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.

1. Digital Analytics for NonProfits
Produced by Analytive and Third Sector Enterprises

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

3. Who are you?

4. Assumptions
● You have an overarching strategic goal for your organization.
● You do marketing!
● You care about building a following.

5. Why measure?

6. “If you can’t measure it, you can’t manage it.”
- Peter Drucker

7. Part 1: Web Analytics

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

10. Measurement Model
Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4

11. Measurement Model
Who do you need?
● Someone who understands business objectives/strategies
● Someone who understands analytics
● Someone with technical skills

12. 5 Step Measurement Planning
● Document business objectives
● Identify strategies and tactics
● Choose KPIs (key performance indicators)
● Choose segments
● Choose targets (goals/outcomes)

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

18. Common Business Objectives
Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4

19. Web Analytics Tools
● Wordpress Jetpack
● KissMetrics
● Mixpanel
● Optimizely
● CrazyEgg
● Google Analytics!! <- Start here

20. 0-Day 30-Days 60-Days

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

24. Part 2: Social Media Analytics

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

27. So what do we measure?

28. Conversation Rate
# of Comments or Replies per Post

30. Amplification Rate
# of shares/retweets per post

32. Applause Rate
# of likes/favorites per post

34. Economic Value
Sum of Short and Long Term Revenue
& Cost Savings

36. Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

37. Tools:
True Social Metrics
Hootsuite
Buffer
This one tracks
applause, amplification,
and conversation rates.

38. Questions?

39. Contact Information
Third Sector Enterprises
Art Bavoso
art@thirdsectorenterprises.com
http://thirdsectorenterprises.com
Analytive
Tyler Brooks
tyler@analytive.com
http://analytive.com

40. Further Reading
● http://www.kaushik.net/
● https://analyticsacademy.withgoogle.com/
● http://digitalworkshopcenter.com/class/google-analytics-business/
● http://analytive.com/blog/