Purpose: The purpose of this paper is to analyze the development and implementation of how a greenhouse gas GHG reduction target at Yale University has resulted in broad and long-term institutional commitment. Design/methodology/approach: Interviews are conducted with key individuals representing those most directly involved in developing and implementing Yale's GHG target. Findings: The development of an institutional GHG reduction target calls upon a recursive process. A goal starts with a vision, followed by development, endorsement and implementation, and leads to institutional change. With change, comes new perspective to define a new vision. Upfront development of an implementation plan is critical not only for successful goal implementation, but also for endorsement from institutional leadership. Research limitations/implications: A process for the development of a GHG reduction target is extrapolated from only one case study. Further case examples would be helpful. Practical implications: This case study relays an experience that may help other institutions to implement their own GHG reduction targets, and other sustainability goals more generally. Originality/value: This paper highlights the importance of institutional goals in creating sustainable universities. A process by which institutions can follow to achieve GHG emission reductions is suggested. (Contains 1 table and 1 figure.)