How to Quantify the ROI of UX Research in a Non-Profit Organization

By Philip Burgess - UX Research Leader

For non-profits, every dollar and every hour of staff time matters. Unlike corporations that measure ROI (return on investment) through revenue growth and market share, non-profits focus on impact, efficiency, and mission outcomes. Yet UX research—often seen as “nice to have”—can deliver significant ROI by helping organizations better serve their communities, donors, and volunteers.

Here’s how non-profits can quantify the ROI of UX research and make a strong case for continued investment.

Step 1: Define Success in Non-Profit Terms: The ROI of UX Research

ROI in a non-profit doesn’t always mean financial gain—it often means maximizing impact with limited resources. Start by defining success metrics that align with your mission.

Examples:

• Donor engagement: Increase in online donations, repeat contributions, or average donation size.

• Volunteer efficiency: Reduced time to sign up or log hours.

• Program access: More people successfully enrolling in services.

• Community satisfaction: Higher satisfaction survey scores or fewer support inquiries.

Step 2: Identify Where UX Research Adds Value

UX research saves money and creates impact by:

• Reducing friction – e.g., simplifying a donation form to prevent drop-offs.

• Improving accessibility – ensuring people with disabilities or low digital literacy can use your services.

• Boosting efficiency – making it easier for staff, volunteers, or beneficiaries to navigate platforms.

• Driving better decisions – validating ideas before investing limited budgets in full builds.

Think of UX research as risk reduction: every usability test that prevents a failed rollout saves scarce resources.

Step 3: Measure Before and After

To show ROI, measure baseline metrics before your UX research project, then compare them after changes are implemented.

Common UX Metrics for Non-Profits:

• Task Success Rate: % of users who successfully complete a donation or registration.

• Time on Task: Average time to sign up, donate, or find a service.

• Error Rate: Number of mistakes or failed attempts.

• Satisfaction/CSAT: Post-interaction rating (“How easy was this process for you?”).

• Support Inquiries: Number of emails/calls from confused users.

Tie these directly to organizational outcomes. For example:

• “Task success rate for online donations improved from 60% to 90%, resulting in a 20% increase in completed donations.”

Step 4: Translate Improvements Into ROI

Once you have improvements, translate them into tangible ROI.

• Financial ROI:

  • If simplifying a donation form increases completion rates, calculate the dollar increase in donations.

  • If fewer support calls are made, estimate staff time saved × hourly cost.

• Mission ROI:

  • If service enrollment increases, quantify the additional number of people served.

  • If accessibility improves, highlight the inclusion of previously excluded communities.

Example:

• “By simplifying the volunteer sign-up process, we reduced drop-offs by 40%. This resulted in 120 additional volunteers onboarded this quarter—equivalent to 600 more volunteer hours toward our mission.”

Step 5: Tell the Story With Numbers and People

Leadership and funders love data, but stories make it memorable. Combine:

• Quantitative data – improved metrics, cost savings, donations.

• Qualitative insights – quotes from volunteers, donors, or beneficiaries showing improved experiences.

This mix demonstrates both the scale and the human impact of your UX research.

Step 6: Create a Simple ROI Formula

For leadership, a clear formula helps justify investment.

ROI % = (Value Created – Cost of Research) ÷ Cost of Research × 100

Example:

• UX research project cost: $10,000

• Improved donation flow generates $30,000 more donations annually

• ROI = (30,000 – 10,000) ÷ 10,000 × 100 = 200% ROI

Even if the “value” is mission-driven (not financial), express ROI as time saved, people reached, or impact multiplied.

Step 7: Communicate ROI Effectively

When presenting to leadership, boards, or funders:

• Use before-and-after visuals (screenshots, metrics, and user quotes).

• Highlight mission impact first, then cost savings.

• Show how UX research helps stretch donor dollars further.

Final Thoughts

For non-profits, quantifying ROI isn’t about maximizing profit—it’s about maximizing impact per resource. UX research ensures limited budgets create the greatest possible value for the communities served.

By tracking baseline metrics, measuring improvements, and tying outcomes directly to your mission, you can make a strong case: UX research is not a cost—it’s an investment in impact.

Philip Burgess | philipburgess.net | phil@philipburgess.net