What are the important KPIs to track for a small nonprofit organization?

[Sam62]

If there's a small nonprofit organization, what are some KPIs they must keep their eyes on to monitor their growth?

[KatyaManges · Accepted solution]

Hey Sam! 

Nonprofit Marketing and Measurement is my speciality, so here's what I would track in regards to growth! As a note, this is a somewhat generalized list - depending on your Nonprofit's industry or specific iniative you may have some additional metrics around programatic growth. 

Must Haves

• New Donor Acquisition
• Donor Retention/Churn (You want your Acquisition to be higher than your Churn, and your Retention ideally around 60%)
• Average One Time Mass Market Gift (We usually set this to donors who give under $5K or under $1K in a year)
• Average Monthly Gift 
• # of Website Visitors
• Online Conversion Rate (Vistors x Conversion Rate x Average Gift = Projected Revenue, if you can increase one or all of these three numbers your revenue will grow). 

Helpful Additions

• Total Email Subscribers vs Engaged Email Subscribers (Clicked an email in the last 90 days, it's great to have a bunch of subscribers, but if only a small fraction is engaging you're list is effectively smaller than you think.)
• Email Subscriber to Donor Conversion Rate/Time to Donate (How effectively are your emails converting subscribers to first time donors? How long does it take on average for them to convert?)
• Top Contact Acquistion Sources (It's helpful to then segement that data to show, of the contacts acquired, what percentage has become a donor? This lets you know which sources are best not just at acquiring contacts, but new donors specifically.)

This is definitely not an exhaustive list, but this is where I usually start when auditing a new nonprofit client. Hope it is helpful, and good luck! 

Katya M

P.S. I highly reccomend also checking out https://mrbenchmarks.com/ for insights on what a good benchmark is for any of these metrics for your nonprofit's industry or size. 

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Let’s chat about growing your organization’s revenue and impact! Book a free Scale Session with CauseMic here. 

[Sam62]

That's really a helpful @KatyaManges. Thanks for sharing your insights.

[KatyaManges]

Happy to help!

[MiaSrebrnjak]

Hi @Sam62,

thank you for a great question! 

I wonder if @KiG, @SarahX, and @miavelasco could share their insights on this topic? Thank you!

Cheers
Mia, Community Team