Which Metric Are You Using?
It seems like every day I get at least five to 10 e-mails with unique points of view on nonprofit marketing and fundraising. Like most people, I skim the first few sentences and make a decision to file it for later or decide it's not relevant.
Well, this article, "The Most Important Ecommerce Marketing Metric You're Not Tracking" by Sam Mallikarjunan, the head of e-commerce marketing at HubSpot, really caught my eye. It's a long article, and yes, it has formulas in it — but I urge all of you to read it.
We all say that we are tracking lifetime value — so put your metrics to the test by reading this and then thinking through your metrics. This is really forcing the question of what is a good ROI and are you really tracking constituent metrics.
And if you're sitting there saying, "I don't do analytics," I urge you to still read this and challenge how you are measuring the value and return on your program expenses.
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.