What are SMART Goals?

A strategic plan gets you from where you are to where you want to be. It’s a document that outlines your church’s purpose, values, and priorities and provides clarity of purpose and direction. These plans set Specific, Measurable, Achievable, Relevant, and Time-bound (SMART) goals and objectives that will enable your church to achieve its purpose. What are your SMART goals? Do you have them? And, If not, do you know how to turn an ineffective goal into a SMART goal? Remember, church strategic plans put hands and feet on your vision and unite people to God’s greater purpose.

Church Strategic Plans: Why You Need One & How to Build One explains it like this, if a strategic plan is your map, then SMART Goals are like the next little step you see on your GPS while taking a long drive. They’re part of the church communication strategy to “Turn left on Main Street in 41.3 Miles” and break down the big trip into manageable segments. Let’s turn some ineffective goals into SMART Goals and explain how they can become SMART Goals: 

Ineffective GOAL #1:

Our church will reach some more young people. 

This goal is honorable but ineffective because it’s not clear and measurable.

Specific	No, what do you mean by “young” and “some”?
Measurable	No, what will you count?
Achievable	Maybe, but it’s not clear what you’re wanting to achieve.
Revelat	Yes, if your church is near a college or university.
Timely	No, there’s no time frame for this goal to be achieved.

Now, let’s look at how it measures up to a SMART Goal:

SMART Goal # 1:

Our church will reach and maintain 25 new college-age students this fall by hosting one college-age relevant guest speaker on a Sunday and providing a weekly Pancake Breakfast and Small Group on Saturdays in a home near the local college. 

Specific	Yes, being something you’ll do this fall makes it time-bound.
Measurable	Yes, you can count the students, speakers, breakfasts, and small groups.
Achievable	Yes, if you have the funds, sponsors, and volunteers to pull it off.
Relevant	Yes, if your church is near a college or university.
Timely	Yes, being something you’ll do this fall makes it time bound.

Ineffective GOAL #2:

We will get some people to help out in our children’s ministry. 

This goal is honorable but ineffective because it’s too vague.

Specific	No, what do you mean by some?
Measurable	No, what will you count?
Achievable	Yes, but when and how will you know you’ve achieved it?
Revelat	Yes, most churches always need more help in children’s ministry.
Timely	No, there’s no time frame for this goal to be achieved.

Now, let’s look at how it measures up to a SMART Goal:

SMART Goal # 2:

Our church will recruit 12 more volunteers to help in our children’s ministry by the end of the year by preaching two sermons on the calling and blessing of serving, holding monthly informational gatherings for those interested in serving after church on Sunday, and asking our 15 small group leaders to take one of their meetings to talk about gifting and service. 

Specific	You can count the volunteers, sermons, monthly gatherings, and small group participation.
Measurable	Relevant
Achievable	Yes, if you can cast the vision for small group leaders to support the initiative.
Relevant	Yes, churches always need more children’s volunteers.
Timely	Yes, being something you’ll by the end of the year.

Ineffective GOAL #3:

We will get more small groups this year (SG).  

This goal is honorable but ineffective because it’s generic. 

Specific	No, what do you mean by more?
Measurable	No, what will you count?
Achievable	Yes, but when and how will you know you’ve achieved it?
Relevant	Yes, most churches always want more small groups.
Timely	Yes, but is a year too long to evaluate the effectiveness of your plan?

Now, let’s look at how it measures up to a highly defined SMART Goal:

SMART Goal # 3:

Our church will recruit and train ten more small group (SG) leaders by the end of the summer and help discourage a summer slump by:

1. Sharing a 4 part message series called How God Works in Small Groups. 
2. Have all 15 current SG leaders identify 1 to 2 people they think could lead their own group. 
3. Hold an after-church informational meeting for people interested in leading an SG that current leaders will be encouraged to attend with those identified as potential new leaders. 
4. Host two training days for potential SG leaders. 

Specific	It lists ten more SG leaders, a message series, 15 current leaders, two training dates, and one informational meeting.
Measurable	Yes, if you have the resources and time to complete each part.
Achievable	Yes, if you have the resources and time to pull off each part.
Yes, you’ll do it by the summer’s end.	Yes, churches always need more SG leaders.
Timely	Yes, it’s something you’ll do by the end of the summer.

Churches that put their purpose, vision, mission, and goals down on paper empower their leaders to make decisions. In turn, empowered leaders move organizations forward and help ministries grow with the implementation of a strategic plan. Fueled by a united passion with the help of tithes and offerings, SMART Goals are simple but powerful tools to impact your mission. They give your church small attainable milestones that, over time, will yield big results.

Conclusion

It’s easy to look at the world’s chaos and wonder about your church’s ability to impact it. The Apostle Peter wrote this to the first-century church: “We have everything we need to live a life that pleases God. It was all given to us by God’s power when we learned that He had invited us to share His wonderful goodness.” A strategic plan can help your church unleash the unique gifts God has given your church for impacting the world. We value the opportunity to walk beside you as you discover that call and the gifts He has given you to fulfill it. And to that, we will continue to provide church technology, conduct research, create guides, as well as deliver more Church Growth Resources to spur you onward. 

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As the Vice President of Marketing for ACS Technologies, John is responsible for Marketing’s overall corporate strategy and direction. Storyteller, promoter, and problem solver to churches of all sizes and shapes. John has traveled the world working with prominent non-profit ministries. He also serves on the board of directors for Dayspring International.