Web Analytics KPIs For Fundraising Organizations


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This document presents basic KPI’s fundraisers / non profit organizations can use on a regular basis to evaluate their web presence.

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Web Analytics KPIs For Fundraising Organizations

  1. 1. Web Analytics <br />for fundraising <br />organisations<br />SallyKnows – Campaign Analytics<br />
  2. 2. KPI’sfor FUNDRAISING ORGANisations<br />Not all statistics produced by web analytics solutions are relevant statistics for fundraising companies. <br />This document presents basic KPI’s fundraisers can use on a regular basis to evaluate their web presence. Always use these KPI’s as a benchmark, the numbers by themselves have little meaning.<br />Based on these data you can ask the Why? question and dig deeper in your data to gain insight without drowning in the data web analytics solutions provide.<br />
  3. 3. # of (unique) visitors and visits<br /># of returning visitors<br />Bounce rate (% of people immediately leaving your website)<br />Average length of visit<br />VISITOR KPI’S<br />These numbers are fairly common metrics that tell us site usage and more important if your site is sticky enough. These numbers must be interpreted as benchmarks. <br />
  4. 4. Trend graph stating visitor origin (campaign, direct, search and referrers)<br />Share of search<br />VISITOR ORIGIN<br />The trend graph shows you where your visitors are coming from and how this relates to other traffic sources. From a budget point of view you would want direct, search and referrer to be as high as possible.<br />Share of search is the % of search volume/traffic you are acquiring. A low percentage means other websites get more free web traffic on relevant terms.. <br />
  5. 5. The clicks, conversions, bounce rate, media cost, revenue, cost per order and ROAS per campaign type.<br />Offline analysis: % bounced payments, donor conversion rate, % donor churn (or average length of donorship)<br />CAMPAIGNS<br />As in regular direct marketing you need to evaluate campaign costs against revenue and evaluate if you spend your budget efficiently<br />Offline analysis must be conducted to ensure the quality of the intake (online channels can have huge differences in churn).<br />
  6. 6. Conversions, conversion rate, split by origin (campaign, direct, referrer, search)<br />2nd phase conversion rate (% of newsletter signups and information request that are converted to donors)<br />Average donation (Year), payment type<br />CONVERSIONS<br />This tells you if your website proposition, forms and action pages perform. By testing different propositions, designs and processes you can improve you revenue by improving your web presence.<br />
  7. 7. Top-10 search terms<br />0-result searches<br />Internal search<br />When people search a lot on certain terms they probably did not found what they were looking for on your home- or landing page. This gives you a clue on what needs more attention on these pages.<br />The 0-result searches tell you what people were looking for but did not find. By adding more content of tagging existing content you can improve this KPI.<br />
  8. 8. SallyKnows – Campaign Analytics<br />Waldeck Pyrmontlaan 5, 2341VA  OEGSTGEEST<br />Email: michiel@sallyknows.nl<br />Web: www.sallyknows.nl<br />Twitter: @vongaalen<br />Linkedin: http://www.linkedin.com/in/michielvangaalen<br />Get in touch<br />SallyKnows makes your web-campaigns perform better. We provide insight instead of reporting by providing web- en social media analytics solutions and services.<br />
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