The Moving Target: How to Increase Your Fundraising Goal

Nonprofits should set goals that are aggressive but realistic. However, nonprofits often shoot past their realistic goals when they adopt certain strategies. Here are the unique qualities that enable organizations to reach extraordinary fundraising heights.

Setting Aggressive But Realistic Goals

First, let's define what an aggressive but realistic goal really means. As in the medical field, the mantra "do no harm" holds true in fundraising. Setting an unattainable goal only sets your organization up for failure if you budget according to that goal. 

Be realistic about what you, your team, your organization and your donor community can accomplish collectively. Always manage expectations with key stakeholders regarding your goal, especially if your budgetary needs stretch beyond your fundraising projections. We recommend setting yourself up for success with an attainable goal.

To identify an aggressive but realistic goal for your organization, follow this process:

1. Set both conservative and aggressive projections for all donors at or above a giving level that is meaningful for the organization (whether that's $1,000, $5,000 or $10,000).
2. Add these two numbers together and calculate the average.
3. This average provides a rough estimate of what you can expect to raise.

This practice works effectively for both specific campaigns and annual fundraising efforts.

Pushing to Surpass Your Aggressive But Realistic Goal

Once you achieve your initial fundraising win, you can move your target upward using these proven techniques.

1. Effective Campaign Structure

To achieve your initial goal and set a more aggressive target in motion, structure your campaign to clearly understand the gap to goal. Here are some best fundraising practices:

• Project your dollars raised and assign the best solicitor for each prospect.
• Ensure everyone first solicits their most passionate and guaranteed supporters — typically major donors, leadership who have been stewarded year-round and those willing to take on leadership roles in the campaign. This approach allows you to assess whether your projections are accurate and enables additional solicitors to step into their roles and inspire more donors.
• Create a timeline and share it with your solicitation team, providing talking points and outreach strategies as well.

2. Solid Donor Relationships

As with most aspects of life, authenticity breeds the best results. When you focus on relationships in a genuine and sustained way, the ask becomes an inevitable and natural outcome. Implement stewardship activities that keep donors informed about general organizational happenings outside the specific campaign, as well as campaign progress and milestones.

This approach creates transparency, strengthens donor relationships and nurtures connections.

3. Rockstar Campaign Leadership and Strong Committees

While not every organization is blessed with exceptional volunteer leadership, when you have devoted committee chairs or passionate volunteer committees willing to drive the campaign forward, success comes easily. If a leader sets an aggressive internal target, respectfully manage their expectations while encouraging and supporting their inclination to stretch — this can truly elevate campaign success.

Exceptional leaders inspire committee members to broaden their outreach and confidently ask their network for specific amounts. To maximize leadership effectiveness:

• Provide regular check-ins to ensure leaders accomplish their weekly goals.
• Remind them of overarching objectives to keep the campaign on track.
• Help them identify complementary leaders with different skill sets.

Additionally, look for committee members who bring marketing expertise, the ability to open doors for strong solicitors, deep organizational knowledge and access to different social groups. A committee that first makes its own commitments and follows through on assignments will help reach and then surpass campaign goals.

4. Leverage Success Momentum

Once you hit your aggressive but realistic goal, seize the opportunity to celebrate — either internally with your committee or publicly with your community, depending on the situation. Then challenge the community to rise to the occasion. By giving your organization a reason to celebrate, the publicity around your achievement propels contributions to your success story from those who haven't given yet.

Moving beyond your initial fundraising goal requires strategic planning, authentic relationships, strong leadership and the wisdom to leverage momentum. By implementing these proven techniques, organizations can transform realistic goals into launching pads for extraordinary fundraising success.

The preceding content was provided by a contributor unaffiliated with NonProfit PRO. The views expressed within may not directly reflect the thoughts or opinions of the staff of NonProfit PRO.