Digital marketing is a catch-all term for the act of promoting services or products through media across varied digital channels. When this term is applied to the nonprofit sector all that changes is that services/products are designed to provide a societal benefit. This is where things begin to become more complicated for nonprofits than their for-profit counterparts. It is clear for a company like Amazon or Etsy that the goal is to sell more items through their site and by doing more of this they win. A ‘win’ for a nonprofit’s website is to deepen an engagement with a set of stakeholders that leads to the long term outcomes of the organization.

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While sometimes it may be as simple as driving more people to donate, it can become more difficult when dealing with driving awareness or behavior changes. This resource will help nonprofits begin the process answering three key questions:

Why does your organization have a website?
Is your digital marketing/work driving users to take next step actions?
How do you know if your website is driving the offline impact you are trying to have?

Defining SMART Indicators
The SMART acronym helps create some guard rails on the attributes of good digital indicators.





Time Bound

There are many tools that can be used to create dashboards and every web, social, and CRM has different versions and views of data. The key is to find the right way to bundle the metrics needed for each department and person depending on their job. Creating this dashboard through Google Analytics, Google 360 Studio or a third-party like or is the first step.

The ability for key metrics to influence behavior within an organization depends on creating feedback loops. In the same way that a car’s speedometer influences how fast people drive when combined with speed limit signs, showing staff how their behavior influences key metrics positively or negatively will have a similar effect. This is the beginning of creating a data culture within your organization.

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