Setting Non-Monetary Goals for Your Peer-to-Peer Campaign
WRITTEN BY SARAH BAKER
An important component of any fundraising campaign is setting a goal. While it’s easy to get caught up in your monetary goal for the campaign, a donor-facing non-monetary goal may be more inspirational to your audience and give the appearance of being easier to attain.
A non-monetary goal can range from reaching towards a certain number of donors, to helping a certain number of intended campaign beneficiaries. Setting a non-monetary goal may also play into your organization and campaign storytelling more seamlessly than a dollar amount. This type of goal setting is specific and measurable, two critical components of successful goal setting.
Take a look at look at how some of our customers are applying this strategy to their campaigns:
How to determine your goal
There are several types of calculations you can use to determine what your goal should be based on your campaign. One way to calculate this is to take the number of volunteer fundraisers you expect to have and multiply that by $512 (the average amount raised by volunteer fundraisers). Next, take the total and divide it by the cost to help one beneficiary.
To keep things simple, here is an example campaign where there is ten fundraisers and the cost to help one beneficiary is $25.
10 Fundraisers X $512 = $5,120
$25 = Cost of 1 backpack with school supplies for 1 child
$5,120 / $25 = 205 backpacks
Your call to action might be: “This summer we are raising funds to outfit 205 students in our community with a new backpack filled with school supplies for the 2019-2020 school year. You can help by joining our organization as a volunteer fundraiser.”
How Can You Achieve that goal?
Now that you’ve established your goal, the most important thing to know is what it takes to achieve it. The second calculation should determine a goal based on the number of fundraisers you will need to hit this monetary goal and the estimated number of donors and donations you will need to raise the specified amount. You can do this by dividing your fundraising goal by the average expected amount to be raised per volunteer fundraiser. Your result should give you a good estimate on how many volunteers you’ll need to reach your goal.
If you have groups of individuals who wish to fundraise collectively as a team, you can set individual goals for each team. Teams are another great way to foster competition to increase overall donations for your campaign as well as a way to break your goal down into more manageable chunks. For example, if you are trying to hit 500 donors for an alumni campaign, you can set a goal of 20 donors for the Class of 2007.
Would you like to learn more about how MobileCause can help you set up a peer-to-peer campaign for your organization?
Move forward by looking backwards
When planning a new campaign, it is also helpful to look back at data from past campaigns. That data can include metrics like the average donation amount per donor, number of donors, as well as what campaigns were “liked” and “shared” on social media most often by your supporters. This can guide you to set more realistic goals and help you make more strategic decisions for your upcoming campaigns.
For example, if last year’s alumni campaign had 80 donors and there are 120 alumni names and contact information in your database, this year’s goal may be for 100% participation in the campaign by alumni.
Non-monetary goals are a great way to make your campaign’s objectives more digestible for individual donors and volunteer fundraisers. Consider setting non-monetary goals for your next campaign to echo your storytelling and help enforce the direct, tangible impact your organization is striving for.
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