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Marketing Metrics

Tracking the right metrics will help Mt. Morris evaluate what’s working, adjust strategy, and demonstrate impact to donors. Here’s a breakdown of smart, mission-aligned metrics to track marketing success for a camp and retreat center like Mt. Morris, organized into key categories:

Marketing Metrics to Track

1. Engagement & Reach

Website Visitors (monthly/year-over-year)
Top Pages Visited (e.g. retreats, camp registration, “Support Us”)
Social Media Growth (followers, reach per post, story views)
Email Open Rates (benchmark: 20–30%)
Click-through Rates from emails or posts (benchmark: 2–5%)
Why it matters: Shows whether your messaging is being seen, and by the right audiences.
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2. Conversions & Sign-Ups

Camp/Retreat Registrations via marketing channels
Event RSVPs or inquiries
Email Signups from new visitors
Download or View Rate of brochures or case for support
Volunteer Signups following outreach
Why it matters: Tracks whether interest turns into action.
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3. Donor & Fundraising Impact

Number of New Donors from email/social/website outreach
Donation Page Conversions (how many people land on the page vs. donate)
Campaign-specific Giving (track donors tied to a particular appeal or campaign)
Matching Gift Responses or challenge grant activations
Why it matters: Links marketing to revenue and support growth.
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4. Community Growth & Storytelling

Testimonial Submissions (written, video, social shares)
User-generated Content (e.g., campers tagging Mt. Morris or using your hashtag)
Mentions or Shares by churches or partner orgs
Survey Responses on awareness or perception of Mt. Morris
Why it matters: Shows your story is resonating and being shared beyond your core base.
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5. Retention & Loyalty

Return Registrants (year-over-year camper or guest rebookings)
Email Subscriber Retention
Net Promoter Score (if surveyed: “How likely are you to recommend Mt. Morris to a friend?”)
Event Participation Rates for Repeat Attendees
Why it matters: Loyalty is key for sustainable growth and word-of-mouth.
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How to Use These Metrics

Set quarterly or seasonal targets (e.g., “increase registrations from email by 15% over last year”).
Use a dashboard or simple spreadsheet to track metrics by channel.
Review with staff/board each quarter to guide next steps.
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