While in the context of analytics we usually talk about business organizations, profits, and sales, marketers should not forget about the importance of analytics for nonprofit organizations. There are two main areas on which nonprofit focus their activities, fundraising and ideological support, and both of them can be significantly improved through the use of analytics. For example, there are great digital tools from Google, Alteryx, Quickbooks, and even Salesforce that can help identify effective measures with regards to fundraising, community engagement, and marketing communications. While nonprofit institutions do not have profits as objectives, a marketer and a salesperson can find significant ways to improve their activities with regards to activities of targetting potential donors, as well as supporters in the community.
For example, measures related to their ROI (sign-ups, clicks, registrations, conversions) with regards to activities meant to collect donations can significantly reduce expenses and increase the effectiveness of campaigns. When it comes to ideological support and community engagement, measures such as clicks, views, shares and other social media and web analytics that can be easily obtained for free with tools such as Google Analytics, Facebook Insights, and Twitter Analytics, can help monitor effectiveness. While the bottom line of this type of organization might not be profits, even community support needs to be measured and obtained in an effective manner.
