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The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
5 Ways to Measure Donor Funnel Health
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
1. Consumption metrics
2. Engagement metrics
3. Acquisition metrics
4. Nurture metrics
5. Conversion metrics
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Jane becomes aware of campaign and signs
pledge to support.
Jane receives personalized email messages based on
her opens and clicks.
Jane decides she wants to attend /
give / support.
Capture Nurture Convert Partner
Jane shares the campaign with
her friends.
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Page views, unique visitors, time on site
Tool: Google Analytics
1) Consumption metrics
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Social engagement and social traffic
Tools: Google Analytics + Social
2) Engagement metrics
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
New subscribers, advocates, pledges
Tool: Email
3) Acquisition metrics
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Website visits, open and click rates
Tools: Google Analytics + Email
4) Nurture metrics
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
New donors, conversion rates
Tools: Google Analytics (Goals)
5) Conversion metrics
5 Simple Ways to Measure Donor Funnel Health
The Hump Day Coffee Break - weekly trainings for nonprofit marketers from John Haydon
Consultant, Trainer, Coach - Helping nonprofits get more from their digital marketing and online fundraising. Consultancy based in Cambridge, MA.
Instructor at Marketing Profs University, regular contributor at Social Media Examiner
Author: Facebook Marketing for Dummies, 3rd , 4th and 5th Editions
Speaker: The Nonprofit Technology Conference, Social Media 4 Nonprofits, Blackbaud’s BBCon, New Media Expo, AFP New Jersey, TechSoup, GrantSpace, Chronicle of Philanthropy, NetworkForGood and various local Chambers of Commerce.
Clients include: Habitat for Humanity, EpicChange, Share Our Strength, Environmental Defense Fund, Shriners Hospitals for Children, Boston Medical Center, Community TechKnowledge, Scholastic, TechSoup, WaterAid America, University of Massachusetts, Community Music Center of Boston, National Wildlife Federation, Razoo Foundation.
