The Benchmarking Struggle is Real
But it Doesn’t Have to Be…
Let's talk about one of those things we all know we should be doing but often don't: benchmarking.
You're sitting in a meeting, reviewing your latest campaign results. Your email open rate is 22%. Your average online gift is $185. Your social media engagement is... well, it exists.
But here's the question that keeps coming up: Is that good?
Without benchmarks, you're essentially flying blind. You might be crushing it, or you might be missing opportunities—and you'd never know which one.
I get it. Finding reliable, relevant benchmarking data is harder than it should be. You've probably experienced some version of this:
The data is outdated. That 2019 report? Not super helpful in 2026.
The data isn't Canadian. Converting USD to CAD is one thing, but donor behavior in the U.S. doesn't always translate north of the border.
The data isn't sector-specific. Corporate marketing benchmarks don't apply to nonprofits. We play a different game.
The data costs money. Many comprehensive reports sit behind expensive paywalls that small to mid-size organizations simply can't afford.
The data is scattered everywhere. You'd need to consult 15 different sources just to get a complete picture.
So you end up making decisions based on gut feel, anecdotal evidence, or that one thing you heard at a conference three years ago. And that's not a strategy—that's hope.
The good news? There are excellent sources of benchmarking data out there. You just need to know where to look. Here are the resources I consistently turn to:
Here's the thing about benchmarks: they're not meant to be a report card. They're meant to be a guide.
If you're below a benchmark in a certain area, that's not failure—that's information. It tells you where there might be opportunity for growth. If you're above the benchmark, that's not permission to coast—it's a sign that you're doing something right and should document what's working.
The key is to track your own trends over time while using sector benchmarks as context. Your Q4 2025 vs. Q4 2024 performance matters more than how you stack up against an organization twice your size in a different province. But knowing where you sit relative to your peers helps you understand whether your growth is impressive or just keeping pace.
Need help benchmarking your organization? Reach out for support hello@terraloire.com