Is Your Fundraising Goal Too Big or Too Small?

Fundraising TipsCampaign Management
Written By Shawna Bullard, CFRE, CNP, MS | Executive Director of Client Relations

Key Takeaways:

  • Characteristics of a Perfect Goal:

    • Challenging yet achievable.

    • Flexible and adaptable based on ongoing assessments.

  • Evaluation Criteria:

    • Align goals with project or program costs, operational needs, and leadership approval.

    • Account for fundraising costs, including donor recognition and cultivation expenses.

    • Conduct feasibility studies or opportunity assessments to validate goal feasibility with key donors and prospects.

  • Key Questions for Validation:

    • Can 80% of your goal come from 10–20% of donors?

    • Do you have three prospects for every major gift needed?

    • Does your team believe the goal is attainable?

    • Is your goal supported by market research and donor base strength?

  • Best Practices:

    • Set goals backed by evidence, such as donor capacity and market analysis.

    • Aim to increase your goal once achieved; avoid decreasing it.

Shawna Bullard, CFRE, CNP, MS | Executive Director of Client Relations

Certified Fundraising Executive | Certified Nonprofit Professional | CFRM from Lily School of Philanthropy at IU | B.S. from SIEU  | M.S. from Western Governors University | Background in both board service & international mission work

https://pridephilanthropy.com/team/#shawna
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