Metrics / Measurements
Want a sense of how your online giving stacks up against other nonprofits?
NTEN has released its 2013 eNonprofit Benchmarks Study.
The survey pool is small, but the data analysis has resulted in findings you may find interesting.
Following are just a few key findings from the study, which surveyed 55 nonprofits and analyzed 1.6 billion e-mail messages sent to 45 million subscribers.
Following is a snapshot of the report infographic.
The full report and full infographic are attached. They can also be found at http://e-benchmarksstudy.com (requires sign-in).
During the Social Media Metrics workshop, someone asked about competitive analysis tools. This article highlights 8 tools that allow you to compare our Facebook performance with your competitors. The costs for each tool is also outlined. http://socialfresh.com/facebook-page-competitive-analysis-tools/
Following is just a sampling of things to measure.
ctr (clickthrough rate)
Basic numbers about your audience
● Demographics: Who are you reaching / who is your intended audience / who is your
● Segmentation factors: size, qualities, level of influence, types of activity
● Quality of followers, fans
● Influencers (#, profile, activity)
● Engagement (types, frequency)
● Followers of followers
● Likes, pageviews, retweets
Basic numbers about your organization’s activity
● # of FB posts, blog posts, tweets, videos
● Contact / interaction with audience
● What’s popular - which posts, tweets, comments, videos, pages, CTR... resonate with
● Conversion rate
Conversion rate - The rate of people reached who are taking some predetermined action as a
result of your efforts: sharing, signing up, donating (this can harder to measure and will require
some “offline” cross check, but is ultimately something you’ll want to know
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