Web Analytics Management

How Non-Profit Organizations Get Results with Web Analytics

Non profit revenue is driven by a more complex series of channels than most for profit businesses.

I’ve learned this after working with a number of non-profit organizations since establishing Semphonic’s Washington DC practice 5 years ago. In our engagements with National Geographic, The Nature Conservancy, American Chemical Society, American Society of Clinical Oncologists, the American Institute of Architects, the Council on Foreign Relations, the Biotechnology Industry Organization and others, I have learned just how bottom-line focused non-profit organizations have needed to be so that they can accomplish their mission.

Why is the non-profit revenue model complex?  It is a true multi-channel structure with revenue coming from donations, dues, conference and event registration, sponsorships, conference exhibitors, publications, grants, subscriptions, partnerships and merchandise. More and more of the non-profit focus, especially for national organizations is online and I have found that there is a high degree of sophisticated thinking around visitor segmentation, engagement and how this plays into focusing marketing and content. Read The Importance of Analytics, a case study about The Nature Conservancy’s use of analytics for donation strategy if you’d like to get a detailed perspective.

Perhaps this is “old news” to those of you who’ve been in the non-profit field, but it was a fascinating discovery for me…and it is one that makes digital analytics for non-profit organizations an incredibly rich and interesting endeavor…as well as seeing some real world results when analytics is conducted effectively.

With this as a back drop, I’m really looking forward to our upcoming webinar on Wednesday, May 9 1pm EST/10am PST, How Non-Profits Get Results with Web Analytics.

Linda Shum, AVP Interactive Design and Strategy at United Way of the Bay Area and Emily Fisher, Online Editor at Oceana are going to share how they applied the recommendations that came out of the Non Profit Analytics Challenge that Semphonic ran for the first time at  X Change last year.

Much of the focus of the session is going to be how to improve branding, boost donations, attract new members and engage volunteers.  I think it’s going to be a really informative session.  To register go to: https://www1.gotomeeting.com/register/796787512

If haven’t yet gotten your free copy of Semphonic’s recently published The Non-Profit Organization Guide to Using Google Analytics to Improve Branding, Donations and Member Activity, I hope you download it and find it to be a useful reference.

And stay tuned...we'll soon be announcing "open season" for this year's application process for the Non-Profit Analytics Challenge.

 

42 Rules for a Web Presence that Wins

42 Rules for a Web Presence that Wins by Philippa Gamse is a slender tome that gets right to the point on developing practical web site strategy.  Targeted primarily to the SMB market, I think there’s a lot in the book that larger organizations, as well as non-profit and government web site managers could very well be reminded of when it comes to web site management best practices. Specifically, as my paraphrasing of Philippa puts it:

• 95 percent of web presences leave money on the table, and usually the owner has no idea.
• Most websites fail to make the emotional connections with visitors who are crucial to creating and sustaining meaningful…and profitable…online relationships.

Having been working in the internet space since 1991, Philippa knows what she’s talking about and has a great historical perspective that transcends “flavor of the day” points of view that tend to proliferate in the online world.

What I like about Philippa’s point of view as a web strategist is that she is really focused on the bottom line and results, so she’s a natural fan of digital analytics, dedicating an entire section of her book to “Measuring Results.” Not only is she an advocate for using analytics, she continually and consistently ties it back to deriving intelligence that can be acted on. I can think of more than a few digital analytics managers who could use some of what’s here for ammunition to use for convincing stakeholders and senior leadership that there’s more to life than high level traffic reporting.

You can find out more about 42 Rules for a Web Presence that Wins or order the book from Philippa’s site Websites that Win International. I definitely think you should check it out.

So, will Web governance make your digital analytics program run faster, jump higher and make you smarter?

To conclude this year's Profiles in Analytics - Does Web Governance Drive Analytics, I wanted to leave you with some general takeaways on how to move towards a better Return On Investment on your program...regardless of whether your organization is driven by a solid governance model or not.

So, will Web governance make your digital analytics program run faster, jump higher and make you smarter?

Like any programmer will tell you “it depends.”

The Profiles in Analytics research indicates that enterprise-wide Web governance is generally a good thing. The operational processes, the roles and responsibilities, and the overall standards that come out of governance help get everyone in an organization on board with implementing strategy. This appears to help the institutionalization of digital analytics throughout the organization.

There does appear to be a gap between where enterprise-wide governance ends, and where digital analytics governance begins. Whereas Web governance creates a space for digital analytics to grow, the depth of influence and making real change is only beginning.  The dichotomy between the considered priorities of digital analytics teams and the time spent on tasks shows that there are constraints that detract from analytics reaching its full potential as a way for organizations to learn from their experience in the digital channel.

How to clear the constraints?

• Invest in a Web governance process that provides insight on where digital analytics should sit in the organization. The level of influence that digital analytics has within the organization is tied to the office or department in which it resides and the influence of an executive champion in fostering cooperation.
• Conduct an audit of digital analytics operations to understand priorities, roles, responsibilities, tasks and processes. Senior management and digital analytics management need to be on the same page. There needs to be frank and open discussions about constraints and roadblocks that prevent digital analytics in being an effective voice in providing insights throughout the organization.
• Facilitate cooperation between digital analytics team and potential partners within the organization where there are opportunities to complement and leverage resources. Digital analytics programs that succeed depend on a network of resource support beyond the direct team. IT, Procurement, Marketing, Content Management, Business Intelligence, Finance and Operations are among the groups that a Digital Analytics team must interface with and work with to operate effectively. It helps to have these relationships facilitated by senior leadership so it is clear to all that analytics are recognized as a management priority.

This year’s Profiles in Analytics research suggests that it isn’t enough for organizations to pronounce that they are “data driven.” There is a lot more work to do around overall Web governance, development of analytics management expertise, and figuring out the best place in the organization for digital analytics so that it can have real influence.

Interested in continuing the conversation? Email me at [email protected].