I want to share something that might sound obvious but is often overlooked. It’s a simple idea, but if you apply it, it will change how you show up in your role as a fundraiser: have a goal—and make it a SMART one.
If you’re anything like me, you’ve probably had seasons where you felt like you were working hard, doing “all the things,” showing up to meetings, returning emails, writing proposals… but you weren’t really gaining any ground. You were busy, but not always effective.
What I’ve realized over the years is that clarity is a gift. When you don’t know exactly what you’re aiming for, it’s easy to feel scattered. And it’s even easier for your donors to feel that way, too.
Why SMART Goals Matter
SMART goals—Specific, Measurable, Achievable, Relevant, and Time-bound—might sound like corporate jargon, but hear me out. This isn’t about being robotic or rigid. It’s about having a North Star.
Let me give you an example. I once worked with an organization that had an end-of-year goal to “raise more money.” That’s not a goal. That’s a wish.
But when they reframed it to:
“We want to raise $250,000 from 100 donors by December 15 to fund our early literacy program,”
everything changed. Their team rallied around it. Donors understood it. And guess what? They hit their target—because it was SMART.
Most Fundraisers Don’t Have a Goal
I’ll be blunt: most fundraisers don’t have a clear fundraising goal. They have a job description. They have expectations. They have pressure. But not a clearly defined, actionable goal.
And when I ask someone, “What are you trying to accomplish this quarter?” and they stumble through a vague answer, I don’t judge. I’ve been there. But I also know that’s not a place where confidence or results thrive.
You can’t crush it in this work without clarity.
What Does SMART Look Like?
Here’s what a SMART goal might look like for a major gifts officer:
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Specific: “I will secure five in-person meetings with prospective donors.”
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Measurable: “I will ask for a total of $100,000 in new gifts.”
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Achievable: “I’ll do this by reaching out to 30 warm leads in my portfolio.”
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Relevant: “Because this aligns with our strategic plan and our campaign goals.”
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Time-bound: “I will accomplish this over the next 90 days.”
When you define a SMART goal like this, it anchors your work. You know where you’re going. And more importantly, you’ll know when you get there.
Action Brings Confidence. One of the things I love most about this framework is that it gives you back a sense of control. When you have a SMART goal, your calendar starts to work for you. You know who to call, what to prep, and what to measure. And confidence? It doesn’t come from hype. It comes from preparation. From doing the work. From knowing you’re moving with purpose.
I want you to feel that. Start Now. If you don’t have a SMART goal for your fundraising work right now, take 15 minutes today. Open a blank doc. Write it out. And if you’re stuck? Email me. I’ll help you shape one.
This work is too important to just wing it. Let’s Go Deeper. If this resonates and you’re ready to elevate your fundraising game, I want to invite you to something we’re really excited about:
Peak Performance: 8 Hours of Content to Help You Level Up
This is for fundraisers who are done playing small. You’ll walk away with tools, mindset shifts, and strategies to lead with confidence and raise more money—without burning out.
We’ve packed everything we know into this, and I’d love for you to be part of it.