Google Analytics for Nonprofits

BASICS OF GOOGLE ANALYTICS FOR NONPROFITS

As a nonprofit marketer, you’re likely constantly looking for ways to improve your nonprofit’s presence ESPECIALLY IN THE DIGITAL WORLD

Many nonprofits have grasped tactics

Blogging

Email Marketing

One such platform, often not leveraged enough by nonprofits Google Analytics

WHY IS GOOGLE ANALYTICS IMPORTANT?

HOLISTIC OVERVIEW 1

Analysing your website’s performance is the best way for you to have a holistic overview of the effectiveness of your marketing efforts

DATA, DATA, DATA 2

Having access to data helps inform your decision-making and enables you to act upon the insights and results

ROI 3

By using Google Analytics, your nonprofit can help you measure your return on investment (ROI)

IT’S FREE 4

Google Analytics allows you to do many different types of tracking, segmentation, and conversion tracking

HOW TO GET THE MOST OUT OF GOOGLE ANALYTICS FOR YOUR NONPROFIT Tips and Insights

SELECT YOUR METRICS 1

Creating actionable goals and KPIs (Key Performance Indicators) is very important when embarking on the Google Analytics journey

THINK ABOUT Why you have a website What do you want people to do When they’re visiting it

What actions are your Key Performance Indicators

KNOW WHERE YOUR VISITORS ARE COMING FROM 2

Knowing where your website visitors came from is incredibly useful in determining the sources of your website traffic

HOW TO USE THESE INSIGHTS Cross-reference with donation patterns

Measure ROI of every new (and old) tactic Monitor how many people were referred via your social media channels

TAILOR YOUR SEO 3

Make a note of those keywords, and then tailor your Search Engine Optimization (or SEO) to get even more people to visit your site

OPTIMIZE YOUR CONTENT FOR SEARCH

UNDERSTAND YOUR VISITORS’ ENGAGEMENT

4

This engagement data can provide your nonprofit with a very practical understanding of your marketing efforts

See what pages are more likely to get people to donate Check how much information the visitors read Measure the engagement of your website visitors through content views and time on site

GATHER DONOR INTEL & INCREASE YOUR DONATIONS

5

Online fundraising is essential to a modern nonprofit’s success. And good donation pages are integral to successful online fundraising

GOOGLE ANALYTICS CAN PROPEL YOUR ONLINE DONATIONS Take a look at the Behavior tab in your analytics dashboard Understand which page most often precedes a click on your donation page Create a Google Analytics Goal for a user clicking on your donation page Check how long people stay on your donation page

LEARN ABOUT YOUR PAGES 6

Some of the most basic metrics your nonprofit can track with Google Analytics are Pages per Visit and Visit Duration

Check your bounce rates See which of your pages are the most popular Look at your average session duration

Notice your Exit rates

SET UP ECOMMERCE TRACKING 7

eCommerce tracking - Nonprofits can also make use of this feature, especially when it comes to tracking online donations

SET UP ECOMMERCE CONVERSIONS TO TRACK DONATIONS Incredibly valuable data about donations Rate of donations made by type, sources driving the most transactions to the site Time elapsed between the first site visit and a donation Track major donors and see where that user segment is most likely to come from

ACCURATE AND RELEVANT DATA CAN REALLY BOLSTER THE SUCCESS OF ANY NONPROFIT

MORE INFORMATION

https://donorbox.org/ nonprofit-blog/googleanalytics-fornonprofits/