Measuring success is like navigating uncharted waters, especially for European associations and international institutions. You might already be using Key Performance Indicators (KPIs), but are they telling the whole story? Explore a more practical alternative: Objectives and Key Results (OKRs). Think of OKRs as your compass, guiding you toward meaningful, measurable impact.

Are KPIs holding you back?

KPIs are great for tracking numbers: website traffic, press releases, and email opens. But here’s the catch — they focus on “what” you did, not “why” it matters. Imagine sending 10 newsletters but failing to connect with your audience. Would you call that success?

For European associations, where building trust and influencing policy is key, KPIs often fall short.

They’re static, rigid, and more about outputs than outcomes. That’s like counting the number of bricks in a wall without checking if it’s strong enough to stand.

What makes OKRs a game-changer?

OKRs give you the big picture while keeping you focused on results that matter. They’re dynamic, adaptable, and designed for impact. Here’s how they work:

• Objective: Think of it as your north star. For example, “Position our sector as a leader in the green transition.”
• Key Results: These are the milestones that show progress. For example:
  • Secure endorsements from 10 MEPs.
  • Increase sustainability mentions in media by 30%.
  • Double attendance at your annual forum.

See the difference? OKRs focus on what’s meaningful, not just measurable.

Why OKRs work for European associations

1. They align efforts with strategy. Every action ties back to your mission. For example, “Create three thought leadership articles for EU media” is building credibility.
2. They adapt to change. Policies shift. Priorities evolve. With OKRs, you adjust quarterly, staying agile and relevant.
3. They focus on outcomes, not outputs. Instead of “We posted on LinkedIn 50 times,” ask, “Did we grow our policymaker audience by 25%?”
4. They encourage teamwork. OKRs break silos. When everyone works toward shared goals, collaboration thrives.

From KPIs to OKRs: a real-world example

Let’s compare. Imagine you’re running a campaign for a sustainable industry:

• KPI approach:
  • Send 12 newsletters.
  • Get a 5% social media engagement rate.
  • Attract 200 event participants.
• OKR approach:
  • Objective: Amplify influence on EU sustainability policy.
  • Key Results:
    • Publish three articles in major EU outlets.
    • Speak at five high-profile events.
    • Grow your policymaker audience by 25%.

Which approach feels more impactful?

Making OKRs work for you

Transitioning to OKRs doesn’t have to be daunting. Follow these steps:

1. Define your priorities. What’s your most significant opportunity right now?
2. Set inspiring objectives. Keep them ambitious but grounded in your mission.
3. Establish measurable key results. Be specific and time-bound.
4. Review regularly. Adjust every quarter to stay on track.

Combining OKRs and KPIs: the best of both worlds

KPIs aren’t useless. They’re great for monitoring operational health (e.g., website uptime). But when it comes to strategy, OKRs take the lead. Think of KPIs as your car’s dashboard and OKRs as your destination’s GPS. Use KPIs to track stability and OKRs to drive change.

Let’s shape the future together.

At #inextremis, we’re excited to help European associations and international institutions leap from KPIs to OKRs.

From tailored strategies to dynamic multichannel campaigns and social media solutions, we’re here for you!

Ready to elevate your communication strategy? Reach out today, and let’s work together to align your efforts with meaningful impact.