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Nonprofit center ga_june2014vfinal
1. GoogleGoogleGoogleGoogle
Analytics: It’sAnalytics: It’sAnalytics: It’sAnalytics: It’s
Like Baking aLike Baking aLike Baking aLike Baking a
CakeCakeCakeCake –––– Mind theMind theMind theMind the
Measurements,Measurements,Measurements,Measurements,
and You’ll Loveand You’ll Loveand You’ll Loveand You’ll Love
the Outcome!the Outcome!the Outcome!the Outcome!
The “Google Analytics: It’s Like Baking A Cake – Mind the Measurements, and You’ll Love the Outcome!” presentation was presented
at The Nonprofit Center on June 17th, 2014, by Ann-Marie Harrington, President of Embolden. This PDF file is intended to be used for
reference for the attendees at the session. We would prefer if you did not disseminate this PDF without our permission.
Please keep in mind that this information may become outdated. Technology and online communication strategies change and
develop over time. For more information, please contact info@embolden.com.
2. Embolden is a full-service, digital
communications firm with deep knowledge
of the nonprofit sector.
We partner with you to:
CREATE • IMPLEMENT • TRACK
12. • The usual content
• Online giving
• Board portal
• Event registration
Let’s start with your website.
• Legislative action
• Stories
• Blogs
• And more!
Your
Nonprofit
13. • Email
• Donors
• Legislators
What about email?
• Media
• Event attendees
• Initiative specific audiences
Your
Nonprofit
14. • Facebook
• Youtube
• Twitter
• LinkedIn
…and social channels?
• Pinterest
• Instagram
• Vine
Your
Nonprofit
15. • Annual Event
• Events
• Legislative hearings
The list goes on…
• Children’s Indicator Initiative
• Oh yea…and you now have
new strategy with new goals
and objectives
Your
Nonprofit
17. Yet, can you answer the question?Yet, can you answer the question?Yet, can you answer the question?Yet, can you answer the question?
Is this working?Is this working?Is this working?Is this working?
Your
Nonprofit
18. What is Google Analytics?What is Google Analytics?What is Google Analytics?What is Google Analytics?
19.
20. A FREE from Google that tracks
detailed metrics:
• WHO is visitingWHO is visitingWHO is visitingWHO is visiting your websiteyour websiteyour websiteyour website?
• HOWHOWHOWHOW did they find you?did they find you?did they find you?did they find you?
• WHAT are they doing?WHAT are they doing?WHAT are they doing?WHAT are they doing?
32. These are
your goals!
How will you define success?
• 150 donations via website in 2014
• Lower bounce rate to 35%
• Decrease the # phone calls by 50%
• Increase membership logins to site by 40%
• Increase budget by 20% over next 3 years
33. Measurable + Meaningful
• Measureable: Increase time on site by 20% within 2 months.
• Measurable: Increase shares on Facebook by 15% in 3 months.
• Meaningful? What is having engaging content helping you
achieve? Is it helping your audiences take action?
Example: “We want to make the site more engaging.”
34. Measurable + Meaningful
• Google Analytics
• Facebook Insights
• Twitter retweets
• Press mentions
• Average # of prospects
• Online donations/month
Benchmark your metrics:
• Average donation size
• Event attendance
• % of qualified volunteer
applications submitted
39. We moved beyond guessing to actuallyWe moved beyond guessing to actuallyWe moved beyond guessing to actuallyWe moved beyond guessing to actually
tracking resutracking resutracking resutracking resullllts over time.”ts over time.”ts over time.”ts over time.”
–COMMUNITY FOUNDATION SANTA CRUZ COUNTY
62. • WHO is visitingWHO is visitingWHO is visitingWHO is visiting your websiteyour websiteyour websiteyour website?
• HOWHOWHOWHOW did they find you?did they find you?did they find you?did they find you?
• WHAT are they doing?WHAT are they doing?WHAT are they doing?WHAT are they doing?
63.
64. These are
your goals!
How will you define success?
• 150 donations via website in 2014
• Lower bounce rate to 35%
• Decrease the # phone calls by 50%
• Increase membership logins to site by 40%
• Increase budget by 20% over next 3 years
66. • 150 donations via website in 2014
• Lower bounce rate to 35%
• Decrease the # phone calls by 50%
• Increase membership logins to site by 40%
• Increase budget by 20% over next 3 years
91. Evaluate and track your ROI*
• donating
• commenting/rating
• downloading a PDF
• viewing a video
• signing up for enews
*based on your definition of success
