Why School Fundraisers Fail - Because They Don't Set Goals

Get SMART about your fundraising.

It’s excellent to exceed any goal you set for your school fundraiser. And it’s also disappointing when you haven’t met the dollar amount you need to raise. So, how can you ensure your next campaign will perform with flying colors? Continued fundraising success doesn’t happen by accident. It takes planning and SMART goals to keep your campaigns from failing.

So, what does SMART mean?

A concept devised in 1981 for establishing vital business objectives, SMART goals have been used by corporations, schools, and non-profits alike. It’s an excellent method to create a clear vision of a given outcome, provide a sense of direction, and maintain momentum.

SMART is an acronym for Specific, Measurable, Attainable, Realistic, and Time-based. The five critical goal-setting components help you focus your efforts and ensure your next and future campaigns succeed.

Let’s take a look at each element as it relates to your school fundraisers:

Specific

Goals with clear-cut objectives let everyone know what needs to happen and who is accountable. When fundraising, it typically means being clear about the amount of money you’ll raise as a group and what amount each person should be responsible for raising.

Here’s an example of a specific goal: The Band Boosters have pledged to raise $10,000 to purchase new band uniforms because the old uniforms are beyond repair.

Once the overall monetary goal is set, you can set individual goals for each student or group member.

Measurable

Measuring your progress will help keep your fundraising campaign on track. You’ll know exactly where your group is about the goal and how far along each member is in their progress.

We offer a few ideas for how best to track your progress.

Achievable

Your goals must also be attainable—even if they seem challenging. Let’s use the example above. $10,000 seems like a lot for a small group to raise. And while it will be challenging, it’s a clearly defined goal that can be broken down into smaller steps. Keeping the goal manageable will ensure it’s achievable and a successful outcome.

Relevant

For a goal to succeed, it should be important to the group members. If the band members and their families in the above example were asked to raise money for library computers, they might not be as motivated to work hard to attain the goal. A goal that has their interests at heart (new uniforms) gives them a sense of purpose and can foster a feeling that “we’re all in this together.”

Time-sensitive

Lastly, a goal must have a concrete deadline. Without a specific timeframe, the goal efforts can linger indefinitely, and motivation eventually fizzles out. A deadline keeps everyone in the group on task, with their eyes on a successful campaign.

Keep your fundraising goals SMART, and you’ll be well on your way to success.

Author Bio

Clay Boggess has been designing fundraising programs for schools and various nonprofit organizations throughout the US since 1999. He’s helped administrators, teachers, and outside support entities such as PTAs and PTOs raise millions of dollars. Clay is an owner and partner at Big Fundraising Ideas.