[Oakwhisper]

But you should want an ROI as a non-profit. If you spend $1000 on advertising to get people to write their Senator to help push for/against a bill, you want to make sure you're spending it on the most effective way. If it gets spent on mail ads and no one calls, then that is largely a waste of money (regardless of funding model and org structure). If you don't have a measure, you can't really know if money is being wasted. You can guess and have a gut feel, but not scientific, actionable data to change how the org is working to best further the non-profit's cause.

Maybe you can call it something else, but for a non-profit ROI is just answering the question "Are we spending our money wisely?

Or were you referring to the non-profit having a board?