{"id":10367,"date":"2022-12-23T06:00:00","date_gmt":"2022-12-23T14:00:00","guid":{"rendered":"https:\/\/pro-migration.local\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/"},"modified":"2025-06-10T11:30:34","modified_gmt":"2025-06-10T18:30:34","slug":"6-fundraising-goals-that-your-nonprofit-shouldnt-ignore","status":"publish","type":"post","link":"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/","title":{"rendered":"6 Measurable Fundraising Goals To Consider for Your Nonprofit"},"content":{"rendered":"<p><span style=\"color: #152637;\">Every\u00a0<\/span><span style=\"color: #152637;\">fundraising campaign<\/span><span style=\"color: #152637;\">\u00a0needs specific\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/the-smart-way-to-create-fundraising-goals\/\" target=\"_blank\" rel=\"noopener\">SMART goals<\/a><span style=\"color: #152637;\">. To measure fundraising<\/span><span style=\"color: #152637;\">\u00a0success<\/span><span style=\"color: #152637;\">, most\u00a0<\/span><span style=\"color: #152637;\">nonprofits<\/span><span style=\"color: #152637;\">\u00a0typically choose a combination of the following key metrics:<\/span><\/p>\n<ul>\n<li><span style=\"color: #152637;\">Raise $X<\/span><\/li>\n<li><span style=\"color: #152637;\">Acquire X\u00a0<\/span><span style=\"color: #152637;\">new donors<\/span><span style=\"color: #152637;\">\u00a0and\/or\u00a0<\/span><span style=\"color: #152637;\">major donors<\/span><\/li>\n<li><span style=\"color: #152637;\">Recruit X fundraisers<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #152637;\">It\u2019s important to focus on these metrics when tracking your\u00a0<\/span><span style=\"color: #152637;\">fundraising efforts<\/span><span style=\"color: #152637;\">. However, there are other metrics you should also consider to take your organization\u2019s\u00a0<\/span><span style=\"color: #152637;\">fundraising strategy<\/span><span style=\"color: #152637;\">\u00a0to the\u00a0<\/span><span style=\"color: #152637;\">next level<\/span><span style=\"color: #152637;\">.<\/span><\/p>\n<p><span style=\"color: #152637;\">Here are six\u00a0<\/span><span style=\"color: #152637;\">specific fundraising goals<\/span><span style=\"color: #152637;\">\u00a0that can help your organization succeed in the long run.<\/span><\/p>\n<h2>1. Raise Brand Awareness<\/h2>\n<p><span style=\"color: #152637;\">While\u00a0<\/span><span style=\"color: #152637;\">fundraising campaigns<\/span><span style=\"color: #152637;\">\u00a0are primarily intended to\u00a0<\/span><span style=\"color: #152637;\">raise funds<\/span><span style=\"color: #152637;\">\u00a0toward a\u00a0<\/span><span style=\"color: #152637;\">financial goal<\/span><span style=\"color: #152637;\">, perhaps you\u2019ll want your next campaign to help <\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/5-smart-brand-strategies-nonprofits\/\" target=\"_blank\" rel=\"noopener\">raise brand awareness<\/a><span style=\"color: #152637;\">\u00a0as well. Focusing your efforts to increase reach, boost engagement, and get the word out about your cause can introduce new\u00a0<\/span><span style=\"color: #152637;\">potential donors<\/span><span style=\"color: #152637;\">\u00a0to your organization who may turn into lifetime supporters.<\/span><\/p>\n<p><span style=\"color: #152637;\">You\u2019ll want to spread the word about your\u00a0<\/span><span style=\"color: #152637;\">fundraising activities<\/span><span style=\"color: #152637;\">\u00a0through\u00a0<\/span><span style=\"color: #152637;\">social media<\/span><span style=\"color: #152637;\">. Assess your\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/social-media-tracking-for-nonprofits\/\" target=\"_blank\" rel=\"noopener\">reach and engagement<\/a><span style=\"color: #152637;\">\u00a0through the number of likes, retweets, comments, and shares your social posts garner.\u00a0<\/span><\/p>\n<p><span style=\"color: #152637;\">Another way to\u00a0<\/span><span style=\"color: #152637;\">measure<\/span><span style=\"color: #152637;\">\u00a0the success of your\u00a0<\/span><span style=\"color: #152637;\">outreach<\/span><span style=\"color: #152637;\">\u00a0is by looking at the number of new email subscribers you acquire throughout your campaign. Because your\u00a0<\/span><span style=\"color: #152637;\">social media<\/span><span style=\"color: #152637;\">\u00a0posts will direct people back to your website, you can track the growing interest in your organization by identifying the number of people who decide to sign up for your updates or newsletter.<\/span><\/p>\n<h2>2. Acquire New Recurring Donors<\/h2>\n<p><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/recurring-giving-campaigns\/\" target=\"_blank\" rel=\"noopener\">Recurring giving<\/a><span style=\"color: #152637;\">\u00a0is a critical element of\u00a0<\/span><span style=\"color: #152637;\">nonprofit fundraising<\/span><span style=\"color: #152637;\">. Recurring donations contribute to increased donor retention rates, annual donation volume, and revenue predictability. Focusing a future campaign on\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/boost-recurring-donor-acquisition\/\" target=\"_blank\" rel=\"noopener\">acquiring new recurring donors<\/a><span style=\"color: #152637;\">\u00a0is a strategic way to scale your impact and ultimately raise more for your mission.<\/span><\/p>\n<p><span style=\"color: #152637;\">To track your progress toward this objective, you need first to determine how many\u00a0<\/span><span style=\"color: #152637;\">current donors<\/span><span style=\"color: #152637;\">\u00a0are giving on a recurring basis. Then, think about how you can grow this donor segment.<\/span><\/p>\n<p><span style=\"color: #152637;\">Naturally, you can increase your numbers by upgrading one-time donors to recurring givers. An annual donor may have given several one-time gifts to your organization over the years, but proposing the idea to break their annual gift up into\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/upgrade-recurring-donors-frequencies-end-dates\/\" target=\"_blank\" rel=\"noopener\">weekly, monthly, or quarterly donations<\/a><span style=\"color: #152637;\">\u00a0could be a great way to initiate the upgrade process.<\/span><\/p>\n<p><span style=\"color: #152637;\">You can also focus on recapturing lapsed recurring donors. Depending on their reason for leaving, these donors might be easier to bring back into the fold. It could be as simple as asking them to update their expired credit card information.<\/span><\/p>\n<h2>3. Increase Your Average Recurring Donation Amount<\/h2>\n<p><span style=\"color: #152637;\">Another way to achieve growth through recurring gifts is to increase your donors\u2019 average gift size by a set dollar amount. Let\u2019s say, for instance, you have 100 recurring donors. If the current average monthly gift amount is $15, you might aim to increase it to $18.<\/span><\/p>\n<p><span style=\"color: #152637;\">Reach out to your\u00a0<\/span><span style=\"color: #152637;\">individual donors<\/span><span style=\"color: #152637;\">\u00a0and thank them for their support. Calling them or meeting\u00a0<\/span><span style=\"color: #152637;\">in person<\/span><span style=\"color: #152637;\">\u00a0would be ideal, but if this isn\u2019t feasible, send a personalized letter or email at the very least.<\/span><\/p>\n<p><span style=\"color: #152637;\">Let your supporters know how much they\u2019ve impacted your organization and how their involvement is helping to advance your mission. Then, ask them to consider increasing their recurring\u00a0<\/span><span style=\"color: #152637;\">donation amount<\/span><span style=\"color: #152637;\">. Explain how adding just one extra dollar to their gift can greatly enhance your organization\u2019s long-term planning and budgeting for the programs they\u2019re passionate about.<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/proinfo.gofundme.com\/guide-recurring-giving\" target=\"_blank\">Download the Ultimate Guide to Recurring Giving<\/a><\/p>\n<h2>4. Increase Your Average One-Time Gift Size<\/h2>\n<p><span style=\"color: #152637;\">On the flip side, your\u00a0<\/span><span style=\"color: #152637;\">fundraising team<\/span><span style=\"color: #152637;\">\u00a0might be focused on boosting the average gift size of all one-time donors. One way to do this is to alter and test <\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/choosing-the-right-giving-levels-for-your-online-donation-form\/\" target=\"_blank\" rel=\"noopener\">suggested giving levels<\/a><span style=\"color: #152637;\">\u00a0on your\u00a0<\/span>donation forms<span style=\"color: #152637;\">.\u00a0<\/span><\/p>\n<p><span style=\"color: #152637;\">Experiment with slightly increasing your default gift amounts, and see whether the average gift size received increases by the end of your campaign. Keep in mind that different donors have different giving capacities, so you should have custom\u00a0<\/span><span style=\"color: #152637;\">donation forms<\/span><span style=\"color: #152637;\">\u00a0with suitable default gift ranges for each donor segment.\u00a0<\/span><\/p>\n<p><span style=\"color: #152637;\">Divide your donors by past average gift amount (e.g. low-tier donors, mid-tier donors, high-tier donors), then direct them to a custom\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/6-essential-donation-page-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"color: #152637;\">donation form<\/span><\/a><span style=\"color: #152637;\">\u00a0with giving levels tailored specifically to them. This allows you to upgrade each level of donor according to their true giving range.<\/span><\/p>\n<h2>5. Grow the Number of Gifts Received Per Communication Channel<\/h2>\n<p><span style=\"color: #152637;\">A common and important campaign goal is to acquire a certain number of gifts. Instead of focusing on just that number alone, consider focusing a portion of your efforts on increasing the number of gifts that come in through each communication channel.\u00a0<\/span><\/p>\n<p><span style=\"color: #152637;\">This approach can help you better understand which channels are driving the highest conversion, and therefore spark conversation about how to strengthen each one as an avenue to acquire donations.<\/span><\/p>\n<p><span style=\"color: #152637;\">Track your progress by first determining the average number of gifts that come in through each channel. Then create a custom\u00a0<\/span><span style=\"color: #152637;\">donation form<\/span><span style=\"color: #152637;\">\u00a0for each channel so you can track how many gifts it captures over the course of a\u00a0<\/span><span style=\"color: #152637;\">time-based<\/span><span style=\"color: #152637;\">\u00a0campaign.\u00a0<\/span><\/p>\n<p><span style=\"color: #152637;\">Your website donate button, email appeals,\u00a0<\/span><span style=\"color: #152637;\">social media<\/span><span style=\"color: #152637;\">\u00a0asks, and\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/3-pitfalls-of-nonprofit-newsletters-and-how-to-avoid-them\/\" target=\"_blank\" rel=\"noopener\">newsletters<\/a><span style=\"color: #152637;\">\u00a0can each link to a separate\u00a0<\/span><span style=\"color: #152637;\">donation form<\/span><span style=\"color: #152637;\">.<\/span><\/p>\n<p style=\"text-align: center;\"><a class=\"c-btn-primary\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/10-marketing-lessons-for-all-nonprofits\/\" target=\"_blank\">Read Next: 10 Marketing Lessons for All Nonprofits<\/a><\/p>\n<h2>6. Boost Your Email Conversion Rate<\/h2>\n<p><span style=\"color: #152637;\">Use your next fundraising initiative as an opportunity to\u00a0<\/span><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/recurring-donation-appeal-email-templates\/\" target=\"_blank\" rel=\"noopener\">test different types of emails<\/a><span style=\"color: #152637;\">. Understanding which type resonates most with your audience can help you better engage new and existing donors and maximize returns.<\/span><\/p>\n<p><span style=\"color: #152637;\">To test a certain variable, split your\u00a0<\/span><span style=\"color: #152637;\">donor base<\/span><span style=\"color: #152637;\">\u00a0into separate groups, send each segment a different version of your email campaign, and compare which version performs better. Here are a few variables you might consider testing:<\/span><\/p>\n<ul>\n<li><a href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/blog\/sample-email-subject-lines-for-fundraising\/\" target=\"_blank\" rel=\"noopener\">Email subject lines<\/a><\/li>\n<li><span style=\"color: #152637;\">Type of images included in the email<\/span><\/li>\n<li><span style=\"color: #152637;\">Type of donate button (shape, color, copy, placement)<\/span><\/li>\n<li><span style=\"color: #152637;\">Plain text versus HTML-formatted<\/span><\/li>\n<li><span style=\"color: #152637;\">Storylines<\/span><\/li>\n<\/ul>\n<p><span style=\"color: #152637;\">Tailor your organization\u2019s set of goals to reflect the specific metrics you want to reach. Rather than focusing solely on raising more and acquiring\u00a0<\/span><span style=\"color: #152637;\">new donors<\/span><span style=\"color: #152637;\">, you can also\u00a0<\/span><span style=\"color: #152637;\">measure<\/span><span style=\"color: #152637;\">\u00a0your\u00a0<\/span><span style=\"color: #152637;\">nonprofit<\/span><span style=\"color: #152637;\">\u2019s success by looking at the numbers that make up the bigger picture.\u00a0<\/span><\/p>\n<h2>Boost Future Fundraising Campaigns With Measurable Goals<\/h2>\n<p><span style=\"color: #152637;\">From expanding your recurring giving program to optimizing your next set of email appeals, these\u00a0<\/span><span style=\"color: #152637;\">measurable goals<\/span><span style=\"color: #152637;\">\u00a0can help you grow your community, uplevel your organization\u2019s engagement strategies, and increase your\u00a0<\/span><span style=\"color: #152637;\">annual fundraising<\/span><span style=\"color: #152637;\">\u00a0levels.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Every\u00a0fundraising campaign\u00a0needs specific\u00a0SMART goals. To measure fundraising\u00a0success, most\u00a0nonprofits\u00a0typically choose a combination of the following key metrics: Raise $X Acquire X\u00a0new donors\u00a0and\/or\u00a0major donors Recruit X fundraisers It\u2019s important to focus on these metrics when tracking your\u00a0fundraising efforts. However, there are other metrics you should also consider to take your organization\u2019s\u00a0fundraising strategy\u00a0to the\u00a0next level. Here are six\u00a0specific [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":25143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[11,292],"tags":[],"class_list":["post-10367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fundraising","category-nonprofit-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.5 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>6 Measurable Fundraising Goals To Consider for Your Nonprofit - GoFundMe Pro<\/title>\n<meta name=\"description\" content=\"Identify the fundraising goals your nonprofit should be measuring this year to help achieve long-term success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"6 Measurable Fundraising Goals To Consider for Your Nonprofit\" \/>\n<meta property=\"og:description\" content=\"Identify the fundraising goals your nonprofit should be measuring this year to help achieve long-term success.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/\" \/>\n<meta property=\"og:site_name\" content=\"GoFundMe Pro\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/classy.org\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-12-23T14:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-06-10T18:30:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2015\/03\/classy-photo-treatment_photo-1024x453.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"453\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Hannah Kindler\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@classy\" \/>\n<meta name=\"twitter:site\" content=\"@classy\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hannah Kindler\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/\"},\"author\":{\"name\":\"Hannah Kindler\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#\/schema\/person\/742b6a0ac4197e3bcfd456b7a8849564\"},\"headline\":\"6 Measurable Fundraising Goals To Consider for Your Nonprofit\",\"datePublished\":\"2022-12-23T14:00:00+00:00\",\"dateModified\":\"2025-06-10T18:30:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/\"},\"wordCount\":1071,\"publisher\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/wp-content\/uploads\/2015\/03\/classy-photo-treatment_photo.png\",\"articleSection\":[\"Fundraising\",\"Nonprofit development\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/\",\"url\":\"https:\/\/gofundme.to\/__proxy\/pro.gofundme.com\/c\/blog\/6-fundraising-goals-that-your-nonprofit-shouldnt-ignore\/\",\"name\":\"6 Measurable Fundraising Goals To Consider for Your Nonprofit - 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