Metrics Tracking
Determining which metrics to track will largely be driven by the goals you have chosen. Analyze these metrics in the context of your goals and target audience(s) to understand how successful your Giving Day was.
Website Metrics
These metrics will enable you to understand what is happening on your site, which can be helpful on the Giving Day itself and in deciding how to improve the site for future years. Talk to your donation platform provider to ensure that they can capture this information.
- Total website visits
- Unique visitors
- Total page views
- Pages per visit
- Average visit duration
- Bounce rate
- Donation click-through rate
Donation Metrics
Your donation platform will be able to track most, if not all, of this information for you.
- Total amount donated
- Total number of donors
- Total number of donations
- Total number of repeat Giving Day donors (i.e. donors who previously participated in a Giving Day)
- Total number of new Giving Day donors
- Total amount donated by repeat Giving Day donors
- Total amount donated by new Giving Day donors
- Average/median donation amount
- Average/median number of donations received per nonprofit
- Average/median amount received per nonprofit
- Average/median number of donors contributing to a participating nonprofit for the first time
- Total prize and match funding ROI (i.e. how much did each prize/match dollar generate)
Nonprofit Metrics
These metrics can be gathered in a number of ways, including data from your platform provider and surveys of participating nonprofits.
- Total number of nonprofits that created complete profiles
- Total number of nonprofits that created partial profiles
- Total number of nonprofits that received contributions
- Total number of donors contributing to a participating nonprofit for the first time
- Total amount of money received from donors contributing to a participating nonprofit for the first time
Media Metrics
These metrics can be important to track for publicity purposes and for understanding the value of your media efforts. The media metrics can apply to your community foundation or to the Giving Day, depending on your goals and communications plan. This information can be gathered in a number of ways, including through Google News alerts, research into the audience size of specific media outlets and your social media profiles. Beware not to confuse media attention with ultimate success unless it is an explicit goal (not just a tactic) of the Giving Day.
- Total number of media mentions
- Total “impressions” through earned and paid media
- Total number of social media mentions
- Total number of social media followers
- Total number of event attendees