Setting measurable and meaningful goals is a key component of a successful year-end campaign. After all, how will you know if you’re on track if you don’t have milestones in place? These goals need to be embraced by your entire team and important cross-departmentally so that you can track the success of your campaign and have a benchmark for future years.
Which Goals are Important to Track for Your Year-end Campaign?
As you begin to implement your year-end campaign, here are a few goals and metrics you should consider measuring:
- The number of donors who give by channel (direct mail, email, social media, text, events, face-to-face visits, etc.) year over year.
- The average gift size by channel year over year.
- The number of gifts given by channel year over year.
- The total dollars raised year over year.
- The overall growth percentage increase in dollars year over year.
- The number of new donors acquired year over year.
- The number of new email addresses acquired year over year.
- The increase or decrease in average gift size year over year?
- The increase/decrease the number of communications year over year and what was the effect?
Setting measurable goals as a team will help keep you united all the way to the finish line. Start by getting input from the stakeholders and building out a year-end fundraising dashboard. Have one person in charge of compiling the data regularly and then sharing the results to the team often. Be sure to celebrate successes or be flexible to tweak your strategy based on data and what you learn throughout the integrated campaign efforts.
Did any of these metrics surprise you? What would you add to the list?