Glossary
Campaigns & Marketing

Conversion Rate

By: Alec Hollingsworth
Updated:  
July 2, 2025

Definition:

Conversion rate is the percentage of people who complete a desired action out of the total reached by a campaign or message.
Conversion rate is a key metric in campaigns and marketing that measures the percentage of people who take a desired action, such as donating, signing up for a newsletter, or registering for an event, out of the total number of people who were exposed to a campaign or call-to-action. It is calculated by dividing the number of conversions by the total number of visitors or recipients and multiplying by 100. For nonprofits, a high conversion rate indicates effective messaging and engagement strategies, helping organizations optimize their outreach and fundraising efforts.

Key Takeaways

  • Measures campaign effectiveness through completed actions.
  • Calculated as conversions divided by total audience, times 100.
  • Helps optimize marketing and fundraising strategies.
  • Higher rates indicate stronger audience engagement.
  • Key for improving nonprofit outreach efforts.

Why It Matters

It helps nonprofits assess the effectiveness of their campaigns and improve engagement.

Real World Example

A nonprofit organization launches an email campaign to encourage supporters to donate to a new project. The email is sent to 2,000 recipients, and 100 people make a donation through the included link. The conversion rate for this campaign is 5% (100 donations / 2,000 emails x 100). By analyzing this metric in Keela, the organization realizes that emails with personalized subject lines achieved higher conversion rates, prompting them to personalize future campaigns to increase support and engagement.

How Keela Helps

In Keela, you can track conversion rates for your email campaigns, donation forms, and event registrations. The platform provides real-time analytics to help you identify which messages or channels resonate best with your audience, allowing you to refine your communication strategies and maximize your impact.

Frequently Asked Questions

What is a good conversion rate for nonprofit campaigns?

A good conversion rate varies by campaign type, but rates between 2% and 5% are common for email appeals. Higher rates indicate more effective outreach.

How can I improve my nonprofit's conversion rate?

Personalizing messages, simplifying donation forms, and using clear calls-to-action can all improve conversion rates.

How does Keela help track conversion rates?

Keela provides real-time analytics for emails, forms, and events, allowing you to monitor conversion rates and adjust strategies accordingly.

Related Terms

A/B Test
Accessibility Compliance
Acknowledgement Letter
Address Verification
Affiliation
Archiving Historical Donor Data

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