b'Analytics for Nonprofits11 areas you need to trackYour website is a valuable source4 Email open rateIf emailcapacity to give. For instance, of online donations, volunteersubscribers dont open yourlook at data points such as wealth registrations, public engagement,messages, something in yourmarkers, business affiliations, and more. Knowing how yourstrategy isnt working well. Lowand giving history. site is performing provides keyopen rates can indicate poor9 Donor demographicsKnowdata about your website traffic.subject lines or that you needing exactly who your donors Google Analytics is a freeto weed out inactive emailare through their demographic resource that provides detailedaddresses in your subscriber list.makeup tells you a lot about information about your website, but other free and paid tools also5 Email clickthrough rate who they are and how you should track these metrics.This represents the number ofengage with them. Website traffic sourcesDoindividuals who open your email10 Online giving rate1 they find you organicallyand then click through to the linksMeasure how many gifts within it. Improve this metric byyou receive online versus other (through a search engine), by refer paying attention to the type ofchannels (such as direct mail or ral (directed to you through an content youre sending and thedonations at events). Remember, other website), or through socialcallstoaction youre including. online giving includes much more traffic (social media platforms)? Average website session 6 Email conversion rateJustthan your online donation form;2 durationIf users leave imme like with your website, trackit also encompasses mobile how well your emails are convert and text giving, ecommerce diately after landing on your web ing into donations, volunteerpurchases, crowdfunding, online site, you may have a quality issue.signups, advocacy actions, andcharity auctions, and more.But this metric also shows whatevent registrations.11 Cost per dollar raisedcauses users to stay on your site.Website conversion rate 7 Donor retention rateThisTracking your organiza3 Where is your site successfullyprovides insight into how yourtions return on investment is donor engagement and steward analyzing your cost per dollar converting visits into engagementsship strategies are performing.raised (CPDR). This metric helps such as donating, signing up toto ensure that you dont put volunteer, registering for an event,8 Major gift indicatorsCertainmajor resources into efforts that subscribing to your newsletter, ordata can give you powerfuldont pay off.downloading a resource.insight into specific donorsSource: DNL Omnimedia12 WWW.CITYGATENETWORK.ORG SEPTEMBER/OCTOBER 2020'