Always set hard numbers, not loose ranges. Specific - There shouldn’t be any vagueness about your campaign’s goals. You’ll just need to ensure that this foundation is strong by setting SMART goals: Your central revenue goal and the separate factors that comprise it will (and should) impact all of the decisions you make and specific tactics you use during the campaign. This step in the fundraising plan template is all about laying the foundation for your strategy. Or if you haven’t yet hosted a large virtual event but will need to for your campaign, note that you’ll probably need to invest in new virtual fundraising or livestreaming software. For instance, if donor retention from one campaign to the next has been a recurring problem for your nonprofit, make note of it now so that you can proactively address it in your next campaign. If events (virtual or in-person) will play key roles in your campaign, it’s worth giving yourself goals to aim for. However, the strategies you roll out for a capital campaign’s later public phase might also be informed by specific retention or acquisition goals.Įvent engagement, or how many donors attend and/or donate during your campaign-related events. Retention goals are most relevant for annual and ad hoc fundraising campaigns intended to bolster your base of support. Acquisition goals make the most sense for annual fundraising campaigns in which growing a stable base of year-round support is the key objective.ĭonor retention, or how many previous donors will return to donate to your campaign. Typical additional focus areas include:ĭonor acquisition, or how many new donors your campaign will secure. You’re already investing time and hard work into planning your campaign, so setting these extra goals will give your plan an added level of structure that you’ll need to generate as much value as possible. Determine this amount now so that it can fully inform your prospect research and cultivation strategies going forward.Ĭonsider any additional strategic focus areas that should be guided by concrete goals. For example, a capital campaign with a goal of raising a total of $5 million should plan to secure $3.5 million or more through major gifts. Major gifts will typically make up 60-80% of the campaign’s total revenue goal. These are the specific factors that will determine your ability to successfully reach your topline fundraising goal.įor a capital campaign, the total amount raised through major gifts will be the most important strategic focus area of your campaign. What are your projected overhead costs for the next year? Set an annual fundraising goal that sets you comfortably over that projection.ĭig into your campaign’s strategic focus areas. How much have previous, similar campaigns raised? Set an ambitious but achievable goal over that amount. These campaigns are generally conducted over the course of two years or more, so avoid setting an unrealistic deadline for the completion of your campaign and project.įor more general fundraising or annual campaigns, how you determine your topline revenue goal and deadline will vary based on the specific context. If you’re conducting a capital campaign, this goal will be determined by the actual total cost of the project you want to complete. What is your campaign’s core revenue goal? How much do you want or need to raise, and by when?
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