Key Performance Indicators (KPIs) allow you to measure the success of a nonprofit fundraising project or communication campaign. These are steps you can take regularly and are supposed to help you make decisions on a daily basis. Let’s take a look at what you nonprofit can focus on and how to measure the progress of your organization’s mission.
MEMBERSHIP AND DONATIONS
As a nonprofit your first resource are your donors so you should always keep an eye on the number of current donors and prospects you may have. For this you need an effective donor management software that can filter your database of validated and pending donors. This will allow you not only to estimate your donations but also to plan the flow of new donors.
THE OPEN RATE AND CLICK RATE OF YOUR EMAIL CAMPAIGNS.
E-mail is one of the most used communication media today. Sending a regular newsletter to your donors to get back to your latest news can be a great way to share and remind them that they matter to you. It’s also a great way to find out what interests them by tracking the open rate and the number of clicks. Most solutions offer these features (including the GiveCentral Newsletter application) but you can also track the audience of a particular link using Bitly.
THE TRAFFIC ON YOUR WEBSITE
If you have a website you have probably spent some time configuring it and writing the content. But the work does not stop there, indeed once all this is done, it is necessary to make sure that this content is accessible and useful. To do this you must track your website traffic by analyzing the visits and behaviors of your donors through a tool such as Google Analytics free and customizable on most websites.
If you go into donation campaigns, you need to be able to track these donations. That is, it will be necessary to define achievable goals and see how it works. Depending on the amount of money collected, you can redefine the objectives for the current or future campaign. So you need to know how many gave and what is the average amount donated by your contributors.
COMMUNITY ENGAGEMENT ON SOCIAL NETWORKS
The engagement rate of your members or your community on social networks is often overlooked when looking at performance numbers. Social media is not only a great means of communication, but most of them have analytical tools to measure its performance. On Facebook as on Twitter or Instagram you can easily identify which posts have generated the most interactions, those with which your fans have engaged the most. For this there are native tools such as Facebook Insights or Twitter Analytics.
These indicators will allow you to guide your management strategy or communication. This is a first step towards improving your communications or the service you provide to your members but also the resources you use.