Whether your organization is one month or 100 years old, the common denominator all nonprofits share is a high return on the investment of democratizing data. But a data democracy doesn’t mean “data all the things.” There are a daunting number of frameworks and data sources to define how your organization impacts the world. Impact matters to the volunteers, donors, and foundations that invest time and money into your cause, and to the staff that pours their energy into making the organization’s (digital) presence run. This workshop presentation will share the journey other nonprofits like PowerPoetry.org, CrisisTextLine.org, have taken to reach outsized impact for their size by using data. Workshop participants will learn strategies to measure their organization’s impact, and be invited to share their wins with democratizing data internally as well as posing challenges in their organization. (Presented at YTH Live 2019)
3. Who am I?
George Weiner
● Chief Whaler of Whole Whale
● Co-Founder Power Poetry
● Chair of America’s Charities
● Former CTO of DoSomething.org
And a confused new dad
4. Contents
Models and measures for digital impact
Where does traffic come from?
Measurements and dashboards
Why do you have a website?
13. “We’re lost, but at least
we’re making great
time”
- Leap of Reason
14. DIGITAL LOGIC MODEL
Input:
What you invest
Output:
What you make
● Content
● PDF guides
● Training videos
● Social
● Users
● Downloads
● Time Watched
● Poems
Outcome:
What you expect to happen
Short-term
● “Super” poets
● Guides read
Long-term
● Improved literacy
15. “... information consumes the
attention of its recipients.
Hence a wealth of information
creates a poverty of attention”
- Herbert Simon
16. ● Specific
● Measurable
● Actionable
● Relevant
● Time Bound
● Valid
● Understandable
GOOD INDICATORS
37. Grew monthly web traffic by 900% by
maximizing Google Adwords, new communications
and SEO strategies, and a website redesign
Case Study
National Aphasia Association
9x traffic
38. Google Ad Grants
$10k PER month in search ads!
google.com/nonprofits
wholewhale.com/adwords
39. 0 to 420,000 teen poets in 6 years
In-kind Ad Grant value:
Traffic & Acquisition Case Study
Power Poetry
40. Show for critical need searches that drive
texters in crisis.
Crisis Text Line
42. What is ?
Google.com/analytics
● Free, Web analytics for your website
● Javascript that lives on every page
● Every website codebase can handle this
● Takes less than 30min to install
● Shows what/where/how/when activities on your
website (not so much why)
46. Q: What are people doing on our site?
Is a bad, broad question…
Leaving on weekends, returning during the week
Coming from major cities
Coming from 4 major sources of traffic
Bouncing from our homepage 60-80%
Increasing when we send our emails
47. Good Questions
Where is the front door of our website?
How is our organic traffic YoY?
How is traffic converting to goals?
Ask your team what they need to know.
48. Q: Where is our ‘front door’?
AKA where are most people landing on our site as their first
page?
Only 4.6%
49. Action: fix your real front door
Make every page work toward your goals.
50. How is organic traffic YoY?
● Are we growing/flat/declining?
● Month vs Month last year
● What % total?
51. Action
● Set up Google Search Console and connect to GA!
● Explore keywords and content that are working or declining
● Do an SEO audit
● Learn more about SEO/Content Marketing
WholeWhale.com/university free code: IMPACT (for uDemy courses)