The Power of Data in Marketing for Non-Profits

In the nonprofit world, analyzing data isn’t a mere strategy—it’s a necessity. It’s an invaluable asset that organizations can leverage to achieve fundraising success, ensure they’re engaging their community, and streamline their operational endeavors.

The days of relying solely on intuition are long gone, as data analytics offers a powerful means to make informed decisions, pinpoint the right donors, and optimize strategies for unparalleled impact.

This guide is designed to equip nonprofits with a wealth of insights, tools, and actionable tips—both free and paid—that will not only enhance their fundraising and operational capabilities but also underscore the critical role that data plays in the nonprofit sector.

Embracing the Data-Driven Approach for Fundraising and Operations

Understanding donor behavior, refining email campaigns, identifying optimal grant opportunities, and enhancing social media strategies are just a few examples of how data-driven decision-making can transform organizations.

Those who harness the power of data stand at the forefront of innovation, resilience, and meaningful impact.

At Vent Over Tea, we use data to help inform our decisions on things related to our outreach efforts for active listening sessions, developing our events calendar, and seeking funding to support our efforts. Without data, we’d be flying blind, which in the nonprofit sector, means potentially wasting our limited funding.

It’s important to acknowledge that not all nonprofit organizations possess the internal capacity to execute all aspects of data analysis and strategic implementation. That’s why it’s so important to utilize as many free tools and automated services as possible in a way that works for your organization. No nonprofit is the same, and some have certain resources and funding that others do not.

The array of tools explored in this guide—from Google Analytics to DonorPerfect, from MailChimp to social media analytics—empower nonprofits to make informed decisions, engage effectively with donors, and optimize their strategies for remarkable results.

Data points Nonprofits should focus on

Demographics

Demographic data includes information about the characteristics of your target audience, such as age, gender, location, income level, and education. Understanding the demographics of your supporters helps tailor your campaigns and appeals to resonate with their interests and motivations.

Where to find demographic data?

Google Analytics, social media insights, donor databases.

What can I do with demographic data?

Tailor advertising campaigns to specific demographic segments for higher relevance and engagement.
Create content that resonates with different demographic groups, fostering stronger connections.
See whether you’re making an impact on your desired demographic and adjust as needed.

Donor Behavior

Donor behavior data tracks how supporters interact with your organization, including donation history, frequency, average gift size, and giving patterns.

This data helps identify loyal donors, segments for personalized outreach, and opportunities for stewardship.

Where to find donor data?

Donor management software like DonorPerfect and Zeffy (I highly recommend them!), CRM systems, good old fashioned spreadsheets and surveys from your organization.

What can I do with donor data?

Personalize donor stewardship by acknowledging their giving history and preferences.
Target donors based on past giving patterns to optimize fundraising campaigns.

Engagement

Engagement metrics measure the level of interaction and involvement of your audience with your content and campaigns, such as website visits, social media likes, shares, and comments. High engagement indicates a strong connection with your mission and provides insights into content effectiveness.

Where to track engagement?

Google Analytics and social media analytics tools like Creator Studio, Insights, and other social media schedulers like Later.

What can I do with engagement data?

Analyze engagement metrics to refine content strategy and produce more impactful and shareable content.
Use engagement data to tweak campaign elements and increase interaction.
Add it to your funding reporting to show that engagement grew over time, illustrating your impact.

Campaign Performance

This data tracks the performance of specific fundraising campaigns, including email open rates, click-through rates, conversion rates, and donation amounts. Analyzing campaign data helps refine strategies and optimize future initiatives.

Where to find campaign performance data?

Email marketing platforms like Mailchimp, Donor Management campaigns through tools like Zeffy and DonorPerfect, and social media insights. If you’re running ads with Google (and hopefully taking advantage of their nonprofit program!) check out Ads insights.

What can I do with campaign data?

Adjust email campaign strategies based on open rates and click-through rates for better results.
Segment donors based on campaign responsiveness to deliver targeted messaging.
Identify potential new campaign ideas based on previous performance

Website Traffic and Behavior

This data includes website traffic, page views, bounce rates, and the paths visitors take through your site. Understanding how visitors navigate your website helps improve user experience and optimize calls-to-action.

Where to track web traffic?

Google Analytics, and other website analytics tools. This could also include your website’s backend if you’re using a tool like Shopify, Squarespace or Wix.

What can I do with web traffic data?

Enhance website navigation and design based on user behavior data for improved user experience.
Analyze paths visitors take to donation pages and optimize for higher conversion rates.
Understand what your visitors are interested in, and where they drop off.

Social Media Metrics

Social media metrics encompass various data points from social platforms, such as followers, likes, shares, comments, and post reach. These metrics gauge the effectiveness of your social media efforts and indicate which content resonates with your audience.

Where to find social metrics?

Native social media analytics (e.g., Facebook Insights, Twitter Analytics, LinkedIn Analytics).

What can I do with social media data?

Create content aligned with what resonates on each platform, improving engagement and reach.
Identify key advocates among followers and foster deeper connections.

Grant and Funding Data

This data includes grant opportunities, application deadlines, funding sources, and grant application success rates. Tracking grant data helps identify potential funding sources and ensures timely submissions.

Where to find grant and funding data?

Grant databases like Foundation Center, Grant Connect.

What can I do with grant and funding data?

Select grant opportunities aligned with your mission and funding needs.
Track deadlines to ensure timely submission of grant applications.
Mark potential grants for future applications.

Volunteer Engagement

Volunteer engagement data includes information about volunteer activities, hours contributed, and skill sets. Understanding volunteer engagement helps optimize volunteer management strategies and tailor opportunities to their skills.

How to collect volunteer engagement data?

Your best bet is conducting surveys from time to time, especially at important milestones in your volunteer’s journey. This could include right after onboarding to see how they’re feeling and if they need more support, after a big event to see how they think it went, or every quarter to ensure your team is feeling motivated and excited to continue supporting your mission. For small to medium-sized orgs, I suggest Google Forms or Typeform, and for larger organizations, survey tools like OfficeVibe or SurveyMonkey can be great.

What can I do with volunteer engagement data?

Match volunteers with appropriate tasks based on their skills and interests.
Acknowledge and appreciate volunteers based on their level of engagement.
Identify areas where you might need additional volunteers.

Community Feedback

Feedback and survey data capture opinions, preferences, and suggestions from donors, volunteers, and beneficiaries. This data informs program improvements, donor satisfaction, and overall impact assessment.

How to collect community feedback?

Online survey tools (e.g., SurveyMonkey, Google Forms), feedback forms.

What can I do with community feedback data?

Use feedback to refine program offerings and address areas of concern.
Enhance donor and beneficiary satisfaction by acting on their input.

Financial Data

Financial data encompasses budgeting, expenses, fundraising costs, and revenue sources. Tracking financial data ensures responsible fiscal management and transparency.

Where to find financial data?

Financial management software or accounting systems like QuickBooks, or nonprofit management tools like Zeffy.

What can I do with financial data?

Monitor expenses and revenue sources to maintain financial health and allocate resources effectively.
Share financial data with donors to build trust and demonstrate responsible stewardship.

Advocacy Metrics

Advocacy data includes metrics related to petitions signed, letters sent to legislators, or actions taken as part of advocacy campaigns. Measuring advocacy efforts gauges the effectiveness of your organization’s advocacy initiatives and legislative impact.

Where to find advocacy data?

Advocacy platforms like Bonterra, campaign tracking tools.

What can I do with advocacy data?

Measure the success of advocacy campaigns through metrics like petition signatures and legislative actions.
Adapt advocacy strategies based on campaign metrics to drive desired policy changes.

By analyzing and interpreting these diverse types of data, you can gain a comprehensive understanding of your operations, supporters, and impact.

Conclusion

While the road to data-driven success may seem daunting, it is a journey well worth undertaking. It’s important to recognize that for nonprofits with limited internal resources, forging strategic partnerships with dedicated vendors can pave the way for sustained growth and impact.

For those with the capacity to bring on external resources to help get things set up, it’s recommended to establish relationships with trusted vendors, like Third Wunder, that specialize in supporting nonprofits and possess a keen understanding of the digital landscape. These collaborations can bridge the gap and enable nonprofits to access the full potential of data-driven strategies, even when faced with resource constraints.

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