3 Reasons Web Savvy Nonprofits are Married to Analytics

I was 24 years old and waiting at the front altar of the church. I remember feeling extremely nervous, yet completely overjoyed. It was the first time I ever felt this much love about another person and it was finally my chance to marry her.

Flash forward years later…

Yep, still in love. It’s similar to my relationship with Google Analytics. It was love at first site (pun intended). There are ups and there are downs. (pun intended again) Occasionally there are epic disagreements about statistics, and of course Google always reminds me when I am wrong and should do something her way instead.

So why do we weather the storms and the trials? Because it’s worth it!

Let’s walk through the top 3 reasons nonprofits are married to Analytics, and we might learn a thing or two about how we can improve our own organizations at the same time.

1) Tracking Constituent Behavior

Like I’ve said to my wife after she finds another location tracking app on her phone, “Honey, I don’t track you because I don’t trust you, I track you because it’s fun… and I’ve learned so much about you!” (I eventually purchased flowers and apologized.)

Why Do Nonprofits Track Constituents?

Nonprofits are tracking the behaviors of their constituents in order to fulfill their constituent’s expectations. It’s a win-win!

For example, let’s say your organization provides water solutions to untapped regions in Africa. When your constituents or potential fundraising providers visit your site, we need them to follow a specific path of influential inspiration. We need them to:

  1. Understand your organization’s goals
  2. Experience the pain that they can help solve
  3. Feel trust and camaraderie with your organization’s mission

If we find that your constituents and potential donors are straying from your intended path, Analytics will provide clues as to what those distractions may be. Then you will be able to correct those distractions and provide a better experience the next time your constituents visit your website.

2) Uncovering Fundraising Strategy Metrics

At my household, metrics are everything, and help us make sense of a result. For example my wife and I can safely infer that 100% of the toys on the floor were a direct result of joy during playtime. We can also conclude that 100% of the beautiful marker illustrations on the wall were not an intended metric we planned on measuring.

Nonprofits Uncover Important Clues in their Metrics

At the end of fundraising campaigns, nonprofits take time to measure and understand key metrics surrounding their campaigns. Through this process, they have uncovered metrics that have provided new strategy opportunities with their donors and constituents.

Strategy Example

For example, when you review campaign referral sources from social media, paid campaigns, and other direct routes you will quickly see the completed goals and result in analytics. However, nonprofits are putting a lot of focus on website metrics that incrementally lead to the final website goal.

Why? Because their website metrics hold more importance in comparison to their referring campaign sources. Meaning, once a potential donor hits their website from one of their campaign sources, the real magic and importance lies in the micro conversions that users complete. We need potential donors to complete actions such as watching videos, reading great content, sharing great content, signing up for the newsletter, spending time on donation benefit pages, and continuously coming back for more. Focusing on improving those building block metrics leads to greater fundraising impact and successful marketing campaigns.

3) Discovering Mobile Opportunities

During child rearing years, things change quickly. Onesies become outgrown, shoe sizes get bigger, and new opportunities present themselves. I find using the term “opportunities”, vs. “hardships”, builds a happier work/life environment.

Mobile Searchers Have Surpassed Desktop Searchers

In terms of mobile opportunities, that would be an understatement. In 2014, mobile search users surpassed desktop search users for the first time. Because of this and other surrounding factors that support nonprofit initiatives, nonprofits are actively analyzing and ensuring their websites and applications are mobile friendly and engaging.

Nonprofits Transform Mobile Researchers into Mobile Givers

For example, studies have shown that the substantial usage of mobile devices includes research of a product or company. As we all know, understanding and learning more about your organization will lead constituents and potential donors towards becoming your brand advocate. On mobile devices we make sure to capture their attention, capture their approval, and capture their email.

By far, the best opportunities for nonprofits on mobile are fundraising and social interaction. Millennials are ready to give to new and interesting causes and should be a focus for your upcoming fundraising and outreach campaigns on mobile devices.

Make analytics your lifelong partner.

The more you learn and grow with Analytics, the more your organization will grow and prosper. Your donors, and your spouse, will be proud.

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