Charities each have different aims and objectives. These usually sum up the issue they are trying to tackle. Many charities describe their aim in a mission statement that guides their work. Using this mission statement, they develop specific objectives that lay out how they will achieve their aim.
Who the Charity Serves
One of the major components of charities' aims and objectives is their target group, or who they are trying to help. This could include humans or animals. Some examples include people with a certain disease, people from a particular community or a group of animals. These are usually the people who receive services or funds from the organisation.
What the Charity Does
Charities should know exactly what it wants to accomplish. It is possible that two different organisations with the same focus area can have very different ideas about how they plan to help. For example, a charity that focuses on cancer may want to fund science to find a cure or it may be focused on providing support to cancer survivors and their families.
Plan of Action
When charities have determined who they want to serve and what they want to accomplish, they have to carefully plan out how they can reach their goals. Organizations usually have several objectives that spell out how they plan to go about it. For example, a charity that provides support to cancer survivors may have an objective to connect survivors through a support group.
Evaluating Aims and Objectives
It is not enough to know the topic or focus area of a charity. From this perspective all charities seem good and worthwhile. To really understand what kind of impact they can have, it is important to look at the specific aims and objectives that guide their work. Make sure that their mission and aims fit with your values and beliefs. Look for objectives that are realistic, specific and well thought out. You may also be interested in supporting a charity that has easily measurable objectives, although this does not always mean that they are better managed.