Let’s get one thing straight: a nonprofit marketing department isn’t a machine that runs on goodwill and Canva templates alone. It’s a living, breathing part of your organisation. And just like any living thing, it needs regular check-ups.
So, what are good vitals for a nonprofit marketing department?
You’re about to find out.
You’ll walk away knowing whether your department is merely surviving or genuinely thriving. Because being "busy" isn’t the same as being healthy.
If you’re wondering what are good vitals for a nonprofit marketing department, think of vitals as the markers of health. They’re not just what you’re measuring, they’re signs of how well your team is functioning in the day-to-day.
This includes things like:
Is your team structured properly?
Are your campaigns aligned with your mission?
Is your marketing tech stack actually helping?
And most importantly, can you prove your impact?
If any of that feels fuzzy, keep reading. We’re going to diagnose what’s working, what’s lagging behind, and what might need a full-blown marketing intervention.
P.S. If you're nodding along already, download our HubSpot for Nonprofits Guide. It’s packed with practical advice.
Let’s start with your people. Because even the fanciest marketing tools won’t fix a disorganised team.
One of the first questions to ask when evaluating what are good vitals for a nonprofit marketing department is: Do you have clear roles and responsibilities?
Marketing in the nonprofit space can quickly turn into an everything everywhere all at once scenario. Fundraising teams want email blasts. Comms wants press releases. Your CEO wants a TikTok strategy (bless).
Good vitals here include:
Defined roles (no more "everyone does everything")
Clear reporting lines
Regular team check-ins that actually surface blockers
If your team feels more like a group chat than a department, it might be time to revisit your org chart.
You don’t need to be posting every day. But you do need consistency.
When you're evaluating what are good vitals for a nonprofit marketing department, consistency in campaign cadence is a huge marker of health. Spiky activity (big campaign rush, followed by silence) is a sign of reactivity, not strategy.
Ask yourself:
Do we have a content calendar? (And are we actually using it?)
Are campaigns mission-aligned or trend-chasing?
Can we confidently say we’re showing up in the right channels at the right time?
Use the downtime between campaigns to plan, repurpose, and refine. Not panic and patch holes.
Here comes the spicy bit.
Too many nonprofits have Frankenstacks, tools patched together with duct tape and good intentions. One of the sneakiest issues when assessing what are good vitals for a nonprofit marketing department is tech fatigue.
Look out for:
Platforms that don’t talk to each other
Endless spreadsheets to make up for automation gaps
Data living in five different systems and none of it trustworthy
Your tech stack should empower your team, not slow them down. If your CRM feels like a chore, it might be time to rethink things. (Hint: HubSpot can help. And yes, our guide covers it).
Marketing doesn’t happen in isolation.
If you want to score well on the question of what are good vitals for a nonprofit marketing department, your relationship with other departments matters. Especially fundraising, service delivery, and leadership.
Misalignment can look like:
Campaigns being launched without fundraising input
Leadership not seeing (or understanding) marketing ROI
Duplication of efforts across teams
You need shared goals, regular syncs, and a common language around success. Or, in simpler terms: get everyone in the same room more often.
You didn’t think we’d get this far into a blog about what are good vitals for a nonprofit marketing department without a little introspection, did you?
Here’s a quick table to help you self-assess:
| Vital | Healthy Indicator | Needs Attention |
|---|---|---|
| Team Structure | Clear roles, documented workflows | Confusion, burnout, overlap |
| Campaign Cadence | Consistent, planned output | Sporadic, last-minute rushes |
| Tech Stack | Integrated, user-friendly tools | Clunky, disconnected systems |
| Cross-Dept Alignment | Shared goals, regular syncs | Siloed efforts, miscommunication |
| Impact Reporting | Clear ROI, regular reports | Hard-to-prove outcomes |
Bonus: if you take our free RevOps maturity assessment you can go even deeper. Trust us, it’s worth it.
There’s no such thing as a flawless marketing department. But there is such a thing as a self-aware one. If you’re serious about finding out what are good vitals for a nonprofit marketing department, the first step is admitting where things are off.
And then? You fix it. Slowly, smartly, and with support.
Start with our HubSpot for Nonprofits Guide. It’s written for teams just like yours.
Because the goal isn’t just more marketing. It’s better, braver, more aligned marketing that serves your mission and your team well.
Want a deeper check-up? Book a RevOps Maturity Assessment. Because the real answer to what are good vitals for a nonprofit marketing department might be hiding in your operations.