AFP Conference Roundup: Best Practices for Annual-Giving Campaigns

Setting goals
Goals for your annual campaign should be based on a thorough review of expected gifts, plus an honest evaluation of what your inputs (time and cost) will be to get those gifts — not on the budgetary needs of your organization.

Other, non-income-related goals can be to achieve a certain percent of "family" participation, to recruit a certain number of new volunteers or to develop a certain number of qualified prospects.