With so many online tools available, it can feel overwhelming to know where and how to start measuring the success of your nonprofit’s digital marketing efforts. As more nonprofits turn to digital channels for engagement and fundraising, knowing what works best for your organization is essential in maximizing the impact of these initiatives. Here, we outline some key steps you should take when measuring the success of your nonprofit.
What do I want my audience or supporters to do? This could include signing up for email newsletters, making donations, or even just visiting a page on your website – all measurable outcomes that allow you to track ROI (return on investment).
2) Track Engagement Metrics: Once clear objectives have been established, it is time to track engagement metrics related to those goals. This could include tracking open rates and click-through rates from emails sent by an automated system, such as Paypal Giving Fund MailChimp; tracking views/impressions produced from social media campaigns across multiple platforms, such as Facebook, Twitter, and Instagram; and tracking trends in web traffic fueled by search engine optimization.
3. Analyze Campaign Performance Results: After gathering sufficient information about user behavior across a variety of channels, it is simpler to determine whether a campaign was successful in having the intended results. For example, did data to our newsletter actually make any donations? How much money was raised during the previous holiday season compared to previous years, largely as a result of SEO optimizations carried out over the summer? etc.
4) Optimize Strategies Based On Learnings From Tracking Data: Last but not least, once sufficient evidence has been paid about the various activities conducted, comes the important task of optimizing future strategies based off learnings gained throughout the process! For example, if certain keywords used are significantly more effective at driving conversions than others, perhaps consider changing your content strategy to revolve around them? Or perhaps paying less attention to other keywords?
By taking the above-mentioned easy steps, you’ll soon be able to monitor your progress toward whatever objective you chose to set before beginning your journey, further increasing the likelihood that every single initiative you launch on the world wide web will be successful.
Tracking metrics such as website visits and engagement on social media posts, measuring return on investment from ad campaigns, and analyzing customer feedback are some of the nonprofits that should be done to measure the effectiveness of a nonprofit’s digital marketing efforts so that they can make more informed decisions about where to allocate resources for future initiatives.
