Presented as part of ESCHouston.org's 2014 seminars and workshops programming. Get started with the first steps towards becoming a nonprofit data scientist! This guide introduces you to KPIs, ROI, and Data Analysis with Google Analytics for nonprofits. You'll find links to in-depth resources from Google Analytics experts, case studies, and the wonderful Beth Kanter!

1. Practical Advice for
Measuring, Analyzing,
and Reporting Your
Nonprofit's Digital
Data!
Presented by Sarah M Worthy
@sarahmworthy | sarah@worthytech.org

2. @sarahmworthy | sarah@worthytech.org | +Sarah

3. What’s Your Biggest Data
Challenge?
You have to pick 1!

4. What We'll Cover Today
KPIs = what should you be
measuring?
!
ROI = connecting results to
your activities
!
Data Analysis = Using your
data to prioritize future
activities

5. Digital Marketing is the
Brand Equalizer
http://www.usatoday.com/story/driveon/2014/03/18/tesla-1500-ad-musk/6584835/
“Tesla Video Ad Made for $1500 Goes Viral!”

6. How Do You Currently Manage Your
Data Analysis?

7. How to Use This Guide

8. Take a Minute and Let's Write This Down:
Your Organization’s Primary Objective this year:
(ie what are you trying to do? why does your NPO
exist?)
Why does your website exist? What do you want
people to do on the site?
How are you going to accomplish these objectives
you just wrote down? (ie increase online signups,
get more signature letters to your state
politician…)

9. KPI’s
- What are
KPI’s?
- Why are KPI’s
important?
“Key Performance Indicators”
http://www.bethkanter.org/measurement-bigtv/

10. Measure Tactics with KPIs
Objective: “Provide education about the natural environment to
people of all ages…” - Mission of the Houston Arboretum
Strategy: Generate
Donations
Website: Collect Online
Donations
KPI: Average Donation
Size ($)
Segments: Gift Types,
Traffic Sources, Donor Type
Strategy: Educate School
Children
Website: Provide Lesson
plans and school tours
KPI: # of School
Requests online
Segments: Age/Grades,
School Districts, Parents
Strategy: Increase
Park Visitors
Website: Provide Visitor
Guides and Maps
KPI: # of Park Map
Downloads
Segments: Traffic Sources,
Mobile Devices

11. Measure Tactics with KPIs
Objective:
Strategy:
Website:
KPI:
Segments:
Strategy:
Website:
KPI:
Segments:
Strategy:
Website:
KPI:
Segments:

12. KPIs Tip #1 -
Measure what you're already doing

13. Google Analytics Annotation Feature is like a
calendar event tracker right inside your web
analytics dashboard.

14. Click and Explore Map
Overlay Filters

15. KPIs Tip #2 - Be consistent with
what and when you measure
* study by kapost.com

16. * Schedule Weekly Reviews
to Analyze Your Data
* Watch a Google
Analytics Video with
your morning coffee
https://www.youtube.com/user/googlefornonprofits

17. KPIs Tip #3 -
Beware of Vanity Metrics
(photo source: UK Guardian)

18. ie: Total Website Visitors is a
Vanity Metrics
2010 2011 2012 2013

19. Connect Your Actions to Your
Results to Discover the power of ROI

20. ROI Tip #1: Connect Your Goals to
Online Actions
Measure
Goal
Confirma/on
PageDona/on
Form Payment
Processing
Star/ng
Line

21. Creating GA Goals http://bit.ly/GA-goal-funnels

22. ROI Tip #2: Connect People with
Unique Actions that Produce Results

23. ROI Tip #3: Connect Online Actions
with Offline Results

24. Using the Data to
Forecast and
Plan for Growth
http://en.wikipedia.org/wiki/Chick_sexing

25. Data Analysis Tip #1:
Predict Future Donor Behaviours using Past
Behaviours

26. Find Common Paths by Segments

27. Data Analysis #2:
Look at Frequency
of Interactions

28. Do different segments visit
your site more or less often?

29. Data Analysis #3:
Use GA Dashboard Templates!
https://www.google.com/analytics/gallery/

30. 1) Check to make sure you have
Google Analytics installed on your website.
!
2) Set-up a Goal to track online donations
in Google Analytics.
!
3) Find your site’s visitor flow and try to identify flow-trends
for your recurring visitors.
!
4) Look at Frequency vs Recency and think about the ideal
engagement pattern for your nonprofit’s website.
Your Homework

31. In Summary:
1) Use KPIs to determine which of your marketing
and fundraising actions are the most effective
!
2) Measure your ROI by connecting goal-oriented
actions to desired results within custom donor
segments.
!
3) Measure only what actually matters to you and
your organization and remember sometimes you
just have to guess!

32. Google Analytics Resources

33. Local Houston Resources
www.eschouston.org
www.netsquared.org
www.meetup.com/NET2Houston
+FABdigitalmarketing
http://amahouston.net/

34. Online NonProfit Resources
www.nten.org
www.idealware.org
www.aspirationtech.org
www.bethkanter.org

35. Questions?
Think of a question later? Email me sarah@worthytech.org!

36. Thank You!
@sarahmworthy | sarah@worthytech.org | +Sarah