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?

[jRohan]

What key performance indicators (KPIs) should a small nonprofit organization, particularly in North London, track for growth, according to your expertise? How do these metrics align with enhancing donor acquisition, retention, and impact, considering SEO Services in North London?

[seosyrup]

Hey there! It's awesome that you're involved with a small nonprofit organization and are keen on measuring its impact. When it comes to tracking key performance indicators (KPIs) for a nonprofit, there are a few crucial ones that can give you valuable insights into your organization's effectiveness and growth.

1. Donor Engagement: Keeping track of donor engagement is vital. Monitor metrics like the number of new donors, donor retention rate, and the average donation amount. This helps you understand the health of your donor relationships and whether your efforts to engage and maintain supporters are paying off.

2. Fundraising Performance: Naturally, fundraising is a core aspect for nonprofits. Keep tabs on the amount of funds raised, the sources of these funds (individual donations, grants, events), and the cost per dollar raised. This allows you to see which fundraising methods are most effective and whether you're using your resources efficiently.

3. Program Impact: Measure the impact of your programs on your target beneficiaries. This can involve quantifiable metrics like the number of people served, outcomes achieved, and success stories. Demonstrating your organization's positive impact is crucial for attracting donors and supporters.

4. Volunteer Engagement: If your nonprofit relies on volunteers, track metrics related to their involvement. This could include the number of volunteers, hours contributed, and their level of engagement. Volunteers are often the heart of a nonprofit, and their commitment can significantly influence your organization's success.

5. Website and Social Media Metrics: In today's digital age, your online presence matters. Monitor website traffic, engagement rates on social media platforms, and the growth of your online community. These metrics reflect your organization's visibility and its ability to connect with a broader audience.

6. Operational Efficiency: Keep an eye on metrics related to your organization's operational efficiency. This could involve tracking administrative costs as a percentage of total expenses, overhead costs, and the ratio of program expenses to administrative expenses.

7. Stakeholder Satisfaction: Don't forget about the satisfaction of your stakeholders, including donors, volunteers, and beneficiaries. Consider using surveys or feedback mechanisms to gauge their level of satisfaction and identify areas for improvement.

Remember, the specific KPIs you track should align with your nonprofit's goals and mission. Regularly analyzing these metrics will provide you with a comprehensive view of your organization's performance and guide your decision-making to drive positive change. Good luck with your nonprofit journey!

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[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