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Google for Nonprofits Newsletter - May 2011 |
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Your monthly round-up of the latest news and notes from Google for Nonprofits. |
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May 31, 2011 |
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Greetings from the team at Google for Nonprofits! Summer has finally arrived and things are certainly heating up around the Googleplex, with a healthy dose of recent launches from our product teams, including YouTube, Chrome, and Docs. Here’s to the inspiring work you’re doing to help change the world, and to a restorative and productive summer season! |
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Q: Why is measurement important for nonprofits? If you don't know where you are going, any road will take you there. And you'll be miserable when you get there. It is not that measurement is important; knowing if you are delivering against your glorious goals is. You want to measure because it is central to delivering happiness to the world (my assumed mantra for your existence). Q: What are some new features in your product that nonprofits should know about? I'll split things up into three buckets or life stages of Google Analytics actions (features is such a boring word!). 1. Toddler things: You get to instantly find out which pages or acquisition actions (search, email, social) are delivering value. Just look at the bounce rates for your landing pages and traffic courses. Here's the definition of bounce rate: "I came, I puked, I left." Use it to fix things. 2. Teen things: Look at the top content consumed on your website. What is it that people really really care about? If it is volunteer opportunities then invest more in that and less in glorifying pages on other stuff. Look at your internal site search phrases: what is it that people are looking for but can't find? Optimize! 3. Grown-up things: The difference between "enviously successful" nonprofits and "oh we tried and failed" nonprofits? Goals. The former clearly configured one Macro Goal and three Micro Goals in Analytics. Do that. Q: Can you share any cool stories of organizations using this tool? I love how Idealist.org uses Analytics to optimize their Google Grants AdWords account. They optimize their keywords and bidding strategies to ensure they get in front of every ‘right’ person they possibly can. Another great example is how ReliefWeb (UN agency) has taken a customized tracking approach in using Analytics to get just the data they want. Q: Where can nonprofits go to find resources and support for Google Analytics? The best starting point is: www.google.com/analytics. Click on the “Education” button and you'll have more than you want. As a first step I encourage you to create a Web Analytics Measurement Framework. You can learn more about how to do it here. Please see the example in the post about National Council of La Raza, it might be helpful in creating your own. |
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Share your story! Have you had a great experience with a Google product that you'd like to share? Tell us about it. |
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Reach more donors | Improve operations | Raise awareness Make a change: google.com/nonprofits |
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2011 Google Inc. All Rights Reserved. Google and the Google logo are trademarks of Google Inc. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043 |