10 Must-Track Social Media Metrics for Nonprofits

Want to boost your nonprofit’s social media impact? Here are the 10 key metrics you need to track:

Monthly follower growth
Post reach
Impressions
Engagement rate
Share/repost rate
Comment sentiment
Link click rates
Donation conversion rate
Volunteer response numbers
Email list signup results

Why track these? They help you:

Understand what type of content resonates
Understand how social media impacts donor acquisition
Show impact to donors and stakeholders

Quick tips:

Set clear goals aligned with your mission
Use in-platform analytics to start (not third party)
Focus on views/reach over follower count
Test different content types and posting times
Share impactful stories – 72% of marketers realize an ROI of 50-500% from videos

Remember: It’s not just about posting. It’s about creating the RIGHT content for YOUR audience.

Free Video Sharing How We Use Social Media for Donations

1. Monthly Follower Growth on Social Media

Monthly follower growth isn’t just a number for nonprofits. It’s a key indicator of your digital reach and impact. Here’s why it matters and how to use it effectively.

Why It’s Important

Think of monthly follower growth as your nonprofit’s digital heartbeat. It shows how well you’re connecting with people and spreading your message. A steady uptick? That’s a good sign your cause is gaining ground.

Measuring Followers

It’s simple to calculate:

Note followers at month start
Count followers at month end
Subtract start from end
Divide by start, multiply by 100

For instance, 1,000 to 1,080 followers = 8% growth.

What’s a Good Rate for Nonprofits?

There’s no one-size-fits-all, but here’s a rough guide:

6-8%+ : Excellent
3-5% : Good
Under 3% : Room for improvement

Remember, these can vary. A local charity might grow faster than a national one.

Understanding the Numbers

Don’t just chase followers. Focus on quality over quantity. As Tim Clarke from Rize says:

“A better reputation will probably lead to a lot of social media followers and vice versa.”

Aim for followers who truly care about your cause.

Tips to Act On

Set realistic goals. Steady growth beats quick spikes.
Analyze jumps in followers. What worked? Do more of that.
Compare platforms. TikTok often grows faster than Facebook.
Check for real followers, not bots. Look at engagement rates.
Use growth data to shape your content strategy.

Keep in mind: Follower growth is just one piece. Look at engagement and conversions (like donations or sign-ups) too. That’s how you’ll get the full picture of your social media impact.

2. How Many People See Your Social Media Posts

Ever wonder if your nonprofit’s social media posts are actually reaching anyone? Let’s dive into post reach – it’s not just about follower count, but who’s actually seeing your content.

Why Social Media Reach Matters

Post reach is your content’s visibility meter. It shows how well you’re cutting through the social media noise. For nonprofits, this metric is gold. It directly impacts your ability to spread your message, engage supporters, and drive action.

The Organic Reach Reality Check for Nonprofits

Brace yourself: organic reach on social media typically hovers between 1-4%. That means for every 100 followers, only 1 to 4 might see your post without promotion. Ouch.

Heather Mansfield from Nonprofit Tech for Good doesn’t sugarcoat it:

“With organic reach hovering between 1-4%, a budget for social media ads is necessary to reach your followers.”

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Measuring Your Social Media Reach

Want to track your post reach? Here’s how:

Use platform tools (Meta Business Suite for Facebook/Instagram, LinkedIn Insights)
Find the “Reach” metric (unique users who’ve seen your content)
Compare it to your follower count for your reach percentage

Don’t mix up reach and impressions. Reach counts unique viewers, while impressions tally total views (including repeats). Both matter, but reach gives you the real audience size picture.

Boost That Social Media Reach

Try these strategies:

Post regularly to stay in the feed
Time your posts when your audience is active
Spark engagement with questions, polls, or shareable content
Use video (algorithms often love it)
Consider paid promotion for key posts

Keep Tabs on Social Media Growth

Caitlin Petros, Digital Campaign Specialist, suggests:

“Record your follower count in a spreadsheet at the beginning of every month to capture historical data and observe trends.”

This simple habit helps you track growth and see how it relates to your reach over time.

3. Impressions: A Key Metric for Nonprofits on Social Media

Let’s talk about impressions – a key metric for nonprofits on social media. It’s simple: impressions count how many times your posts pop up on people’s screens.

Think of it like this: You’re handing out flyers on a busy street. Not everyone will take one, but each person who sees it? That’s an impression.

Why should you care? Here’s the deal:

It shows if your content is getting out there.
It helps you figure out if your posts are hitting the mark.
It gives you a peek into how social media algorithms view your content.

Good news: Nonprofits are killing it on social media engagement compared to other industries. That means your posts have a solid shot at being seen.

Want to boost those impressions? Try these:

Mix it up: Use different types of posts (images, videos, text).
Time it right: Find out when your audience is most active.
Use hashtags: They make your content easier to find.
Go video: People love sharing and interacting with video content.

But here’s the thing: Impressions are just part of the story. As Blair Feehan, a Content Marketer, puts it:

“Social media success is about so much more than getting the most comments or likes: it’s about increasing engagement while also growing or maintaining the percentage of your audience that engages as you expand your audience.”

So, keep an eye on those impressions, but don’t forget about the bigger picture.

4. How People Interact with Nonprofits Posts

Engagement is the heartbeat of your nonprofit’s social media presence. It’s not just about follower count – it’s about how those followers interact with your content. Let’s break it down.

Why Social Media Engagement Matters

Think of engagement as digital applause. When people like, comment, or share your posts, they’re saying, “Hey, this resonates with me!” High engagement often leads to more donations, volunteers, and support for your cause.

Measuring Engagement

Here’s a simple formula:

(Likes + Comments + Shares) / Followers x 100 = Engagement Rate

For example: 500 likes + 50 comments + 100 shares = 650 interactions 650 / 10,000 followers x 100 = 6.5% engagement rate

What’s a Good Rate?

Engagement rates vary by platform:

TikTok: 5.96%
Instagram: 0.83%
Facebook: 0.13%
Twitter: 0.05%

For nonprofits, shoot for 1-5%. Above 5%? You’re killing it!

Boost Your Engagement

Post regularly
Ask questions
Use eye-catching visuals
Respond to comments quickly

Quality trumps quantity. As Blair Feehan, a Content Marketer, puts it:

“Social media success is about so much more than getting the most comments or likes: it’s about increasing engagement while also growing or maintaining the percentage of your audience that engages as you expand your audience.”

Track Your Progress

Most social platforms have built-in analytics. Want a broader view? Try tools like Sprout Social or Hootsuite. They’ll help you spot trends across platforms over time.

5. Share and Repost Rate

The share and repost rate is a key metric for nonprofits on social media. It’s not just about views – it’s about how many people think your content is worth sharing.

Why does this matter? Because shares are like free advertising. When followers share your posts, they’re spreading your message to their entire network.

Shares: More Than Just Numbers

Shares show that your content hits home. It means people connect with your message so much, they’re willing to put their name behind it.

“Encourage your audience to repost your content. This strategy can reach an exponential amount of people!” – Caitlin Petros, Digital Campaign Specialist

Crunching the Numbers

Here’s how to calculate your share rate:

(Number of shares / Number of impressions) x 100 = Share rate

For example: 50 shares / 1,000 impressions = 5% share rate

What’s a good share rate? It varies, but here are some targets for nonprofits:

Facebook: 1-2%
Twitter: 0.5-1%
Instagram: 0.7-1.5%

Keep in mind, these are just guidelines. Your goals might be different based on your organization’s size and mission.

Boosting Your Shares

Want to pump up those numbers? Try these:

Tell stories that pack a punch. Use photos, videos, and real-life examples to show your impact.
Use event hashtags. They help your followers find and share your content easily.
Get your audience involved. Ask them to create content, like photos of them volunteering.
Post often. Nonprofits that post more than average see better engagement.
Go for video. Especially on Instagram and Twitter, video tends to get more shares.

The Big Picture

Remember, shares are just one piece of the puzzle. As Jean Accius from CHC: Creating Healthier Communities says:

“By sharing your impact in compelling, creative ways, supporters will be more likely to spread your message to their networks.”

It’s not just about boosting numbers. It’s about building a community around your cause. Each share is a chance to bring your mission to new people who might become supporters.

6. What Comments Say About Your Content

Comments are the heartbeat of your nonprofit’s social media. They’re not just numbers – they’re real insights into how people feel about your cause. Let’s look at why digging into these comments matters for your social media game.

Why Comment Analysis Rocks

Comments tell you way more than likes ever could. They’re a peek into your supporters’ brains. By really looking at what people are saying, you can:

See if your campaigns are hitting the mark
Spot where your message is killing it (or falling flat)
Catch problems before they blow up
Get fresh ideas for your next move

Sentiment Analysis: Your Secret Weapon

Think of sentiment analysis as your mood ring for comments. It sorts feedback into good, bad, or meh. This gives you a quick snapshot of how your content’s doing.

Take Crocs, for example. When they looked at what people were saying on social media, they found out something surprising. People wanted style, not just comfy shoes. This lightbulb moment led to a big jump in sales and followers.

How to Tackle Comment Analysis

1. Keep Your Ears Open

Use tools to catch all the chatter about your nonprofit, even when you’re not tagged.

2. Read the Room

Look for words that show if people are happy or not-so-happy with your content.

3. Do the Math

Figure out how many positive comments you’re getting compared to the total. This helps you track if things are getting better or worse over time.

4. Jump In

Don’t just watch from the sidelines. Reply to comments, good or bad. It shows you’re listening.

5. Switch It Up

Use what you learn to make your content even better.

Debra Askanase, who knows her stuff about community organizing, says to ask yourself:

“Does it inform our decisions? Does it check our progress? Does it show if we matter?”

Making Those Insights Count

Here’s how to use what you learn from comments to level up your social media:

If certain posts always get good vibes, make more like them.
If you see grumbling, address it fast before it turns into a bigger problem.
Chat with your commenters. It makes them feel like part of your crew.
Use what people are saying to tweak your campaigns on the fly.

7. Link Click Rates

Link click rates are the digital pulse of your nonprofit’s social media efforts. They show how many people move from passive scrolling to active engagement with your cause.

Why? Because clicks drive traffic. And traffic can lead to donations, volunteer sign-ups, and greater awareness of your mission.

What’s a good click-through rate (CTR)?

It varies by platform, but here’s a quick guide:

Email campaigns: Shoot for about 3% (MailChimp’s benchmark)
Social media posts: 1-3% is solid for most nonprofits

But don’t get too hung up on these numbers. Your results might be different depending on your audience and content.

Want to boost your click rates?

Here are some tried-and-true tactics:

Use eye-catching visuals. Adding images to your posts can bump up CTRs by about 18% (according to Buffer).
Craft clear calls-to-action. Tell people exactly what you want them to do.
Shorten those URLs. Tools like Bitly make your links look cleaner and help you track clicks.
Time it right. Test different posting times to see when your audience is most likely to click.
Personalize and segment. Tailored content tends to get more clicks.

Measuring your success

To calculate your CTR, use this simple formula:

(Number of clicks / Number of impressions) x 100 = CTR

For example, if your post was seen 10,000 times and got 300 clicks, your CTR would be 3%.

Pro tip: Use UTM parameters in your links. This lets you track not just clicks, but where those clicks lead in terms of website engagement and conversions.

As the folks at Disruptive Advertising put it:

“A higher CTR also means more people are moving through your sales funnel.”

8. Posts That Lead to Donations

Nonprofits need to know which social media posts bring in donations. It’s like finding out which fishing lures catch the most fish. This knowledge helps organizations fine-tune their strategies and make a bigger splash.

Why It’s a Big Deal

Pinpointing top-performing posts lets nonprofits:

Use their resources smarter
Create better fundraising campaigns
Figure out what makes their supporters open their wallets

Measuring the Good Stuff

To spot those donation-driving posts:

Stick UTM tags on your links (it’s like putting a tracking device on your content)
Do the math: (Donations / Post views) x 100 = Conversion rate
See how different types of content stack up against each other

Most nonprofits see conversion rates between 1% and 4%. But with the right approach, social media can blow those numbers out of the water.

What Actually Works

Tell a Story: Paint a picture with words (and maybe actual pictures). Save the Children does this like a pro, showing donors exactly how they’re changing lives.
Light a Fire: Make it feel urgent. When disaster strikes, the Red Cross doesn’t mince words about needing help NOW.
Show the Crowd: Let people see they’re not alone. GoFundMe campaigns put donor names up in lights, creating a “everyone’s doing it” vibe.
Say What You Want: Don’t beat around the bush. Slap that donation link right at the top of your Facebook post.
Get Personal: Talk to people like they’re… well, people. Charity: Water sends emails that make donors feel like VIPs, updating them on the exact projects they’ve helped fund.

Real-Life Home Run

Remember the Ice Bucket Challenge? The ALS Association hit the jackpot with that one. People dumping ice water on themselves for a good cause led to a cool $115 million in donations. Talk about making a splash!

“Social media is like a megaphone for nonprofits. Use it right, and you’ll see those fundraising goals get crushed.” – Jacqueline Tabas, Content Marketer and Social Media Guru

Stepping Up Your Game

Mix It Up: Try videos, pictures, text posts – see what sticks.
Time It Right: Figure out when your followers are scrolling and post then.
Think Thumbs: Make sure donating is easy on a phone. That’s where most people are these days.
Say Thanks: Send a quick “you rock!” note to donors. It might just make them want to give again.

9. Volunteer Response Numbers

Tracking volunteer response through social media isn’t just about likes and shares. It’s about turning online buzz into real-world action.

In the US, about one in three people volunteer annually. That’s over 120 billion hours in the past 15 years, worth a whopping $28 trillion!

So, how do you measure if your social media efforts are bringing in volunteers?

Here’s the breakdown:

Track Sign-Ups: Use unique links for each platform to see where volunteers come from.
Measure Conversion: What percentage of your followers become volunteers? This shows which platforms work best.
Check Engagement: Look at likes, comments, and shares on volunteer posts. More engagement often means more interest.
Ask New Volunteers: Simply ask how they heard about you. Sometimes, the direct approach works best.

A local food bank put this into action:

“Our targeted social media campaigns boosted our volunteer staff by 25%. Result? We’re now serving 2,000 extra meals per month.”

Want to boost your volunteer numbers? Try these:

Show volunteers in action with photos and videos. Seeing is believing.
Use Instagram or Facebook Live for Q&A sessions about volunteering.
Get current volunteers to share their experiences. People trust their peers.
Make signing up easy. Don’t let a complicated process scare people away.

Remember, quality matters as much as quantity. As one expert puts it:

“Tracking these metrics helps you make smart decisions and keep improving your outreach.”

10. Email List Signup Results

Email marketing is a goldmine for nonprofits. With a 27.52% open rate and 4.52% click rate, it outshines other sectors. And get this: for every $1 you spend, you can expect $42 back. That’s not just good – it’s incredible.

So, how do you turn your social media followers into email subscribers? Let’s break it down:

1. Create Irresistible Lead Magnets

Give your followers something they can’t resist. Dana Snyder, a Nonprofit Marketing Expert, shares a success story:

“We acquired 404 new email subscribers at just 98 cents per lead by sharing a seasonal recipe with our social media following.”

2. Use Facebook’s Tools

Facebook Ads Manager is your friend. Set up lead generation campaigns with the “Leads” objective and “Instant Forms” placement. It’s like a shortcut to collecting emails.

3. Show Off Your Newsletter

Tease your followers with snippets of your newsletters. It’s like giving them a taste of the exclusive content they’re missing out on.

4. Run Contests

Who doesn’t love free stuff? Organize a contest where people need to sign up for your emails to enter. It’s a simple way to grow your list while giving something back.

5. Optimize Your Profiles

Don’t forget the basics. Put signup links in your social media bios and posts. Make it easy for people to join your list.

Want to see what’s possible? Check out this success story from the National Breast Cancer Foundation:

“I was baffled when I saw that 19K contacts – 72% of their house file – came from GoodUnited when they launched a fitness challenge.” – Katelyn Baughan, Digital Marketing Consultant

To track how well your social media is driving email signups:

Use UTM parameters in your links
Set up tracking in Google Analytics
Keep an eye on conversion rates from different platforms

But remember, it’s not just about the numbers. Brynne Krispin, a Social Media Strategist for Nonprofits, puts it well:

“Without this established community, it can be a painful and frustrating process to try to convince someone to join your email list.”

Focus on building real connections. When people feel part of your community, they’ll want to hear more from you – and that’s when they’ll sign up for your emails.

Tools to Track These Numbers

Tracking social media metrics doesn’t have to be a headache. Here’s a rundown of tools that can make your life easier:

All-in-One Platforms

Hootsuite and Sprout Social are the big players here:

Hootsuite lets you schedule up to 350 posts at once. It’s free for one user and 3 social profiles, but paid plans start at $49/month.

Sprout Social is pricier (starting at $249/month) but offers a unified inbox, team tools, and deep analytics.

Both offer nonprofit discounts. Nice!

Budget-Friendly Options

Tight on cash? No problem:

Buffer splits its service into three apps: Publish, Reply, and Analyze. The Individual plan is free for one user per network.

Later gives you a visual calendar for scheduling. It’s free for one user per network, with a 30 Instagram post/month limit.

Crowdfire lets you track mentions and more. The free plan connects one account per social network and allows 10 scheduled posts monthly.

Specialized Tools

Sometimes you need a laser focus:

Canva makes creating eye-catching graphics a breeze. Nonprofits get Canva Pro for free. Score!

Buzzsumo helps you find popular keywords and influencers. The free plan gives you 10 searches a month.

Grammarly keeps your posts error-free. Eligible nonprofits can snag Premium features at no cost.

Data Nerds, Rejoice!

For those who love diving into the numbers:

Socialinsider offers deep analytics and listening tools. They give nonprofits a 50% discount on annual plans.

Google Analytics shows how social media drives traffic to your site. It’s free and plays well with other tools.

“The right social media tools can save time, boost engagement, and help you make smart decisions. Many offer nonprofit-friendly pricing, so don’t be afraid to shop around!”

Setting Up Your Tracking System

Tracking your social media success is key for nonprofits. Here’s how to set it up:

Choose Your Metrics Wisely

Pick metrics that match your goals. Don’t track everything. Focus on what matters. If you want more volunteers, look at click-throughs on volunteer posts and actual sign-ups.

Which Analytics Tools Are Best for Nonprofits?

Social platforms offer free analytics. Facebook’s Meta Business Suite gives great insights. Learn these tools to get data without extra costs. I personally do not recommend connecting your account to third party tools like Hootsuite, Later, and the rest. I know that a lot of nonprofits use them, but the reason I don’t recommend it is because typically social media accounts will “flag” accounts that are connected to third party tools.

Set a Reporting Schedule

Check your metrics regularly:

Weekly: Quick look at engagement and followers
Monthly: Deep dive into content performance
Quarterly: Big analysis to adjust strategy
Yearly: Review and set new goals

Connect Metrics to Goals

Don’t just collect data. Use it. For each metric, ask:

1. How does this help our mission?

2. What can we do with this info?

3. How can we make this number better?

Review Your System

Every few months, check if you’re tracking the right things. Has your strategy changed? Update your metrics to stay relevant.

Use Data in Decisions

Get your team to use data when making choices. As Therese Nguyen says:

“You can’t argue with cold, hard data, especially when it’s beautifully presented in a way that anyone can understand.”

Using data helps you make smarter choices and show your impact to donors.

Steps to Take Based on Numbers

Tracking social media metrics is great, but what really matters is how you use those numbers. Let’s look at how you can turn your data into action and boost your nonprofit’s social media game.

Understanding Platform-Specific Benchmarks

Each social platform has its own “normal” engagement rate. Here’s a quick look:

Platform	Median Engagement Rate	Best Time to Post
Facebook	0.063%	10 AM on Fridays
Instagram	0.43%	7–8 AM on weekdays
TikTok	2.63%	4–5 PM on weekdays
Twitter (X)	0.029%	11 AM on Mondays/Fridays
LinkedIn	4.73%	9 AM – 5 PM on weekdays

These numbers give you a starting point. Beating these? You’re doing well. Below them? Time to switch things up.

Maximizing Engagement

Good news: nonprofits are killing it on social media. You’re getting about 19 engagements per post on average. That’s higher than most industries! To keep this going:

Mix up your content. Sure, 61% of nonprofit posts are announcements. But why not show what goes on behind the scenes? Share some success stories. People love seeing the human side of your work.

Try more video. On Instagram, Reels are doing better than other posts for nonprofits. Maybe it’s time to make more of these?

Post at the right time. For example, Facebook posts at 10 AM on Fridays tend to do well.

Fixing Underperforming Posts

If your posts aren’t hitting the mark, don’t worry. Here’s how to turn things around:

Use keywords. This helps people find your content more easily.

Use hashtags smartly. Event-themed hashtags can help followers find your content.

Update old content. Add new info or turn it into something new like an infographic or video.

Investing in Advertising

Nonprofits are spending more on ads. The average spend per organization went up 13% from $26,000 to $29,000. If you’re a smaller nonprofit ($1.4M-$4M revenue), think about using about 0.68% of your expenses for advertising. It can really help more people see and reach your content.

Social media isn’t just about posting a lot. It’s about making real connections. As Monica from MayeCreate Design says:

“Your audience wants to hear from you! Social media engagement per nonprofit social post is one of the highest of any industry – people love you!”

So keep sharing, keep connecting, and keep making a difference.

Conclusion

Tracking social media metrics isn’t just about numbers. It’s about boosting your nonprofit’s impact. By measuring these 10 key metrics, you’re getting insights that can transform your online presence and real-world influence.

Social media gives nonprofits powerful, cheap tools to spread their message. For every $1 spent on social media marketing, the average return is $2.80. Even small nonprofits can make a big splash online without breaking the bank.

But here’s the thing: it’s not just about posting and crossing your fingers. It’s about:

Understanding your audience
Crafting compelling stories
Tweaking your approach based on data

Get this: 42% of donors say beneficiary stories influenced their decision to donate. That’s huge. It shows how important it is to share impactful stories on your social channels. By tracking engagement, you can see which stories hit home and adjust your content strategy.

To supercharge your social media efforts:

Set clear, measurable goals that match your mission
Use analytics tools to keep tabs on progress
Try out new content types or posting times
Ask your supporters for feedback to fine-tune your approach

INFLOW Network puts it well:

“While social platforms make it easy to publish content, simply posting doesn’t guarantee you’ll see business results.”

This nails it. It’s not just about creating content. It’s about creating the RIGHT content for YOUR audience.

By focusing on these 10 must-track metrics and using them to shape your strategy, you’re not just upping your social media game. You’re amplifying your nonprofit’s voice, pulling in more supporters, and making a bigger dent in the causes you care about.

So dive into those metrics. Tell stories that stick. Watch as your nonprofit’s social media transforms from a megaphone into a change-making machine.

FAQs

How to measure the effectiveness of social media marketing for a nonprofit?

Measuring social media marketing effectiveness for nonprofits comes down to four key metrics:

Engagement
Reach
Referral Traffic
Email Subscribers

Engagement is the big one. It’s all about likes, shares, comments, and retweets. Why? Because it shows how your content clicks with your audience.

Reach tells you how many eyeballs are on your content. It’s not as crucial as engagement, but still worth tracking.

Referral Traffic measures how many folks land on your website from social media.

Email Subscribers tracks sign-ups through your social media efforts.

Debra Askanase, founder of Community Organizer 2.0, has a smart take on choosing metrics: