
Reduced government funding, stubbornly high inflation and other macroeconomic factors have left a sizable number of nonprofits feeling financially vulnerable. It’s true that some forces are beyond your control. But thoughtful planning and tracking can provide a measure of stability. If you don’t already, consider monitoring key performance indicators (KPIs).
Why they matter
Financial decisions and planning can seem especially fraught right now. Will a misstep put your organization and its programs at risk? KPIs help establish a solid, data-driven foundation for evaluating financial options and making decisions. They provide a more up-to-date, granular and actionable snapshot than you typically can obtain from your financial statements.
Moreover, diligent KPI monitoring provides you with the flexibility to respond promptly to threats and opportunities. For example, one or more KPI can open up a clear view into your operational efficiency (or lack thereof) and tell you whether you’re well-positioned to withstand financial challenges.
And don’t forget about nonprofit watchdogs, such as Charity Navigator and Charity Watch. They incorporate KPIs and financial metrics in their ratings. So staying on top of your KPIs might sustain or improve your reviews. You can similarly use KPIs to assure stakeholders that your nonprofit is meeting their financial expectations.
Metrics to monitor
Nonprofits can choose from hundreds of potential KPIs, but some are more relevant than others. Consider tracking some or all of the following ratios:
1. Fundraising return on investment (ROI) (funds raised / fundraising expenses).
Fundraising is the lifeblood of most nonprofits. ROI shows the average dollar amount raised for each dollar spent on fundraising and can help you determine which fundraising campaigns or marketing channels are worth continuing.
Those with a ratio of at least 1.0 are generally considered cost-effective. This means you might want to discontinue fundraising strategies with lower ratios. With ROIs in hand, you can persuade your board to eliminate even cherished campaigns that might have been successful in the past but are no longer making the grade.
2. Operating reserve (unrestricted net assets / annual operating expenses).
Do you have sufficient unrestricted funds on hand to continue operating without incoming revenue? The operating reserve ratio indicates the period of time your organization could continue to pay operating expenses using reserve funds. A ratio of 0.5 says you could cover six months of expenses with your reserve. A ratio of 1.0 suggests you could go a year on reserve funding alone.
3. Current (current assets / current liabilities).
The current ratio reflects an organization’s liquidity. It measures your ability to pay short-term debt obligations (those due within the next year) with cash on hand and other current assets. A ratio of 1.0 or greater generally should be your goal.
4. Overhead (overhead expenses / total expenses).
Many donors prefer to contribute to charitable organizations that keep overhead low — the lower, the better. Executives may believe this attitude oversimplifies things (try, for example, to run a nonprofit without overhead!). Even so, it’s worth keeping an eye on overhead, particularly as individual and corporate donations become more critical to nonprofit funding.
There’s no universal target for this metric because individual organizational factors strongly influence overhead ratios. But a ratio greater than 35% could be a red flag and warrants further investigation.
5. Program expense (program expenses / total expenses).
Another donor preference is high program expense ratios. This preference is founded on the belief that higher ratios mean more dollars go directly to fulfilling an organization’s mission.
You likely want most expenses to be attributed to your nonprofit’s programs, too. But even Charity Navigator says there’s scant evidence that a program expense ratio greater than 70% leads to greater impact. Still, bear in mind that certain donors may seek out organizations with program expense ratios of at least 70%. In some circles, 85% or higher is considered prime.
Valuable insight
Financial statements will continue to play an important role in your leadership’s decision-making. But every organization can also benefit from tracking carefully selected KPIs. They provide valuable insight into what’s driving your nonprofit’s financial numbers and make it easier to identify noteworthy trends — and act on them.





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