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Increase the Effectiveness of Your Donor Communications with Website Analytics

Increase the Effectiveness of Your Donor Communications with Website Analytics

Pamela Lee is a current GlobalGiving Ambassador for the US West Coast. Our amazing Ambassadors are individuals who work at one of our nonprofit partners that apply to represent GlobalGiving in their respective countries for a year. They foster and grow their nonprofit community through activities such as hosting workshops, meet-ups of local GlobalGiving partners, and conducting site visits. Pamela shared the following insights with us. 

How can we most effectively communicate to new potential donors?  A central tenet of today’s marketing is “test and learn”. A case study shows what one can learn from two tools: GlobalGiving’s Website Analytics and bit.ly.

Fundraising Experiments using your Analytics Dashboard

Earlier this year, GlobalGiving announced a new Analytics Dashboard– a feature designed to give you insight into your GlobalGiving project and report activity. Nick Hamlin, GlobalGiving’s Business Intelligence Analytst, joined us to talk about ways that organizations can use this tool to analyze their GlobalGiving activity and design experiments to improve communications and fundraising efforts.

Watch the webinar recording here. Check out a summary of the session below.

Why should you care about data?

Have you ever said to yourself “There’s never enough time, money, or resources to have the impact we’d like!” Well, with good data you’ll be able to make the greatest impact with the resources you DO have!

Running a non-profit organization is like driving a car

You only have one tank of fuel and limited time to arrive at destination. Without a map, you find yourself driving around lost and in search of your destination. That wastes time and gas! With a map, you have a clear path to get where you need to go as quickly and efficiently as possible!

Data is like a map. It will help your organization work effectively and use their resources efficiently. It can help you see where you need to go, how to get there as quickly as you can, and help you use your resources as efficiently as possible.

Use your Analytics Dashboard to analyze your fundraisingAnalytics dashboard link

Access your Analytics Dashboard from the Project Entry System dashboard. See a complete summary of the information that is available in the Analytics Dashboard here. Visit your Analytics Dashboard here.

Design an experiment to identify areas for increased potential

  1. Identify a specific metric that you would like to improve—time on project page, number or project reports opened, etc.
  2. Formulate a hypothesis using an “if à then”  statement
  3. Make one specific, isolated change to your project or your next report on GlobalGiving– such as replacing the main photo, changing the title, or trying something new with the subject line. It is best to make these changes one at a time, so you can isolate what factor is responsible for an increase or decrease in your metrics.

Example 1

Hypothesis: If I make a change to my project page, visitors will stay on it longer.

Steps:

  1. Make a change to your project page. Try not to do this during other campaigns so you can make sure that the difference in results you gather are due to that change and not due to the campaign.
  2. Use the slider to compare the average time on the page before you made the change to after you made the change by examining different time periods

Example: Make a change to project page on February 14th

Result: You can see that the average time on page has increased after you made the change – showing that the change you made was successful at holding donor’s attention for longer!

example 1Example 2

Hypothesis: If we do an outreach campaign via Facebook, more people will donate to our project through Facebook than in the past.

Steps:

  1. Start reaching out to supporters on Facebook
  2. Use the slider to compare your top donation sources before and after the campaign. Does the proportion of Facebook donors increase?

Example: Same time of year, different strategy

Result: You can see that the number of donors who arrived at your project page by Facebook has increased by a significant amount. Reaching out to people by Facebook was a success!

example 2Example 3

Hypothesis: My last report didn’t get a very good open rate. If I change the tone of my subject line, more people will open my report.

Steps:

  1. When you send your next report, include a subject line that gives people a concrete or intriguing reason to open your report.
  2. Compare the open rates for each report as a percentage of how many people received the message to see if your subject line helped.

Example: Let’s try a better subject line

Result: You can see that the open rate nearly doubled with the more exciting, more informative subject line! A future experiment could be trying to increase the click through rate by offering multiple links to the GlobalGiving page throughout the email, or by making the report as engaging and inspiring as possible.

example 3Got ideas? Now it’s your turn to start creating hypotheses and experiments to improve your fundraising on GlobalGiving. Share your experiments, results, and learnings on the Project Leader Facebook group.

If you have any questions, please email us at projecthelp@globalgiving.org.

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Get Effectivness Points for watching this recording!

You even get credit on your Effectiveness Dashboard for listening to webinars! So everyone who listens to this webinar, even the recording of it, will receive a point for “Listen.” Again, the link to the webinar recording: https://www.anymeeting.com/WebConference-beta/RecordingDefault.aspx?c_psrid=EF58DC85834F

Improve your fundraising with GlobalGiving Analytics

You asked and we delivered! Based on your feedback, GlobalGiving has developed the Analytics Dashboard, a new feature designed to provide insight into your GlobalGiving project and report activity. Check it out here to see how many people are visiting your project pages, reading your project reports, and donating.

Why is data important?

Your organization is providing lifesaving services and advocating for world-changing causes and I bet you’re doing it all with limited staff and financial resources. That’s why data is so crucial to your organization’s decision making! Data allows you to determine how to best allocate your precious time and resources. It makes it possible to maximize the effectiveness of your communications and campaigns to generate more funds for your work. With data, you can set more accurate fundraising goals and measure progress so you can maximize funds to support your mission.

Analytics Dashboard Guide – Visit your Analytics Dashboard here.

Analytics 2The Analytics Dashboard includes the following information:

Date Range: Data is available since the beginning of your account with GlobalGiving! Use the slider to set the date range that you would like to view.

Number of donations: The total number of donations received during the selected period of time.

Number of pageviews: The total number of times your project(s) was loaded on a device during the specified period of time.

Average time on page: The average amount of time that a user spent on your project page(s) before clicking away. Average based on pageviews during the specified period of time.

Number of donations: All the donations received in the selected period of time.