If you’re a nonprofit fundraiser, you know that setting fundraising goals is both an art and a science. You want goals that are ambitious enough to inspire action but realistic enough to achieve. Striking that balance can feel like walking a tightrope. Sound familiar?
For 2025, let’s set goals that are not just numbers on a page but dynamic, purpose-driven targets that align with your mission and energize your team. In this article, we’ll explore how to reflect on your past, analyze the present, and create SMART goals that lead to meaningful impact.
Download our free Fundraising Plan and Calendar Template:
1. Reflect on Past Performance
Before setting your sights on 2025, take a moment to look back and reflect. What worked for your organization in the past, and what didn’t?
Start with data. Pull reports from the past three to five years and examine donor behavior: How many new donors came in? How many stuck around? Were there spikes in giving tied to specific campaigns or channels, like email appeals or events? By identifying patterns, you can avoid repeating mistakes and double down on strategies that worked.
For example, if your donor retention rate jumped after launching a monthly giving program, that’s a sign to invest further in that channel. Conversely, if an expensive gala underperformed, it might be time to rethink your event strategy. Reflecting on your history helps you approach 2025 with clarity and confidence.
2. Understand the Current Landscape
The world has changed dramatically in the past few years, and so has the nonprofit fundraising environment. As we approach the new year, consider the external factors that may impact your goals.
Economic conditions like inflation or shifts in donor priorities could affect giving levels. Recent studies show that mobile donations are on the rise, with 30% of all online donations in the past 12 months now coming through mobile devices. Peer-to-peer campaigns are also gaining momentum as donors increasingly look to their networks for influence.
And don’t forget the competition: Nonprofits across the sector are vying for attention and funding. Knowing your organization’s unique value proposition will help you stand out.
By staying informed about trends and challenges, you can craft goals that are grounded in reality while still pushing your team toward growth.
3. Use the SMART Framework for Goal Setting
To turn your fundraising dreams into actionable plans, use the SMART framework. It’s like a GPS for goal-setting:
- Specific: Define your target with precision. Instead of “raise more money,” aim for “raise $500,000 for our youth education program.”
- Measurable: Establish clear metrics to track progress, such as the number of donors or average gift size.
- Achievable: Be honest about your resources and capacity. Stretching is good, but overpromising can demoralize your team.
- Relevant: Ensure your goals align with your mission and strategic plan. Every dollar raised should further your cause.
- Time-Bound: Set deadlines, like quarterly benchmarks or campaign end dates.
For example, a SMART goal could be: “Increase online donations by 20% by December 31, 2025, through a combination of email campaigns and social media outreach.”
(Fundraising macro + micro goal examples in the downloadable calendar template)
4. Segment and Diversify Fundraising Goals
When it comes to setting your fundraising goals, the old adage rings true: don’t put all your eggs in one basket. Relying too heavily on a single source of funding can leave your nonprofit vulnerable to unexpected challenges. By breaking down your overall target into smaller, actionable fundraising goals and diversifying your efforts, you can build a more resilient and effective fundraising strategy.
Consider setting goals by donor segment:
- Major gifts: Identify high-net-worth individuals who are passionate about your mission. Set specific targets for cultivating relationships, securing commitments, and stewarding these donors.
- Corporate sponsors: Partnerships with businesses can be game-changers. Plan for sponsorship opportunities tied to specific events, campaigns, or programs. Define your goals here, such as bringing in $50,000 through corporate sponsorships for your annual gala or community initiative.
- Grassroots supporters: Don’t underestimate the power of the crowd. Use crowdfunding and social media campaigns to engage your community of smaller donors. For instance, you might set a goal to raise $25,000 in micro-donations over three months, using social media challenges or peer-to-peer fundraising.
Diversify revenue streams as well. Grants, events, and online giving can complement your efforts. Tools like our free fundraising plan calendar can help you create a comprehensive roadmap for the year.
5. Set Stretch Fundraising Goals to Inspire Growth
Every nonprofit has a baseline goal—the minimum amount needed to sustain operations. But why stop there? Stretch goals can inspire your team and excite donors with the promise of greater impact.
For instance, your baseline goal might be $300,000 to cover program expenses, but your stretch goal of $400,000 could fund new initiatives, like expanding services or hiring additional staff. When you share these aspirations with donors, tie them to tangible outcomes. Instead of saying, “We need more money,” say, “With $100,000 more, we can provide 50 additional scholarships.”
(From training an activist for $100 to funding five girls’ clubs for $5,000, donation tiers illustrate real impact.)
During team meetings, compare your actuals to both the baseline and stretch fundraising goals. Remember, celebrating milestones along the way keeps morale high and the vision alive.
6. Plan for Flexibility and Adjustment
The only certainty in fundraising is uncertainty. A new grant opportunity might arise, or a major donor could unexpectedly pull out. Build contingency plans to adapt as needed.
Track your progress regularly using dashboards or CRM software. If your spring campaign falls short, adjust your summer strategy to make up the difference. Flexibility doesn’t mean abandoning your goals—it means staying agile enough to achieve them despite obstacles.
7. Communicate Fundraising Goals Effectively
Fundraising goals are only as powerful as your ability to communicate it. Share your goals transparently with staff, donors, and stakeholders. Use storytelling to connect the numbers to your mission.
Instead of saying, “We need $100,000 to meet our goal,” frame it in a way that inspires action: “With your help, we can raise $100,000 to provide 1,000 children in our community access to life-changing after-school programs.” When people see the human impact behind the numbers, they’re more likely to connect emotionally and contribute.
(Progress bars visually demonstrate to your supporters how close you are to achieving your goal.)
But setting the goal is only part of the journey—celebrating progress is equally crucial. Leverage tools like progress bars on your campaigns, email blasts, or social media posts to visually show how close you are to reaching your target. A dynamic progress bar that updates in real-time can create excitement and urgency, especially as you approach key milestones.
Bringing It All Together: Your Blueprint for 2025 Fundraising Success
Setting fundraising goals for 2025 doesn’t have to be daunting. By reflecting on the past, understanding the present, and using SMART, segmented, and stretch goals, you can create a roadmap that’s both realistic and motivating.
Most importantly, approach your goals collaboratively and transparently. Empower your team and inspire your donors with a clear vision of the impact they can help achieve.Ready to get started? Download our free Fundraising Plan Calendar Worksheet and set your nonprofit up for success in 2025. Let’s make this your best year yet!
