The Game Changers were adopted unanimously by the board in 2012. For each goal, the NAACP identified specific indicators it will use to gauge its progress over time using U.S. government data (realizing this will be a long battle and requires reliable data for the duration). Each is stated as a measure of equity. For example, instead of saying, "More African Americans will achieve a Bachelor's degree or higher," the aim is that, "The same proportion of African Americans achieve a Bachelor's degree or higher as in the general population." The goal is not an idealized future, but a fair one.
To align all of its efforts, and its unique competitive advantages in reputation and reach, toward advancing these goals, the NAACP articulated an overarching organizational strategy rooted in its identity as a movement:
To achieve equality in these areas the NAACP will pursue its organizational strategy, which is to: educate, mobilize, and grow its membership, constituting a powerful grassroots civil rights movement, and energizing the nation through activism, civic engagement, and mobilizing voters at every level of the political process.
Knowing that successful implementation of the new strategy will require support and commitment from all across the organization's large and diverse national network, the planning committee provided for local ownership of the work. For the NAACP, this meant offering opportunities to customize the strategic goals to unique state and local needs as well as building the capacity of state and local units so that they can more effectively participate in advancing the organizational goals. In one community, this might mean working to get an African American sheriff elected in hopes of fairer policing. In another, it might be blood pressure screenings to reduce disproportionate mortality rates among African Americans due to hypertension.