Marketing for NonProfit Organizations

Measure Your MarketingWeb and Social Analytics

for Nonprofit For-Purpose Organizations

Tyler Brooks

Founder @ Analytive // Associate at Third Sector Enterprises

tyler@analytive.com

Get the slides at: analytive.com/estes

“Would you tell me, please,

which way I ought to go from

here?” asked Alice.“That depends a good deal on

where you want to get to,” said

the Cat.“I don't much care

where,” said Alice.

“Then it doesn’t matter

which way you go,”

said the Cat.

Good ROI (Return on Investment)

Good marketing is an investment. It only becomes an expense when you don’t get a return (or you don’t know what that return

is).

Who I am?Tyler Brooks - Quantitative Growth Strategist

Founder // Analytive

Associate at Third Sector Enterprises

MBA and BA in Entrepreneurship

Google Analytics and Adwords Certified

Email: tyler@analytive.com

Cell: 574-780-4207

Who are you?

Assumptions● You have an overarching strategic goal for your organization.

● You do marketing!

● You care about building a following.

Why measure?

“If you can’t measure it, you can’t manage it.”- Peter Drucker

$60 Million DollarIncrease

Part 1: Web Marketing and Analytics

Define Web Analytics(1) the analysis of qualitative and quantitative data from your

website and the competition,

(2) to drive a continual improvement of the online experience

that your customers, and potential customers have,

(3) which translates into your desired outcomes (online and

offline).

What Web Analytics Can Tell Us● About the audience

○ Location

○ Age

○ Type of device

○ Interests

● Their behavior

○ Pages visited

○ Time on page

○ Conversions

● How they got here

○ Source

○ Medium

○ Ad/Post

Measurement Model

Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4

Measurement ModelWho do you need?

● Someone who understands business objectives/strategies

● Someone who understands analytics

● Someone with technical skills

5 Step Measurement Planning● Document organizational objectives

● Identify strategies and tactics

● Choose KPIs (key performance indicators)

● Choose segments

● Choose targets (goals/outcomes)

Step 1: Document Organizational Objectives● Examples

○ Increase fundraising by 30%

○ Let 10,000 people know about our mission

○ Sell all seats at fundraising banquet

Step 2: Identify Strategies and Tactics● Examples

○ Increase response in email giving

○ Creating landing page to promote event/mission

○ Drive donations through social media

Step 3: Choose KPIs● Examples

○ Email signups

○ Unique visitors to website

○ Sale of tables/seats at event

Step 4: Segments● Examples

○ Large givers ($1,000)

○ Socially engaged followers

○ New signups

○ Never attended an event

Step 5: Choose Target Outcomes● Examples

○ 2,000 new email signups

○ Increase email value per user

○ Drive 10,000 unique visitors to our website

○ Sell 50% of banquet tables through digital channels

Micro and Macro Conversions

Macro● Make a purchase

● Visit a store/location

● Sign up to volunteer

● Download a coupon

● Make a donation

Micro

● Sign up for an email list

● Engage on social media

● Watch a video

● Download a whitepaper

Macro● Make a purchase

● Visit a store/location

● Sign up to volunteer

● Download a coupon

● Make a donation

Micro

● Sign up for an email list

● Engage on social media

● Watch a video

● Download a whitepaper

Your analytics should track these!!!!!!

Web Analytics Tools● Wordpress Jetpack

● KissMetrics

● Mixpanel

● Optimizely

● CrazyEgg

● Google Analytics!! <- Start here

What are we trying to determine?

Where users coming from?

What do they do on the

site?

How do we build a digital relationship?

EmailWebsite

Social Media

AdsSearch Sign-Ups

DonationVolunteer

0-Day 30-Days 60-Days

0-Day - Setup● Ask “What do we want to accomplish?”

● Create a Measurement Model (what do we want to track?)

● Implement Tracking

○ Install tracking codes

○ Setup goal tracking!!!!

○ Customize codes

○ Tag links

● Create Dashboards

○ Focus on areas you are currently investing marketing

time/money

30-Days - Tweak● Review first month of data

● Look for anomalies in tracking data (may mean errors in

setup)

● Seek to understand user behavior

60-Days - Analyze● More time and resources should be spent analyzing data than

collecting data

● Look for anomalies in tracking data (may mean errors in

setup)

● Seek to understand user behavior

Let’s Analyze a Website: Pencils of Promise

So What Should PoP Measure?Goals:

● Email Signups

● Donations

Sources: Where is the traffic coming from?

● Email

● Search

● Referral

● Social

Part 2: Social Media Analytics

Social Media is fundamentally a social medium, not a transactional medium.

Non-profits: Tell your story and show the difference you are making.

Why do we do social media?Good reasons:

● Tell your story

● Spark conversation

● Engage with others

● Get permission to market

Not so good reasons:

● Ask for money

● Talk about YOU

So what do we measure?

Conversation Rate

# of Comments or Replies per Post

Amplification Rate

# of shares/retweets per post

Applause Rate

# of likes/favorites per post

Economic Value

Sum of Short and Long Term Revenue& Cost Savings

Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Tools:True Social Metrics

HootsuiteBuffer

This one tracks applause, amplification, and conversation rates.

Want to Work Together?Analytive

Tyler Brooks

tyler@analytive.com

http://analytive.com

Want the Slides?analytive.com/estes/

Image Credit:male user by Indygo from the Noun Project

Smartphone by Michael Bundscherer from the Noun Project

Arrow Circle by Aaron K. Kim from the Noun Project

Further Reading● http://www.kaushik.net/

● https://analyticsacademy.withgoogle.com/

● http://digitalworkshopcenter.com/class/google-analytics-business/

● http://analytive.com/blog/