This document presents key performance indicators (KPIs) that fundraising organizations can use to regularly evaluate their web presence. It recommends tracking the number of unique visitors and visits, returning visitors, bounce rate, and average visit length to understand site usage. Visitor origin trends, search share, campaign costs and revenues, conversion rates by origin, top search terms, and internal searches are also identified as important metrics. The document stresses that these numbers should be used as benchmarks to identify areas for further analysis and improvement rather than viewed in isolation.

1. Web Analytics for fundraising organisations SallyKnows – Campaign Analytics

2. KPI’sfor FUNDRAISING ORGANisations Not all statistics produced by web analytics solutions are relevant statistics for fundraising companies. 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. 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.

3. # of (unique) visitors and visits # of returning visitors Bounce rate (% of people immediately leaving your website) Average length of visit VISITOR KPI’S 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.

4. Trend graph stating visitor origin (campaign, direct, search and referrers) Share of search VISITOR ORIGIN 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. 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..

5. The clicks, conversions, bounce rate, media cost, revenue, cost per order and ROAS per campaign type. Offline analysis: % bounced payments, donor conversion rate, % donor churn (or average length of donorship) CAMPAIGNS As in regular direct marketing you need to evaluate campaign costs against revenue and evaluate if you spend your budget efficiently Offline analysis must be conducted to ensure the quality of the intake (online channels can have huge differences in churn).

6. Conversions, conversion rate, split by origin (campaign, direct, referrer, search) 2nd phase conversion rate (% of newsletter signups and information request that are converted to donors) Average donation (Year), payment type CONVERSIONS 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.

7. Top-10 search terms 0-result searches Internal search 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. 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.

8. SallyKnows – Campaign Analytics Waldeck Pyrmontlaan 5, 2341VA OEGSTGEEST Email: michiel@sallyknows.nl Web: www.sallyknows.nl Twitter: @vongaalen Linkedin: http://www.linkedin.com/in/michielvangaalen Get in touch SallyKnows makes your web-campaigns perform better. We provide insight instead of reporting by providing web- en social media analytics solutions and services.