Analyze KPIs
KPIs and metrics serve different purposes for businesses. Metrics track progress and assess success, while KPIs are specific metrics tied to goals within a certain timeframe. Like goals, the best structured KPI plans incorporate every aspect of the "SMART" criteria:
Specific: define what each KPI is intended to measure, and why it is important, Measurable: KPIs should include standards for measurement, Achievable: the KPI should be a realistic, achievable goal, Relevant: KPIs are intended to move a business forward, so they need to be relevant to improving outcomes, and Time-bound: it’s important to set a realistic time frame based on past performance, and make sure that the team sticks to the agreed-upon deadlines. Each division of an organization can track KPIs: Sales, Marketing, Human Resources, and Customer Service.
Furthermore, KPIs can be separated into two buckets. Leading indicators are more challenging to define and forecast future performance, while lagging indicators reflect past performance to assess success.
Leading indicators anticipate trends to shape day-to-day actions while lagging indicators confirm patters to shape long-term strategy. Both are important to inform a performance framework that supports the overarching mission, manages expectations to define success, and creates values-alignment with stakeholders. Below also find formulas to calculate donor KPIs. Brands can calculate similar KPIs to track consumer metrics. Simplify your KPIs by using visual representations of trends and statistics. Visuals are easier to understand and remember, processing 60,000 times faster than text.
Analyze KPIs at Spotlight Tip: Consider the concept: “Recreate the aggregate.”
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1. COST PER DOLLAR RAISED (CPDR)
Cost per dollar raised (CPDR) is a key measure of fundraising success. It helps determine if you made money, lost money, or broke even on a fundraising event. You calculate CPDR by dividing expenses by revenue. If expenses match revenue, you get 1, meaning you broke even. If expenses are higher than revenue, the result is over 1, showing a loss. If the result is under 1, you earned more than you spent, indicating a profit. This metric helps assess both individual events and overall fundraising performance.
Say you held an event that cost $1500 to plan and execute and you raised $3,000 at the event. The numbers on their own can tell you that you made money, but if you want to know the ratio between expenses and revenue, evaluate your CPDR:
$1500 / $3000 = 0.5
This tells you that for every dollar you brought in, you only spent $0.50.
2. FUNDRAISING RETURN ON INVESTMENT (ROI)
Fundraising return on investment (ROI) is a key metric for nonprofits. It measures the success of fundraising efforts, similar to Cost Per Dollar Raised (CPDR). Nonprofits might prefer CPDR when cutting costs is a priority, while those focused on future fundraising strategies may lean towards fundraising ROI.
To calculate fundraising ROI, divide the revenue by the expenses. This shows how much money was made for every dollar spent. A result greater than 1 indicates a profit, while less than 1 indicates a loss.
Let’s return to the example we used above—a fundraiser cost you $1000 and you brought in $2,000. The following would be the ROI:
$6000 / $1000 = $6
This indicates that for every dollar you spent, you made $6. So, the return on your investment is 6x.
3. CONVERSION RATE
The conversion rate helps nonprofits measure how well a campaign encourages people to take actions, like donating or attending events. It is a clear way to assess a campaign's success. By tracking conversion rates, organizations can understand their supporters' giving habits and the effectiveness of different outreach methods.
To find the conversion rate, first identify the desired action. For instance, in a direct mail fundraising campaign, the goal might be receiving a donation check, while for an email about volunteer opportunities, it could be signing up for the program.
To calculate the conversion rate, divide the number of people who completed the action by the number of people who had the chance to do it, then multiply by 100 to get a percentage.
Say you sent out an email to 100 donors asking them to follow a link and make a donation online. Of those 100, 25 followed the link and used your online giving page or tool to complete their donations.
Let’s find the conversion rate:
25 / 100 = 0.25
0.25 x 100 = 25%
Your conversion rate in this instance was 25%, meaning the campaign had a 25% success rate.
4. GIFTS SECURED
Gifts secured refers to the total number of gifts your organization receives in a specific time period. Tracking gifts over time is often called “donation growth.” You can also break this down by gift type, such as:
Major gifts
Planned gifts
Mid-level gifts
Small gifts
Annual fund donations
Monthly donations
This helps you understand which groups you reach effectively and where more outreach may be needed. Gifts secured is reported as a total amount. If you received 4,500 total donations in 2024, your overall gifts secured metric is simply 4,500.
Likewise, if you’re measuring major gifts secured over 2023, you would report the metric as a whole number say 15 major gifts.
5. MATCHING GIFT RATE
Your nonprofit’s matching gift rate shows how many contributions are matched by companies or how many donors use their employer’s matching gift programs. Since matching gifts let donors increase their impact without extra cost, failing to inform your supporters about these opportunities is like ignoring free money.
A whopping $6-$10 billion in matching gifts go unclaimed every year. Simply incorporating matching gifts into fundraising appeals can lead to a 71% increase in response rate and a 51% increase in average gift amount.
To find your matching gift rate, simply divide the number of donors who secured a donation match from their employers by your total number of donors. Then, multiply the resulting number by 100 to get a percentage.
Say you run a fundraising campaign and want to calculate the matching gift rate of the campaign after it concludes. You see that out of 160 donors, 40 submitted gift-matching requests to their employers.
To find the matching gift rate, you would do the following:
40 / 160 = 0.25
.25 x 100 = 25%
Your matching gift rate was 25%, meaning that nearly 25% of your donors took advantage of corporate matching gift programs during your campaign.
6. EVENT CONVERSION RATE
Event conversion rate measures the percentage of attendees who become donors or increase their donations after attending your event. This metric helps assess how effectively your nonprofit follows up with event participants. To calculate it, divide the number of attendees who donated or raised their giving amount by the total number of attendees, then multiply by 100 to get a percentage.
You put together a trivia night and market your event to the community, and have 85 people attend. Afterward, you keep notes on the attendees that give a donation or increase their level of giving. You find that 50 of those people gave a donation or a larger donation after your event.
So, to find your event conversion rate, you calculate the following:
50 / 85 = 0.58
0.58 x 100 = 58%
This means that your event conversion rate was 58%, or that 58% of your event attendees gave a donation for the first time or gave a larger donation after attending the trivia night.
7. PLEDGE FULFILLMENT PERCENTAGE
Pledges are promises to donate funds to your nonprofit over a set time. Track how many donors keep their promises to understand the impact on your budget. Pledged funds count as cash in your budget, so if they're not received, you may overspend. If many donors do not fulfill their pledges, you might need to change how you ask for them. To find the pledge fulfillment percentage, divide the number of fulfilled pledges by the total number promised, then multiply by 100. For your next fundraiser, a walk-a-thon, participants gather pledges from family and friends, who commit to donating a set amount for each mile walked. After the event, you'll want to see how many supporters made their donations. As you go through your post-campaign data, you see that 1000 pledges were promised, and 750 pledges were fulfilled.
To find your pledge fulfillment percentage, you do the following:
750 / 1000 = 0.95
0.75 x 100 = 75%
This shows you that 75% of all the pledges promised during your walk-a-thon turned into actual donations.
8. RECURRING GIFT PERCENTAGE
Recurring gift percentage shows what portion of your total gifts over a specific time were from donors who give regularly. This figure can help plan for future recurring gift campaigns, even if it can't be included in next year's budget. To calculate it, divide the number of recurring gifts by the total number of gifts, then multiply by 100 to get the percentage.
If 200 of your 1,000 donations in a given year were received as recurring gifts, you’d find the following recurring gift percentage:
200 / 500 = 0.4
0.4 x 100 = 40%
Thus, your recurring gift percentage is 40%.
9. BOARD MEMBER PARTICIPATION RATE
Many nonprofits require board members to contribute personally each year. The board member participation rate shows what percentage of them are contributing. It's important for board members to be invested in the organization. Use this rate to discuss fundraising with them. To calculate the participation rate, divide the number of contributing board members by the total number of board members, then multiply by 100 to get a percentage.
Say that 3 of your 10 board members make a personal contribution to your nonprofit on an annual basis. To find the board member participation rate, you would do the following:
3 / 10 = 0.3
0.3 x 100 = 30%
So, your board member participation rate would be 30%.
10. NON-DONATION REVENUE
To ensure your nonprofit’s long-term success and sustainability, you need to develop diverse revenue streams that you can rely on year-round. This way, if economic conditions, shifts in donor priorities, or other factors cause a decrease in donations, you can still secure the funds you need to carry out your mission.
Some common sources of non-donation revenue include:
Swag offerings: Many nonprofits sell branded items like t-shirts, tote bags, and mugs online. This helps them earn extra money and gain visibility when supporters wear or use these items.
Membership dues: A membership program is a great way to connect with donors and create a strong community. Members pay an annual fee and receive benefits like exclusive resources, early access to event registration, and discounts.
Grants: Nonprofits seeking funds for specific projects can apply for grants from government agencies, companies, and foundations. To secure these grants, research funders that match your mission, submit a proposal, and maintain clear reporting during the grant period.
Monitor non-donation funding sources to assess if your nonprofit diversifies its revenue. If individual donations dominate, focus on strengthening other revenue streams.
Let’s say that over the last six months, your nonprofit earned the following:
$50 in merchandise sales
$600 in membership dues
$5,000 in grant funding
You would calculate your non-donation revenue by doing the following:
50 + 600 + 5000 = $5650
Your non-donation revenue in the last six months is $5,650. Compare this to your donation revenue to assess your income from other sources. For example, if you received $50,000 in donations, consider prioritizing other revenue streams to lessen dependence on donations.
11. DONOR RETENTION RATE
Donor retention rate measures how many donors your organization retains annually. A high retention rate minimizes acquisition costs, ideally improving both rates simultaneously. Tracking retention provides insights into communication effectiveness, donor recognition, and preferred donation methods. If retention is low, assess your stewardship practices, acknowledgment processes, follow-up timing, and ongoing communication to improve donor retention.
To calculate this year’s retention rate, you would divide the number of donors who gave last year and this year by the number of donors who gave last year. Then, you would multiply by 100 to yield a percentage.
Say you had 15 donors last year, and 5 of those donors also contributed this year.
That means you “retained” 5 of your 15 donors. Your donor retention rate is:
5 / 15 = 0.33
0.33 x 100 = 33%
This means your donor retention rate is 33% this year.
12. LAPSED DONOR RATE / DONOR CHURN RATE
The lapsed donor rate shows the percentage of donors not retained from one year to the next, also known as donor churn rate. A high rate indicates a need to examine donor retention efforts, such as recognition and engagement campaigns. To calculate lapsed donors, identify last year's donors, count those who did not donate this year, divide by last year's donor total, and multiply by 100 for the percentage.
If you determine that 20 of your 100 donors from last year donated again, that means 80 did not. Thus, your number of lapsed or churned donors is 80. Your lapsed donor rate would then be calculated like this:
80 / 100 = 0.8
0.8 x 100 = 80%
Thus, your donor churn rate would be 80%.
13. DONOR GROWTH RATE
Donor growth rate indicates the change in your organization’s total donors over time. It is a “domino metric,” often influenced by various factors. If donor growth declines, it likely reflects other metrics as well. Measuring donor growth helps you monitor overall performance and address issues promptly. Use this metric alongside others to identify reasons for stagnant donor numbers.
You’ll find your donor growth rate by subtracting the number of donors last year from the number of donors this year. Then, divide the resulting number by the number of donors last year. Next, you’ll take that number and multiply it by 100 to get a percentage.
Say you had 125 donors last year and 150 donors this year. Here’s how you would calculate your donor growth rate:
1500 – 1250 = 250
250 / 100 = 2.5
2.5 x 100 = 250%
So, your donor growth rate this year is 250%.
14. DONOR LIFETIME VALUE
Donor lifetime value (DLV) measures the total value a donor brings to your organization over time. This average helps decide where to focus fundraising efforts and campaigns but should not be used to evaluate an individual donor. To calculate DLV, you need to determine three key numbers in advance:
Average length of time as an active donor (This is also known as donor lifetime or donor lifespan.)
Average donation amount
Average frequency of donation
To find the average DLV, you’ll multiply these three averages together (average length of time as an active donor x average donation amount x average frequency of donation).
To compare DLV between donors acquired by mail and those acquired online, start by gathering average data for each group. Next, calculate the average time each donor stays active, multiply it by the average donation amount, and then by the average donation frequency. This will give you the total donation potential, or DLV, for each group of donors.
15. NUMBER OF DONORS BY TYPE
Fundraising diversity indicates the composition of your donor base, categorized into: Individual, Foundation, Government, and Corporation. Knowing donor types helps identify improvement areas and strategize future fundraising. There is no calculation necessary for this metric, just a simple tabulation of donors belonging to each group. You might count 49 individual donors, 2 corporations that sponsor or donate to your nonprofit, and 1 foundations that support your organization.
16. DONOR ACQUISITION COST
Donor acquisition cost (DAC) measures the money spent to acquire one donor. DAC data is useful for comparing channels, campaigns, or time periods. A lower DAC in one channel justifies further investment in it. DAC is calculated by dividing the acquisition spending by the number of new donors.
Say you spent $500 on donor acquisition in a given time period, and you acquired 12 new donors.
$500 / 12 = ~$41.67 per new donor
Thus, your DAC is $41.67.
17. DEMOGRAPHIC METRICS
Tracking demographics such as age, location, gender, or profession helps you understand your donors. Count the number of donors in each demographic group for this KPI.
For example, your nonprofit might have 13 individual donors who are between the ages of 20 and 30, 10 donors who are between the ages of 40 and 50, and 90 donors between the ages of 50 and 60. Likewise, 45% of your donors might be female and the other 55% might be male. You might also know that most of your donors live in the United States and Canada.
18. GIFT FREQUENCY
Gift frequency indicates the average number of gifts received from donors over a specific period (e.g., a year). To calculate it, sum the gifts made by donors during that time and divide by the total number of donors in your nonprofit.
Say that you’re looking at a time period of one year. You have 110 active donors, and over that year, some donors give multiple times and some only give once. You add up the total of number donations over that year to be 2480.
You calculate your gift frequency like this:
2480 / 110 = 22.5
Thus, your gift frequency would be 22.5
19. AVERAGE GIFT SIZE
Average gift size reflects the mean donation amount within a donor group, campaign, or timeframe. Tracking it regularly shows trends in growth, stability, or decline. Measure average gift size:
Year-over-year at the same event.
Across all events in a year or multiple years.
Over fixed periods (like six months or a year).
This metric helps assess fundraising success. To find average gift size, divide total donations by the number of gifts. Measure your average gift size for the last six months. You total the number of gifts you’ve received over that time and get 47. Then you add up the dollar amounts of each of those gifts to get $5,000.
So, to calculate the average gift size over the last six month, you do the following:
$5,000 / 47 = $106.38
Thus, the average gift size over the last six months is $106.38.
20. AVERAGE GIVING CAPACITY
The phrase “Don’t leave money on the table” applies to fundraising when a fixed donation amount could be higher. To avoid this, know your prospects’ giving capacities. Compare average giving capacity with the average gift size to see if there’s a gap. Each donor’s giving capacity can be assessed by examining their connection to your cause, philanthropic tendencies, and wealth indicators. Calculate the average giving capacity by summing the potential amounts for each donor and dividing by the total number of donors. Different averages can inform decisions on donation levels and comparisons within donor groups.
Say that you want to determine the average giving capacity of three major donors. Donor A has a giving capacity of $50,000. Donor B has a giving capacity of $10,000. And Donor C has a giving capacity of $2,000.
So, to find the average giving capacity for these three donors, you would do the following calculation:
$50,000 + $10,000 + $2,000 = $62,000
$62,000 / 3 = ~$20,666
The average giving capacity between these three donors is roughly $20,666.
21. AVERAGE GIFT SIZE GROWTH
Average gift size growth measures the year-over-year percent increase in average gift size, helping to contextualize donor growth. If donor growth increases but average gift size does not, focus on cultivating current donors instead of acquiring new ones. To calculate average gift size growth, subtract last year's average gift size from this year's, divide by last year's average, and multiply by 100 for a percentage.
Avg. gift size growth = ((avg. gift size this year – avg. gift size last year)/avg. gift size last year) x 100
Your nonprofit’s average gift size last year was $31. This year, your average gift size is $44. To calculate your average gift size growth, you would do the following:
44 – 31 = 13
13 / 31 = 0.41
0.41 x 100 = 41%
Thus, your average gift size growth over the last year was 41%.
22. FREQUENCY OF CONTACT WITH DONORS / OUTREACH RATE
The outreach rate measures how often your team contacts individual donors over time. While you can calculate this for individual donors, it's more helpful when averaged for a group. For instance, to see if contact frequency affects conversion rates, compare the average contact rates of those who converted with those who did not.
Finding the right contact frequency can be challenging for nonprofits. Too many contacts can annoy donors, while too few might lead to losing them. This metric helps establish a baseline for an effective contact schedule.
Consider all communication methods, such as:
Phone calls
Conversations at events
Meetings
Emails
Make sure to include different communication types in your calculations. For example, a long in-person chat and a single email may both count as “1 contact” in your system, but combining them could distort your results. Frequency of contact with donors is simply expressed as the number of interactions per unit of time.
You may find that your team is reaching out to major donors over the phone 2 times per year. Or, you may find that the outreach rate for all donors is 12 times per year or 1 time per month.
23. FUNDRAISING PARTICIPATION RATE
With the rise of peer-to-peer fundraising and “a-thons,” tracking the participation rate is an indicator of interest in the appeal. This rate shows how many attendees or donors actively fundraised. For instance, a road race participant paying an entry fee is not a fundraiser, but if they gather pledges, they are. A low participation rate indicates a need to boost marketing efforts for individual fundraising. Fundraising attendees are valuable, and analyzing this rate uncovers missed opportunities. To calculate the participation rate, divide the number of fundraisers by the total number of donors or attendees.
Perhaps 90 people attended your recent dance-a-thon, but only 10 of those attendees fundraised on your behalf prior to the event.
To calculate your fundraising participation rate, you would do the following:
10 / 90 = 0.111
0.111 x 100 = 11.1%
So, your fundraising participation rate for your “-a-thon was 11.1%.
24. ASKS MADE
"Asks made" refers to the number of direct requests for contributions from donors. This can be analyzed for specific campaigns or time periods. It reflects donor contact and gauges the aggressiveness of fundraising efforts. By examining asks made alongside donation frequency, you can assess conversion rates across campaigns, potentially revealing which strategies yield better outcomes. There’s no need to calculate anything to determine the number of asks made. Simply keep track of how many fundraising asks or appeals your team has made in a certain time or throughout a specific campaign.
Perhaps you count up the number of asks made over your end-of-year campaign. You find that your team made 185 fundraising asks over the course of the campaign.
25. ONLINE GIFT PERCENTAGE
Online gift percentage measures the proportion of donations received online compared to other channels, such as fundraising events and mail. A lower percentage than expected or compared to peers may suggest a need for improved digital marketing or email campaigns. This percentage can also inform your marketing strategy and budgeting, guiding fund allocation to the most effective channels.
Calculate online gift percentage by dividing the number of online gifts by the total number of gifts over a given time period. Then, multiply that number by 100 to obtain a percentage.
Say you’ve received 100 gifts over a period of six months and want to know what percent of those gifts were made online. You see that 50 gifts were made online.
Thus, your online gift percentage calculation would look like this:
50 / 100 = 0.5
0.5 x 100 = 50%
So, your online gift percentage for that six-month period was 50%.
26. EMAIL OPEN RATE
Email open rate is the percentage of recipients who opened a campaign or newsletter. It guides your email marketing decisions. Start with a baseline open rate and change one element at a time, such as the subject line, sender name, or sending time. The resulting open rates will provide valuable evidence for each change's success or failure, helping you create a data-driven strategy.
To find email open rate, divide the number of email recipients who opened your email by the number of total email recipients. Then, multiply the resulting number by 100 to get a percentage.
Maybe you send out 500 emails to remind a particular segment of your donors about an upcoming fundraising event. Of the 500 people who receive your email, 200 people open the email.
You would calculate your email open rate like this:
200 / 500 = 0.4
0.4 x 100 = 40%
So, your email open rate for your event reminder email was 40%.
27. EMAIL CLICK-THROUGH RATE
Email click-through rate is the percentage of recipients who click links in your emails to visit other pages. Combined with open rates and conversion rates, it reveals marketing weaknesses. To improve a low click-through rate, reposition your calls-to-action (CTAs) to more visible locations and personalize emails through effective donor segmentation.
Email click-through rate is obtained by dividing the number of subscribers who click on a link in your email by the total number of emails delivered. Then, multiply the resulting number by 100 to yield a percentage.
Your nonprofit sends its weekly email newsletter to 100 recipients. Of those 100 recipients, 20 click through to your donation page.
You would calculate your email click-through rate like this:
20 / 100 = 0.2
0.2 x 100 = 20%
Your email click-through rate for this edition of your newsletter was 20%.
28. EMAIL OPT-OUT RATE
Email opt-out rate indicates how many subscribers unsubscribe from your emails. High opt-out rates can lead to your emails being marked as spam and filtered out. Monitoring this rate helps you address issues before they escalate.
To find your email opt-out rate, divide the number of unsubscribed by the number of total emails delivered. Then, multiply by 100 to get a percentage.
EXAMPLE OF THIS KPI
Perhaps you want to know the email opt-out rate for your annual email campaign leading up to Giving Tuesday. You see that 5,000 emails have been delivered, and 2,500 people have unsubscribed from your email campaign.
To calculate your email opt-out rate, you would do the following:
2,500 / 5,000 = 0.5
0.5 x 100 = 50%
So, your email opt-out rate for this campaign is 50%.
29. WEBSITE PAGE VIEWS
Website page views measure how often users load pages on your nonprofit’s site, not how many unique visitors accessed them. Repeat views contribute to the total; for instance, if a volunteer views the same page 10 times, it counts as 10 views. These metrics are best analyzed alongside others like email open and click-through rates to identify areas needing improvement. High engagement with low conversion rates may indicate issues with your site’s content or design. Consider enhancing the visibility of CTAs, increasing emotional appeals, and clarifying your mission on the homepage.
There’s no need to do any calculations to figure out website page views. Simply use a tool like Google Analytics to get the number of views.
Compare page views for your volunteering information page and registration page to assess visitor engagement. Your analytics show 5,000 views for the information page and 1,500 for the registration page in the past month.
30. LANDING PAGE CONVERSION RATE
Landing page conversion rate measures the percentage of visitors who complete an action, like donating or downloading. A low rate may indicate the need to simplify the donation form. To calculate conversion rate, divide the number of goal completions by total visitors and multiply by 100. For example, if your donation page had 1,000 visitors and 300 donations, the conversion rate is 30%.
Here’s how you would calculate the landing page conversion rate:
300 / 1,000 = 0.3
0.3 x 100 = 30%
31. AMPLIFICATION RATE
The amplification rate shows how many shares a social media post gets compared to the total followers. This metric helps you see how often followers share your content with their networks of family, friends, and coworkers. To calculate the amplification rate, divide the number of shares by the total followers on that platform, then multiply by 100 to get a percentage.
Say your nonprofit has 9,000 followers on Spotlight, and a recent tweet about an upcoming in-kind donation drive gets shared 100,000 times.
Here’s how you would calculate your amplification rate:
9,000 / 100,000 = 0.09
0.09 x 100 = 9%
Thus, your amplification rate would be 9%.
32. APPLAUSE RATE
Applause rate measures the approval actions (likes) a post receives compared to your total followers. This metric helps identify which posts attract the most attention on each platform. To calculate it, divide the total approval actions for a post by your total followers and multiply by 100 to get a percentage.
Say you posted a picture on Spotlight of your volunteers hard at work and want to measure its applause rate over the last month. You see that the post has gotten 116 shares over the last month. You also see that you have 820 followers on Spotlight.
So, to calculate the applause rate for this particular post, you would do the following:
116 / 820 = 0.14
0.14 x 100 = 14%
Your applause rate for this post is 14%.
33. GOOGLE ADS CLICK-THROUGH RATE
The Google Ad Grant is a powerful resource for nonprofits looking to increase their website’s visibility and expand their audience. When you’re accepted into the program, you’ll receive $10,000 per month in free advertising credits. You can then use these credits to bid on keywords relevant to your mission and create compelling ads that will appear at the top of Google’s search results for those keywords.
Your Google Ads click-through rate (CTR) refers to the percentage of people who see each of your nonprofit’s ads and click on them to access your landing page, whether that’s your donation form or volunteer sign-up page. A high CTR is a good indicator that your ad aligns with user search intent and includes compelling copy that encourages them to click through.
You need to maintain a CTR of 5% every month to remain eligible for the Google Ad Grant. This requirement is in place to ensure that nonprofits target appropriate keywords and deliver valuable content to users. If you’re new to Google Ads or low on staff resources, consider reaching out to a Google-certified Ad Grants partner. These experts can help you apply for the program, create your ads, maintain compliance, and maximize your results.