Establishing Fundraising Missions, Objectives,

Metrics and Strategies

All this talk about strategy is sorely misguided.

Putting strategy first will give you the same results as

Ready, fire, aim …

Real leaders obsess about objectives, and leave the strategy to the first line

supervisors

The right order

1. Mission2. Objectives

• Associated Metrics

3. Strategy

Mission

The main purpose for which an organization or initiative exists

Objectives

Specific and measurable deliverables that are essential to

fulfilling the mission.

Strategy

A plan of action or policy developed to accomplish a

specific objective.

And what about tactics?

A procedure to achieve an end, an aim, or goal.

The fundraising mission should support the mission

of the organization.

Sample organizational mission

To definitively contribute to our school and children’s education

and wellbeing.

Sample fundraising mission

Maximize funds raised while offering our constituents the most choice,

value and features.

Sample fundraising objectives

1. Raise at least [$$] throughout the year

2. Highly rated by parents (constituents) on OnProviders.

3. Maintain accurate records for accounting, planning and reporting purposes.

Sample Fundraising Metrics(All examples are on a scale of 0-5)

• Raise at least [$$] throughout the year– Raise an minimum of [$$] a month– Checks received and deposited by 10th

of each month

• Highly rated by parents (constituents) on OnProviders.– Average OnProviders rating of at least

3.25

Sample Fundraising Metrics(All examples are on a scale of 0-5)

• Maintain accurate records for accounting, planning and reporting purposes.– Real time tracking – 100% accuracy– Contributors and producers recognized – All tax documents prepared on a timely

basis

Sample Fundraising Metrics(All examples are on a scale of 0-5)

Keep in mind• There can be no fundraising mission without

an organization mission.• Generals are responsible for establishing

military objectives. Not colonels, not majors, not captains, and certainly not lieutenants.

• They’re important and they require time and effort.

• The ability to establishing the right objectives is the most important leadership responsibility

The best objectives

• Buyer/Donor driven• Jointly established between

fundraising provider and buyer/donor

Metrics Should

• Be limited to no more than 2 – 4 for each outcome or result

• Make sense• Be easy to understand and to

measure• Drive continuous performance

improvement

Metrics Should Not Be

• Strategic – you can’t measure strategy

• Complex• Numerous• Proprietary• Exclusive

Fundraising Metrics To Avoid

Profit margin not associated with distribution margin and cost of

goods.

Secrets to Good Metrics

• Help the buyer/donor to help you define them.

• Base them on requirements established before initiating fundraising

Optimum Fundraising Strategy

Open a Buyer Topia account and exploit it.

Getting It Right

• Organization mission• Fundraising mission• Objectives

• Associated metrics

• Strategies

Organization Mission Questions

Does it make sense?– School Administrators– Teachers– Parents

• Will it still be valid?– Tomorrow– In a month– Throughout the year

Fundraising Mission Questions

• Does it completely support the organization mission?

• Does it make sense – and say the same thing to school administrators, teachers, parents and even external constituencies?

• Will it stand the test of time?

Fundraising Objectives Questions

• Do they support every aspect of the Fundraising Mission

• Do they leave anything out?• Are they clear to school

administrators, teachers and parents?• Are they measurable?• What do the buyer/donors think of

them?

Fundraising Metrics Questions(Associated with Objectives)

• Do they measure outcomes or results?• Does everyone involved understand

them?– What they measure– How they are calculated– What drives them

• What do the buyer/donors think of them?