Nonprofit marketing can be tough. We show you how to measure your marketing and improve your digital marketing footprint. Created by Tyler Brooks of Analytive for the Estes Park Nonprofit Resource Center Conference

1. Measure Your Marketing
Web 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

2. “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.

3. Good ROI (Return on Investment)

4. 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).

5. 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

6. Who are you?

7. Assumptions
● You have an overarching strategic goal for your organization.
● You do marketing!
● You care about building a following.

8. Why measure?

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

16. $60 Million Dollar
Increase

17. Part 1: Web Marketing and Analytics

18. 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).

19. 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

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

21. Measurement Model
Who do you need?
● Someone who understands business objectives/strategies
● Someone who understands analytics
● Someone with technical skills

22. 5 Step Measurement Planning
● Document organizational objectives
● Identify strategies and tactics
● Choose KPIs (key performance indicators)
● Choose segments
● Choose targets (goals/outcomes)

23. Step 1: Document Organizational Objectives
● Examples
○ Increase fundraising by 30%
○ Let 10,000 people know about our mission
○ Sell all seats at fundraising banquet

24. Step 2: Identify Strategies and Tactics
● Examples
○ Increase response in email giving
○ Creating landing page to promote event/mission
○ Drive donations through social media

25. Step 3: Choose KPIs
● Examples
○ Email signups
○ Unique visitors to website
○ Sale of tables/seats at event

26. Step 4: Segments
● Examples
○ Large givers ($1,000)
○ Socially engaged followers
○ New signups
○ Never attended an event

27. 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

28. Micro and Macro
Conversions

29. 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

30. 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!!!!!!

31. Web Analytics Tools
● Wordpress Jetpack
● KissMetrics
● Mixpanel
● Optimizely
● CrazyEgg
● Google Analytics!! <- Start here

32. What are we trying to
determine?

33. Where users
coming from?
What do they
do on the
site?
How do we build a
digital relationship?
Email
Website
Social Media
Ads
Search Sign-Ups
Donation
Volunteer

34. 0-Day 30-Days 60-Days

35. 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

36. 30-Days - Tweak
● Review first month of data
● Look for anomalies in tracking data (may mean errors in
setup)
● Seek to understand user behavior

37. 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

38. Let’s Analyze a Website:
Pencils of Promise

45. So What Should PoP Measure?
Goals:
● Email Signups
● Donations
Sources: Where is the traffic coming from?
● Email
● Search
● Referral
● Social

46. Part 2: Social Media Analytics

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

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

49. 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

50. So what do we measure?

51. Conversation Rate
# of Comments or Replies per Post

53. Amplification Rate
# of shares/retweets per post

55. Applause Rate
# of likes/favorites per post

57. Economic Value
Sum of Short and Long Term Revenue
& Cost Savings

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

60. Tools:
True Social Metrics
Hootsuite
Buffer
This one tracks
applause, amplification,
and conversation rates.

61. 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

62. Further Reading
● http://www.kaushik.net/
● https://analyticsacademy.withgoogle.com/
● http://digitalworkshopcenter.com/class/google-analytics-business/
● http://analytive.com/blog/