25 KPI Examples To Define and Measure Nonprofit Performance

By Indeed Editorial Team

Published September 29, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Nonprofits provide products and services for the benefit of their communities. You can use KPIs to evaluate and improve your nonprofit organization's performance. Knowing some of the KPIs for nonprofits can help you set standards and expectations for your organization. In this article, we define what a KPI is and discuss examples of KPIs to define and measure nonprofit performance.

Related: A Complete Guide to Key Performance Indicators (KPIs)

What are KPIs?

KPIs are the metrics an organization uses to measure its success. A KPI can focus on specific results produced by different work processes. KPIs can measure a financial department's investments, revenue, assets, costs and other income figures. For a nonprofit organization, you can choose KPIs to reflect a prioritization on donations, fundraisers and community engagement.

Nonprofits can have unique sets of KPIs to suit their particular missions, needs and values. A nonprofit that regularly conducts fundraising events might have more KPIs focused on fundraising engagement, participation and results. Nonprofits that focus on raising awareness through social media platforms can define their performance through page views, email subscriptions and online donations. Assessing your nonprofit progress with KPIs can allow you to identify areas to improve and guide you in decision-making.

Related: What Is a Key Performance Indicator (KPI)? Examples, Best Practices and How to Create Them

25 KPIs for nonprofits

The following are some examples of nonprofit KPIs you can use to measure your organization's performance:

1. Absentee rate

Absentee rates calculate the number of days an employee is absent over the number of days they worked. Absent days exclude paid time off but include sick days, truancies and half days. High absenteeism can indicate areas where a company can improve engagement to increase productivity.

2. Amplification

Amplification is the volume of shares that your social media page receives. A share can provide insight into what type of content is most interesting to your page viewers and motivates them to show others your page. Understanding what content is popular can guide you in future posts to provide your viewers.

3. Annual funds raised

Most nonprofits rely on external donations to fund operations. Your yearly donation amounts can help you track historical data to predict future fundraising results. Fundraiser donation figures can show you which fundraising events or campaigns can generate to most revenue.

4. Annual investments

Annual investments are the amount a nonprofit spends on marketing campaigns and outreach programs. Analysis of your annual investments can help insure your organization is spending funds efficiently. Comparing your annual investments to your annual funds raised can allow you to connect how spending in one department can affect revenue in another.

5. Annual revenue

Annual revenue is the total sum of fundraiser donations, membership fees, government grants and corporate sponsorships. Your annual revenue helps you determine your nonprofit's growth. Being able to generate higher revenues can allow a nonprofit to provide more to the communities they serve.

6. Applause

Applause is the positive reaction you receive on social media posts. You can identify these through likes, hearts and other emojis or GIFs. Positive reactions can help boost your posts and show you what posts interest your audience.

7. Average gift size

Average gift size is the monetary amount of donations divided by the number of donation transactions. This average can help you predict future funds-raised values based on the potential number of new donors. If the addition of one donor can increase funds by the average amount, you can use this average to plan a target amount of new donors to reach a projected funds-raised result.

8. Conversion rate

Conversion rates show you the number of page viewers who commit to a prompted action from your media content. These actions include subscribing to email updates, signing petitions, making donations or becoming a member of your nonprofit. Your conversion rates can tell you how effective your media content is in persuading audiences to respond to your prompts.

9. Cost per dollar raised

Cost per dollar raised is the calculated cost of efforts and resources to gain a dollar. You can calculate the cost per dollar raised for specific events or the nonprofit overall in a specified period. This indicator shows you what programs raise money and helps you identify where to cut costs or raise donation amounts.

Related: How To Create KPIs to Boost Performance

10. Donation conversions by channel

Donation conversions by channel are more specific than conversion rates and focus solely on funds raised through a particular platform. Donations can come through social media pages, marketing emails, broadcast advertisements or personal referrals. Knowing which channels generate the most donations allows you to focus more efforts on what receives the most engagement and donations.

11. Donation growth rate

Donation growth is the difference between donation sizes within a specified period. These rates can be positive or negative to reflect an increase or decrease in donations. Tracking your donation growth rate can help you identify steady progress or major increases to help you measure your performance and identify any events that produce large improvements in your nonprofit.

12. Donor churn

Donor churn is the number of donors your nonprofit loses. You can calculate donor churn for a campaign or fundraiser and use it to compare which efforts lose donors. Identifying which activities lack engagement can show you trends in how long you can keep a donor and what steps you can take to keep them.

13. Donor lifetime value

Donor lifetime value is the expected amount of donations your nonprofit might receive from a single donor throughout their life. You can calculate donor lifetime value by taking the average time a person donates to your nonprofit and multiplying that by their average donation amount and their donation frequency. Calculating a donor's lifetime value can contribute to your overall donation projections.

14. Donor retention rate

Donor retention rate is the percentage of donors who consistently contribute to your nonprofit. Having a high retention rate shows that your engagement efforts are effective in acquiring and keeping a donor. You can calculate donor retention rates yearly to see if your donors remain committed to your nonprofit's goals and respond to your outreach communications.

15. Email click rate

Email click rates show you the number of recipients who click on the links in your emails. Link clicks provide insight on your content engagement. Factors that might affect click rates are the readability, format and design of the email, so having low click-through rates can indicate areas of improvement for your email strategies.

16. Email open rate

Email open rates are the rate of emails that recipients open. Maintaining a positive email open rate is essential in reducing the number of email subscribers who unsubscribe. Keeping your email subject lines and headers relevant to your recipients' interests can help increase your email open rates.

17. Email subscribers

Email subscribers are the number of people who subscribe to emails from your nonprofit because they're interested in updates and more information. Your email subscriber data tells you how engaging your content is. Monitoring the number of email subscribers you receive can show you when your content gains the most interest.

18. Fundraising ROI

Fundraising ROI is the return on investment from your nonprofit's fundraising efforts. You can calculate fundraising ROI by dividing the annual funds raised by annual investments. Understanding what creates larger return margins helps you optimize your efforts.

19. Gifts secured

Gifts secured is the number of gifts or donations received. You can track your gifts secured figures on a daily, weekly, monthly, quarterly or yearly basis. You can further categorize gifts and donations into different monetary amounts.

20. Giving capacity

Giving capacity calculates the potential amount your donors could contribute to your nonprofit. By collecting income information, business affiliations and external donations, you can estimate how much a donor might donate. This allows you to maximize the number of donations you ask from your donors to ensure you are optimizing your fundraising strategies.

21. Landing page conversion rate

Landing page conversion rates show you how many people visit your page, how they found it and if they completed an action through it. With a nonprofit, this may track your donation page visits and how many of those visits resulted in a donation. You can calculate landing page conversion rates by dividing the number of donations by the number of visitors and multiplying it by 100 to get a percentage.

22. New donor acquisition rate

New donor acquisition rates show how many new donors a campaign or event attracts to your nonprofit. Understanding what activities can introduce new donors and gain more donations allows you to analyze your present donor demographic. Particular campaigns and events can interest different groups, and you can use this information to target particular audiences.

23. Online gift percentage

Online gift percentages show you how many of your donations were online. Because many transactions are becoming more prevalent and accessible online, improving your online gift percentage can be beneficial to your nonprofit. You can calculate online gift percentage by diving the number of online donations by total donations and multiplying that by 100.

Related: What KPI Stands for and How to Use It in Your Career

24. Unsubscribe rate

Unsubscribe rates are the percentage of people who choose to stop receiving email communications from your nonprofit. By monitoring your unsubscribe rates and evaluating the email message content that prompted someone to unsubscribe, you may improve your outreach communications and subscriber or donor retention.

25. Visitor-to-donor conversion rate

Visitor-to-donor conversion rates tell you how many people attended a campaign and donated to your nonprofit. You can calculate visitor-to-donor conversion rates by taking the number or donors and dividing it by the amount of people who attended. This rate can indicate the success of the campaign and help you develop campaigns to increase donors and donations.

Explore more articles