You may have noticed that nonprofit marketing has become increasingly data driven.
These days the modern nonprofit has at its disposal a multitude of digital marketing metrics.
The data geeks in your organization have never been happier.
For others the volume of metrics and KPIs (key performance indicators) can be overwhelming.
Finding the most important metrics can be challenging.
If your nonprofit organization is focused on donor cultivation here’s a list of the top 5 nonprofit digital marketing metrics for successful donor cultivation.
- 1Website Visitors; this top of the funnel metric is the best representation of how effective your marketing is at generating interest in your nonprofit. Usually it’s a good indicator of the overall health of your marketing and specifically it will show you how well your inbound marketing is doing. Website visitors includes people who found you organically on search engines, people who found you on other websites and clicked to your site, people who found you on social media, people who read your email marketing and clicked on to your site as well as people who typed your organization’s name directly into a web browser. As you become more proficient at increasing your numbers through these sources your numbers will go up month over month.
- 2Website Conversion Rate; this metric is the total number of visitors divided by the total number of conversions on your entire website. Benchmarking this metric is difficult because experts all agree that it depends on a whole host of factors. Primarily, you should aim for a site wide conversion rate between 1% and 3%. Increasing your conversion rate is accomplished with two digital tools; landing pages and content offers. If you’re grappling with increasing your organizations conversion rate is could be one of three things; not enough content, not the right kind of content, or your content isn’t easily accessible for your visitors.
- 3Page-Specific Conversion Rates; most nonprofit marketers regularly track the conversion rate for the top 5 most visited pages on their website. Are these the pages you want prospective donors to visit? If not, you need to experiment with your site navigation or page flow to drive more people to the pages you want them to visit. By focusing on the page that has the most visits you can increase donor leads and conversions by looking at the offer and conversion points on that page. Do you have an offer? Does it provide information and value to the visitor in context to the reason they are on that page? Is your offer a donor-centric conversation? Offers crafted with your donor’s needs in mind will have higher conversion rates.
- 4Visitors from Organic Search; this metric will give you an indication of how well your site is working to drive visitors who are searching for you or information related to you. If the search engines can’t find you, neither can your donor prospects. It’s vital to be found in search. It’s even more important to entice those people to land on your site. You have two ways to improve your search numbers. To start with, make sure your site is technically sound. Do your pages load quickly? Are they responsive (do they render well on mobile devices), are your images optimized? The other method to improve search numbers is with keywords. Do you have the right content on your site? Can it be found using the right keywords?
- 5Blog Subscribers;your blog provides a great way to stay connected to your donor prospects and continue the conversation about your organization and your mission. Blogging will help you get found in search. The more blog articles you publish, the more indexed pages the search engines will rank. Consider this, if you have 10 donor prospects, you’re talking to those 10 people every time you publish a new blog article. What if you had 100 or 1,000? You’d be driving more donor leads and donation opportunities with every new article. Make it easy for visitors to subscribe on your site. Promote articles and promote the CTA buttons to sign up for the blog. Finally make sure your development people are actively promoting the blog as an information resource and using the blog content in your donor conversion process.
Nonprofit blogging is about talking to individuals separately, not en masse and that’s how you connect with people.
Blogging is a marketing asset with long term results.
It will help you attract high quality traffic, generate new donors and increase awareness for your mission.
The rest of this article will unpack the easiest way to get new visitors to your website and increase your success at donor cultivation.
Monitoring these 5-marketing metrics give you a great starting point.
Once you begin tracking key metrics like these you’ll realize that other metrics are also interesting and before you know it you’ll have a series of dashboards that give you real time access to the metrics you need to make more informed decisions when it comes to converting donors.
No matter what you decide to track it all comes down to revenue and new donors. How many new donors do you need to hit your goals?
Goals, time and investment represent the straight forecast of revenue generation.
Future proof your nonprofit by attracting new donors.
While you work to retain your established donors, you also must think about the future.
Learn how to attract and retain donors by downloading our eGuide entitled How to Attract and Retain Donors.
You can access it here.