Nonprofit marketing can be tough. We show you how to measure your marketing and improve your digital marketing footprint. Created by Tyler Brooks of Analytive for the Estes Park Nonprofit Resource Center Conference
Unraveling the Mystery of the Hinterkaifeck Murders.pptx
Marketing for NonProfit Organizations
1. Measure Your Marketing
Web and Social Analytics
for Nonprofit For-Purpose Organizations
Tyler Brooks
Founder @ Analytive // Associate at Third Sector Enterprises
tyler@analytive.com
Get the slides at: analytive.com/estes
2. “Would you tell me, please,
which way I ought to go from
here?” asked Alice.
“That depends a good deal on
where you want to get to,” said
the Cat.“I don't much care
where,” said Alice.
“Then it doesn’t matter
which way you go,”
said the Cat.
4. Good marketing is an investment. It only
becomes an expense when you don’t get a
return (or you don’t know what that return
is).
5. Who I am?
Tyler Brooks - Quantitative Growth Strategist
Founder // Analytive
Associate at Third Sector Enterprises
MBA and BA in Entrepreneurship
Google Analytics and Adwords Certified
Email: tyler@analytive.com
Cell: 574-780-4207
18. 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).
19. 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
21. Measurement Model
Who do you need?
● Someone who understands business objectives/strategies
● Someone who understands analytics
● Someone with technical skills
23. Step 1: Document Organizational Objectives
● Examples
○ Increase fundraising by 30%
○ Let 10,000 people know about our mission
○ Sell all seats at fundraising banquet
24. Step 2: Identify Strategies and Tactics
● Examples
○ Increase response in email giving
○ Creating landing page to promote event/mission
○ Drive donations through social media
25. Step 3: Choose KPIs
● Examples
○ Email signups
○ Unique visitors to website
○ Sale of tables/seats at event
26. Step 4: Segments
● Examples
○ Large givers ($1,000)
○ Socially engaged followers
○ New signups
○ Never attended an event
27. 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
29. Macro
● Make a purchase
● Visit a store/location
● Sign up to volunteer
● Download a coupon
● Make a donation
Micro
● Sign up for an email list
● Engage on social media
● Watch a video
● Download a whitepaper
30. Macro
● Make a purchase
● Visit a store/location
● Sign up to volunteer
● Download a coupon
● Make a donation
Micro
● Sign up for an email list
● Engage on social media
● Watch a video
● Download a whitepaper
Your analytics should track
these!!!!!!
31. Web Analytics Tools
● Wordpress Jetpack
● KissMetrics
● Mixpanel
● Optimizely
● CrazyEgg
● Google Analytics!! <- Start here
33. Where users
coming from?
What do they
do on the
site?
How do we build a
digital relationship?
Email
Website
Social Media
Ads
Search Sign-Ups
Donation
Volunteer
35. 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
36. 30-Days - Tweak
● Review first month of data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior
37. 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
49. Why do we do social media?
Good reasons:
● Tell your story
● Spark conversation
● Engage with others
● Get permission to market
Not so good reasons:
● Ask for money
● Talk about YOU
61. Want to Work Together?
Analytive
Tyler Brooks
tyler@analytive.com
http://analytive.com
Want the Slides?
analytive.com/estes/
Image Credit:
male user by Indygo from the Noun Project
Smartphone by Michael Bundscherer from the Noun Project
Arrow Circle by Aaron K. Kim from the Noun Project