What is the best way to find out if anyone is reading your nonprofit annual report? Use key metrics to track who is reading your nonprofit annual report!
With Google Analytics, you will know how many people are engaging with your report, but that’s not all. You can also track metrics like geography, so you know where people are, such as individual donors. You can also look at the amount of time spent on your nonprofit report so that you can judge the level of engagement.
Consider adding content that compliments your nonprofit’s powerful storytelling, like social media posts and videos. It will keep donors reading, engaged and interacting with your brand, leading to a higher potential of donation and connectivity. To track that, you can look at the time and money spent on creating your digital report, with a platform like Yearly, and compare it to what you did last year. Did donations rise or fall as a result?
To accomplish this, you will want to create a report and embed it within your website. Embedding a report also has the benefit of keeping only your nonprofit’s brand on the page, as the report will be read within the walls of your site. Embedding also enables you to chose how much of your web page you want the report to take up. We recommend the full width. Next, you will need to make sure your Google Analytics account is tracking the new url you set-up, and you can view monthly unique visitors, time spent, geography and more.
Once you know the return on investment you can consider making impact reports, donor reports, board reports and event recaps that are web-based too, and distribute those to your audience and keep on tracking those metrics.
Creating a digital report can have it’s payoffs, but you should know and communicate what those pay offs are.