How financial targets can hurt your fundraising

May 29, 2019



As fundraisers and non-profit leaders, we’re used to staying laser focused on hitting our financial goals – we’ve been taught that our success is totally dependant on making or exceeding our fundraising targets.


But what if an over focus on financial targets is hurting your fundraising more than it’s helping?


Too often, I see a focus on targets become myopic – and the single minded drive to hitting target creates dysfunctional teams working in a culture of unhealthy competition.


The place I see this doing the most damage is in your pipeline, particularly in movement of donors between annual giving and major gifts.


So, instead of working closely with the donor to understand what kind of relationship with the organization is right for them, fundraisers are being rewarded to hoard donors so they can count the value of their gift towards hitting their target.


The solution here is not to stop setting targets – but instead, to introduce new KPIs that measure and reward collaboration between fundraisers and fundraising teams.


If you want to talk more about how KPIs can improve the health of your pipeline, and help you raise more major gifts, you can book a free strategy call with me by visiting the contact page on my website at Blue Sky




Emma Lewzey, CFRE is an award-winning fundraising expert with 20+ years experience raising over $100M across the arts, education, health and human services sectors. Find out how to raise more 5, 6 and 7-figure donations your non-profit - book your free Major Gift Strategy Session now. 

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