Measuring Your Communications Effectiveness: 3 Concepts to Keep in Mind
Sep14

Measuring Your Communications Effectiveness: 3 Concepts to Keep in Mind

Measuring the effectiveness of your nonprofit’s communications is a complicated puzzle. You have the effectiveness of specific channels like your website or Facebook page. Those depend on the effectiveness of the content you create. That depends on the effectiveness of your editorial calendar. That in turn depends on your larger marketing strategy, which depends on your organizational goals. Then there’s the effective management and...

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Take Your Online Marketing and Fundraising to the Next Level with Google Analytics
Jul11

Take Your Online Marketing and Fundraising to the Next Level with Google Analytics

Do you know how well your social media campaigns are really doing? Do you know why visitors to your website donate? Or where they even came from? You really should, but may not know how. The answer is Google Analytics. You can use Google Analytics to find out what’s working (and what’s not) with your online marketing and fundraising. But navigating Google Analytics can be tricky. How do you track e-commerce conversions? Or...

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Yes, Your Open Rates Are Wrong. But You Can Still Use Them.
Sep22

Yes, Your Open Rates Are Wrong. But You Can Still Use Them.

I’ve received several emails in response to Tuesday’s post about other ways to measure email engagement asking about the accuracy of open rates. The main concern is that if the open rate data is bad, any additional analysis like I suggested is also bad. For example, you might categorize someone improperly, and more likely as NOT engaged when they actually are. That’s because they may be opening your email, but if...

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The New Email Metric You Might Want to Try
Sep20

The New Email Metric You Might Want to Try

Let’s talk about email engagement. Right now, I bet most of you are looking at your open rates and click-through rates, and maybe your click-to-open ratio. The email service providers spoon feed us those numbers, so they are easy to track. But they don’t really tell us much about the real percentage of people who care about our content. For example, at Nonprofit Marketing Guide, we send an email newsletter every Wednesday....

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Making Sense of Your Nonprofit’s Google Analytics
May09

Making Sense of Your Nonprofit’s Google Analytics

It’s time for another budget-friendly (but content-rich) webinar! Join us this Thursday for a BRAND NEW Webinar: Making Sense of Your Nonprofit’s Google Analytics Presented by Eric Squair Thursday, May 12, 2016 1:00 p.m. Eastern (10:00 a.m. Pacific) Recording available if you can’t attend live, but you must register before the webinar begins. SPACE IS LIMITED So you’ve set up a Google Analytics account, but think you could be...

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How to Raise Your E-Newsletter Open Rate [Results from Our Experiment]
Mar09

How to Raise Your E-Newsletter Open Rate [Results from Our Experiment]

Trying to improve the open rates for your email newsletters? You can try changing up your content, your format, your subject lines, your frequency, and even who the newsletter comes from.  Or, you can change who receives your newsletter. We tried two of these tactics in the last six months with our weekly email newsletter here at Nonprofit Marketing Guide, and we’d like to share the results with you. Way back in 2014, we saw our...

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