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Otherwise, how will you know if you’ve been successful or not once January 1 has rolled around? Set goals that have metrics attached to them: dollars raised, number of new donors, additional email addresses acquired.
Your goals should say exactly what you’re hoping to achieve. “Raise more money” and “send email appeals” are pieces of strategy and tactics, but they’re not measurable. The more specific you are, the easier it will be to track your progress and results.
Pass the SMART test.
Your your goals pass the SMART test—specific, measurable, achievable, realistic and time-bound. The last one is already covered -- typically the year-end campaign window is from Thanksgiving through December 31.
- Answer these questions: How much money did I raise online last December? How much money do I want to raise online this December?
- List the other fundraising goals you may have (e.g. number of new donors, number of new monthly donors etc.)
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