You might want to do everything in a given run, but it's better to settle on a priority. Maybe you want a high score. In that case, play with a character who possesses abilities suited toward making you survive a long while. If you would rather gather coins, however, go with a character who attempts to cross at night. That makes it easier to spot and grab coins. If you try to do everything at once, unfortunately, it's all too easy to do a poor job at meeting all of your objectives. Specialize instead, and reap the rewards.