The ABC Goal System for Fundraisers

In the world of fundraising, persistence and adaptability are critical. Fundraisers face numerous challenges, from limited budgets to fickle donors. Often, big targets can feel overwhelming. However, having an effective goal-setting system that helps you stay on track, even when life gets in the way, can make a big difference. This is where the ABC Goal System comes in.

The concept of the ABC Goal System was founded by Sahill Bloom when he sought advice from a legendary marathoner during his preparation for a marathon. The marathoner suggested having three levels of goals to stay motivated even in challenging circumstances.

The ABC Goal System encourages setting three levels of goals: ambitious (A), realistic (B), and baseline (C). This approach allows fundraisers to consistently move forward, regardless of the circumstances they face on a particular day. Let's explore how this concept can be adapted for fundraisers.

Why Use ABC Goals in Fundraising?

In fundraising, having only one ambitious goal can lead to demotivation when things don't go as planned. For example, if you set a goal to raise $50,000 for a campaign, but early on you realize you may not hit that target, it’s easy to lose focus and fall behind. By incorporating ABC Goals, you create multiple checkpoints that help keep you focused and ensure you are still making progress, even if things aren’t perfect.

The beauty of the ABC Goal System is in its flexibility:

• A Goal: This is your most ambitious goal—the best-case scenario. For fundraisers, it might be a high target that pushes the boundaries of what you think you can achieve. It is the stretch goal that, when hit, is cause for major celebration.
• B Goal: This is your middle-ground, realistic goal. It is what you think you can achieve given a decent outcome—something that requires work but isn’t out of reach.
• C Goal: This is the minimum viable goal—something you can achieve even on an off day or when things go sideways. Hitting this goal still keeps the momentum alive.

How to Use ABC Goals in Fundraising

1. Choose a Focus Area: Identify a specific area of your fundraising efforts where you could use structured progress. It could be a campaign goal, donor outreach, prospecting, or team engagement.
2. Define ABC Goals for That Area: Break down each goal into A, B, and C levels. Ensure that each goal level allows you to move forward, even if it’s not the ideal scenario.
3. Track Your Progress: Regularly record which goal you were able to hit. Tracking helps maintain motivation and prevents feelings of guilt for not always hitting the A Goal.
4. Celebrate Small Wins: Even achieving your C Goal is forward progress, and progress is what matters. Fundraising is about staying in the game and keeping momentum.

By establishing multiple levels of goals, you ensure that you’re always making some progress, regardless of the challenges that arise. Below are five examples of ABC goals specifically tailored for fundraisers:

5 Examples of ABC Goals for Fundraisers

1. How Many Donors You Engage Daily
   • A Goal: Engage with 20 donors through calls, emails, or messages.
   • B Goal: Engage with 10 donors through calls, emails, or messages.
   • C Goal: Engage with 5 donors through a combination of emails or messages.
2. Your Fundraising Campaign Goal
   • A Goal: Raise $150,000 in donations.
   • B Goal: Raise $125,000 in donations.
   • C Goal: Raise $100,000 in donations.
3. How Fast You Send Out Thank You Letters to Donors
   • A Goal: Send thank-you letters to all donors within 48 hours.
   • B Goal: Send thank-you letters to all donors within 7 days.
   • C Goal: Send thank-you letters to all donors by the end of the month.
4. Your Sustainer Donor Acquisition Rate
   • A Goal: Acquire 10 new recurring donors this month.
   • B Goal: Acquire 5 new recurring donors this month.
   • C Goal: Acquire 2 new recurring donors this month.
5. The Amount of Money Coming In from New Donors vs. Money Leaving from Lapsed Donors
   • A Goal: Achieve a net increase of $25,000 from new donors compared to lapsed donors.
   • B Goal: Achieve a net increase of $10,000 from new donors compared to lapsed donors.
   • C Goal: Achieve revenue neutral from new donors compared to lapsed donors.

Moving Forward

The ABC Goal System is about maintaining momentum, even when things aren’t perfect. As a fundraiser, life often throws unexpected obstacles your way. However, by clearly defining ABC Goals, you can ensure that every day brings some progress—whether it’s a big win, a solid effort, or simply avoiding stagnation.

Give the ABC Goal System a try with your next campaign or donor outreach initiative. Break down your objectives into A, B, and C levels, and make progress every day. No matter how big or small, each step you take keeps you in the game.