Are you sure your website is actually helping your organization? How do you know? Sure, you can probably find out how many people are visiting your website, but bringing people to your website is not your website's job.
What are the objectives that you want visitors to accomplish through your site? Do you want visitors to:
Those are all things that your website should be doing for your nonprofit. As far as Google Analytics is concerned, all of these are "goals," and in order to know whether people are accomplishing them, you should be tracking them. Google Analytics Goals can show you if your website is helping you to achieve your organization's objectives.
You can set up goals in Google Analytics by going to the Admin section of your Analytics account. On the right-hand side, you should see Goals. There, you can set up all kinds of behaviours, such as these:
You can even get really granular and track which newsletter subscribers arrived at your site through your social media campaign, for example.
The goals you set up in Analytics depend on your organization’s objectives, so they'll be different for every nonprofit. If you need help setting up goals, get in touch with me. I can help you determine what your goals should be, and then help you set them up.
Have I made you consider a viewpoint you hadn't before? Or do you and I think alike? Either way, maybe we should work together?