How to Measure Online Fundraising Success
Nonprofit World › Vol. 26 Nbr. 1, January 2008 › People And Technology
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Summary
Before launching an online fundraising campaign, you must first determine your objectives and set criteria you can use to decide if the initiative was successful. An essential step in your plan should be to build a base of online supporters. Key metrics include: 1. Web site traffic growth, 2. percentage of Web site visitors who register, and 3. E-mail address file growth. Get to know donors by creating profiles of their interests and encouraging them to interact with your organization online. The key objective for most online fundraising campaigns is to motivate constituents to respond by making a donation, becoming a member, or purchasing a ticket for an event. Tracking key metrics during a fundraising campaign will help you later determine the campaign's success. Take advantage of new online tools that make it possible to measure and manage vital objectives in a powerful, integrated way.
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Extract
How to Measure Online Fundraising Success
Before launching a fundraising campaign, you must first determine your objectives and set criteria you can use to decide if the initiative was successful. Following are three objectives with corresponding key metrics and best practices to consider when planning online fundraising campaigns and assessing suc...
See the full content of this document
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