Whether at luncheons, networking events, or casual conversations I enjoy talking about goals, both personal and professional. One illuminating realization is how often fundraising professionals feel that the goals set for them or the expectations that leadership has for them are unrealistic. Possibly even worse, is that there is no clear path to achieve that goal. Far too often, I begin an initial consult and there are revenue needs presented and they are based on expenses rather than what has been raised in the past.
The truth is in all the situations identified, expectations often far exceed reality. This does not have to be the case. With a little bit of research and strategy, these two roads known as expectations and reality can intersect and run parallel to each other. Below is a “roadmap” to help this occur.
Research
“Understanding where you have been helps you believe in what you are capable of.” – Patrick Belcher.
I Googled it. No one owns that quote (although I am sure it has been said before.) Regardless, it is very true. I had a client who had a fundraising goal of $320K but had no history that they had ever come close to raising that much. The closest they had come was a small capital campaign where 50% of the contributions came from a single funder. However, this was not for a campaign or a single program. This was their annual fund and it was the gap between expenses and program revenue. The number on the surface seemed unrealistic based on the fact that most of their fundraising over the past couple of years was less than $100K. After lots of conversation and looking at past efforts we came to understanding what they had done and, more importantly, what they had not done. That knowledge helped to put the expectation within reach.
Expectations for everyone
It is amazing the looks I get when I ask, “What was your role in setting these numbers?” As long as I have been in management or leadership, it is surprising how often those involved in accomplishing goals and/ or expectations are not involved in the discussion concerning the same.
I understand that sometimes situations drive the numbers and there is little discussion, yet people always feel more empowered when they are part of the conversation. Even more important, these same people may provide a key element that makes the expectation more achievable. For example, they may have heard about software used by another group that only cost $500, but resulted in $10,000 raised.
Strategy
As important as setting goals and expectations is, making sure that there is a plan to get there and that the numbers add up is at least equally as important. Consider again the client who had never raised $100K and had an expectation for $320K. If we only did what was always done, then X did not equal Y.
We brought X and Y closer by recognizing 2 strategies: 1) The funds raised at events rarely included sponsorships. Ticket sales had to cover costs; 2) they had never cultivated event attendees. Addressing these 2 items helped overcome the funding need. In addition, we reviewed the data to better understand the donor population and make more strategic asks.
Success can only happen if we set specific action steps and benchmarks with regular evaluation. Just like reaching any destination, it’s best to figure it out on a map and then proceed.
Set up for Success
When goals, expectations, or numbers seem unrealistic then they are no longer a focus or a destination point. When we involve people in discussing the need and negotiate a number that is of mutual consent, then everyone is focused on the organization’s success.
It is important to constantly evaluate activities and results. Most important, use the information available. One Executive Director I worked with wanted to set the same goal for every month (ie – we need to raise this much this year, divide by 12). However, we had 2 years of data showing over 40% of the revenue came in the last 3 months of the year. The standard12-month goal meant there would be 9 disappointments and 3 wins. Why not evaluate the data and make each month a stretch from the previous year and end up with 9 wins and 3 disappointments, or better yet, add some monthly stewardship and cultivation and have 12 wins.
Does this sound familiar? If you need s help aligning your reality and expectations, PB&J marComm is here to assist. Our initial conversation is on us. Our candid evaluation is committed to helping your non-profit become successful and sustainable. Contact PB&J marComm today for an initial consultation
