What to review before you start
Use the same date range and audience context when reviewing trends. A seasonal appeal and an event reminder may have very different goals. Review opt-outs and delivery failures alongside positive outcomes so growth does not hide list fatigue.
- Choose measures that match the campaign's actual goal.
- Keep delivery, engagement, and donation outcomes separate.
- Compare like-for-like periods and record the action you will take.
Common questions
Which metric should a nonprofit prioritize?
Choose based on the goal: confirmed attendees for an event, resolved conversations for support, or reconciled gifts for an appeal. No single rate explains the entire campaign.
Why can two reports show different conversion rates?
They may use different denominators, time windows, or attribution rules. Check those definitions before treating the difference as a performance change.