Monitoring your nonprofit’s digital marketing performance metrics helps you identify who is visiting your site, what they’re searching for, and how they interact with your content.

Analyzing the data will help you evaluate the effectiveness of your nonprofit’s digital marketing strategy and make smart adjustments to achieve your organization’s goals.

Demographics

Tracking the demographics of your audience will help you understand who’s visiting your digital properties, including your website and social channels, and identify those who are most engaged. Then, you can use that data to target specific demographic segments in future marketing initiatives.

Click-Through-Rate

The click-through-rate metric that tells you what percentage of your audience is taking the next step with your content. Whether you’re looking at the click-through-rate of an email, digital ad or social media post, understanding this metric can help you identify the type of content, visuals and calls-to-action that are most effective with your target audience.

Conversion Behaviors

Think about the key actions you want people to take when they’re on your site, such as subscribing to a mailing list or making a donation, and set up conversion tracking to see how often visitors are taking those actions.

Monitor pageviews, average time on page and conversions on key pages to determine if you’re moving visitors through the marketing funnel.

Website Traffic Sources

It’s also important to understand where your website traffic is coming from and the key metrics to track for each source.

Organic traffic comes to your nonprofit website by searching for your organization’s name or a related word or phrase and then clicking on your website link on the search engine results page (SERP). Increased organic visits may suggest that your organization is becoming more visible in the community. Monitor your keyword rankings to ensure that you’re optimizing your website with right keywords and phrases to drive organic traffic growth.

Direct traffic comes to your website by typing your URL directly into a web browser. These visitors are typically familiar with your organization, so you might expect conversion behaviors to be higher among this audience.

Paid traffic comes from digital advertising, such as display ads, search engine ads and social media ads. Look at the click-through-rate within the advertising platform’s analytics to evaluate the effectiveness of your ad creative and content. Then, look at the conversion rate to determine if your landing page content is encouraging visitors to take the actions you want them to take.

Monitor traffic and conversions from other sources, too, such as social platforms or email marketing, to gauge the success of your creative and messaging strategy in those areas.

Email Marketing Metrics

Email marketing can be an effective tool for nurturing supporters, donors and volunteers. Create relevant content, use personalized messaging, and encourage subscribers to take a specific action.

Monitor open rates to see what percentage of recipients open each email. This metric can reveal the quality of your subject lines and preview text. A/B testing variations will help you learn what works best for your audience. A low click-through-rate on an email may indicate that you need a stronger or clearer call-to-action next time. Keep an eye on your email list, too. If you’re not seeing new subscribers regularly, you may want to highlight that call-to-action on your website and social channels. A high unsubscribe rate could mean your messaging or audience targeting is off.

MadAveCollective provides comprehensive marketing services for nonprofits, including tracking metrics, analyzing data, and digital marketing strategy development. Schedule a meeting to discuss your nonprofit marketing needs with our team.