The #1 Thing Fundraisers Should Know About Google Analytics

The #1 Thing Fundraisers Should Know About Google Analytics

Google Analytics for Fundraisers Next to chopsticks, Google Analytics is probably the most incorrectly used tool in the world. Well, at least in the world of fundraising. Overall traffic, page views, visit duration… these are the first metrics a novice will start to analyze but they are nearly meaningless for us without much greater context. Reports that focus on broad traffic trends are missing the #1 essential point fundraisers need to understand about their website: Not all traffic is created equal. Non-profit websites typically perform a wide array of functions and for most organizations the average visitor is not looking to make a gift. Websites can be volunteer portals. They provide service information. They list job opportunities and so on. Of course, they are also a channel for giving. To make any worthwhile conclusions about the donations on your website, it is crucial to segment your visitors  (view separately) by their motivation for coming to your site. There are literally an endless amount of filters you could create to segment your visitors. For the many organizations that currently have no filters set up, it can be hard to figure out where to start. That is why I recommend a very simple and powerful segmentation as a starting point: Conversive Traffic. When we look at conversive traffic, we analyze only traffic from sources that have shown a propensity to give gifts in the past. For example, traffic that comes from an e-campaign is very likely to be considered conversive traffic because of past conversions that have occurred on your site from this source . An example of non-conversive traffic might be...
New Business Pitches – Part 1: The Dialog

New Business Pitches – Part 1: The Dialog

Agency New Business Development One of the things I enjoyed most about agency life is new business pitches. Yes, always ton of work would go into these pitches. Very long days, and very late nights. But there is nothing like the feeling of having a “game-day” experience going into the meeting and making the case to win their business. Three are many ingredients that go into a winning pitch. Over the next couple of blogs I will be talking about a few secrets that I think are critical for success. The first is the importance to build in “white space” into the presentation. Sometimes agencies have worked so hard on these pitches they feel the need to share EVERYTHING with the prospective client. What happens is the prospective client gets fire-hosed with information overload. That’s a mistake. Show only what’s relevant. Once you win the business, you can show them the rest of what you learned. You need to make sure you have something to share that no other agency will address. The more they talk among themselves and ask questions of you, the better. In other words, you want them engaged in your presentations. If you get to the end of your 4-hours without giving them a chance to participate, you are sunk. Having trouble coming up with some unique discussion points for your agency new business pitch? Let’s chat and see if together we can come up with some ideas that will engage your prospect and help you win the...
Analytics or Reporting?

Analytics or Reporting?

What’s the difference between data analytics and data reporting? This has been a topic of quite a few conversations I have had in the last few weeks so I thought I would take it to our blog for discussion. Don’t be fooled by those that classify a data report or a web report as data analytics. Here is my recommendation for how to distinguish the two.  If you look at a report and have to ask “So what?” then it is a data report and not data analytics. Data analytics gives you the actionable insights or in other words, the answers to the “So what?” question. Analytics interprets the data, and provides recommendations or strategies so that you can reduce your costs, increase efficiency and attract more donor dollars. For example, here is a graph that demonstrates the percent of web visitors that actually sign up to receive e-communications. What is your response when you see this graph? Probably, the same as mine…so what? But what if I told you the industry benchmark for website registration rate is 2%. This is starting to give you a little more insight, right? You see that this nonprofit organization is performing below benchmark. That’s helpful information, but the question still remains, how do I take action on this insight? Well, I might tell you after a review of your website, that your e-communication sign up box needs a more prominent placement on your home page. I might also recommend that you tell your website visitors what benefits they will receive by providing their email address. In addition,  I will also give you...