10 SMART fundraising goals to boost donations now & later

Setting fundraising goals is critical for success, and you’ve likely heard it more than once, for good reason. According to a Harvard Business study, MBA graduates who set specific goals earn, on average, three times as much as their classmates who don’t. 

But how to set achievable goals can still feel challenging. You might be so focused on getting it right that you end up not setting any goals at all. Fortunately, by creating multiple SMART goals tailored specifically to your needs, you can rest assured your strategy is both robust and realistic. 

What is a SMART goal? 

SMART fundraising goals for nonprofits are specific, measurable, achievable, relevant, and time-bound. To determine if your goal meets the SMART criteria, ask the following questions: 

• Is your goal specific and quantifiable? For example, a goal like 'acquire 10 new donors' is specific, while 'get more donations' is too vague.
• Can you track and measure progress made towards your goal over time? 
• Is your goal realistically achievable? For instance, setting a goal to raise $3K at a fundraiser is more feasible than a goal of $10K if the most you’ve raised so far is $1K.   
• Is your goal relevant to your organization’s big-picture plans?
• Do you have a time-bound deadline? This will make your progress easier to measure and your goal more achievable. 

Now that you understand the SMART goal framework, it’s time to set goals tailored to growing your nonprofit. Here are the top 10 performance goals for fundraisers!

1. Total fundraising goal 💸

First, determine your total fundraising revenue goal. Whether you’re focusing on how much money to raise per year, per fundraising campaign, or per project, choose a number and track your progress over time. 

Why setting a total revenue goal matters

Financial success looks different for every organization. A total revenue goal defines what it looks like for you. 

Revenue goals also help you plan strategically for operational costs and program expansion, moving you closer to long-term sustainability. 

How to set a realistic total fundraising goal

Use existing data from your organization and review industry norms to see where you land compared to other nonprofits. This helps you create a more informed and attainable target for your fundraising efforts.

💡 Goal-setting tip: Set three revenue goals—minimum, target, and aspirational—to stay flexible as you begin fundraising. 

Always have two goals: A conservative goal that the operating budget is based on, and a stretch goal that can be used to motivate donors to keep going.

- Ariel Glassman, Founder & CEO, Common Great

Pro tips to hit your total fundraising goal

• Diversify your revenue streams: Apply for grants, launch peer-to-peer fundraising campaigns, host events, and seek major gifts or corporate sponsorships. 
• Become a storyteller: Engage donors with compelling narratives, beneficiary spotlights, and impact reporting. 
• Monitor your performance: Use Givebutter’s donation management and reporting tools to easily monitor performance and refine your strategy as needed. 

2. Donor retention goal 🫶

Donor retention is a key component of the donor life cycle. Once a supporter makes their first donation, shift your efforts from acquisition to engagement.

Why donor retention should be a priority

Did you know the lifetime giving value of a recurring donor is an impressive $7.6K?

Recurring donors contribute significantly more over their lifetime than one-time donors, making them a key driver of long-term fundraising success. Retaining supporters also requires fewer resources than constantly acquiring new ones, helping your nonprofit build a more sustainable donor base.

How to set a retention goal based on your data

Start by analyzing your donor churn rate—how many of last year’s donors gave again? Use this data to set a realistic retention goal. 

If you’re a newer nonprofit with limited data, quarterly retention goals can provide better insights than yearly ones.

Here’s how to calculate your donor retention rate: 

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Givebutter’s donor segments feature makes it easy to target lapsed donors and create re-engagement strategies tailored to different supporter groups.

💡 Goal-setting tip: Did 20% of last year’s donors make additional gifts? If so, you might set this year’s donor retention goal at 25%. 

Strategies to improve donor retention

• Show appreciation: Set up automated thank-you messages with Givebutter’s workflows to ensure every donor feels valued.
• Encourage recurring giving: Launch a recurring donors program with clear incentives. 
• Make it personal: Use email and SMS tools to send personalized updates, impact stories, and donation appeals to past donors. 

3. Donor acquisition goal ☺️

A donor acquisition goal focuses on attracting a specific number of new donors within a given timeframe. These are individuals giving to your nonprofit for the first time—whether through a one-time gift or a recurring donation.

Acquiring new donors fuels growth

Donor acquisition expands your support base so you’re not overly reliant on a small group of supporters. Bringing in new donors creates more opportunities for recurring giving, future fundraising efforts, and long-term sustainability.

How to determine a feasible donor acquisition goal

Keep your donor acquisition goals realistic. Since acquiring new donors can be one of the more costly aspects of fundraising, it’s important to base your goal on your current donor growth rate. 

Use this formula to calculate your donor acquisition rate:

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💡 Goal-setting tip: If you had 30 new donors this year and your total number of donors is 150, your acquisition rate is 25%. Set a donor acquisition goal of 30% in the coming year. 

Actionable ways to attract new donors

• Leverage social media: Use social media to run targeted awareness campaigns. Remember, folks who are new to your organization need a broad overview of your work and mission. 
• Engage donors: Equip your supporters with resources they need to spread the word about your mission.
• Simplify giving: Streamline your giving page so it’s simple and easy to use. Accept all forms of payment, including Venmo, checks, and credit cards.  

4. Recurring giving goal 🪙

Do you have supporters who have donated to your nonprofit once or twice? If so, these are great candidates for upgrading to recurring donors. 

Recurring donations provide sustainability

Recurring donors are a valuable part of any nonprofit’s support base, as predictable revenue streams lead to financial stability. Plus, recurring donors tend to be more engaged—50% go on to make additional gifts, according to Giving USA.

How to set an attainable recurring giving goal

Set your target based on your previous year’s conversion rates. Use a recurring donation platform to ensure your fundraising forms are set up to receive repeat donations. 

💡 Goal-setting tip: Below is a great example of a recurring donation fundraising page. It offers specific illustrations for each fundraising tier, so supporters can easily visualize their positive impact. 

How to convert one-time donors into recurring supporters

• Offer exclusive benefits: Show your recurring donors special treatment with special events, donor clubs, and exclusive annual impact reports. 
• Spread the word: Let your supporters know the value of consistent donations. Promote recurring giving during major fundraising events and campaigns.
• Be patient: Small wins add up. The average recurring donor gives for eight years, so even a small increase in recurring donors can have a huge long-term impact. Your goal doesn’t have to be lofty to make a real difference. 

5. Major gifts goal💰

Major gifts are typically in the hundreds or thousands—$1K, $5K, $10K, or more. Set your goal based on the number of high-ticket donors you’d like to secure and the total you’d like to raise.  

Major gifts are a game changer for nonprofit organizations

According to the 80/20 rule for fundraising, 80% of fundraising revenue typically comes from just 20% of donors, making major gifts essential to the impact of any organization. 

How to set a realistic major gift fundraising goal

Start by defining what qualifies as a major gift based on your previous fundraising data. Cultivating major donors requires personalized attention, so you should identify target prospects down to their names. 

With wealth screening tools, like DonorSearch, you can identify donors who have already shown commitment to your mission and have the capacity to give. 

💡 Goal-setting tip: Your nonprofit received four large fundraising gifts last year totaling $10K. Going into the new year, you might set a goal for five major gifts of at least $2.5K. 

Steps to cultivate and secure major donors

• Practice donor stewardship: Develop individualized stewardship plans to build relationships with major gift prospects. High-ticket donors expect a personal connection.
• Tap into your network: Let your board members and top supporters know you're seeking major gifts and ask for introductions to potential donors.
• Celebrate your donors: Once you secure a major gift, recognize donors with meaningful gestures such as plaques, artwork, or naming rights to show appreciation.

6. Peer-to-peer fundraising goal 🧑🏽‍🤝‍🧑🏻

A peer-to-peer fundraising goal is a specific target set by a nonprofit to encourage supporters to fundraise on its behalf. 

The power of peer-to-peer fundraising

Peer-to-peer fundraising is one of the most effective avenues to donor acquisition, tapping into new communities and networks. Research shows peer-to-peer fundraising campaigns have a 71% success rate compared to 22% for direct gift appeals. 

Setting a goal that motivates your supporters

A peer-to-peer fundraising goal typically includes:

• Number of fundraisers the nonprofit aims to recruit
• Total amount of donations expected from peer-to-peer campaigns
• Average donation per fundraiser to gauge individual impact

💡 Goal-setting tip: With Givebutter’s peer-to-peer fundraising tools, you can create fully customizable, branded fundraising pages. Encourage a little friendly competition by showcasing progress in real time. 

Tips to run a successful peer-to-peer campaign

• Offer resources and templates: Provide fundraisers with the tools they need to be successful, such as messaging templates and information packs.
• Celebrate your supporters: Recognize your top fundraisers by featuring them on your website and social media. 
• Give public proof: Set up your fundraising page to publicly track progress, letting your peer-to-peer fundraisers know how they’re doing to keep them motivated. 

7. Event fundraising goal 🎈

Concentrate your fundraising efforts on one day with a well-planned fundraising event goal. Whether in-person, virtual, or hybrid, the key is foster connections and raise money for your cause. 

Why fundraising events boost donor engagement

When done right, events can bring a significant influx of funds for your organization. They also provide an opportunity to create memorable, face-to-face engagement with your supporters. Don’t miss out on encouraging volunteer engagement and strengthening relationships with your community.

Setting a fundraising goal based on past event performance

Base your event fundraising goal on ticket sales, sponsorships, and donations from previous events. Keep in mind that different event types yield different results—don’t compare a charity run to a gala or an auction to a concert.

💡 Goal-setting tip: With Givebutter’s event ticketing tools, you can easily track attendance, fundraising progress, and donor engagement year over year to refine your goal-setting strategy.

My nonprofit held its very first in-person fundraiser event a few weeks ago, and without Givebutter, I honestly don't think it would have happened.

- Givebutter review, Stacey M. 

Best practices for maximizing event revenue

• Offer sponsorship: Sponsors can offset overhead costs while increasing revenue and visibility. 
• Encourage engagement: Use gamification, live display leaderboards, and real-time fundraising activity tracking to motivate donors and boost contributions.
• Make it accessible: Livestream your event to engage remote supporters and increase participation.

8. Corporate sponsorship goal 🧑‍💼

Set your sights on securing business partnerships. Corporate sponsorships are a great way to increase awareness of your organization and drive a steady, predictable cash flow. 

Corporate sponsors are a valuable funding source

Corporate sponsors can offer both monetary and in-kind donations. If you’re seeking in-kind support, your goal may focus on securing a donation of particular goods or services, instead of a fundraising figure. 

💡 Goal-setting tip: If you’re raising funds for an educational facility, aim to partner with a local computer store to supply 50% of your computers and other IT equipment. 

How to set a realistic corporate sponsorship goal

To set a realistic corporate sponsorship goal, start by defining the total amount you want to raise, using past partnerships or industry benchmarks as a guide. 

Then, determine how many sponsors you’ll need to reach your goal based on your sponsorship tiers. Establish specific funding tiers with clear, achievable amounts that offer flexibility while appealing to businesses at different giving levels. 

By breaking your goal into measurable targets, you’ll streamline the process, making it easier to secure the right partnerships and stay focused on your fundraising objectives.

Learn more

Discover the top 11 corporate sponsors that donate to nonprofits →

Strategies to secure and maintain business partnerships

• Go beyond exposure: Offer more than just logo placement—engage employees, collaborate on co-branded campaigns, or create volunteer opportunities.
• Track impact: Provide sponsors with detailed reports showcasing the outcomes of their contributions. Give them public recognition in newsletters, social media, and donor reports.

9. Grant funding goal ✍️

A grant funding goal aims to secure significant financial support from foundations and grant-making organizations, providing game-changing funding that can be crucial—especially when launching a new project.

Grants are essential for nonprofit growth

Though the process can be time-consuming, grant management offers significant rewards.

Grants provide important, mission-aligned funding that reduces reliance on donor contributions, helping to avoid donor fatigue from constant fundraising requests.

How to set a goal for grant applications and funding

Identify opportunities that align with your nonprofit’s mission and scope. Set application targets based on your capacity, ensuring you can realistically submit proposals given your available resources. 

Next, assess the projected costs of your programs or initiatives to determine your overall funding needs and guide your financial goal. By aligning opportunities, capacity, and funding requirements, you can create a focused and effective grant funding goal.

Learn more

Explore 15 corporate grants for nonprofits you can apply for today →

💡 Goal-setting tip: If you run an arts-based after-school program to low-income children, search for grant bodies that specialize in “third spaces” or support youth arts development. 

Tips for crafting compelling grant proposals

• Craft your proposal: Successful proposals are compelling, concise, evidence-based, and outcome-focused. 
• Cultivate relationships: Build strong relationships with grant officers and funders to gain valuable insight and increase your chances of success. 
• Base goals on capacity: Writing grant proposals can be time-intensive, especially if this is your first time. Keep your goals realistic based on your available resources. 

10. Fundraising cost efficiency goal 💡

Put your big-picture strategy in motion with a fundraising cost efficiency goal and maximize revenue while minimizing overall costs. With this goal in place, you can make the most of your nonprofit’s available resources. 

The importance of cost-efficient fundraising

When overhead costs are low, more funds directly support your mission. Align your fundraising goals with cost-effective strategies for best results.

"In conservation fundraising, our goals are often dictated by costs like land acquisition and legal fees. But that doesn’t mean we have to raise everything at once. Setting time-based, achievable milestones is just as important." - Angie Drake, Co-Founder, NYA Consulting

How to set a realistic cost efficiency goal

Start by reviewing past fundraising expenses to analyze the cost-effectiveness of each effort and identify areas for improvement. Set realistic targets for cost reduction by focusing on lowering overhead and replicating successful, low-cost campaigns. 

Finally, track your cost-to-revenue ratio by comparing fundraising expenses to the money raised, aiming to improve efficiency year over year.

💡 Goal-setting tip: After reviewing previous fundraisers (e.g., an auction, gala, and peer-to-peer campaign), set a target to reduce the most expensive event’s costs by 30% or keep overhead under a specific amount (e.g., $1K). 

Smart ways to cut costs while increasing impact

• Optimize digital campaigns: Optimize your digital presence so new supporters can easily find you with minimal cost. 
• Focus your efforts: Prioritize high-ROI fundraising methods like recurring giving and peer-to-peer fundraising. 
• Eliminate platform costs: Consider free platforms to reduce or eliminate platform fees.
• Track your progress: Use tools like a fundraising thermometer to share your progress with supporters and keep them engaged.

Download your free fundraising goals template

Get organized and stay on track with your fundraising efforts—download your free fundraising goals template today!

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How to get buy-in for your fundraising goals

When leadership, board members, and donors are aligned with your vision, they become active partners in your success. The key is to present your goals effectively—ground them in past results, support them with clear data, and showcase the impact your organization can create.

With Givebutter’s real-time reporting and built-in donation management tools, you can track progress, generate data-driven insights, and keep your stakeholders engaged every step of the way.

Ready to turn your fundraising goals into reality? Sign up with Givebutter today to track and optimize your strategy!

Fundraising goals FAQs

What is a fundraising goal?

A fundraising goal helps you create a structured plan for success. Break down your fundraising objectives into smaller categories such as total revenue, donor retention, and major gifts. 

What is a SMART goal for fundraising?

A SMART fundraising goal is specific, measurable, achievable, relevant, and time-bound. It provides a framework to guide your fundraising efforts and track your progress. 

Fundraising SMART goals examples

Here are a few examples of SMART fundraising goals:

• Donor acquisition goal: Gain 200 new donors by the end of the quarter through targeted email and social media campaigns.
• Recurring giving goal: Convert 10% of one-time donors into recurring donors by year-end using automated giving tools.
• Event fundraising goal: Raise $30,000 from 300 attendees at the annual gala by securing 5 corporate sponsors and 50 individual donations.