Late last year, I had the privilege of presenting a session at the 2015 AFP Congress in Toronto called “Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digital Program.”

This workshop was developed in response to a flurry of emails I received in the spring from several clients. These fundraisers wanted to know what should be measured in a digital program. They also wanted tips on how to use these metrics to make strategic decisions guiding their future fundraising efforts.

Around 19% of Canadian charities report that they pay close attention to key performance indicators (KPIs), benchmarks, and other metrics to measure the performance of their digital program. That means that roughly 81% of us aren’t measuring what matters.

What should you measure? How do you find the data? And why should you bother?

If you’ve ever asked yourself any of these questions, this slide deck might be of interest to you.

In the workshop, we reviewed what key KPIs you should have in place for your digital program (focus on website, email and social media), explored how to collect this data, and then we looked at how you could use your own results to strategize for the future.

If you’re interested in learning more, take some time to flip through the slide deck embedded below.