a win-win for the staff and the association: less complaints, more compliments, more flexibility, etc.

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PERMISSION TO REPRINT: Articles, Tips, and Tools can be reprinted in company newsletters or magazines. If placed electronically, a Live Link to Dr. Brown's website must be included. Please use the following credit for every item: Dr. Barbara Brown shows organizations how to use High-Performance Leadership to create the kind of links among people, goals & performance that produce positive results. For more tips, visit: www.DrBarbaraBrown.com or email: Barbara@DrBarbaraBrown.com.