Nonprofit Marketing Readiness Scorecard

How the scoring works

Rate each question from 1 to 5. Subtotals add up within each dimension, and the six subtotals combine into a Total Readiness Score out of 100. A 3 on any question means you do this sporadically but lack a standard system.

1	2	3	4	5
Not started. No system for this.	Early. Attempted once or informally.	Sporadic. We do this, but without a standard.	Consistent. Documented and repeatable.	Optimized. We do this and actively track it.

Scoring at a glance. 80–100 Optimized · 60–79 Operational · 40–59 Emerging · Under 40 Foundational. Full interpretation is at the bottom of the page.

01 · Digital Foundation & Reach

1.1 Are we actively using our Google Business Profile, with address, hours, and contact info consistent on Google and our website? The front door for local art seekers: must be accurate

1.2 Is Google Analytics 4 (GA4) configured to track key conversion events: Donation Completed, Ticket Purchased, Newsletter Signup? Google's free website analytics tool. General visits are vanity metrics. You need conversion data

1.3 Have we secured the Google Ad Grant, and are we spending the full monthly allocation on tracked conversion actions? A free $10,000/month advertising credit from Google, often underused. "Conversions" means actions you can trace back to an ad, not just clicks

1.4 Have we checked whether our flagship programs and exhibitions surface in search when someone looks for them by name, without our organization's name attached? Recognition is not visibility · a well known program can still be invisible to someone searching for what it does

1.5 Have we verified that our domain's email authentication (SPF, DKIM, DMARC) is correctly configured, and is anyone actually receiving the reports? Required by Gmail and Yahoo since 2024 · rejections enforced from late 2025

Digital subtotal: 0 / 25

02 · Brand Consistency & Asset Clarity

2.1 Do we have a one-page brand guide defining logo clear space, primary/secondary hex codes, and standard font family? Consistency builds trust, which drives donations

2.2 Are our high-resolution vector logos (.EPS/.AI) and rights-cleared photos organized in a shared drive anyone can reach? Saves hours for leadership and future contractors

2.3 Is our 30-second "elevator pitch" documented and used consistently across website, donation pages, and print? Every touchpoint must reinforce the same mission clarity

Brand subtotal: 0 / 15

03 · Audience Communications & Newsletter

3.1 Can we segment our email database into three distinct lists: Active Donors, Members or Ticket Buyers, and General Subscribers? Treating all supporters the same drives low retention (19.8% first-time rate)

3.2 Does our average newsletter open rate meet or exceed the nonprofit sector benchmark? 2026 benchmark: 26.6% open rate · 2.7% click-through rate

3.3 Do new subscribers automatically receive a welcome series (not just one email) confirming their subscription and outlining our impact? Nurtures new interest immediately, without staff effort

Comms subtotal: 0 / 15

04 · Print & Collateral Systems

4.1 Do we have a general brochure or rack card that covers our core programming without dating, and is it actively placed where visitors and local arts seekers will find it? On-site first impressions are as critical as the digital experience

4.2 Have we audited physical signage (wayfinding, exhibits, donation boxes) to ensure it visually matches our current branding? Consistency gaps create confusion on-site

Print subtotal: 0 / 10

05 · Media & Advertising Relationships

5.1 Do we have a dedicated Press/Media page featuring releases, downloadable hi-res assets, and a single media contact email? Makes it easy for a busy journalist to cover your organization

5.2 Do we maintain an internal list of at least 15 local journalists, community calendar editors, and cultural influencers? Proactive relationship management, not reactive blasting

5.3 Does our organization hold admin access to its own Meta Business Manager account, with a current payment method on file? Essential readiness for promoting any event

Media subtotal: 0 / 15

06 · Marketing Budget & ROI Awareness

6.1 Do we have a deliberate, dedicated line-item marketing budget approved in our annual plan, not funded with "leftovers"? Marketing is an investment in revenue, not a business cost

6.2 Have we calculated our average Cost Per Acquisition (CPA) for a new donor, member, or ticket buyer? New-donor benchmark averages $58–$75. Know your cost to gauge profitability

6.3 When we run a campaign for a major event, do we calculate its ROI? (Raised − costs) / costs = ROI ratio · aim for 4:1 to 5:1

6.4 Do we review a single dashboard monthly that tracks key marketing metrics against our strategic goals? If you aren't tracking, you are guessing

Budget subtotal: 0 / 20

Total: 0 / 100

Answer all 20 questions to see your result.

What your score means

For an organization that has never had a director of marketing, interpretation has to be practical. A score of 40 is not a failure; it is a prioritized roadmap of what to fix first.

Range	Level	Focus
80–100	Optimized	Your foundation is exceptionally strong. Focus on advanced segmentation, workflow automation, and scaling your budget. You are ready to engage a director of marketing for high-value strategic growth.
60–79	Operational	You are doing the right things, but inconsistently. Focus on documenting systems and creating templates to save time. This is a common score for organizations with a fractional marketing person already in place.
40–59	Emerging	A few critical pieces of infrastructure are missing. Do not scale spending yet. Prioritize Dimension 01 (Digital Foundation) and Dimension 02 (Brand Clarity) immediately so you don't waste effort on a leaky bucket.
Under 40	Foundational	Don't panic; this is normal, and common for institutions focused purely on programming. Start with the basics that cost zero dollars: claim your Google Business Profile, clean up website contact info, and organize your vector logos.

Get your personal follow-up.
Send your subtotals along with your organization's website and Santa Fe Marketing will review your site and Google Business Profile, then return a short, specific note on the one or two dimensions to fix first, before you spend a dollar on promotion.

Request your follow-up →

Frequently asked questions

What is the Nonprofit Marketing Readiness Scorecard?

It is a free 20-question self-assessment that scores a nonprofit or cultural institution's marketing readiness across six dimensions, each measured against 2026 sector benchmarks, for a total result out of 100.

What does the scorecard measure?

Six dimensions: Digital Foundation and Reach, Brand Consistency and Asset Clarity, Audience Communications and Newsletter, Print and Collateral Systems, Media and Advertising Relationships, and Marketing Budget and ROI Awareness.

How is the readiness score calculated?

Each question is rated 1 to 5, from not started to optimized. Subtotals combine into a Total Readiness Score out of 100: 80 to 100 Optimized, 60 to 79 Operational, 40 to 59 Emerging, and under 40 Foundational.

What should I do if my marketing readiness score is low?

Treat it as a roadmap, not a grade. Start with the zero-cost basics: claim and clean up your Google Business Profile, fix website contact information, and organize your vector logos, then prioritize digital foundation and brand clarity before scaling spending.

Can Santa Fe Marketing review my scorecard results?

Yes. Send your subtotals and your website, and Santa Fe Marketing will review your site and Google Business Profile and return a short, specific note on the one or two dimensions to fix first.