An evaluation is worthwhile only if you have some set of standards to measure the work against. If, for example, your goal of reaching $50,000 in a school fundraiser was grossly unrealistic, you are setting an unattainable standard. Conversely, you may set a goal of $5,000 and bring in $12,000. It's always better from a morale standpoint to keep your goals on the low side and bring in more than double your target amount. Does this mean you did very well, or did you set a goal that was too easily attainable?

What Should You Measure?

Begin by researching what a group of your size, working within the same time frame and in similar conditions — area demographics, geographical location, and so on — should do. Remember, no plan should seek the “perfect” results — you'd just be setting yourself up for disappointment. Along with setting proper standards comes objectivity, which is often difficult to obtain if you are working close to the project.

One of the major problems with any kind of evaluation is that it will inevitably become subjective. Someone is doing the evaluating and using an arbitrary system to make a judgment. Therefore, factors such as personalities and preconceptions can factor into the equation. If someone thought he should have handled the event's promotion, that person might be more critical of the person who was actually given the responsibility.

A school having its first fundraiser may measure its results against the success of another school in the district. The other school, however, might have more students, a larger PTO membership, or more funding, or it might have received $10,000 in donated computer equipment from a parent who just happens to own a computer company. The technology may have made it much easier to run the fundraising campaign.

Look outside the organization to get a feeling for what people thought about how well the fundraiser worked. Distribute brief questionnaires as people exit, or perhaps place them in the organization's newsletter or next mailing. The responses can help you better understand what people thought of your efforts, but take everything with a grain of salt. Remember, more people will respond with negatives than with praise. People who thought everything was terrific aren't as quick to express themselves as those who have complaints.

Did You Make the Right Choices?

Okay, so Super Bowl Sunday was not the time to hold the carnival. If your fundraiser fell short, you'll need to review your choice of time, place, activity, promotion, and other variables. Was it the wrong fundraiser for your demographic group? Did you neglect to check on what other schools were doing? Were you the ninth school in the community to sell candy in the last six months? Did you pick a venue that was too small for the party or started too late at night for families to attend? Consider all the possibilities and examine your efforts.

Each fundraising effort your organization holds will be a learning and growing experience. You can have successes even without making money. Positive, nonmonetary outcomes may include the following: