Great Inbound Marketing is all about increasing awareness, serving your audience, and encouraging conversions. Most companies have a very clear conversion: a purchase, an engagement, or a consultation. Any action that results in a purchase or gets a prospect into the sales process is the typical conversion.
But what about non-profits?
Many non-profits are resistant to getting too focused on "marketing" because it feels too corporate or business-ey/aggressive (do you like how I just made up that phrase?). Because of this, they often set vague goals that are focused mainly on general "awareness" or even vanity metrics like Facebook likes.
In reality, non-profits could really benefit from a healthy dose of business thinking. After all, a non-profit can't effectively carry out its mission without money, right? There is nothing wrong with going after that revenue.