Web Strategies to Boost Donor and Volunteer Engagement Using Google Analytics

Todd Van Hoosear@vanhoosear

Web Strategies to BoostDonor and Volunteer Engagement

Some tips, and a little Google Analytics training to know

what’s working and what isn’t

#hashtag? bosma321

Who am I?

What This is All About

1. Content Marketing2. Engagement3. Measurement4. (Google) Analytics5. Culture Change

3

ChangeFlickr image uploaded by adam*bShared under Creative CommonsAttribution 2.0 GenericLicense

CONTENT MARKETING

MWNN Web Strategies to Boost Donor and Volunteer Engagement

Content Marketing is Hot

Okay, so Content Marketing is Big. BUT…

http://www.flickr.com/photos/22711505@N05/5766880112/

If you build it…

Content Marketing

http://www.flickr.com/photos/jewe/2905913332/

Will they come?

Content Marketing = Inbound Marketing

“Inbound Marketing” focuses on using multimediacontent to create awareness, drivetraffic and close sales.It works.But…

http://www.flickr.com/photos/jameskm03/5990507429/

Content Marketing = Search + Social

… Only If You Can Be Found

It’s a search game.And a social game. The two are blurring and merging.

Conclusion: Content Marketing Works (for Many)

But is Content MarketingWorking for You?

• Are you creating content?• If so, what kind, how often & what

channels?• How are you promoting it?• Is it being applauded or amplified?• What kind of engagement are you

getting?• Is it working? (i.e., is it converting?) (and if it is, would you know it??)

ENGAGEMENT

MWNN Web Strategies to Boost Donor and Volunteer Engagement

3 Forms of Engagement

1. “Organic”a. Queriesb. Cheersc. Leads (Prospective Donors or

Volunteers)

2. At the Point of Promotiona. Applauseb. Amplification

3. With the Content* * NOTE: GA only really helps here, and then only if the

content is “owned”

PESO

• PAID = Money exchanged for space in magazine, newspaper or online site; for time on radio, TV and sometimes online channels

• EARNED = Coined by public relations professionals to differentiate from paid media

• SHARED = Content shared on, and communities built on, third-party social networks (e.g., Facebook, Twitter, LinkedIn, Pinterest, etc.)

• OWNED = Print collateral, websites, blogs, video, podcasts, ebooks, etc.

MEASUREMENT

MWNN Web Strategies to Boost Donor and Volunteer Engagement

Examples of High-Level Objectives

• Increase donations• Grow our base of volunteers • Learn something about donors we’ve

never known before• Tell our story to donors and have

them share it• Create a new revenue channel• Improve our reputation online

Inspired by Jeremiah Owyang, via“Secrets of Social Media Marketing” Chapter 15

Where Measurement Starts

SMART Goals–Specific

–Measurable

–Attainable

–Results-Oriented

–Time Bound

Slide courtesy of Kami Huyse of Zoetica (@kamichat)

Sample Basic Metrics

• Get on page one of SERPs for key industry term• Grow RSS or email subscriptions by 100%• Have an average of 3 comments per post• Increase the number of Facebook users “talking about”

our page by 75• Grow inbound links by 50• Have at least two blog and media mentions per week• Grow our Alexa ranking by 500 places by n date• Improve the sentiment so there are more positive

mentions than negative ones• Grow web traffic by 200%• Grow downloads or sales by 50% over next four months

“Secrets of Social Media Marketing” Chapter 15

What is a Conversion?

• A conversion is a measurable event that indicates movement through the sales and marketing process (funnel)

• Possible examples of conversions:– Follow / friend / fan a social profile– Like / +1 / favorite a post– Share / re-tweet content– Sign up for mailing list– Open email– Click-through to website– Ask for more information on offering– Purchase / donate– Repurchase– Advocacy / evangelism

http://en.wikipedia.org/wiki/Conversion_rate

GOOGLE ANALYTICS

MWNN Web Strategies to Boost Donor and Volunteer Engagement

Got Less Than an Hour?

Got Less Than an Hour?

Got Less Than an Hour?

Got Less Than an Hour?

• This is missing a few things that I find interesting, like:– Content (which pages are working best)– Traffic Sources (where it’s coming from)– Browser/OS/Mobile Types

Google Analytics 101

• You use Analytics to gather and report on information about visitor traffic to a property

• A property can be a website, a mobile application, a blog--any page or screen that receives traffic via the web or a mobile app

• To collect that information with Analytics, you need to:– Sign up for an Analytics account– Add your property to the account– Add the Analytics tracking code to your property

The GA Hierarchy

Google Analytics Caveat

It’s all about traffic flow once it gets to your site

– What happened before is anyone’s guess unless

a) There was a referring siteb) You use a campaign-specific landing pagec) You used a campaign code

– What happens after is anyone’s guess unless

a) You integrate donation/ecommerce with GAb) You find other ways to measure other

conversions

Okay, Let’s Play!

CULTURE CHANGE

MWNN Web Strategies to Boost Donor and Volunteer Engagement

“Ultimately social media is not about the tools, technology and whiz-bang things. It’s

about culture and culture change.” - @ScottMonty

Regus

You can find me atTodd Van Hoosear@vanhoosear@hb_agencyvanhoosear@hbagency.com