Opens, click-throughs, conversions. Visits and views, impressions and engagement. First-time, repeat and sustainer giving. There’s no shortage of Key Performance Indicators by which to judge online fundraising and/or communication performance. Many nonprofits scramble to collect information about performance without a clear understanding of how to translate that data into meaningful intelligence.
Which metrics matter most and to whom? More importantly, how can you collect and keep them in a manner that not only helps you assess the effectiveness of current efforts but also set the direction for future strategies? How can you quickly present key trends in a way that builds a compelling case for your plans?
This practical session will look at the specific steps involved in building an Excel-based tracking system for the most critical measurements of your online communication performance as well as using simple data visualization tools to summarize and communicate the trends most important to your organization.
Our presenter is Bob Merrigan, founder, Merrigan & Co. Bob’s career in marketing/communications spans more than 35 years starting at Hallmark. A past president of Kansas City Direct Marketing Association (KCDMA) and American Marketing Association, Bob is also active in the Association of Fundraising Professionals.
A program of the Marketing Matters series.
Thank you to our series sponsor: