Setting the Right Goal for Your Campaign

Watching the ‘thermometer’ or ‘progress bar’ move closer and closer towards a campaign goal in real time can be one of the most exciting elements of a Social Fundraising campaign! We regularly hear stories from campaign supporters who say they were constantly refreshing their browsers to watch as a campaign approached, reached, and surpassed its goal.

But how do you land on a goal that is right for your campaign? Here are a few best practices to help you land on an appropriate goal!

Why Set A Stretch but Achievable Goal

The most important part of goal setting is to land on a goal that is ambitious, but still very achievable. You may think that publishing a massive number will help donors strive towards that big goal -- but it that strategy will often work against you. The last thing you want is for your donors and volunteers to feel disappointed in what they helped you achieve because you fell short of a number that was unrealistic to begin with. Donors want to be part of something successful!

• Momentum on campaigns tends to accelerate after a goal has been hit. Donors have no problem helping you blow your goals out of the water
• Aim to have your goal met sometime in the late afternoon or early evening
• Have communication planned to keep momentum going after the goal is met

Donor goals 

Donor goals are a great choice for campaigns designed to reach new donors and highlight the importance of participation. They can also be the most effective way to raise money: 

• Of the ten GiveCampus campaigns that have raised the most money, nine have had donor goals! 
• We also find that the average gift size is larger in campaigns with a donor goal than in campaigns with a dollar goal. 
• Setting a donor goal also sends the message to your supporters that their participation is just as important as their gift size, which is key in engaging a diverse donor audience.

Dollar goals 

Dollar goals are great for campaigns that aim to fund priorities and initiatives that require a certain dollar threshold to become a reality. For example, if your campaign is raising money to purchase uniforms or equipment, support a capital project, or send students on a trip, we recommend setting a dollar amount as your goal and communicating to potential donors that without their support, the priority or initiative may not come to fruition.

Data Points to Inform Goal Setting

If this is the first campaign you're running of this type, goal setting might feel like a bit of a stab in the dark -- but it doesn't need to! Here are a few data points that can help inform the right goal for you.
These are not meant to be hard and fast recommendations for how to land on your number, but data points to look at to get your wheels turning! 

• How many donors gave in the months before, during, and after this campaign is happening last year? 
• What is ~15% of your donor goal for the year? 
• Have you run any similar appeals in the past? How many donors / dollars did they generates?