Dollars fundraised is, in most cases, an unhelpful goal.
They are outcome measures over which we regularly do not have much control: “How much of that $50 million was in current giving vs. planned gifts?”
They are misunderstood: “You mean that most of that $250 million raised will come in over the next 5 years?”
They lack context: “Ok, we raised $100 million, but I see headlines of other places raising $1 billion. Should we have set our sights higher?”
They are poor proxies for what really matters: Fulfilling important missions and spreading the joy of gift giving.
Yes, fundraising dollar goals matter to practitioners and supervisors They matter in governing board meetings (sometimes). But, beyond that, there really is not a lot of thoughtful managerial utility for fundraising dollar goals.
In 2010, a book was released that summarized a series of leadership-related interviews given by Bill Walsh, the former coach of the NFL’s San Francisco 49ers. Bill Walsh had already passed away when the book was published. Because he changed the way football was played in the NFL, his thoughts on all things leadership were eagerly consumed.
His leadership philosophy was simple: guide, help, and support people in doing the fundamentals consistently and exceptionally well and the outcomes being sought will emerge. The book’s title was, “The Score Takes Care of Itself”.
When gift officers consistently implement thoughtful, mission-centered visits with donors and inviting gifts in compelling and enthusiastic ways, the fundraising goals will take care of themselves.
When annual giving professionals consistently implement multi-channel, segmented, and winsome invitations to give, the fundraising goals will take care of themselves.
When constituent relations folks consistently implement engaging and meaningful activities and events, the fundraising goals will take care of themselves.
When we create goals based on our behaviors, our actions, and our plans, (i.e, the processes we have far more control over), “the score really will take care of itself.”
