How to Measure the Success of Online Fundraising Using Key Metrics :: PNNOnline :: the nonprofit news and information resource

How to Measure the Success of Online Fundraising Using Key Metrics :: PNNOnline :: the nonprofit news and information resource: "How to Measure the Success of Online Fundraising Using Key Metrics
Posted by: brandiellerbee on Friday, February 18, 2005


Topic Expert Opinion


Before launching a new fundraising campaign, a nonprofit must first determine its objectives and set metrics to ascertain whether the initiative was successful. Following are three objectives with corresponding key metrics and best practices any organization should consider when planning online fundraising campaigns and assessing success:


IMPROVE OUTREACH
A key component of a nonprofit�s online plan should be to build a base of supporters by growing an email address file. Key metrics include:


Web site traffic growth -- Increasing the number of people visiting a Web site ensures that an organization is increasing its exposure to potential donors.

Percentage of Web site visitors who register, also known as conversion rate �Equally important is getting visitors to register in order to capture their email addresses and begin developing online relationships with them.

Email address file growth � An increasing number of names in an organization�s email address file is critical since the pool of prospective donors must grow for online fundraising to grow. "