Top KPIs for Nonprofit Organisations: What to Track (And Why It Matters)

You already know KPIs are important. You don’t need a reminder that data helps drive decisions. The real issue is knowing which KPIs for non-profit organisations actually matter, and how to use them to improve outcomes, report on impact, and keep things moving in the right direction without drowning in spreadsheets.

This blog breaks down the top KPIs for non-profit organisations by stage of the donor journey, giving you clarity on what to monitor, when to monitor it, and how to turn insights into action.

And if you want the full playbook on turning these metrics into smarter campaigns, take a look at our HubSpot for Nonprofits guide.

Why KPIs actually matter for non-profits

Stating the obvious, I know, I know, but let's get this out of the way still.

You’re doing important work. But if you can’t measure the impact of that work, how will your team, your board, or your donors know what’s actually working?

Tracking KPIs for non-profit organisations lets you:

• Back your decisions with real data, not just gut feelings

• Show donors that their support is moving the needle

• Optimise where you spend time, money, and headspace

• Stay agile when things change (which they always do)
  
  

Your KPIs are basically your organisation’s vitals. And just like you’d check your pulse after a run, you need to monitor your performance if you want to grow, stay healthy, and keep your mission moving forward.

It also answers that crucial question: What are good vitals for a nonprofit marketing department? Let’s get into it.

Match KPIs to Your Donor Journey

Not all KPIs are created equal. What matters in the awareness stage isn’t the same as what matters when someone’s about to donate. A smart approach that we adopted in our HubSpot for Nonprofit guide is to map your KPIs for non-profit organisations to key stages in the supporter journey.

Here’s how that breaks down:

You don’t need all of these KPIs for non-profit organisations from day one. But the more you build out your reporting, the clearer your roadmap becomes.

What to Actually Do With All This Data

Look, data is great but only if you know what to do with it. There’s nothing worse than staring at a dashboard full of numbers and having no clue what they’re trying to tell you.

That’s where a tool like HubSpot for Nonprofits comes in. It pulls together your data, shows you the full journey of your supporters, and gives you simple, customisable dashboards to see what’s happening without needing technical know-how.

Plus, it’ll make conversations with stakeholders a whole lot easier when you can say, “Here’s what’s working, here’s what needs attention,” instead of shrugging and saying “We think this campaign worked…”

The nonprofit KPI sweet spot: balance is key

Here’s a trap many non-profits fall into, tracking only the things that are easy to measure. Like email opens. Or social likes. But frankly, those don’t always lead to donations.

A good set of KPIs for non-profit organisations should mix:

• Leading indicators: Metrics that predict what’s about to happen (e.g. subscriber growth)

• Lagging indicators: Metrics that show what has happened (e.g. donations made)

• Efficiency metrics: How well you’re using resources

• Effectiveness metrics: How well your activity is working

This balance helps you catch trends early, spot bottlenecks, and prove your impact with confidence.

Don’t forget these top KPIs for nonprofits

Before you head off, here are a few areas where tracking the right KPIs can completely change your game.

Donor Engagement

Not just about the ask, it’s about the relationship. Look at email response rates, event attendance, and return donation frequency. It all adds up.

Nonprofit Email Marketing

Your email list isn’t just a contact database. It’s a pipeline. Monitor email marketing open rates, click-throughs, and unsubscribes to stay sharp and relevant.

Website Activity

Your website is your digital front door. If people are bouncing in two seconds flat, you’ve got a problem and your KPIs will show it.

Summing up

If you’ve made it this far, chances are you’re serious about growing your non-profit in a sustainable, data-driven way. The good news? You don’t need to figure all of this out alone.

We’ve built a practical guide to help you track the right KPIs for non-profit organisations, get more from your tech, and turn metrics into movement.