Setting goals for the campaign

The goals and objectives for your campaign are unique to your organization. A goal is a simple statement that expresses what you want to do, such as:

■    Increase the number of new donors

■    Enroll new members

■    Sell a new product

■    Solicit advertisers for your periodicals

■    Get a message out

An objective then states a measurable amount, such as:

■    Increase new donor count by 5%

■    Enroll 150 people

■    Sell 2,000 units

■    Increase ads placed by 15%

■    Contact 15,000 prospects

You might set response rate goals, enrollment goals, sales goals, or budget goals. Knowing this information in advance can help you determine how best to set up your campaign.