Charities each have different aims and objectives. These usually sum up the issues they are trying to tackle. Many charities describe their aims in mission statements that guide their work. Using a mission statement, they develop specific objectives that lay out how they will achieve their aims.
Whom the Charity Serves
One of the major components of charities' aims and objectives is their target groups, or whom 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 protecting animals. These groups usually are the people who receive services or funds from the organization.
What the Charity Does
Charities should know exactly what they want to accomplish. It is possible two different organizations with the same focus area may 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 whom 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 this. 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 a charity can have, it is important to look at the specific aims and objectives that guide its work. Make sure the mission and aims fit with your values and beliefs. Look for objectives that are realistic, specific and well thought out. You may be interested in supporting a charity that has easily measurable objectives, although this does not always mean it is better managed.