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. |
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.
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 Search Visibility, 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.