Every day, nonprofit leaders like you face an impossible question: “Are we really making a difference?” While you’re stretching limited resources, managing volunteers, and putting out daily fires, the metrics that truly matter can slip through the cracks.
But here’s the thing: nonprofit KPIs aren’t corporate jargon. They’re decision-making tools that help translate your mission into measurable progress. When the right KPIs become your compass, transformation happens:
- A youth mentorship program in Chicago increased their community impact by 43% after focusing on just three metrics.
- A small environmental nonprofit doubled their grant success rate by tracking what funders actually cared about.
These aren’t vanity metrics. They’re tools that:
- Convert skeptical donors into committed partners
- Transform board meetings from status updates to strategic breakthroughs
- Help you celebrate real wins with your team and community
In this guide, we’ll share the exact nonprofit KPIs that have helped organizations like yours not just survive—but thrive. Even with limited time and resources, these are the numbers that bridge the gap between your daily work and your world-changing vision.
What are key performance indicators (KPIs) for nonprofit organizations?
KPIs are just simple ways to track how your nonprofit is doing. That’s it. They’re numbers or data points that help you understand if your work is making a difference, if your fundraising is growing, or if your programs are helping the people you serve.
You’ve probably already been using a few without even knowing it. Ever checked how many donors gave this month? Or how much money you raised last year compared to this year? Those are KPIs. They give you a snapshot of what’s going on so you can make better choices.
For nonprofits, KPIs might look a little different than they do for businesses. You’re not just trying to make a profit—you’re trying to create impact. So, your KPIs focus more on things like donor retention, program reach, or volunteer satisfaction.
The best part? You don’t need to track everything. Just start with the KPIs that match your goals. If you want more monthly donors, track that. If you’re trying to improve your outreach, look at your email open rates or how many people show up to events. KPIs aren’t there to stress you out—they’re there to help you stay focused and move forward.
Why KPIs help nonprofit organizations make informed decisions over a period of time
When you’re deep in the day-to-day work, it’s easy to go with your gut. But over time, your gut can only get you so far. KPIs give you real data to back up your choices—so you’re not just guessing what’s working, you know.
Let’s say you’re trying to grow your donor base. If you track how many new donors you’re getting each month, you’ll see patterns. Maybe donations spike after your newsletter goes out. Maybe they drop during the summer. That kind of info helps you decide what to double down on—and what to change.
Over a longer stretch of time, KPIs can show you your progress. You’ll start to see whether all those emails, social media posts, or events are really helping. And if something’s not working, you’ll catch it sooner, before it becomes a bigger problem.
KPIs also help when it’s time to talk to your board or funders. Instead of saying, “We think things are going well,” you can say, “Here’s the data. This is how we’ve grown.” It builds trust. It shows you’re on top of things. And it gives everyone more confidence in your mission.
Fundraising KPIs that show how much money you’ve raised and why it matters
Fundraising is the fuel that keeps your nonprofit moving. And when you’re raising money, you want to know how well it’s actually going. That’s where these KPIs come in. They help you track what’s coming in, what’s working, and where there’s room to grow.
Total donations raised
This one’s simple: how much money did you bring in over a certain period of time? You can look at this by month, quarter, or year. It gives you a high-level view of how your fundraising efforts are stacking up.
Donation growth
Are you raising more this year than last year? Month over month? Tracking donation growth helps you see your momentum and gives you a goal to work toward.
Fundraising ROI
This means return on investment—basically, how much did you raise compared to how much you spent to raise it? If you spent $1,000 on a campaign and raised $5,000, your ROI is solid. If it costs more than you made, it might be time to rethink your strategy.
Cost per dollar raised
This one goes hand-in-hand with ROI. It tells you how much it costs to raise a single dollar. Lower is better. The goal is to raise more while spending less.
Conversion rates on your donation page
Are people visiting your page but not giving? That’s a sign your page might be too confusing or not compelling enough. Track how many visitors actually complete a donation—then tweak your page to boost that number.
Percentage of donors who give again
This overlaps a bit with donor retention (which we’ll cover next), but it’s worth tracking in your fundraising reports. If lots of donors give once but never come back, that’s a red flag. It’s easier to keep a donor than to find a new one.
Donor KPIs to improve donor retention rate and build strong relationships
Donors aren’t just numbers on a spreadsheet—they’re people who care about your cause. And building relationships with them takes time, trust, and consistency. These KPIs help you understand how well you're doing at keeping those relationships strong.
Total number of donors
It’s a basic one, but important. How many unique donors are giving to your organization? Watching this number grow (or shrink) helps you track your reach over time.
Donor retention rate
This tells you how many donors gave last year and came back to give again this year. It’s one of the most important KPIs you can track. Why? Because keeping a donor is almost always easier—and cheaper—than finding a new one.
Average gift size
Are your donors giving $10 or $100 on average? This number helps you understand how your supporters are giving. It also shows if your messaging or campaigns are inspiring bigger gifts.
Donor lifetime value
This is the total amount a donor gives to your organization over time. It helps you see the long-term impact of nurturing donor relationships. Even small gifts add up when donors stick around.
Donor acquisition cost
How much does it cost to get a new donor? If you spend more to acquire a donor than they give, that’s a sign to revisit your outreach strategy. You want this number to be as low as possible—without cutting corners on connection.
New vs. returning donors
It’s helpful to know how many of your supporters are brand new and how many are loyal returners. A healthy mix is great, but if your returning donor count is slipping, it might be time to re-engage your base.
Marketing KPIs to track click-through rates and grow your nonprofit's reach
Marketing isn’t just about getting the word out—it’s about reaching the right people and moving them to care, click, and give. These KPIs help you see how your messages are landing and what’s actually getting attention.
Email open and click-through rates
How many people are opening your emails? And how many are clicking the links inside? These numbers tell you if your subject lines are working and if your content is inspiring action. Low rates? Try tweaking your tone or simplifying your message.
Engagement on social media posts
Are people liking, sharing, or commenting on your posts? If your feed feels like it’s going into a void, these numbers help you spot where to improve. Posts with strong visuals or real stories usually perform better.
Traffic to your donation page
Your website might be beautiful, but is it getting visitors? Track how many people are clicking through from emails, social media platforms, or search results. If you’re seeing traffic but no donations, your page might need clearer messaging or simpler design.
Conversion rate from social media platforms
This shows how many people went from seeing your post to actually taking action—like donating or signing up. It’s one of the clearest ways to measure the real impact of your online outreach.
Growth in followers or community size
It’s not just about the numbers, but seeing your audience grow means your message is spreading. Track growth over time to spot patterns—like what content or timing brings in the most new people.
Amplification and applause rates
These are fancy terms for how often your content gets shared (amplified) and liked (applauded). High numbers here mean your message is striking a chord—and reaching beyond your current base.
These marketing KPIs give you insight into what people care about, where they’re engaging, and how to keep the momentum going. Use them to fine-tune your strategy and keep building awareness for your cause.
Program delivery KPIs to measure the number of people served
At the heart of every nonprofit is the work you do—the programs, services, and support you bring to your community. These KPIs help you measure that work, so you can show your impact and improve where it matters most.
Number of people reached
This is a simple but powerful metric. How many individuals have you served through your programs? Whether it’s meals delivered, students taught, or families housed, this number shows your direct reach.
Program attendance and completion rates
If people are signing up for your programs but not finishing them, something might be off. Tracking who shows up and sticks with it helps you understand what’s engaging—and what might need adjusting.
Pre- and post-outcome metrics
What changed because someone joined your program? Maybe they gained new skills, got healthier, or found stable housing. Collecting simple before-and-after data gives you proof of your program’s impact.
Beneficiary satisfaction
It’s not just what you deliver—it’s how it feels to the people receiving it. Simple surveys or feedback forms can help you gauge satisfaction and spot areas for growth. Happy beneficiaries often turn into strong advocates.
Cost per person served
How much does it cost to deliver your services per person? This helps you see where you’re being efficient—and where things might be more expensive than they need to be. It’s also a helpful stat for grants and funder reports.
These KPIs aren’t just numbers on a chart. They’re about understanding how your work is landing, and making sure you’re helping people in the best way possible.
Internal team KPIs to optimize nonprofit operations
Your mission might be front and center, but the team behind it is what keeps everything running. When your staff and volunteers are supported, your whole organization runs smoother. These KPIs help you check in on how your team is doing—and how to keep things working well behind the scenes.
Employee and volunteer satisfaction
Happy teams do better work. Simple surveys can help you understand how your staff and volunteers feel about their roles, leadership, and overall experience. It doesn’t have to be fancy—just a way to keep a pulse on morale.
Volunteer retention rate
Are volunteers coming back after their first shift? A high retention rate means they’re having a good experience and feeling connected to your mission. If the number drops, it might be time to revisit your onboarding or communication.
Percentage of performance goals met
Set clear goals for your staff and programs—and then track how often those goals are met. It gives everyone focus and shows where support or adjustments might be needed.
Staff and volunteer absenteeism
If you’re seeing a lot of missed shifts or sick days, it could be a sign of burnout or low engagement. This KPI helps you catch those trends early so you can respond with better support or workload balance.
Team engagement in fundraising activities
How often is your internal team involved in campaigns, events, or donor outreach? You don’t need everyone doing everything, but high team involvement usually leads to stronger results—and a tighter mission-driven culture.
How to use KPIs to drive data-driven decisions and deliver valuable insight
Collecting data is a good start. But the real power of KPIs comes from what you do with them. When you use your numbers to make choices, solve problems, and spot new opportunities, that’s when things start to shift.
Turn raw data into action
Let’s say your donor retention rate is slipping. Instead of panicking, use the data as a signal. Maybe it’s time to set up more personal thank-you emails. Or send updates showing the impact of their gift. The numbers point you in the right direction.
Set benchmarks based on your nonprofit’s size and goals
Every organization is different. Don’t worry if your numbers don’t match another group’s. What matters is setting your own goals—and measuring progress against yourself. Even small improvements add up.
Use KPIs in board reports and grant applications
When you can show clear growth and outcomes with real data, people listen. It helps your board understand what’s working. And it gives funders the confidence to support you again and again.
Spot what’s working—and double down
If a certain campaign brought in a ton of donations, or a new email series got great click-through rates, track that. Then build on it. KPIs help you find your sweet spots so you can do more of what’s actually working.
How Harness helps nonprofits act on their data
We’ve worked with hundreds of nonprofits that felt overwhelmed by data at first. That’s why Harness is built to make it easier. With one place to see everything—donor trends, campaign results, and more—you can quickly spot patterns and take action.
Good data helps you move from “we think this is working” to “we know it is.” And that kind of clarity can be a game-changer.
Tools and templates to help nonprofit organizations organize and track KPIs
Knowing what to track is one thing—actually keeping up with it is another. The good news? You don’t have to do it all on your own. With the right tools and a few simple templates, staying on top of your KPIs gets a whole lot easier.
Start with a simple spreadsheet
If you're just getting started, a shared spreadsheet is a great way to track your KPIs. Use columns for metrics like donor retention, number of people served, or email open rates. Update it monthly or quarterly so you can see changes over time.
Use visual dashboards
Dashboards take your data and turn it into something you can actually see—like graphs, charts, and progress bars. That way, it’s easy to spot trends, even if you’re not a data person. Some CRMs or donor platforms include dashboards, but there are also free tools like Google Data Studio.
Downloadable templates save time
Don’t reinvent the wheel. You can find plug-and-play templates online to help track common nonprofit KPIs. These can be customized to fit your programs, campaigns, and goals.
Keep everything in one place
Scattered spreadsheets and notes can lead to missed info and frustration. That’s why it helps to centralize your data—especially when you’ve got multiple team members tracking things.
How Harness makes KPI tracking easier
Harness puts everything in one easy-to-use platform, built for nonprofits like yours. From donation trends to campaign performance, you’ll have a clear view of your progress—without needing to dig through spreadsheets. And if you need hands-on help, Harness Executive gives you a team that handles strategy and tracking with you.
Turning data into momentum
Tracking KPIs might sound like extra work, but it’s really about working smarter. When you keep an eye on the right numbers, you get more than just data—you get direction. You’ll see what’s clicking with your donors, what’s moving your mission forward, and where to make changes before things go off track.
The best part? You don’t need to track everything. Just start with a few key metrics that line up with your goals. Maybe it’s donor retention. Maybe it’s social media engagement. Over time, those numbers will guide your decisions and give your whole team a better sense of progress.
And remember—you’re not alone in this.
Harness is built to help nonprofits like yours make sense of the data and make the right strategic decisions to advance your missions. Whether you're looking for simple tools or hands-on support from fundraising pros, we’re here to be part of your team.
Frequently asked questions
What are nonprofit KPIs?
Nonprofit KPIs (key performance indicators) are numbers that help you measure how well your organization is doing. They show things like how much money you’ve raised, how many people you’ve helped, or how well your emails are performing.
How many KPIs should a nonprofit track?
You don’t need a long list—just a handful that match your goals. Most organizations start with 5 to 10 solid KPIs. The key is to choose ones that help you understand what’s working and what needs attention.
What is a donor retention rate?
It’s the percentage of donors who gave last year and came back to give again this year. A high retention rate means people are sticking with you. A low one might mean you need to check in more or share more updates about your impact.
What’s the difference between a click-through rate and a conversion rate?
Click-through rate shows how many people clicked a link (like in an email). Conversion rate shows how many of those people actually took the next step—like donating or signing up for an event.
Do I need special software to track KPIs?
Not necessarily. A spreadsheet can work just fine when you're getting started. But if you want to make things easier, tools like Harness offer built-in dashboards and data tracking designed just for nonprofits—so you can see your progress at a glance.
