Setting a Goal
Before you can start the process, it is important that you, and everyone involved in the fundraising efforts, are clear regarding what the money will be used for. Determining your primary goal can often be the cause for great debate in groups or organizations. You must establish priorities for your organization — does the school need new textbooks more than it needs a new gymnasium?
Establishing priorities requires careful examination of the available data. For example, the purpose of your organization may be to fight the HIV/AIDS epidemic. There are many ways to support this cause — you must look at the data and determine what will allow you to be most effective. Is there a greater need in your community to raise funds to help HIV/AIDS patients or to support researchers at a medical facility who are seeking a cure for this disease?
Preliminary research, polls, and analysis of existing programs can help you determine which needs to prioritize and establish and fine-tune your goals. Studies in your community may show money has been pouring in to support HIV/AIDS research, while little money has been donated to local housing for patients.
Even when the purpose seems obvious, such as raising money after a natural disaster, make sure you are clear regarding how you envision the use of the funds. After Hurricane Katrina devastated the Gulf Coast, many groups specifically raised funds for victims and their families, while other groups sent money to help the relief workers.
Having a clear goal keeps your organization on track and inspires confidence. The more clearly you have stated your goal, the more easily you will be able to convince others to spend their hard-earned money to help your cause. Do your homework. The best way to convince others to give money toward achieving a specific goal is to have the data to support your need for funding.
Setting a specific goal will help your organization structure its fundraising plans. A larger-scale goal, such as building a new auditorium, will require a more detailed, larger-scale plan of action. Conversely, the goal of buying new volleyball uniforms will require less involved planning. Nonetheless, the goal should be clearly communicated to everyone involved, directly and indirectly, in the fundraising effort.
