Do you want to know what the contribution to social media is on your organization’s bottom line? Are you trying
to figure out if all the time spent on Facebook and twitter is actually contributing to the fundraising results of the organization.
Social media is clearly a part of crafting the public image of the organization, and as such, it is important. But lots of things are important. If you can optimize it to raise money, then you can make that part of your job, and your own job, really important to the organization.
There are three obvious ways you can measure the contribution of your social media activity to your nonprofit’s bottom line, and the tools now exist for every nonprofit to do them for free.
- ON-PLATFORM GIFTS: You can measure donations given on a social media platform, such as with Causes or some other social-media-native donation processing application.
- LAST INTERACTION CONVERSION: You can measure when someone in social media clicks over to your website and makes a donation.
- ASSISTED CONVERSION: You can measure how often social media drives someone to visit your website in the thirty days before they make a donation.
I’m going to show you how to quickly generate a report that lets you report on #2 and #3 today. If you’ve already got conversions configured for gifts in Google Analytics, odds are good this data is in GA right now, just waiting for you to pull it out.
How to measure social media-driven conversions
Note that you have to have donation thank you pages marked as conversion events in GA. If you don’t, then stop and go do that. Wait a week for data to start flowing then return to these instructions.
Step 1: Go to the Assisted Conversions report in GA, it’s under Conversions->Multi-Channel funnels->Assisted Conversions:
This report shows two really important numbers:
LAST INTERACTION CONVERSIONS: This is what you get when someone follows from a piece of marketing, comes to your website, and makes a gift. In this example 25 gifts were made by people who clicked in from organic search results, came to the website, and gave. In this same example, social media drove 2 people to come to the website and give in the same visit session.
ASSISTED CONVERSIONS: This is the number of conversions that received an “assist” from that channel. In the example listed here, 11 conversions were preceded in the last 30 days by visits from Organic search results. In this same example, not a single one of the conversions/gifts during this time period was preceded by a visit from social media.
It’s a sign of a good analyst that you learn something from positive and negative results. So what should you learn from this big ZERO?
The social media audience that belongs to this nonprofit is coming to the website and giving only in small amounts. More than that, they are not visiting the website in the thirty days before they give a gift through social media-driven links. This social media community probably is not giving through the website.
This may be on purpose, but odds are you probably want your social media community to visit your website on occasion and give every once in a while. In the wake of this, I would start examining exactly what your social media strategy is, how often and how effectively you are pushing people to come to your website for great content, and when you put out an ask to that community.