Goals vs. Outcomes

Having clarity about the difference between goals and outcomes can make a world of difference in your development communications. 

In a nutshell, goals are a means to an end. Outcomes reflect how an audience is changed when the goal is achieved.

Consider these examples:

Goal: Get back to Kansas
Outcome: Dorothy understands that there’s no place like home.

Goal: Increase student scholarships by $50 million.
Outcome: Financial aid contributes to a more diverse student body, encouraging students to develop skills for bridging differences.

When crafting a case for support, whether that’s for your unrestricted annual fund or for a very specific program, you must illustrate the outcomes.

The reality is, most donors don’t care what your goals are. Goals are inwardly focused, they’re institutional.

But outcomes are why donors give. They care how you’re solving problems and changing lives.

And, when you’ve defined your outcomes, they’re much easier to report back on — another necessary donor communication.

So, as you put the finishing touches on those year-end appeals, remember:

Goals demonstrate that you have a plan. Outcomes explain why.