In the nonprofit world, it can be difficult to tell if your marketing efforts are working. Are your emails, social media posts, and other communications engaging your audience? Is your audience growing? Are you raising money from your audience? If you put in the time to create a beautiful and robust campaign, you should also take the extra step of analyzing the campaign’s performance.
At Track15 everything we do is rooted in data collection, especially as it pertains to marketing efforts. We believe that the metrics, when compared to a baseline, will tell an organization everything they need to know about what marketing efforts work and which do not. When collecting metrics, there are certain benchmark criteria that work.
Email Marketing Metrics
Open Rate: The percentage of audience members who opened your email
Click-Through Rate: The percentage of links embedded in your email that were clicked
Unsubscribe Rate: The percentage of audience members who unsubscribed from your email
Social Media Marketing Metrics
Organic Impressions
Organic Reach
Organic Engagement
Click-Through Rate
Follower Growth
Paid Engagement (if applicable)
Paid Click Through Rate (if applicable)
Direct Mail Marketing Metrics
Unique code/link uses
Mailed checks in response to particular campaign
How to use the metrics to improve going forward
Compare these metrics to past campaign and industry standards to measure how your organization stacks up against other nonprofits. Ideally, over time, rates will grow, your content improves, and your audience becomes more engaged.
