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Marketing for NonProfit Organizations

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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

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Marketing for NonProfit Organizations

  1. 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. 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. 3. Good ROI (Return on Investment)
  4. 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. 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. 6. Who are you?
  7. 7. Assumptions ● You have an overarching strategic goal for your organization. ● You do marketing! ● You care about building a following.
  8. 8. Why measure?
  9. 9. “If you can’t measure it, you can’t manage it.” - Peter Drucker
  10. 10. $60 Million Dollar Increase
  11. 11. Part 1: Web Marketing and Analytics
  12. 12. 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).
  13. 13. 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
  14. 14. Measurement Model Source: https://analyticsacademy.withgoogle.com/course01/unit?unit=2&lesson=4
  15. 15. Measurement Model Who do you need? ● Someone who understands business objectives/strategies ● Someone who understands analytics ● Someone with technical skills
  16. 16. 5 Step Measurement Planning ● Document organizational objectives ● Identify strategies and tactics ● Choose KPIs (key performance indicators) ● Choose segments ● Choose targets (goals/outcomes)
  17. 17. Step 1: Document Organizational Objectives ● Examples ○ Increase fundraising by 30% ○ Let 10,000 people know about our mission ○ Sell all seats at fundraising banquet
  18. 18. Step 2: Identify Strategies and Tactics ● Examples ○ Increase response in email giving ○ Creating landing page to promote event/mission ○ Drive donations through social media
  19. 19. Step 3: Choose KPIs ● Examples ○ Email signups ○ Unique visitors to website ○ Sale of tables/seats at event
  20. 20. Step 4: Segments ● Examples ○ Large givers ($1,000) ○ Socially engaged followers ○ New signups ○ Never attended an event
  21. 21. 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
  22. 22. Micro and Macro Conversions
  23. 23. 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
  24. 24. 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!!!!!!
  25. 25. Web Analytics Tools ● Wordpress Jetpack ● KissMetrics ● Mixpanel ● Optimizely ● CrazyEgg ● Google Analytics!! <- Start here
  26. 26. What are we trying to determine?
  27. 27. 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
  28. 28. 0-Day 30-Days 60-Days
  29. 29. 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. 30. 30-Days - Tweak ● Review first month of data ● Look for anomalies in tracking data (may mean errors in setup) ● Seek to understand user behavior
  31. 31. 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
  32. 32. Let’s Analyze a Website: Pencils of Promise
  33. 33. So What Should PoP Measure? Goals: ● Email Signups ● Donations Sources: Where is the traffic coming from? ● Email ● Search ● Referral ● Social
  34. 34. Part 2: Social Media Analytics
  35. 35. Social Media is fundamentally a social medium, not a transactional medium.
  36. 36. Non-profits: Tell your story and show the difference you are making.
  37. 37. 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
  38. 38. So what do we measure?
  39. 39. Conversation Rate # of Comments or Replies per Post
  40. 40. Amplification Rate # of shares/retweets per post
  41. 41. Applause Rate # of likes/favorites per post
  42. 42. Economic Value Sum of Short and Long Term Revenue & Cost Savings
  43. 43. Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/
  44. 44. Tools: True Social Metrics Hootsuite Buffer This one tracks applause, amplification, and conversation rates.
  45. 45. 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
  46. 46. Further Reading ● http://www.kaushik.net/ ● https://analyticsacademy.withgoogle.com/ ● http://digitalworkshopcenter.com/class/google-analytics-business/ ● http://analytive.com/blog/

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