The 5 Multipliers of Impact

Nonprofits face a challenge when it comes to identifying what matters most in the digital space. With limited resources and an endless list of digital to-do's, it's not easy to stay on top of measuring digital metrics, too.

1. Awareness. Typically, awareness means more website traffic from the "top of the funnel" (people who are not familiar with your organization) driven by ads, search engine optimization, and social media.
2. Engagement. Engagement is the key element in helping guide people from a first-time visit to a deeper relationship with the organization, shown by signing up for emails or reading multiple blog posts.
3. Conversion rate. Conversion rates are a really powerful tool for multiplying impact, specifically when it comes to email list growth, petitions, email sign-ups, purchases, or donations. This shows that visitors are engaged with your organization and willing to take the next step.
4. Average value. Average value allows you to get more from the traffic that you already have. It is typically measured as the average donation value. It can also be associated with lifetime value or average order size for organizations that sell products.
5. Retention. Retention is about the number of people that come back and continue to give to your organization. Even a 10% increase in retention leads to a 200% increase in donor lifetime value, driving long-term sustainable growth.