Teaching Paper: Social Media Metrics for Nonprofit Impact – Definitions and Practical Applications for Engagement, Reach, and Growth
Author: Dr. Anna Neya Kazanskaia
Publisher: NEYA Global Publishing
Teaching Paper | 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-tech-smm-tp-01
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About the Teaching Paper
This Teaching Paper defines and explains core social media metrics—engagement, reach, conversions, and audience growth—and shows how nonprofits can apply them to strengthen strategy and demonstrate impact. Using both theoretical insights and practical case studies, it connects digital measurement to fundraising, communication, and mission-driven outcomes.
Key Topics
- Engagement metrics: likes, comments, shares, clicks
- Reach metrics: impressions and unique reach
- Conversion metrics: sign-ups, donations, downloads
- Audience growth: followers and new subscribers
- Case study: health NGO campaign evaluation
- Common challenges and reflection questions
Suggested Citation
Kazanskaia, A. N. (2025). Teaching Paper: Social Media Metrics for Nonprofit Impact – Definitions and Practical Applications for Engagement, Reach, and Growth. NEYA Global Publishing. https://doi.org/10.64357/neya-gjnps-tech-smm-tp-01
References
Bryson, J. M. (2018). Strategic Planning for Public and Nonprofit Organizations. Jossey-Bass.
Drucker, P. F. (1990). Managing the Non-Profit Organization: Practices and Principles. HarperCollins.
Kazanskaia, A. N. (2025). Analytics and measuring success in non-profit social media strategies. Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-sc-md-mt-07
Kazanskaia, A. N. (2025). Crafting effective social media strategies for non-profit organizations. Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-sc-md-mt-03
Kazanskaia, A. N. (2025). Social media basics for non-profit organizations: Platforms, audiences, and strategic objectives. Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-sc-md-mt-02
Kazanskaia, A. N. (2025). Tools for social media management in nonprofits – Enhancing content, analytics, and engagement with digital platforms (Teaching Paper). Neya Global Journal of Non-Profit Studies.
https://doi.org/10.64357/neya-gjnps-tech-smm-tp-02
Kazanskaia, A. N. (2025). Social Media Mastery. NEYA Global Publishing.
https://doi.org/10.64357/social-media-mastery-2025
Kazanskaia, A. N. (2025). Marketing and Communications. NEYA Global Publishing.
https://doi.org/10.64357/marketing-communications-2025
Lovejoy, K., Waters, R. D., & Saxton, G. D. (2012). Engaging stakeholders through Twitter: How nonprofit organizations are getting more out of 140 characters or less. Public Relations Review, 38(2), 313–318.
https://doi.org/10.1016/j.pubrev.2012.01.005
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