Does your service or event attendance go in a file folder in a drawer somewhere, never to be seen again? If so, we think you can do better, and we have some ideas to help.
A simple head-count can only tell you how many bodies were in the seats, and while this is good information, it’s just a bit one-dimensional. If you don’t know who those people are, how can you know if you’re really accomplishing the goals you’ve set out to accomplish?
You have to know who you’re reaching, and you have to know how you’re reaching them.
Every time someone interacts with your organization, you should have a record of what they did. What events does that person attend; what programs do they donate to; what projects or positions do they volunteer for; have they subscribed to your newsletter or commented on your blog? All of these things tell you a little bit about who they are, what interests them, and what they respond to. By creating a profile of each individual, you can customize your programs, marketing efforts, and events to maximize your results.
Some great tools for measuring the impact of your web presence include Google Analytics, Feedburner, and Facebook Insights which give you feedback on who is frequenting your website, reading your blogs, and “liking” you on Facebook, respectively. (If you aren’t happy with these numbers, The Winn Group can help you increase your audience.) You can even ask your audience for feedback directly by creating a survey.
But don’t stop with capturing the information. Make good use of it. If the highest rate of activity on your blog happened when you shared pictures of your Italian Christmas dinner (yeah, that would be us), then try sharing more personal anecdotes. If you discover that 75% of your supporters get most of their news online, you can probably stop wasting resources on printing a monthly magazine.
It’s time to stop just counting, so you can start making your numbers count!
Disclosure of Material Connection: The Winn Group has not received any compensation for writing this post. We have no material connection to the brands, products, or services that we have mentioned. We are disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”