Digital Analytics for NonProfits is a guide produced by Analytive and Third Sector Enterprises to help nonprofits measure their digital marketing efforts. It recommends using web analytics tools like Google Analytics to track metrics like user behavior, traffic sources, and conversions to understand how strategies are performing. A 5-step process is outlined for setting goals, identifying key performance indicators, and analyzing data over time to continually improve outcomes. Social media analytics are also discussed, with metrics proposed to measure conversation, sharing, engagement, and economic value on platforms. The guide provides resources for nonprofits to get started with measurement and analytics.
2. Who am I?
@tyler_brooks
Founder at Analytive
Consulting on Analytics and Marketing for 3+ years
MBA from Anderson University, BS in Entrepreneurship from
Indiana Wesleyan University
Google Analytics & AdWords Certified
8. Define Web Analytics
(1) the analysis of qualitative and quantitative data from your
website and the competition,
(2) to drive a continual improvement of the online experience
that your customers, and potential customers have,
(3) which translates into your desired outcomes (online and
offline).
9. What Web Analytics Can Tell Us
● About the audience
○ Location
○ Age
○ Type of device
○ Interests
● Their behavior
○ Pages visited
○ Time on page
○ Conversions
● How they got here
○ Source
○ Medium
○ Ad/Post
11. Measurement Model
Who do you need?
● Someone who understands business objectives/strategies
● Someone who understands analytics
● Someone with technical skills
13. Step 1: Document Organizational Objectives
● Examples
○ Increase fundraising by 30%
○ Let 10,000 people know about our mission
○ Sell all seats at fundraising banquet
14. Step 2: Identify Strategies and Tactics
● Examples
○ Increase response in email giving
○ Creating landing page to promote event/mission
○ Drive sales through social media
15. Step 3: Choose KPIs
● Examples
○ Email signups
○ Unique visitors to website
○ Sales of tables
16. Step 4: Segments
● Examples
○ Large givers ($1,000)
○ Socially engaged followers
○ New signups
○ Never attended an event
17. Step 5: Choose Target Outcomes
● Examples
○ 2,000 new email signups
○ Increase email value per user
○ Drive 10,000 unique visitors to our website
○ Sell 50% of banquet tables through digital channels
21. 0-Day - Setup
● Ask “What do we want to accomplish?”
● Create a Measurement Model (what do we want to track?)
● Implement Tracking
○ Install tracking codes
○ Setup goal tracking!!!!
○ Customize codes
○ Tag links
● Create Dashboards
○ Focus on areas you are currently investing marketing
time/money
22. 30-Days - Tweak
● Review first month of data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior
23. 60-Days Analyze
● More time and resources should be spent analyzing data than
collecting data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior
25. Social Media is fundamentally a social
medium, not a transactional medium.
(don’t pimp your wares!!!)
26. Why do we do social media?
Good reasons:
● Tell your story
● Spark conversation
● Engage with others
Not so good reasons:
● Ask for money
● Talk about YOU
39. Contact Information
Third Sector Enterprises
Art Bavoso
art@thirdsectorenterprises.com
http://thirdsectorenterprises.com
Analytive
Tyler Brooks
tyler@analytive.com
http://analytive.com
