How to Approach Not-for-Profit Marketing Reporting in Pardot

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When an organisation has multiple stakeholders with a vested interest in where and how funds are being used, reporting on not-for-profit marketing activity must justify every pound, dollar, or euro spent.


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Anton Minnion

5 mins


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This blog was written before Pardot was renamed to Marketing Cloud Account Engagement. You can read more about the name change and what it means here.

When an organisation has multiple stakeholders with a vested interest in where and how funds are being used, including the government grants and donations achieved via public fundraising, reporting on not-for-profit marketing activity must justify every pound, dollar, or euro spent.

Besides being able to demonstrate how your marketing budget is used, reporting also highlights the qualitative impact your marketing strategies and activity is having on the organisation - whether that’s creating more awareness for a cause, or recruiting new volunteers.

So when you’re putting in the hard yards to plan and implement all of your marketing campaigns, it makes sense to put just as much effort into knowing how you will report. In this blog, I’ll run through how to get the most out of Pardot reporting features for your not-for-profit organisation.

Jump to the relevant sections below:

Reporting on not-for-profit marketing efforts
Where to find reports in Pardot
Analysing not-for-profit marketing reports in Pardot


Reporting on not-for-profit marketing efforts
You can create a report in Pardot using existing reporting templates, or by creating a custom template based on your specific reporting objectives. However, before you get stuck into reporting templates. You need dialing code switzerland to know why you’re creating the report in the first place.

What is the purpose of your report?
It may seem like a fairly straightforward question, but it’s important to understand nonetheless. As a not-for-profit organisation, you might be reporting on anything from fundraising campaigns, general awareness campaigns, or events marketing. And depending on your marketing channels, each report might be to gauge the performance of an email campaign, the effectiveness of your landing page assets, or uncovering the prospect lifecycle.

How are you measuring your objectives?
Once you know the purpose of your report, what are the measurements or metrics you need to report on?

When it comes to email campaigns, for example, reporting on metrics such as deliverability, bounces, unsubscribes, clicks and engagements will help to paint a comprehen