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The Value of Impact Metrics on Fundraising

Fundraising can be an uncertain, challenging, and long process at times. And with over 1.5 million nonprofits in the US seeking funding from a limited pool of philanthropic resources, it can also be a very competitive process.


Robert Yoo, Senior Consultant

So, how can nonprofits increase their chances of getting funding? When looking at organizations that consistently achieve successful fundraising results, one of the strengths they have in common is their ability to connect their mission to their impact.


The Importance of Impact Metrics

How your organization defines, measures, and communicates its impact is not just mission-critical; it’s also fundraising-critical. Funders want to know that their philanthropic investments are driving meaningful change and are more likely to support nonprofits with a proven track record of success. 


This is where impact metrics play a huge role. Impact metrics are the quantitative and qualitative data points that demonstrate your organization’s effectiveness in achieving its mission over time. They go beyond standard outputs like the number of people or communities served to provide funders with a deeper look into the key drivers that advance an organization’s theory of change.


For example, an education-focused nonprofit might include specific data points that show how their programs increased literacy proficiency or high school graduation rates. Metrics like these provide credibility to your organization’s work, making them more persuasive and impactful in advancing your fundraising efforts in key areas, including:


  • Funder Engagement and Retention: Stories backed by data are more compelling and memorable. When donors understand the specific outcomes of their contributions, they feel more connected to the cause. This connection not only encourages initial donations but also fosters long-term funder relationships. According to the Fundraising Effectiveness Project, the average donor retention rate for nonprofits is around 45%. By using impact metrics to tell a powerful story, nonprofits can improve this rate, resulting in a more stable and predictable funding stream.


  • Major Donor Acquisition: Nonprofits that can provide robust impact metrics are better positioned to attract larger gifts. Major donors want to see clear evidence that their donations are producing the desired outcomes. For example, let’s say you’re a major donor and two nonprofits present their case for support to you – the first organization has a defined set of impact metrics; the other doesn’t. Which one will you support? You’d likely pick the organization that can show you the impact of your donation over time.


  • Improved Grant Success Rates: Similar to major donors, institutional funders are more likely to fund nonprofits that have the highest potential for moving the needle on a particular issue and at a larger scale. By integrating impact metrics in your proposal narratives, you can demonstrate how your organization is unique in the field and why it should be funded. And because most institutional funders require some level of reporting on program outcomes, it is critical that your organization has systems in place for tracking progress against your stated impact metrics.

  • Implementing Impact Metrics: Best Practices: To maximize the value of impact metrics, nonprofits need to implement them effectively. Here are some best practices to consider:


  • Define Clear Objectives: Before collecting data, nonprofits should define what they want to achieve with their impact metrics. Clear objectives guide the data collection process and ensure that the metrics gathered are relevant and useful. Objectives should align with the organization’s mission and strategic goals.


  • Choose the Right Metrics: Not all metrics are created equal. Nonprofits should select metrics that are meaningful and directly tied to their mission. For instance, a health-focused nonprofit might track the number of patients served, the improvement in health outcomes, and the cost savings from preventive care. Choosing the right metrics helps in telling a compelling story about the organization’s impact.


  • Invest in Data Management Systems: Accurate and efficient data collection requires the right tools. Investing in a good data management system can streamline the process of gathering, analyzing, and reporting impact metrics. These systems can range from simple spreadsheets to sophisticated software solutions, depending on the organization's needs and resources.


  • Regularly Review and Update Metrics: Impact metrics should not be static. Nonprofits should regularly review and update their metrics to ensure they remain relevant and accurately reflect the organization's impact. This might involve adding new metrics as programs evolve or refining existing ones to better capture outcomes.


  • Communicate Impact Effectively: Once collected, impact metrics need to be communicated effectively to donors and stakeholders. This can be done through annual reports, newsletters, social media, and face-to-face meetings. Visual aids such as charts and infographics can help make the data more accessible and engaging.



In an increasingly competitive nonprofit sector, effectively using impact metrics can significantly enhance your organization’s fundraising efforts. By building trust, demonstrating effectiveness, and providing a compelling narrative, nonprofits can improve funder engagement, attract major gifts, and increase their chances of grant funding. The value of implementing impact metrics is clear –

nonprofits that invest in tracking and communicating their impact are better positioned to secure the funding they need to fulfill their missions and create lasting change.


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