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Measuring ROI: Determining the Success of Your Campaigns

  • marisa4131
  • Jun 27
  • 3 min read

Updated: Jun 30

by Mitra Karami, Senior Consultant


In the nonprofit world, every dollar counts—and that includes the dollars you invest in fundraising and marketing efforts. But how do you know if your campaigns are truly working? How do you evaluate whether your messaging is moving the needle, or if your fundraising tactics are delivering a solid return on investment?

This picture shows the letters ROI in blue with different icons like a chart, a hand with a heart, a funnel with paper coming out, and a plant stem.

Measuring success in the nonprofit sector goes beyond dollars raised. It requires a thoughtful look at both financial and mission-driven metrics. Here’s how to assess the ROI and overall success of your fundraising and marketing campaigns:


Define Clear Goals from the Start

Before you launch a campaign, define what success looks like. Is it:

  • Raising a specific dollar amount?

  • Acquiring a set number of new donors?

  • Increasing your monthly giving program?

  • Boosting email list engagement?

  • Driving traffic to your website or event page?

Set SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) so you have something concrete to measure against.


Track Direct ROI on Fundraising Campaigns

To calculate ROI for a fundraising campaign:

ROI = (Net Revenue from Campaign – Cost of Campaign) ÷ Cost of Campaign


For example, if a campaign brought in $50,000 and cost $10,000 to run, the ROI is:

($50,000 – $10,000) ÷ $10,000 = 4This means you earned $4 for every $1 invested.


Important costs to include:

  • Staff time

  • Advertising and printing

  • Software and platform fees

  • Postage or event expenses


Track ROI by campaign type — email appeals, events, peer-to-peer, social media ads — so you can identify your most effective channels.


Measure Donor Engagement and Retention

Beyond just how much money you raise, measure how well you’re building lasting donor relationships:

  • Donor Retention Rate – How many donors gave last year and again this year?

  • Average Gift Size – Is your donor base giving more over time?

  • Monthly Giving Growth – Are more supporters joining your recurring giving program?

  • Donor Lifetime Value (LTV) – How much is a donor expected to contribute over the course of their relationship with your org?


Retention and LTV are powerful indicators of long-term success.


Evaluate Marketing and Communications Effectiveness

Marketing and communications efforts may not always tie directly to revenue, but they are essential to donor acquisition and engagement. Evaluate their impact using:


Digital Metrics:

  • Email open/click-through/conversion rates

  • Website traffic and time on site

  • Social media reach, engagement, and shares

  • New email subscribers or followers


Brand Awareness and Reach:

  • Earned media mentions or press coverage

  • Community partnerships and co-branded campaigns

  • Public event attendance


Message Testing:

  • A/B testing subject lines, donation appeals, and landing pages

  • Measuring which messages inspire action vs. fall flat


Use Attribution Models to Understand Donor Journeys

Donors rarely give after a single touchpoint. Use tools like Google Analytics, UTM tracking, or CRM systems to map out the donor journey. Understand:

  • Which communication channels lead to conversion?

  • How long does it take a prospect to become a donor?

  • What combination of emails, events, or ads gets results?


Multichannel attribution helps you invest your time and resources where they matter most.


Don’t Forget Qualitative Success

Numbers are critical—but stories matter too. Collect testimonials, comments, and anecdotal feedback from donors, volunteers, and beneficiaries. Consider:

  • How are your communications shifting public perception?

  • Are donors expressing a deeper understanding of your mission?

  • Are partners or community members echoing your key messages?


Qualitative data helps you evaluate emotional impact and mission alignment—things that are often harder to quantify. Compare results to previous years or similar efforts to spot trends and refine future strategies. Use your findings to justify budget increases, adjust messaging, or shift focus to higher-performing channels.


Measuring the success of nonprofit fundraising and marketing is about more than just the dollars in the door. It’s about understanding impact, building relationships, and investing your resources wisely. When you track both the hard data and the human stories, you’ll be better equipped to grow your mission—and your movement.


 
 
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