Setting Smarter Annual Goals

Setting annual fundraising and programs goals are a crucial part of building sustaining funding. Establishing smart goals is a core leadership responsibility. Strong nonprofits move beyond counting activities and focus on measuring impact.

Instead of asking, “How many events will we host?” they ask, “What change will we create?”

This shift strengthens mission alignment, improves accountability, and clarifies value for donors and stakeholders.

Move from Activity-Based to Outcome-Based Planning

Activity-based goals focus on outputs:

• Host 10 events

• Submit 25 grant proposals

• Make 500 donor calls

These actions matter. But they do not define success.

Outcome-based goals focus on results:

• Increase program participation by 25%

• Improve volunteer retention to 80%

• Move 20% more clients into stable housing

Outcomes connect directly to mission. They clarify why the work matters, and they provide a clear standard for success. Staff and board members have a clear roadmap for their mission-critical work.

Step 1: Review Your Current Position

Begin with an honest assessment of the past year.

• Review participation data, revenue, expenses, and program outputs.

• Identify which efforts advanced mission impact.

• Identify which efforts consumed time without meaningful return.

Then define one to three core outcomes for the coming year.

Examples:

• Increase the number of clients who secure stable housing by 20%.

• Retain 80% of volunteers for more than one year.

• Expand access to services for 30% more eligible participants.

Each outcome should align clearly with mission and long-term strategy.

Step 2: Translate Outcomes into SMART Objectives

Outcomes require measurable objectives. How are you verifying the work is meaningful?

A strong objective is:

• Specific

• Measurable

• Achievable

• Relevant

• Time-bound

Example:

By December 31, enroll 150 additional low-income youth in the mentorship program, with at least 70% completing the program and transitioning to post-secondary education or employment.

Break each objective into measurable indicators:

• Number served

• Percentage meeting benchmarks

• Completion timelines

Make sure you assign responsibility for goals and clarify who leads. Also, Identify required resources and define which departments are involved.

Step 3: Align Activities Behind Each Objective

Activities should support outcomes, not operate independently.

List planned campaigns, events, partnerships, and outreach efforts. For each one, ask:

·         How does this advance the defined outcome?

·         If the connection is unclear, reconsider the activity.

For example:

Instead of hosting three fundraising galas, set a goal to raise $200,000 to provide tuition support for 50 students, enabling enrollment and graduation.

Develop quarterly milestones. Align staffing, budget, and tools with each objective.

Intentional alignment prevents reactive fundraising and scattered effort.

Step 4: Build Tracking and Review Systems

Outcome-based planning requires consistent monitoring.

• Create dashboards with key indicators.

• Review progress monthly or quarterly.

• Evaluate which strategies deliver results.

Ask:

• Are we on track?

• Which activities are producing measurable outcomes?

• What needs adjustment?

Step 5: Embed Outcomes into Culture

For outcome-based planning to succeed, you must shape organizational culture.

• Communicate outcome goals clearly to board, staff, and volunteers.

• Use language centered on change and results.

• Recognize teams for advancing mission impact, not only completing tasks.

Tell stories that demonstrate measurable change. Show how fundraising supports concrete outcomes.

When staff and board understand the purpose behind the goals, accountability strengthens and focus improves.

Example Snapshot

Outcome: Increase access to mental health services for underserved youth by 30% this year.

Objective: Enroll 300 youth in free counseling sessions, with 75% reporting improved well-being at six-month follow-up.

Key activities:

• Launch mobile referral platform

• Train 10 additional volunteer counselors

• Establish partnerships with five schools

Tracking:

• Monthly referral numbers

• Completed sessions

• Follow-up survey data

• Program expenses

Review:

Quarterly leadership meetings evaluate progress and reallocate resources as needed.

Annual planning should revolve around measurable change. When nonprofits define outcomes first, align tactics intentionally, and review progress consistently, fundraising becomes strategic and mission-centered.

Cheers,

Michelle Crim, CFRE

Dynamic Development Strategies can help. We offer coaching, grant writing, and fundraising services for our nonprofit clients. We specialize in small to mid-size organizations because we understand your challenges. Please contact us for more information.

https://www.dynamicdevelopmentstrategies.com/