Using Benchmarks to Find Meaning in Your Data
You can use benchmarks to help you understand how you stack up against other organizations doing similar work. For example, M+R releases an annual report on how nonprofits are doing in online fundraising, advocacy and organizing. You can look at your own communication metrics to understand how you are doing compared to your peers.
If there is no benchmark data available externally, you can also benchmark internally by setting goals, tracking metrics and reviewing them over time.