In our last three blog posts, we laid the foundation for strong, authentic digital engagement. We began with how to show up well online, ensuring your nonprofit website and messaging reflect your mission. Then we explored how to build real relationships, deepening engagement with supporters and the communities you journey with. Most recently, we tackled what to say and how often, helping you find your rhythm and voice across digital platforms.
Now it’s time for the next essential step in your nonprofit digital strategy: Evaluating progress and planning ahead.
This process isn’t about vanity metrics or perfection—it’s about learning what’s working, adjusting what isn’t, and growing in ways that are manageable, focused, and rooted in your mission.
Why Evaluation Is Critical for Nonprofit Digital Strategy
Whether you’re a grassroots community organization or a growing social enterprise, your time and resources are limited. Regular evaluation allows you to:
- Focus your energy on what delivers real impact
- Refine your nonprofit marketing strategy
- Align your digital efforts with your mission
- Set goals that are both ambitious and realistic
When your digital marketing is mission-driven and data-informed, you create a foundation for meaningful, long-term growth.
7 Steps to Evaluate Progress and Strengthen Your Nonprofit’s Digital Marketing
1. Analyze Website Traffic and Donor Activity
Your website is your digital home—and a key part of your nonprofit marketing funnel. Use tools like Google Analytics to review:
- Total visits and bounce rates
- Time spent on key pages (like your About, Get Involved, or Donate pages)
- Conversion rates for email sign-ups and donations
This helps you understand how visitors are interacting with your site and where your donation journey might need improvement.
2. Track Email Engagement Metrics
Email remains one of the most effective tools for nonprofit communication. Check your:
- Open rates (a sign of subject line relevance and list health)
- Click-through rates (CTR) to see what content people care about
- Unsubscribe rates (a signal of list fatigue or content mismatch)
Segment your list based on interests, past actions, or location to make your email marketing for nonprofits more personal and effective.
3. Monitor Social Media Engagement Rates
Don’t just count followers—look at how people are interacting with your content.
- Which posts receive the most comments, shares, or saves?
- What types of media (videos, carousels, stories) perform best?
- Are people responding to your calls to action?
Use these insights to refine your nonprofit social media strategy and prioritize platforms that connect best with your audience.
4. Map Your Supporter Journey
Zoom out and look at how people become engaged with your work—from discovery to donation or deeper involvement.
- Where do new supporters find you (search, social, referral)?
- What steps do they take before donating, volunteering, or signing up?
- Where might people drop off or lose interest?
This journey mapping helps you optimize digital touchpoints and remove friction.
5. Conduct a Simple Content Audit
Before you create more content, take stock of what you already have.
- What blog posts, videos, or resources are still relevant?
- Which pieces need updating for clarity or SEO?
- What gaps exist in your content strategy?
A content audit improves both SEO for nonprofit websites and the user experience.
6. Gather Community Feedback
Numbers only tell part of the story. Make space to hear from your supporters and community members:
- Run short feedback surveys
- Ask for insights via Instagram polls or email replies
- Schedule informal interviews or community check-ins
Community feedback reveals what resonates, what’s missing, and how people experience your messaging in real life.
7. Assess Internal Capacity for Digital Work
It’s easy to set big goals—but they only work if your team can realistically achieve them.
- Who on your team is managing digital work, and how much time do they have?
- Are your tools and platforms helping or hindering your process?
- Would a nonprofit digital marketing partner help lighten the load?
Evaluating your internal capacity helps you make smart decisions, build momentum, and avoid burnout.
Set 2–3 Digital Marketing Goals for the Next Quarter
With your insights in hand, set 2–3 realistic goals for your next phase of growth. These might include:
- Increasing monthly website visitors by 20%
- Improving online donations by updating your donation flow
- Launching a new storytelling series on social media
Keep your goals measurable, mission-aligned, and rooted in what’s already working. It’s better to go deep than go wide.
Make Evaluation a Regular Rhythm—Not a One-Time Event
You don’t need to wait for year-end reports to reflect and regroup. Build digital evaluation into your monthly or quarterly rhythm. This way, you’re not just reacting—you’re leading your digital strategy with intention.
And remember: You don’t have to do this alone.
Whether you need help analyzing your metrics, refining your strategy, or mapping out content, we’re here to help. We specialize in digital marketing for nonprofits and social enterprises—and we’d love to support your next step.
Let’s connect and explore how we can grow your digital presence, together.
