Setting a fundraising goal and using it to encourage donors to give is pretty common. You’ve probably even done it.
But even if you haven’t, you’ve definitely seen it from school fundraisers, galas, day of giving events, auctions and everything in between.
Fundraising goals aren’t new.
Think back to the old tele-a-thons that aired on tv (we might need to do a blog for younger readers explaining how something “aired” on tv). There was always an amount that they aimed for and they’d give updates to the viewers on how much of the goal had been raised.
Goals are used because they’re effective. They work. People like knowing what the goal is. They like celebrating when they achieve the goals.
Whether its number of steps in a day or miles for a week, most of us like setting a goal and reaching it.
But using fundraising goals effectively is more than just saying, “Our goal is $XXXXX.”
However, all too often, that’s all that organizations do. They put the focus on this huge number and let that do all the heavy lifting.
It’s understandable. Boards, bosses, and others have talked about the goal a lot.
But it’s not effective.
Here are 3 Ways to Effectively Use Fundraising Goals:
1. Have a reason for the goal.
It shouldn’t just be an arbitrary number because that’s what your CFO said you needed to finish the fiscal year. And the reason needs to be more than, “It’s X% more than we raised last year!” People don’t care about random goals or budgets. People care about helping and making an impact.
Pretend for a minute that you’re a nonprofit raising money for kangaroo conservation.
If the fundraising goal is $100,000, make sure your donors know what that money is for. Explain that the $100k will provide 300 days of food for kangaroos, 50 new habitats for the growing number of kangaroos that are in need, or it will provide fresh bedding for an entire year. Let the donors see why that goal is needed.
2. Show the donor how they can help.
When dealing with large number goals, you have to make sure that each donor knows how their gift will help make an impact. You don’t want a donor to think, “Wow, they need $100,000. I wish I could help, but all I could give is $50. That won’t do anything.”
Break down the big number into smaller units. Maybe it’s a unit of 1 or maybe it’s 10. That will depend on your organization and situation. But show them the impact of each gift. Give them a way to see themselves in your work.
Back to your kangaroo conservatory. You could say that the goal is $100k, and then tell the donor that each $100 they give is one kangaroo habitat. Or that each $5 is a meal for the kangaroos. (Note: We love kangaroos, but have no idea how expensive it is to take care of one.)
The important thing is to break down the larger number so that all donors feel included and a part of your ministry. They can’t give the whole amount that’s needed, but they can give something that helps.
3. Don’t forget the fundamentals of fundraising.
As we said above, too often organizations try to make the fundraising goal do all of the heavy lifting. It can’t do that. The goal should be one of the tools your organization uses, but not the only thing.
You should still make sure to include scaffolding in all your communication talking about the goal. Telling a story is ideal, to put a face on the situation or tug at the donor’s heartstrings.
So, What?
“Okay, but we hit our goal last year without doing all this, so this is great for some people, but we don’t need to do all this.”
Awesome, we’re glad it worked.
But using these tips will help your goal be MORE effective. It can help your donors feel more connected to your mission, which can mean that they’ll give again. Having your donors feel a part of your organization is a crucial part to building relationships and having stronger mission.
As always, if you have questions about this or any fundraising topic, give us a shout at: howdy@oneicity.com
