Setting goals is a critical part of any marketing strategy, but for charities, it’s especially important to ensure those goals are clear, measurable, and aligned with your mission.
That’s where SMART goals come in. SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound—a framework that helps you create goals you can actually achieve.
Here’s how to apply it to your charity’s marketing efforts.
Why SMART Goals Matter
Without clear goals, it’s hard to measure success or know where to focus your efforts. SMART goals provide structure and clarity, helping you:
How to Set SMART Marketing Goals
Specific
Your goal should be clear and well-defined. Avoid vague objectives like “increase donations” and instead focus on specifics like “increase online donations by 20%.”
Example:
Not Specific: “Improve our social media presence.”
Specific: “Increase Instagram followers by 15% to reach 5,000 followers.”
Measurable
Include metrics that allow you to track progress. This could be a percentage, number, or dollar amount.
Example:
Not Measurable: “Get more email subscribers.”
Measurable: “Grow our email list by 500 subscribers in 3 months.”
Achievable
Your goal should be realistic given your resources and constraints. While it’s good to aim high, setting unattainable goals can lead to frustration and wasted effort.
Example:
Not Achievable: “Raise £1 million in one month with no budget.”
Achievable: “Raise £10,000 through a peer-to-peer fundraising campaign in 6 weeks.”
Relevant
Your goal should align with your charity’s mission and overall strategy. Ask yourself: Does this goal support our long-term objectives?
Example:
Not Relevant: “Increase TikTok followers” (if your target audience isn’t on TikTok).
Relevant: “Increase Facebook engagement by 25% to reach more of our core donor demographic.”
Time-bound
Set a deadline to create urgency and focus. Without a timeframe, goals can easily fall by the wayside.
Example:
Not Time-bound: “Launch a new website.”
Time-bound: “Launch a new website by the end of Q2.”
Examples of SMART Marketing Goals for Charities
Donations:
“Increase online donations by 15% within the next 6 months by optimising our donation page and running a targeted email campaign.”
Awareness:
“Grow our email list by 1,000 subscribers in 3 months by offering a free downloadable guide on our website.”
Engagement:
“Increase social media engagement by 20% over the next quarter by posting 3 times per week and running 2 interactive campaigns.”
Events:
“Recruit 50 volunteers for our annual fundraising event by promoting it on social media and through our email newsletter over the next 2 months.”
Branding:
“Improve brand recognition by securing 5 media mentions in local newspapers and blogs within the next 4 months.”
How to Track Your Progress
Once you’ve set your SMART goals, use tools like Google Analytics, social media insights, and email marketing reports to monitor your progress. Regularly review your goals and adjust your strategies as needed.
By setting SMART marketing goals, your charity can focus its efforts, measure success, and achieve meaningful results.
Remember, a well-defined goal is the first step toward making a bigger impact.
