Imagine this: You walk into your nonprofit office on Monday morning, and there it is, another idea for a fundraiser. "What if we did an ice bucket challenge?" "What about a silent auction?" "Lemonade stands are back in!"
Before noon, you’ve got five new suggestions, three urgent emails, and a calendar packed with meetings. It feels like you’re running in every direction at once.
Sound familiar? If so, it's time to talk about a game-changing approach: the Wildly Important Goal (or WIG).
What is a Wildly Important Goal?
A Wildly Important Goal (WIG) is the clearest, most strategic objective your team can focus on right now. It comes from the 4 Disciplines of Execution, which emphasizes four steps:
- Focus on the wildly important.
- Act on lead measures.
- Keep a compelling scoreboard.
- Create a cadence of accountability.
Your WIG isn’t just any goal. It’s the goal. The one that, if accomplished, will move the needle in the biggest way.
For example: "Secure 5 major gifts by September 30" is a WIG. It’s clear, measurable, and mission-aligned. It’s not "raise more money" or "get better at outreach." It’s laser-focused.
Why Your Nonprofit Needs a WIG
Nonprofit life is often a whirlwind. Between daily operations, urgent campaigns, and unexpected fires, your team’s energy gets spread thin. That’s where WIGs come in.
WIGs help you cut through the noise and rally your team around a shared priority. According to execution experts, most organizations spend 80% of their energy on the whirlwind of day-to-day work—and only 20% on strategic goals. A WIG flips that dynamic just enough to spark meaningful progress without abandoning your core duties.
And for small shops? WIGs are a lifeline. They make sure your limited time and resources are actually making a difference.
How to Set Up Your WIG (Without the Burnout)
Let’s break it down into four practical steps:
1. Choose Your WIG
Pick one (maybe two max) goals that:
- Align directly with your mission.
- Are measurable and time-bound.
- Will create significant impact if achieved.
Examples:
- "Recruit 10 new monthly donors by October 1."
- "Re-engage 25 lapsed donors by year-end."
2. Identify Your Lead Measures
Lead measures are the small, consistent actions that influence your WIG.
If your WIG is: "Secure 5 major gifts by Sept. 30"
Your lead measure could be: "Reach out to 3 major donor prospects per week."
Lead measures are things you control. They keep momentum going.
3. Create a Scoreboard
Your scoreboard doesn’t need to be fancy. A whiteboard, a Google Sheet, or a DonorDock dashboard will do the trick.
The key is visibility. Everyone should see it and know the score.
Why it matters: Public progress motivates action. It’s not about pressure, it’s about clarity and ownership.
4. Hold Weekly Check-ins
Schedule a short weekly team huddle:
- Review the scoreboard.
- Celebrate wins.
- Remove roadblocks.
- Adjust as needed.
This cadence of accountability builds trust and keeps your WIG top of mind.
Real Talk: Focus in a Sea of Distractions
Kevin Mehrer, Director of Development at Scouting America’s Northern Lights Council, put it perfectly on The Focused Fundraiser podcast:
"You need a rudder in the water... Lemonade stands are great. But is that where your time is best spent?"
Kevin uses WIGs to filter distractions. When every idea is a "maybe," the WIG helps you say "no" with confidence.
He also emphasizes the danger of "mission creep"—when your fundraising veers from the core mission in pursuit of every shiny object. A WIG keeps you grounded.
Tools That Make WIGs Work
You don’t need a fancy system, but the right tools help. DonorDock supports WIG execution by:
- Automating your donor touchpoints so nothing slips through.
- Tracking weekly lead measures with Smart Nudges.
- Offering visual dashboards that serve as scoreboards.
- Making it easy to segment, prioritize, and act—without overload.
Explore more:
- Signal vs. Noise: The 15 Hour Focus Framework for Fundraisers
- Strengthening Donor Relationships
- 5 Weekly Rituals Every Small Nonprofit Fundraiser Needs
Let’s Wrap This Up
Your nonprofit has a hundred things you could do. But what’s the one thing you must do?
Start with that. Make it your WIG. Choose lead measures, build a scoreboard, meet weekly, and say no to the rest. You’ll be amazed at how much clarity and calm it brings.
Ready to get focused?
Start building meaningful donor relationships today with DonorDock. Schedule a Demo.
