Big Nonprofit Ideas for the Other 95%
[EPISODE] Inconceivable: That Metric Does Not Mean What You Think It Means and Google Analytics & Google Optimize
Google Analytics & Google Optimize
Learn terminology and best practices for these applications. Should you trust your data? Which reports do you need? What about testing and optimizing? We cover it all with another 19NTC panel: Colleen Campbell from Firefly Partners and Jeannē McCabe at the Center for Reproductive Rights.
Tony introduces his first two guests Kirk Schmidt and Wes Moon from STARS and Wisely respectively. Wes talks about how fundraising metrics are used improperly in the professional world. The context of said metrics are important in applying them. Kirk talks about the problems with certain fundraising metrics. He says that the focus on ‘average gift’ can be misleading and doesn’t give the whole picture. This metric can easily be manipulated by doing things such as getting rid of small donors.
Retention rate is another metric that is frequently used to measure the fundraising success of nonprofits. Retention rate has problems of its own. This number can also be skewed by denying new donors in order to raise it. Another example of a poor metric is lifetime value. All of these metrics are used to important make business decisions. Kirk then talks about leading vs. lagging metrics. These are important tools to use weekly in order to see the trajectory of your donations. They can be used to address variables and how to adjust to maximize donors and cash flow. Kirk says that gathering information and getting to know your donors helps you predict if they are valuable to your organization. Then he describes and gives examples on how you can differentiate between a lagging and leading metric; again context really matters here. Kirk and Wes finish up by talking about some important and unimportant cohorts in evaluating your donors.
Tony returns to the show by introducing his guests Coleen Campbell and Jeannē McCabe and the topic of google analytics for nonprofits. Briefly, Tony and his guests describe Google Analytics and Google Optimize. Goals and conversion tracking are imperative to getting usable data as Jeannē explains. The three of them continue through a top 10 ike list of things to do to get data on your sites that you can read. Google Optimize is best used with a goal in mind before going into it.
Tony continues with Colleen as they talk about all Google analytics can do, including showing you your audience. Colleen and Jeanne discuss exactly where their traffic is coming from, and how Google analytics can show you a geographic report. The two discuss “real-time reporting” and how you can see who’s on your website at an exact moment and Tony talks about how technology constantly blows his mind. Colleen and Jeanne continue the discussion of conversion data and optimization to find out what you want to test. Jeanne also mentions how she tracks which content is doing well and talking to the content strategy team on what’s working.Colleen closes the conversation by talking about the importance of testing the pages on your website.