How Google analytics Can Increase the Success of Your Nonprofit

How Google analytics Can Increase the Success of Your Nonprofit

In our years of working with small nonprofits, one of the things that they seem to either not think of or just don’t have the bandwidth for is setting up or  looking through their Google analytics. This is a serious mistake. Analytics can tell you a lot of information about who is going on your website, what pages they are looking at and how much time they are on your website. And that’s just for starters. We are going to go over how analytics can increase the success of your nonprofit and what data insights you should be looking at to get there. 

What is Google Analytics?

Google Analytics is a powerful web analytics service provided by Google that helps organizations track and report website traffic. For nonprofits, Google Analytics can be an invaluable tool for understanding donor behavior and optimizing online engagement strategies. By integrating Google Analytics, nonprofits can gain insights into how visitors interact with their websites, including which pages are most visited, how long visitors stay, and the paths they take through the site. This information can help nonprofits identify what content resonates with their audience, optimize their fundraising campaigns, and improve overall website usability to increase engagement and donations. Additionally, Google Analytics can help nonprofits track the effectiveness of different marketing strategies and advertising campaigns, enabling them to allocate their resources more efficiently and increase their impact.

Use Analytics to Help Set Clear Objectives and Key Performance Indicators (KPIs)

KPIs serve as measurable indicators of progress toward achieving organizational goals. Analytics tools can track and analyze these KPIs, helping nonprofits understand their performance over time and make necessary adjustments to their strategies.

Tracking Engagement and Outreach Efforts

Analytics plays a vital role in tracking and assessing the effectiveness of a nonprofit’s outreach and engagement efforts. By monitoring website traffic, social media interactions, and email campaign metrics, nonprofits can gain valuable insights into audience behavior and preferences.

Data-driven insights can help nonprofits optimize their marketing efforts, refine their messaging, and target specific demographics more effectively. This leads to better engagement and increased support from their target audience.

To tie tracking engagements together with setting KPI’s lets use an example. For example, let’s say you wanted your nonprofit’s event attendance to increase. If you have an event page on your website, you can use analytics to track the rise and fall of page views and clicks to and on that page. You can also view how long the avg person stayed on that page.

Optimizing Fundraising Campaigns

Your nonprofit organization can use Google Analytics to significantly enhance its fundraising campaigns in several strategic ways:

  • Audience Segmentation: Google Analytics allows nonprofits to segment their audience based on various criteria like location, age, behavior on the site, and traffic source. Understanding these segments can help tailor fundraising messages that resonate with different groups, increasing the likelihood of donations.
  • Behavior Tracking: By monitoring how users interact with their website, nonprofits can identify the most engaging content and features. For example, if certain blog posts or videos consistently lead to donations, they can be highlighted or replicated to boost engagement and fundraising.
  • Conversion Tracking: Google Analytics can track specific actions taken on a website, such as signing up for a newsletter or completing a donation form. By setting up goals in Google Analytics, nonprofits can see how often visitors complete these actions and identify any barriers in the donation process.
  • Optimizing Campaigns: With the data from Google Analytics, nonprofits can see which marketing campaigns drive the most traffic and donations. They can then focus their efforts and budget on the most effective channels, whether it’s social media, email marketing, or search engine advertising.
  • Website Usability Improvements: Analytics can show where potential donors might be dropping off or facing issues. For instance, if many users abandon the donation page, the nonprofit might simplify the donation process or improve the page speed to keep users engaged.
  • A/B Testing: Google Analytics supports A/B testing, allowing nonprofits to experiment with different versions of their website to see which elements lead to more donations. This could be as simple as testing different call-to-action buttons or different layout designs of the donation page.
  • Tracking Return on Investment (ROI): Nonprofits can use Google Analytics to track the return on investment of their fundraising efforts by analyzing cost-per-acquisition (CPA) and the total donations generated through specific channels. This helps in assessing the efficiency of spending and optimizing budget allocation.

By leveraging these features of Google Analytics, nonprofits can make data-driven decisions that enhance their fundraising campaigns, ultimately leading to increased donations and greater impact of their programs.


So, we get it, Google Analytics looks complicated, time consuming and if you don’t know what to do with it, not useful. But nothing could be further from the truth. If you want your nonprofit to succeed, you are going ot want to use Google Analytics. Best part, it’s free to use. If you are stuck and just don’t know or have the time to learn how to set up analytics for your nonprofit, contact us, your pro bono non profit marketing consultants, and we can walk you through setting up your Google analytics. It truly is one of the most powerful data tools out there to increase your nonprofit’s success. 


Need pro bono help with your non-profit's marketing? Reach out to set up an Introductory Call.

Chris Hughbanks
Chris Hughbanks

Chris is the owner of Hughbanks Design, a Houston web design and digital marketing company.