What are you trying to accomplish?
Increase your donor base OR Increase your dollars raised?
Enhance the number of people you serve from your community OR Enhance the sense of community among the people you serve?
Raise more annual fund money OR Raise more money through annual giving?
Get more people to respond to your appeal OR Get more people to experience the appeal of giving?
Invite their advice OR Invite their gift?
Create a fun event OR Create a meaningful event?
Train your donor base OR Educate your donor base?
Thank a donor for a gift already given OR Invite a donor to give their next gift?
The point isn’t that one goal is better than the other. In fact, we sometimes feel the tension of trying to accomplish all of these goals simultaneously.
The point is to clearly understand our goal(s) for the week, the month, the year, and the programs we lead. Because achieving each of these goals requires different strategies.
And when our strategies aren’t aligned with our goals, we end up being disappointed more than delighted.