What to measure
What is your organizaion's overall goal or current priorities? Which metrics will help you achieve it? For many non-profits, building advocacy is important. Advocacy online can be nurtured and developed as a marketing goal. Sure, some advocacy happens organically from a non-profits day to day activities, but advocacy can be encouraged on a broader level. As a non-profit attempts to develop advocacy online, measuring social engagement, email open rates, click throughs, content shares and peer promotion all help build visibility for a non-profit and their cause.
Try building a measurement practice that includes the following metrics. Including these potential advocacy metrics, can help your non-profit marketing efforts improve over time.
Sure, this is not an exhaustive list of potential metrics to grow a non-profit's fundraising abilities, but properly executing these metrics can give a non-profit a wealth of data on how to improve their fundraising efforts.
Marketing Analytic Tools
There are many tools to consider for measuring KPIs, including Google Analytics, Hubspot and Hootsuite. Choose the tools based on the data you are looking to measure. For example, Google Analytics has a wide variety of measurement capabilities--from website traffic to diving into specific marketing channel performance to understand engagement with content from a specific source.
Ironpaper also recommends observing the behavior of specific contacts to customize more appropriate and timely messages and identify great prospects for support and donations. For this type of measurement, we use Hubspot software to track user engagement more deeply and clearly determine ROI.
Hootsuite provides insight into a non-profit's social relationships. Certainly there are clear overlaps between the three tools, but these overlaps can provide some much needed context for your campaign as a whole.
A few fantastic tools
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