How to Track Your Nonprofit's Marketing Metrics

September 6, 2020
8 minutes

Are you BFFs with your marketing data yet? You absolutely should be! By regularly tracking and using your marketing data, you set your nonprofit up for marketing success. When you focus more of your resources on what’s working and letting go of marketing tactics that just aren’t getting results, you allow yourself to explore new opportunities that'll supercharge your marketing.

Here's the kicker: in order to do any of these things, you need to regularly track your marketing metrics.

Tracking your marketing data doesn't have to be complicated or time-consuming. Today we’re going to talk about how to track your nonprofit's marketing metrics so that you can be a total marketing boss!

What to track

Before you can set up a system for tracking metrics, you need to know which stuff you want to measure. There are endless marketing data points that you couuuuuuld track:

  • Website traffic
  • Website conversion rates for donations, volunteers, email list growth, etc
  • Social media channel growth
  • Social media channel engagement
  • Email open rates, click-through rates and conversions
  • Email list growth
  • Email list health
  • Earned media
  • Paid advertising
  • SEO success

Should you track all of these (and more)? Not necessarily. Think about it... the numbers you're interested in are probably ones that directly relate to your marketing goals. So pick those! For instance, if your marketing goal is to grow your email list by 10% this year, measure data points like list growth (obvs), landing page traffic and conversion rates, and opt-in conversions.

Before you go nuts creating a complicated marketing metrics tracking system, write a list of the metrics you could use to gauge the success of each of your goals. If you find you have a big list of metrics for each goal, it's time to question the usefulness of all the metrics on your list—you can probably cut a few to make your work simpler.

Where to get those marketing metrics

Most digital tools you might use for marketing have a backend analytics system that allows you to see the most important metrics at a glance. Here’s where to find some of the ones mentioned above.

Google Analytics

  • Website traffic
  • Website conversion rates for donations, volunteers, email list growth, etc

Social Media Platforms

  • Social media channel growth
  • Social media channel engagement

Email Service Provider

  • Email open rates, click-through rates, and conversions
  • Email list growth
  • Email list health

Google AdWords and/or Social Media Platforms

  • Paid ad impressions
  • Paid clicks
  • Paid conversions

Google Search Console

  • SEO success

Funraise Donor CRM

  • UTMs (website visitor sources)
  • Donor conversions
  • Peer-to-peer activity
  • Donation historic trends

Once you know where to find your metrics, the best thing you can do for your nonprofit’s marketing program is set up a recurring time to review these metrics. Maybe it’s every Monday or the last day of the month.

When you sit down to review your metrics, ask your data some questions. What is the data trying to tell you? What trends are you seeing? What’s working or not working? The more questions you ask of the data, the more insight you can harvest and roll into future work.

Pro-Tip: Many of these programs, including Funraise, offer a super simple way to access the data you need—recurring reports. Instead of seeking data out when you're in a rush, set up these programs to automatically email the reports weekly, monthly, or as often as you want.

Before you head off to create your marketing metrics tracking system, here’s a final word of wisdom. Your marketing metrics are only useful if you use them. If you need some ideas, check out 10+ Questions Your Nonprofit's Marketing Metrics Should Be Answering.

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