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How KPIs Benefit a Nonprofits Success

What is a KPI? A Key Performance Indicator (KPI) is “a measurable value that demonstrates how effectively a nonprofit (or another type of organization) is achieving its key organizational objectives.” Most nonprofits make their data-driven decisions with the help of KPIs – using them at multiple levels to evaluate success in reaching targets.

While KPIs provide important performance information that can allow nonprofits to understand whether or not they are on track toward certain objectives, they must fully grasp how the KPI’s work and how it’s benefiting the organization’s return on investment. The executive team and board members will be looking for stats and will have questions. Such as, how quick will we see a return? Are we seeing any patterns with our donor’s behavior? Can we see a comparison year over year? etc.

The use of KPIs can help correct an organization’s course of action efficiently and adapt to the changing conditions of the environment. When a nonprofit is looking for ways to succeed and achieve its mission in an ever growing and noisy space, they need a solution to measure progress and apply their course of action accordingly.

KPIs are essential when making informed decisions. Once a nonprofit gathers relevant and sufficient data, it’s much easier to make sound decisions that are going to push the organization in the right direction. It’s common that many nonprofit organizations measure generic KPIs that don’t offer any help in understanding whether they’re progressing towards achieving their mission and to what extent.

Being that it’s crucial and challenging to select the right KPIs for your organization, here’s a list of  suggestions for KPIs that are specific to various areas of nonprofit management:

1) Donors & Growth of Donation

2) Donor Retention Rate

3) ROI for fundraising

4) Track donation conversions by channel

5) Website page views

6) Email click-through rate

Friendly reminder: Once your KPIs are set, the work isn’t over. Make sure you’re checking-in regularly, whether that’s weekly or monthly and use that data to your nonprofits benefit. Tracking these important KPIs affect donor relations, program delivery and most importantly, the ability to achieve your nonprofits mission.

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