(Learning Center introduction below by Katya Andresen, COO of Network for Good and blogger at nonprofitmarketingblog.com)
We in the nonprofit marketing world spend a lot of time planning and holding events. We should spend an equal amount of time assessing the mountain of data they generate - and using that information to inform our future strategies. More measuring to learn and plan, please!
That’s the point made in a new eBook from Event360 and Convio. It’s called Analyze This: A Nonprofit’s Guide to Event Fundraising Analytics. (You can download your free copy below Related Documents.)
This 18-page guide is designed to help event fundraisers move beyond only reporting the past and start using analytics to predict the future. A case study featuring the Komen Global Race for the Cure highlights how analytics helped formulate the steps the organization took to transform their highly attended event into a strong fundraising event.
For example, the guide explains that if you are struggling to build a reliable analytics program, start by looking at these key questions:
• What metrics are most important to your nonprofit?
• How does event fundraising impact those metrics?
• What are you currently measuring?
• How can you change those to take advantage of more information for more insight?
• What decisions will you make as a result of those metrics?
• What behavioral change is required?
I urge you to read it, because knowing what worked and learning from what worked should be an approach we take much more often. Seriously.