Non-profit marketing metrics are as important as any other thing in your Non-profit’s objectives. We will tell you why this is crucial but first, let us shed some light on non-profit marketing. We’ll try to reduce complicated words in this article so you can gain clarity on these things.
Non-profit marketing is one of the sure ways to help your work gain visibility. This is how you show your work and your organisation to the world. Now, nonprofit marketing metrics are the measurements of your tracking — how you measure the effectiveness of your marketing moves. This is best done for online marketing moves maybe via social media, Google ads and the likes.
This crucial because it can as much as affect your visibility which a lot of things might depend on. Things like online fundraising, site reach, impact reach and necessary for keeping the records of your organisation. All the advantages of documenting become yours when you can adequately plan for, measure and record marketing metrics. Speaking of planning for, your organisation should essentially have a great budget for these things, understanding its importance.
Proper recording of marketing metrics also help you in your subsequent pitches. It provides proof-based account of reach and in some cases, impact.
Many tools exist which make reporting easy (and sometimes, amazingly too, free!):
Website: Google Analytics
Social: Facebook, Facebook Ads, Twitter, LinkedIn, Sprout Social, Hootsuite.
Emailing to: Substack, HubSpot, Pardot, Constant Contact, Mailchimp
Search/Display PPC Advertising: Google Ads, Optmyzr
Which Metric to Track?
This might be the question on your mind when you give yourself to tracking the marketing metrics of your non-for-profit. And truly, knowing which one to track is as important as knowing the right tracking tools. This largely depends on your non-profit’s objectives or maybe short term goals.
For example, it’s not okay to track Google analytics for Instagram reach. Doesn’t fit. Same as new followers and healthier engagement cannot be a measure of website reach.
Now, all of this falls on your Key Performance Indicators — often simply called KPIs. Your KPIs are measures of success on goals set used in many organisations. Ways to measure KPI success include measuring through your:
Fundraising Metrics
Website Reach
Social media presence
Landing pages
Fundraising
Have you met your fundraising targets? In our article on fundraising platforms, we expatiated on 5 tested and trusted fundraising platforms. Some of them actually have analytics features as a plus to them. You should them out here.
Website Reach
Website reach is important especially when this is crucial to your impact and records to a great extent. Google Analytics would do an amazing job for you.
Social Media Presence
There are many ways to measure success or failure on here. Followers are just a bit of the measurement tactics. You should also track engagement, comments, mentions on other posts. Hootsuite does a great job on this. Also, observe organic reach of your posts. LinkedIn has an inbuilt feature which provides number of people reach. Same as Instagram, Twitter and Facebook views.
Landing Pages
This is usually from websites or social media pages. It includes sites like Linktree, Disha page and a host of others. Linktree for example has its analytics which can be improved by an upgrade on user’s version. To improve this, include call to actions on your social media pages and even on landing pages.
