Setting goals and meeting them is important — especially when it comes to major gift fundraising.
In fact, I’d argue that it’s impossible to raise major gifts well if you don’t:
- Set deadlines
- Keep yourself accountable
Why Accountability Matters — for ANY Goal
In early January, I shared some of my New Year’s Resolutions with my team over at Capital Campaign Pro. I did this to help them start thinking about their own goals — personal and professional.
As part of sharing, I admitted to my team that I had a goal of running a 5K last year. But I never completed the training after my running buddy hurt her ankle. I wanted them to know, and I’m so glad I told them. Keep reading…
A Renewed Goal for THIS Year
At the start of each new year, I always make goals. Sometimes I accomplish them; other times I don’t. Considering my failed attempt to train for a 5K last year, I didn’t include running a 5K on my list for this year.
After I told my team how I failed last year, several colleagues reached out and said they wanted to help me run the 5K and they would help keep me accountable. Two even volunteered to run a 5K with me this spring.
To add to the pressure, I announced that I would run a 5K in September at our all-staff retreat. Now I was really on the hook!
So… How Am I Doing?
It has been six weeks since I renewed my goal, and I have run more this year than ever before! I downloaded the Nike Running App and even bought new shoes. My team checks in on my progress weekly and I feel the pressure to report back.
By the third week of January, I was really regretting my decision. I couldn’t imagine how I would run a 5K this year (that’s how out of shape I am) and I really hate running! I was mad at myself for committing to a 5K in front of my entire team.
It would’ve been so easy to quit. So what did I do to keep myself going?
The Added Pressure of a Deadline
To add a bit of additional pressure and a specific deadline for my training, I officially signed up for a 5K — and it’s in just a few weeks! I hope to run two or three “practice” 5K’s before having to do it with my team in September.
Truthfully, if I didn’t have all the outside pressure and support, there’s no way I would still be running six weeks after starting. However, I’m now running three times per week and have turned a corner from being upset and scared to feeling excited and energized. I even bought new sneakers!
In just a few short weeks, I can’t believe how much better I’ve gotten at running. I can now run for two full miles and I’m not completely miserable!
Accountability and Deadlines for Raising Major Gifts
So, how does this story relate to raising major gifts?
Raising major gifts is hard. Doing it consistently is even harder than distance-running (and now I can safely say that having some experience with both).
There are no deadlines when it comes to major gift fundraising. So, you must create your own. No donor is waiting by the phone for your call. Nothing happens if you neglect to pick up the phone, schedule a meeting, or send an email for weeks or months at a time.
That’s why you must create deadlines and have accountability to help you stay on track.
Deadlines are a MUST for Raising Major Gifts
One of the reasons capital campaign fundraising works so well is that there are real and artificial deadlines to keep everyone motivated and on track. When there’s a capital campaign at stake, the pressure’s really on!
One way to create deadlines for major gift fundraising is through challenge gifts. Ask a board member or key donor to challenge others to match their giving by a certain date.
For example — a board member will give $100K as a match, as long as the rest of the board makes their gifts (collectively) by March 1st, matching the initial $100K.
Beyond that, it helps to stick to a firm timetable. Set aside a few hours each week to handle major gift fundraising tasks, like reaching out to donors to set up meetings.
3 Great Ways to Keep Yourself Accountable
Most fundraisers get pulled in many directions — often to more deadline-driven tasks, like grant writing, event planning, and direct mail (which needs to get out before Thanksgiving, for example).
Today, there are several ways to help keep yourself accountable with the tasks required to raise major gifts.
1. Rely on Your Team
Start with your internal team. Executive Directors should be meeting with development directors weekly to review the major gift portfolio and next steps for the top few prospects or the next few on the list. Task assignments and next steps should be distributed and agreed upon. Each team member is responsible for reporting back the following week.
2. Find an Accountability Buddy
If there’s no internal team to help keep you accountable, it will be important to find someone to support you — an accountability buddy.
It could be a board member, or a colleague at another organization. You want to find a peer who also needs to be kept accountable for a goal of their own and agree to meet weekly for six months before quitting or reassessing.
Should you have trouble finding a buddy, there are tons of consultants who serve as major gift coaches. It’s never a bad idea to pay someone to help you reach your goals if you can afford to do so. You can even meet with me every two weeks to help keep yourself accountable — simply join Mastering Major Gifts (your first 30 days are on me).
3. Try using AI
Use the various new apps and services available to help you stay on track. One of the best I’ve seen is called Momentum. Take a demo and see what it can do for you. Ask around to learn what other fundraisers are using with success and add at least one new tool per year to improve your fundraising.
Goals and Timelines for Raising Major Gifts
I’ve created an entire series of specific goals for raising major gifts, each with weekly tasks and deadlines. If you haven’t done so already, check out the Major Gifts Challenge. The content is several years old, but it’s still relevant today and it will give you a solid framework for raising major gifts.
What have you tried in the past to keep yourself accountable and stick to your goals? Let me know in the comments.
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