Nonprofits exist to make an impact, not just revenue. But just because they aren’t profit-driven doesn’t mean they don’t need to track performance. Funding, outreach, and operational efficiency all depend on measuring the right Key Performance Indicators (KPIs). Without them, it’s impossible to know whether efforts are creating real change or if resources are being used effectively.
Donation Growth Rate
A nonprofit runs on donations. Tracking the growth rate of contributions over time reveals whether fundraising efforts are succeeding. A steady increase means the message is resonating, while a decline could signal donor fatigue or ineffective campaigns.
Donor Retention Rate
Attracting new donors is important, but keeping existing ones is even more valuable. Retention rate measures how many donors give again after their first contribution. A high retention rate means strong relationships and trust, while a low one suggests the need for better engagement strategies.
Fundraising ROI
Every fundraising campaign costs something—whether it’s marketing expenses, event planning, or staff hours. Fundraising ROI calculates how much is raised versus how much is spent. If too much money goes into bringing in donations, the approach may need adjustments.
Cost Per Dollar Raised (CPDR)
Similar to ROI but more granular, CPDR looks at how much it costs to generate each dollar in donations. A lower CPDR means fundraising is efficient, while a higher one signals the need for cost-cutting measures.
Program Efficiency Ratio
Donors and grant providers want to see their money going toward the cause, not administrative overhead. The program efficiency ratio calculates the percentage of funds spent directly on mission-driven activities versus operational costs. A higher percentage means more money is making an impact.
Volunteer Engagement and Hours
A nonprofit’s workforce isn’t just employees—volunteers are the backbone of many organizations. Tracking volunteer hours and retention rates provides insight into engagement levels, program effectiveness, and staffing needs.
Grant Success Rate
Many nonprofits rely on grants for funding. The grant success rate measures how many applications result in funding. If approvals are low, refining grant proposals or targeting different funding sources may be necessary.
Social Media and Email Engagement
Awareness fuels action. Monitoring likes, shares, comments, and email open rates shows how effectively the nonprofit is reaching its audience. A growing engagement rate means the message is connecting, while stagnation may indicate the need for a content refresh.
Beneficiary Impact Metrics
How many people are actually being helped? This KPI depends on the nonprofit’s mission but could include meals served, scholarships awarded, animals rescued, or patients treated. It’s the most direct measure of impact.
Website Conversion Rate
A nonprofit’s website isn’t just for information—it should drive action. Whether it’s donations, volunteer sign-ups, or event registrations, tracking the percentage of visitors who take meaningful action helps optimise outreach efforts.
Advocacy and Awareness Growth
Beyond direct impact, nonprofits drive change through awareness and advocacy. Measuring petition sign-ups, media mentions, or legislative actions influenced helps gauge broader societal impact.
Running a nonprofit is about more than good intentions—it requires data-driven decisions to maximise impact. KPI Tracker makes it easy to track performance and measure success, ensuring that every dollar, volunteer hour, and campaign effort drives real change.