Post on 15-Sep-2014
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Practical Advice for Measuring, Analyzing, and Reporting Your Nonprofit's Digital
Data!
Presented by Sarah M Worthy @sarahmworthy | sarah@worthytech.org
@sarahmworthy | sarah@worthytech.org | +Sarah
What’s Your Biggest Data Challenge?
You have to pick 1!
What We'll Cover TodayKPIs = what should you be
measuring? !
ROI = connecting results to your activities
!
Data Analysis = Using your data to prioritize future
activities
Digital Marketing is the Brand Equalizer
http://www.usatoday.com/story/driveon/2014/03/18/tesla-1500-ad-musk/6584835/
“Tesla Video Ad Made for $1500 Goes Viral!”
How Do You Currently Manage Your Data Analysis?
How to Use This Guide
Take a Minute and Let's Write This Down:
Your Organization’s Primary Objective this year: (ie what are you trying to do? why does your NPO
exist?)
Why does your website exist? What do you want people to do on the site?
How are you going to accomplish these objectives you just wrote down? (ie increase online signups,
get more signature letters to your state politician…)
KPI’s
- What are KPI’s?
- Why are KPI’s important?
“Key Performance Indicators”
http://www.bethkanter.org/measurement-bigtv/
Measure Tactics with KPIsObjective: “Provide education about the natural environment to people of all ages…” - Mission of the Houston Arboretum
Strategy: Generate Donations
Website: Collect Online Donations
KPI: Average Donation Size ($)
Segments: Gift Types, Traffic Sources, Donor Type
Strategy: Educate School Children
Website: Provide Lesson plans and school tours
KPI: # of School Requests online
Segments: Age/Grades, School Districts, Parents
Strategy: Increase Park Visitors
Website: Provide Visitor Guides and Maps
KPI: # of Park Map Downloads
Segments: Traffic Sources, Mobile Devices
Measure Tactics with KPIsObjective:
Strategy:
Website:
KPI:
Segments:
Strategy:
Website:
KPI:
Segments:
Strategy:
Website:
KPI:
Segments:
KPIs Tip #1 - Measure what you're already doing
Google Analytics Annotation Feature is like a calendar event tracker right inside your web
analytics dashboard.
Click and Explore Map Overlay Filters
* Schedule Weekly Reviews to Analyze Your Data
* Watch a Google Analytics Video with your morning coffee
https://www.youtube.com/user/googlefornonprofits
KPIs Tip #3 - Beware of Vanity Metrics
(photo source: UK Guardian)
ie: Total Website Visitors is a Vanity Metrics
2010 2011 2012 2013
Connect Your Actions to Your Results to Discover the power of ROI
ROI Tip #1: Connect Your Goals to Online Actions
Measure Goal
Confirma/on PageDona/on Form Payment Processing
Star/ng Line
ROI Tip #2: Connect People with Unique Actions that Produce Results
ROI Tip #3: Connect Online Actions with Offline Results
Using the Data to Forecast and
Plan for Growth
http://en.wikipedia.org/wiki/Chick_sexing
Data Analysis Tip #1: Predict Future Donor Behaviours using Past
Behaviours
Find Common Paths by Segments
Data Analysis #2: Look at Frequency
of Interactions
Do different segments visit your site more or less often?
Data Analysis #3: Use GA Dashboard Templates!
https://www.google.com/analytics/gallery/
1) Check to make sure you have Google Analytics installed on your website. !
2) Set-up a Goal to track online donations in Google Analytics. !
3) Find your site’s visitor flow and try to identify flow-trends for your recurring visitors. !
4) Look at Frequency vs Recency and think about the ideal engagement pattern for your nonprofit’s website.
Your Homework
In Summary:1) Use KPIs to determine which of your marketing and fundraising actions are the most effective !
2) Measure your ROI by connecting goal-oriented actions to desired results within custom donor segments. !
3) Measure only what actually matters to you and your organization and remember sometimes you just have to guess!
Google Analytics Resources
Local Houston Resources
www.eschouston.org
www.netsquared.org www.meetup.com/NET2Houston+FABdigitalmarketing
http://amahouston.net/
Online NonProfit Resources
www.nten.org
www.idealware.org
www.aspirationtech.org
www.bethkanter.org
Thank You!
@sarahmworthy | sarah@worthytech.org | +Sarah