We all have goals - a soccer team winning the match; getting to the supermarket before it closes or losing 20lbs after a winter of hibernation!. I recently read a great quote from Oliver Napoleon Hill, author of the book Think and Grow Rich; “A goal is a dream with a deadline”.
Whether your non-profit organization is setting long-term strategic goals or short-term campaign goals, setting and meeting fundraising goals can be complex. and you may be confused as to what your fundraising goals should be. In recent years, many have found using the S.M.A.R.T system, created by George Doran very helpful. The system outlines a five-part method for creating smart objectives. Let’s take a look at how to use S.M.A.R.T. can help your organization.
S Is for Specific
“I have discovered that you will achieve nothing if you pursue everything. Be specific and stay focused.” Israelmore Ayivor, Become a Better You
The first step is to make your fundraising goals specific. It’s not enough to say, “We want to raise more money than last year.” That goal can be accomplished by raising just one dollar more than last year. Instead, focus on a specific goal that includes the amount to be raised and what you want to accomplish with it. Examples could be:
Raise $100,000
Gain 200 new donors
Retain 65% of last year’s donors
Write down your goals and keep them somewhere where you and the team see them. Having a constant reminder of your objectives can help you stay focused and motivated.
M Is for Measurable
“When you can produce measurable, replicable results, it builds confidence and motivates you to keep pushing forward”. Jay Shetty, English author, former Hindu monk, and life coach
How do you measure success? By setting measurable goals, you make success and failure more objective. To make your goals measurable, ask questions like “how much?” and “how many?”
A Is for Attainable
“Persist and persevere, and you will find most things that are attainable, possible”. Philip Stanhope, 4th Earl of Chesterfield
Most people get greater satisfaction from achievements they had to work hard to attain, but keep in mind that setting goals that are too difficult can also work against you. If a goal is currently unachievable, the fundraising team will feel that they are being set up to fail. Your fundraising goals should be challenging, not impossible!
R Is for Relevant
“Put your own twist to it. That's how you stay relevant.” Lil Durk, Singer
We'll be discussing this in more detail in a future blog, but donors need to know what impact their gift will have; reminded of the work their gift supports. Every fundraising goal must be connected to your organization’s value proposition.
This idea relates to showing a donor the impact of their donation and in the case of a fundraising campaign, can be achieved by simply sharing those goals on your campaign page.
T Is for Time-Based
“Time is the most valuable thing a man can spend”. Theophrastus
If a goal isn’t time-based, you can (and possibly will) put it off indefinitely. Having a visible deadline can be a powerful motivator for donors and fundraisers when running a fundraising campaign. However, do allow a reasonable amount of time to achieve your results. Your deadline should be ambitious but attainable.
Each organization has its own dynamic needs and my goal is to help your organization move to the next level and turn your vision into donations. You can contact me at suzanne@suzannelieberman.com; let’s start a conversation.
Commentaires