I hope that you were able to attend last week’s webinar on Web Analytics for Non-Profits. It was a great conversational session with Emily Fisher of Oceana and Linda Shum of United Way of the Bay Area, our 2011 winners of Semphonic’s X Change Non-Profit Analytics Challenge. Both shared how they applied what they had learned through the Challenge analyses of their web sites to achieve real goals, such as boosting donations, spending their marketing budgets more effectively and getting more engagement in their programs. (We just made the presentation available if you weren’t able to catch it.)
This was exactly what we hoped for when we introduced the first Non-Profit Analytics Challenge last year at about this time. After selecting Oceana and United Way of the Bay Area, we assigned Semphonic consultants to each of the organizations to audit their Google Analytics implementations and get them prepped for the data collection necessary for the analysis conducted by over 50 web analytics experts who attended X Change.
It was certainly our interest to come up with best practices for non-profit web analytics through the collective work, but we didn’t really know what direction that would take until the groups went to work and presented their findings and recommendations. The collaboration between digital analysts from different backgrounds, perspectives and experience was about as rich and creative as we thought the exercise could be when it was discussed by 2010 X Change attendees. As a group, we came up with a whole toolkit of ways to improve content strategy and digital strategy through focused use of Google Analytics and other tools like Google Insights for Search, Wordle, Google Analytics Campaign Stacker and analytics methods such as visit segmentation. The collective wisdom is organized into the Non-Profit Guide to Google Analytics that we released last month.
So, with X Change coming up in September it’s time to start looking for the next two non-profit organizations that will be featured in the Non-Profit Challenge.
Open Season for the application process starts now, and goes until June 30. We’ll then select our winners, and start the process once again…culminating in a half day analysis scrum at X Change. Hope you’ll give it a go, and that we’ll see you in September.
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Semphonic 2012 Non-Profit Analytics Challenge now accepting applications http://svy.mk/LTb360