Using the Right Metrics for Your Nonprofit?

While nonprofit marketing metrics such as engagement, social shares, and “likes” offer insight into your campaigns—other metrics like dashboards, strategic plan reports, financial and activity reports can offer a basic yet sophisticated snap shot of your nonprofit’s overall performance. 

As a nonprofit leader, looking beyond the metrics of a simple activity or campaign and focusing on the long-term viability (appealing to users and supporters), relevance and sustainability (access to and use of funds) of your organization as a whole—offers great insight into the performance and longevity of your nonprofit.

Here are some metrics that offer valuable information around the viability and sustainability of your organization:

1) Viability and Engagement:

                a) Following the patterns of your users, such as the increase of benefits and engagement.

                b) An increase of social media followers, leading to a higher number of content shares.

2) Sustainability and Financial Security:

                a) A change in source of funding (i.e., philanthropy, government, fees) followed by observing the strengths and effectiveness of these different funding sources.

                b) A change in seeking of funding (i.e., reserves, endowment), and monitoring the status of each request and how successful the outcome is.

Measurement doesn’t just show progress or results—it shows insights and, perhaps most importantly, shapes behavior. The use of these metrics will reveal if your organization has the relevance and viability to encounter current and future challenges and the ability to make necessary adjustments.

If the leadership associated with a mission-driven organization believes strongly in the mission of their nonprofit, they will endure the struggles to establish the long-term viability and sustainability for the organization—ensuring the mission is the number one priority.