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The difference between goals vs. quotas for major gifts and planned gifts fundraisers

Greg Warner is CEO and Founder of MarketSmart, a revolutionary marketing software and services firm that helps nonprofits raise more for less. In 2012 Greg coined the phrase “Engagement Fundraising” to encapsulate his breakthrough fundraising formula for achieving extraordinary results. Using their own innovative strategies and technologies, MarketSmart helps fundraisers around the world zero in on the donors most ready to support their organizations and institutions with major and legacy gifts.

I am a big believer in setting goals with my staff, not administering quotas.
When we sit down to set goals, I prefer to collaborate with my staff, not dictate activities to them.
 
Here’s the difference between a goal and a quota.
 
Goal: The object of a person’s ambition or effort; an aim or desired result.
If goals are set with A-players in collaboration and in support of the mission, those A-players (fundraisers/salespeople) will ‘own’ them deep in their hearts and everyone will win (including the donors and the beneficiaries of their gifts).
 
Quota: A person’s share of something that simply must be done.
Quotas are great for motivating kids to go out and sell Girl Scout Cookies, but not effective for generating highly-considered sales (or major/planned gifts) because smart, A-level professionals will never ‘own’ quotas. They’ll only fulfill them and acquiesce to them. Then they’ll quit and go somewhere that respects them more.
 
It starts with hiring the right people.
The important thing about goal-setting (in my experience) is that it really begins in the hiring process. If you set expectations correctly and hire A players, they love goals. They love setting goals. They ‘own’ their goals. And they work like hell to achieve them. All they need is some help setting reasonable, specific, attainable goals in collaboration with leadership/management to serve everyone’s shared mission.
 
If you hire B or C players, they need quotas because they must be told what to do. Then they must be monitored closely. This is inefficient and costs your donors dearly since they are the ones funding the inefficiencies.
 
How does MarketSmart do it?
At MarketSmart, we don’t hire B or C players. But if we do (by mistake) we fire them, quickly. If you do the same, there’ll be no need for quotas… only goals. You’ll become more efficient and effective. And, your mission will benefit.
 

Related Posts:

>>The top 5 reasons why it might be time to kill donor visit quotas!
>>Do major and legacy gift fundraisers need ‘sales managers’?
 

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