Measuring for Growth in a Non-Profit

A session at eMetrics Marketing Optimization Summit

Each fiscal year, The Nature Conservancy's Digital Membership team creates a rigorous test plan for its web revenue program & all aimed at driving more web donations and a higher average gift. From employing and analyzing a variety of e-metrics, the online program boasts a three-figure average gift and continues to sustain annual growth over 55%. E-metrics critical to

The Nature Conservancy's success include the utilization of:

*Keyword Research to re-brand a gift-giving program resulting in a 395% lift in online gifts over the previous year.

*Eyetracking Research to understand what stops the eye, what converts a scanner into a reader, and how to balance the research results against what you know is necessary to close the sale.

*Focusing on Click-Paths and a Potential Donor's User Flow to ensure a consistent design, message and experience resulting in a 54% increase in revenue.

*Applying Direct Mail Response Rate Metrics to measure our success relative to other programs and channels.

*Email Industry Benchmarks and Best Practices to discover new opportunities within our e-communications program to double our click-through rate.

About the speaker

This person is speaking at this event.
Sue M. Citro

Loves all things about fundraising especially online giving & global call-to-action campaigns.

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Date Tue 16th October 2007

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