The S.M.A.R.T. Approach to Evaluation
In evaluating Beef Checkoff Programs, the Beef Board employs a set of measurable objectives to determine the quality of programs proposed and carried out by contracting organizations. These have become known as “SMART Objectives,” an acronym built around the five leading measures of a strong program.
Specific – This means that the program has a specific outcome, or a precise objective to be accomplished. The outcome is stated in numbers, pounds, percentages, frequency, reach, scientific outcome, etc. The objective is clearly defined.
Measurable – This means that the objective can be measured and the measurement source is identified. If the objective cannot be measured, the question of funding non-measurable activities is discussed and considered relative to the size of the investment. All activities should be measurable at some level.
Achievable – The objective or expectation of what will be accomplished must be realistic given the market conditions, time period, resources allocated, etc.
Relevant – This means that the outcome or results of the program directly supports the outcomes of the leverage points of the Beef Industry Long Range Plan.
Time bound – This means stating clearly when the objective will be achieved.