Abstract: Our analysis of the project operation process of social organizations suggests that social organizations are too tired to complete the quantitative indicators of the project, while ignoring the project effectiveness in terms of demand satisfaction and value enhancement. Clients’ demands are often replaced by the assessment index and the management’s requirements. , In the process of project operation, it is commonly observed that contents of the project are replaced by forms. In such projects, there is a tendency to emphasize documentation over service, focus on service activities and entertainment, have selective and fragmented clients, and encourage repeated participation of the clients. Without sufficient need assessment and with overemphasis on quantitative indicators in goal settings, plus the absence of two-way communication mechanisms in implementation and the heavy reliance on documentation and financial evaluation in external supervisions, social organizations have catered to evaluation and weakened service effectiveness. Due to the lack of resources and skilled personnel, social organizations find it challenging to carry out professional development, which results in various goals displacement phenomena. In order to address the problem of goals displacement in project operation, it is necessary to conduct a scientific pre-evaluation before signing the contract, reduce the strict quantitative indicators in the contract, strengthen the construction of two-way communication mechanism, emphasize the evaluation of service effectiveness, and encourage the joint efforts of social organizations to build professional services.

Key words: goals replacement, social organization, program management, program operation