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Getting Closer to the Target

On the metrics continuum between exactitude and "striving to do our best," smaller ministries try to hit the bulls-eye
Outcomes, Nov/Dec 2007, Vol. 31, No. 6

For two years, as a celebrated demonstration pilot with the U.S. Navy's famed Blue Angels, Jim Horsley routinely performed aerobatic formation maneuvers, the wingtips of his 500 mile-an-hour A-4 aircraft dancing at arm's length from a neighboring jet. Such success, let alone survival, demanded precision. "We videotaped and reviewed every maneuver as a team," he says. "We put a stop watch on each formation. If we were going to be excellent—and there was no other option—we had to measure what we were doing."

Two years ago, Horsley, who has significant operational experience with two large Christian ministry organizations and a Boeing simulator subsidiary, became chief operating officer for Pro Athletes Outreach (PAO). The ministry based in Issaquah, near Seattle, encourages and equips sports leaders to live and share their faith. While a new effort to high school coaches is flourishing, PAO's main deliverable has been annual outreach-training conferences for pro athletes, coaches and their spouses. With a staff of nine and an annual budget of $1.6 million, PAO's "small ministry" designation belies its reputation for being one of the most respected and trusted sports ministries in pro circles.

Recently, after more than 25 years of ministry, PAO implemented a strategy review and update process to assure the organization's interests were being met.

"Until we could articulate a couple of key goals, or measurement criteria, it would be hard to gauge and evaluate our efforts," says Horsley. Working with a leadership team headed by PAO president Norm Evans and executive director Bobbi Evans, the ministry implemented a review and evaluation process. The PAO team defined three "Primary Objectives and Ministry Effectiveness Measures:"

• Optimize conference attendance
  
  
• Ensure programs are culturally relevant to audience
  
  
• Strengthen affiliate sports ministry partnerships

For each category, two or three measurable goals were established to ensure a balance between quality and growth. "Clear ministry effectiveness measures were necessary to maintain focus in our efforts," says Horsley. "First and foremost, we had to better define and understand the motivations of our customers. For instance, meeting targeted goals for scholarship funds was key to our conferences' success. Because most coaches and spouses can't afford the full cost of the event, and since they're our key customer, we had to secure appropriate resources to enable them to attend."

At least three lessons emerged for Horsley and PAO: