Practical Advice for
Measuring, Analyzing,
and Reporting Your
Nonprofit's Digital
Data!
Presented by Sarah M Worthy
@sarah...
@sarahmworthy | sarah@worthytech.org | +Sarah
What’s Your Biggest Data
Challenge?
You have to pick 1!
What We'll Cover Today
KPIs = what should you be
measuring?
!
ROI = connecting results to
your activities
!
Data Analysis ...
Digital Marketing is the
Brand Equalizer
http://www.usatoday.com/story/driveon/2014/03/18/tesla-1500-ad-musk/6584835/
“Tes...
How Do You Currently Manage Your
Data Analysis?
How to Use This Guide
Take a Minute and Let's Write This Down:
Your Organization’s Primary Objective this year:

(ie what are you trying to do? ...
KPI’s
- What are
KPI’s?
- Why are KPI’s
important?
“Key Performance Indicators”
http://www.bethkanter.org/measurement-bigt...
Measure Tactics with KPIs
Objective: “Provide education about the natural environment to
people of all ages…” - Mission of...
Measure Tactics with KPIs
Objective:
Strategy:
Website:
KPI:
Segments:
Strategy:
Website:
KPI:
Segments:
Strategy:
Website...
KPIs Tip #1 -
Measure what you're already doing
Google Analytics Annotation Feature is like a
calendar event tracker right inside your web
analytics dashboard.
Click and Explore Map
Overlay Filters
KPIs Tip #2 - Be consistent with
what and when you measure
* study by kapost.com
* Schedule Weekly Reviews
to Analyze Your Data
* Watch a Google
Analytics Video with
your morning coffee
https://www.youtu...
KPIs Tip #3 -
Beware of Vanity Metrics
(photo source: UK Guardian)
ie: Total Website Visitors is a
Vanity Metrics
2010 2011 2012 2013
Connect Your Actions to Your
Results to Discover the power of ROI
ROI Tip #1: Connect Your Goals to
Online Actions
Measure	
  
Goal
Confirma/on	
  PageDona/on	
  Form Payment	
  Processing
...
Creating GA Goals http://bit.ly/GA-goal-funnels
ROI Tip #2: Connect People with
Unique Actions that Produce Results
ROI Tip #3: Connect Online Actions
with Offline Results
Using the Data to
Forecast and
Plan for Growth
http://en.wikipedia.org/wiki/Chick_sexing
Data Analysis Tip #1:
Predict Future Donor Behaviours using Past
Behaviours
Find Common Paths by Segments
Data Analysis #2:
Look at Frequency
of Interactions
Do different segments visit
your site more or less often?
Data Analysis #3:
Use GA Dashboard Templates!
https://www.google.com/analytics/gallery/
1) Check to make sure you have
Google Analytics installed on your website.
!
2) Set-up a Goal to track online donations
in...
In Summary:
1) Use KPIs to determine which of your marketing
and fundraising actions are the most effective
!
2) Measure y...
Google Analytics Resources
Local Houston Resources
www.eschouston.org
www.netsquared.org

www.meetup.com/NET2Houston
+FABdigitalmarketing
http://amah...
Online NonProfit Resources
www.nten.org
www.idealware.org
www.aspirationtech.org
www.bethkanter.org
Questions?
Think of a question later? Email me sarah@worthytech.org!
Thank You!
@sarahmworthy | sarah@worthytech.org | +Sarah
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Practical advice for measuring, analyzing, and reporting on your nonprofit's digital analytics data

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Presented as part of ESCHouston.org's 2014 seminars and workshops programming. Get started with the first steps towards becoming a nonprofit data scientist! This guide introduces you to KPIs, ROI, and Data Analysis with Google Analytics for nonprofits. You'll find links to in-depth resources from Google Analytics experts, case studies, and the wonderful Beth Kanter!

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Practical advice for measuring, analyzing, and reporting on your nonprofit's digital analytics data

  1. 1. Practical Advice for Measuring, Analyzing, and Reporting Your Nonprofit's Digital Data! Presented by Sarah M Worthy @sarahmworthy | sarah@worthytech.org
  2. 2. @sarahmworthy | sarah@worthytech.org | +Sarah
  3. 3. What’s Your Biggest Data Challenge? You have to pick 1!
  4. 4. What We'll Cover Today KPIs = what should you be measuring? ! ROI = connecting results to your activities ! Data Analysis = Using your data to prioritize future activities
  5. 5. Digital Marketing is the Brand Equalizer http://www.usatoday.com/story/driveon/2014/03/18/tesla-1500-ad-musk/6584835/ “Tesla Video Ad Made for $1500 Goes Viral!”
  6. 6. How Do You Currently Manage Your Data Analysis?
  7. 7. How to Use This Guide
  8. 8. Take a Minute and Let's Write This Down: Your Organization’s Primary Objective this year: (ie what are you trying to do? why does your NPO exist?) Why does your website exist? What do you want people to do on the site? How are you going to accomplish these objectives you just wrote down? (ie increase online signups, get more signature letters to your state politician…)
  9. 9. KPI’s - What are KPI’s? - Why are KPI’s important? “Key Performance Indicators” http://www.bethkanter.org/measurement-bigtv/
  10. 10. Measure Tactics with KPIs Objective: “Provide education about the natural environment to people of all ages…” - Mission of the Houston Arboretum Strategy: Generate Donations Website: Collect Online Donations KPI: Average Donation Size ($) Segments: Gift Types, Traffic Sources, Donor Type Strategy: Educate School Children Website: Provide Lesson plans and school tours KPI: # of School Requests online Segments: Age/Grades, School Districts, Parents Strategy: Increase Park Visitors Website: Provide Visitor Guides and Maps KPI: # of Park Map Downloads Segments: Traffic Sources, Mobile Devices
  11. 11. Measure Tactics with KPIs Objective: Strategy: Website: KPI: Segments: Strategy: Website: KPI: Segments: Strategy: Website: KPI: Segments:
  12. 12. KPIs Tip #1 - Measure what you're already doing
  13. 13. Google Analytics Annotation Feature is like a calendar event tracker right inside your web analytics dashboard.
  14. 14. Click and Explore Map Overlay Filters
  15. 15. KPIs Tip #2 - Be consistent with what and when you measure * study by kapost.com
  16. 16. * Schedule Weekly Reviews to Analyze Your Data * Watch a Google Analytics Video with your morning coffee https://www.youtube.com/user/googlefornonprofits
  17. 17. KPIs Tip #3 - Beware of Vanity Metrics (photo source: UK Guardian)
  18. 18. ie: Total Website Visitors is a Vanity Metrics 2010 2011 2012 2013
  19. 19. Connect Your Actions to Your Results to Discover the power of ROI
  20. 20. ROI Tip #1: Connect Your Goals to Online Actions Measure   Goal Confirma/on  PageDona/on  Form Payment  Processing Star/ng   Line
  21. 21. Creating GA Goals http://bit.ly/GA-goal-funnels
  22. 22. ROI Tip #2: Connect People with Unique Actions that Produce Results
  23. 23. ROI Tip #3: Connect Online Actions with Offline Results
  24. 24. Using the Data to Forecast and Plan for Growth http://en.wikipedia.org/wiki/Chick_sexing
  25. 25. Data Analysis Tip #1: Predict Future Donor Behaviours using Past Behaviours
  26. 26. Find Common Paths by Segments
  27. 27. Data Analysis #2: Look at Frequency of Interactions
  28. 28. Do different segments visit your site more or less often?
  29. 29. Data Analysis #3: Use GA Dashboard Templates! https://www.google.com/analytics/gallery/
  30. 30. 1) Check to make sure you have Google Analytics installed on your website. ! 2) Set-up a Goal to track online donations in Google Analytics. ! 3) Find your site’s visitor flow and try to identify flow-trends for your recurring visitors. ! 4) Look at Frequency vs Recency and think about the ideal engagement pattern for your nonprofit’s website. Your Homework
  31. 31. In Summary: 1) Use KPIs to determine which of your marketing and fundraising actions are the most effective ! 2) Measure your ROI by connecting goal-oriented actions to desired results within custom donor segments. ! 3) Measure only what actually matters to you and your organization and remember sometimes you just have to guess!
  32. 32. Google Analytics Resources
  33. 33. Local Houston Resources www.eschouston.org www.netsquared.org www.meetup.com/NET2Houston +FABdigitalmarketing http://amahouston.net/
  34. 34. Online NonProfit Resources www.nten.org www.idealware.org www.aspirationtech.org www.bethkanter.org
  35. 35. Questions? Think of a question later? Email me sarah@worthytech.org!
  36. 36. Thank You! @sarahmworthy | sarah@worthytech.org | +Sarah

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