What does success look like? How can we be successful as fundraising professionals, nonprofit executives, board members, and volunteers if we don’t know how success is measured? In many instances, fundraising success is simply defined as “Did we raise enough money?” In more sophisticated organizations the benchmark could be, “Did we meet our fundraising goals?” We believe these questions barely scratch the surface of what fundraising success looks like. There are many steps to successful fundraising, but not everyone knows. That’s no one’s fault – who sits around talking about fundraising and what it takes to meet a fundraising goal? We can tell you – not many folks!
Here is a sample list of activities you can use as a measure of fundraising success:
- Implementing the fundraising plan in a timely manner
- Monies raised
- Data management
- Campaign leadership
- Attrition rate
- Communications and awareness
- Reporting on a regular basis
- Prospect identification, cultivation, and solicitation
- Stewardship
- Budget management
- Staffing levels
- Volunteer management and orientation
Start with an open-ended question: How do you think I am doing in my role as a fundraiser for our organization? Then ask specific questions, such as “Please rank my work in implementing our fundraising plan?” Please rank on a scale of one to five, with one being “poor” and five being “excellent.”
Use the same question format to ask how they rank the money you have raised, and how you use technology for fundraising and reporting. Ask how they rank your work in the areas of communications, awareness activities, and social media; and how you are progressing in identifying, cultivating, and soliciting donors and funders. Ask for an assessment of how you are securing and working with fundraising leaders and volunteers; how you are thanking donors; and how you are reporting out to others on fundraising progress and activities.
Remember to first ask yourself these questions and to then ask others to answer them. Sometimes our assessment is different from how others assess our work. We may be harder on ourselves than others are, or there may be things that others see that we are not aware of. In all cases, it’s about self-assessment and assessment by others so that you are not blindsided at the end of the year. It’s a way to be accountable to yourself, your organization, and those you work with. It gives you time to make adjustments. Importantly, we recommend that the executive director, board chair, and fundraising staff and volunteers all do the same. This way everyone can assess, learn and move forward towards a shared fundraising goal.
We all want to be seen as being successful, as contributing towards the greater good, being a team player. It’s hard to be successful if you don’t know the measure of success and you don’t have feedback. Ask for feedback throughout the year, and be willing to offer it when asked.
Copyright 2024 – Mel and Pearl Shaw of Saad&Shaw – Comprehensive Fund Development Services. Let us help you plan for 2024! Video and phone conferencing services are always available. Call us at (901) 522-8727. www.saadandshaw.com
