Why You Need to Set Your Year-End Fundraising Goals Now (Not in November)
“Begin with the end in mind.”
You already know the last few months of the year are a critical time for fundraising. In fact, many organizations raise up to 30% of their annual revenue in December alone. But here’s the truth: your success in December is decided long before you send the first appeal letter.
By setting clear goals now, you give your team—and your donors—the best chance to meet and even exceed expectations.
Why Early Goal-Setting Matters
1. It sharpens your strategy.
When you define your fundraising target now, you can work backwards to determine how many gifts, at what average amount, you’ll need to succeed. This clarity shapes your messaging, your campaign calendar, and your donor outreach plan.
2. It inspires your team.
A specific, meaningful goal is a rallying point for staff, board, and volunteers. It turns a vague “We should raise more” into “We will raise $100,000 to provide 500 families with healthy meals this winter.” People work harder for something they can visualize.
3. It engages your donors early.
The sooner you start talking to donors about the impact they can make, the more time you have to cultivate, thank, and inspire them before the big year-end push.
How to Set the Right Goals
1. Review last year’s results.
Look at your total year-end revenue, average gift size, and donor participation rate. Identify what worked, what didn’t, and where there’s room for growth.
2. Align with your mission priorities.
Tie your fundraising target to a tangible outcome. For example: “$50,000 funds a year of after-school programs for 200 kids.”
3. Break it down.
Create mini-goals for different donor segments—major donors, recurring donors, lapsed donors, and new supporters. This allows for more personalized outreach and better tracking.
4. Build in a stretch.
Aim for a goal that challenges you without being unrealistic. A stretch target can motivate extra effort and creative thinking.
Next Steps You Can Take This Month
Convene your staff and board to review last year’s year-end performance.
Set a clear fundraising target and the impact it will achieve.
Draft your campaign calendar from now through December 31.
Assign roles and responsibilities so everyone knows how they’ll contribute to success.
Bottom line: Year-end fundraising isn’t a December project—it’s a strategic effort that starts now. By setting clear, measurable goals today, you give yourself the runway you need to plan, execute, and celebrate a record-breaking year-end campaign.
