Strategic Planning for Species Conservation: A Handbook - IUCN

7.5 Ensuring Objective Targets are “SMART”
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7. Objectives
Objective Targets should be SMART (Specific, Measurable, Achievable, Realistic, and
Time-bound). The SMART acronym was introduced in Chapter 6, in relation to Goal
Targets, but is equally applicable to Targets at the Objectives level. The components of the
SMART acronym are as follows:
• Specific
Objective Targets should be defined in sufficient detail, and written in such a way, that
(a) an explicit outcome is stated and (b) it is clear that action is needed to achieve this
outcome. For example, the Strategic Plan for the Conservation of Asian Wild Cattle
and Buffaloes (IUCN/SSC in review) includes an Objective Target requiring “Surveys
using appropriate peer reviewed methods to measure population size and trend
conducted in priority sites by 2018”. This Objective Target is specific in that it states
clearly what needs to be achieved (surveys of population size and trends need to be
completed), how (using appropriate peer-reviewed methods), and where (in priority
sites – which in this case were identified in the Goal Targets).
• Measurable
Objective Targets should be measurable, so that it is clear when they have been met.
In the example given above, the Objective Target is measurable since it will be
apparent when the surveys have been completed.
• Achievable
Objectives Targets need to be achievable. If the Targets are too ambitious, then they
are unlikely to be achieved, and people working towards them may lose motivation. In
assessing whether or not an Objective Target is achievable, it may be helpful to
consider whether others have achieved something similar in a similar timeframe. It is
also helpful to ensure that there are no insurmountable obstacles to achieving the
Target, such as civil unrest. In the example given above, the Objective Target is
considered to be achievable because the surveys of population size and trend are
restricted only to priority sites, not to all sites where the species occur.
• Realistic
An Objective Target may be achievable because it could be attained in principle, but
not be realistic because there are insufficient resources (e.g., money, skills, or
commitment) available, or there is no chance of obtaining them.
• Time-bound
Each Objective Target should specify the time within which (or the date by which) the
Target should be reached. Setting a deadline creates a sense of urgency because
there is a clear date by which the Objective Target should be met. It also makes the
Objective Target measurable. As noted above, timelines can be used as a way of
prioritising among Objective Targets, with shorter timelines given to Targets
addressing more urgent threats (though timelines should not be so short as to make
the Target unachievable or unrealistic). The timeline for each Objective Target should
be less than, or equal to, the timescale for the SCS as a whole.