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Metrics for Analyzing Your Nonprofit’s Digital Strategy

As we head into this year’s final homestretch, take a step back to consider all that you’ve done. Celebrate what you’ve achieved, reflect upon what you didn’t — and learn from it all to make next year your best year yet.

Over the last year, you and your team have devoted so much time and as many resources as possible to optimize your digital platforms, social media and email marketing to support your organization’s goals and overall mission.

So the big question is: how did you do? To answer that question, you want to be sure you’re pulling up the right data. From website traffic to email fundraising campaigns, there are a great number of things you need to take into account to review your various communications activities. 

We dove into a number of industry benchmark reports to compile the following indicators that nonprofits should include in an end-of-year report. Not all points may apply to you, so we recommend that you to focus your evaluation on categories and elements that are most critical to your overall mission.

Website metrics

  • Website visitors (what did traffic look like on a monthly or quarterly basis?)
  • Session duration (how long did people stay on your site?)
  • Conversion rate (e.g., newsletter sign-up, resource download, donation)
  • Traffic source (how did people find your site? Natural search, email, etc.)

Email metrics

  • List size (how did it increase and decrease throughout the year?) 
  • Response rate (how often did people reply directly to your email?)
  • Open rate (was your subject line compelling enough to open the email?)
  • Click-through rate (what content got people to click through?)
  • Engagement rate (webinar registrations, donations, downloads)

Social Media metrics

  • Number and growth of followers/fans (did you see an increase? when/why?)
  • Average number of posts per day (is it enough or too much?)
  • Audience engagement (e.g., favorited your webinar announcement tweet)
  • Click-through rates (e.g., visited your webinar landing page)
  • Conversion rates (e.g., registered to attend your webinar)

Fundraising metrics

  • Overall online revenue (versus other non-digital channels)
  • First-time donations (what % of your revenue depends on this?)
  • Repeat donations (how/why are people coming back to give more?)
  • Performance breakdown by platform: website, social, email
    • Total revenue by channel
    • Average donation amount
    • $ raised for every 1,000 website visitors
    • $ raised for every 1,000 emails delivered

Once you’ve got these main results mapped out, you can start to extrapolate real insights on how your activities performed over the course of the year. These findings will be paramount in how you shape your digital plan going forward: what channels and activities you will want to focus on, which staff and resources you will need, and what budget will be required to get you there.

Struggling to get the right data for your EOY report?

We’re here to help. Get in touch today and we can talk about where to find this data, and how to map it to your organization’s goals.

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