An individual or department should have between three and five goals in general. Going a little over isn't a tragedy, but getting so many means you won't be able to devote your full attention to many of them. Having a single, simple, and overarching target could be extremely effective. Your development director, for example, could have many objectives such as attracting new major donors, increasing a specific amount from a case, and so on. But, in the end, you want them to concentrate on a single year-end dollar goal.