Analytics and Measuring Success in Non-Profit Social Media Strategies
Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Article | NEYA Global Journal of Non-Profit Studies
Year: 2025
ORCID: https://orcid.org/0009-0009-5669-1676
DOI: https://doi.org/10.64357/neya-gjnps-sc-md-mt-07
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About the Article
This article examines how non-profit organizations can systematically measure success in social media strategies using analytics tools and performance indicators. It focuses on four key categories of metrics—engagement, reach, conversion, and audience growth—and analyzes how they guide evidence-based decision-making. Case insights, such as Charity: Water’s use of analytics to refine video campaigns, illustrate the practical value of measurement. The discussion emphasizes that non-profits must move beyond anecdotal impressions toward a culture of analytics, where digital communication is continuously refined and directly linked to mission outcomes.
Key Topics
- Engagement metrics: likes, comments, shares, and resonance
- Reach metrics: impressions, visibility, and awareness-building
- Conversion metrics: tracking donations, sign-ups, and downloads
- Audience growth metrics: expansion and sustainability of communities
- Tools for analytics: Google Analytics, Facebook Insights, Twitter Analytics
- Linking digital performance to mission impact
Suggested Citation
Kazanskaia, A. N. (2025). Analytics and Measuring Success in Non-Profit Social Media Strategies. NEYA Global Publishing. https://doi.org/10.64357/neya-gjnps-sc-md-mt-07
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