Re: Annual increase in visits to Websites - what is good for a non-profit
- Hello Michael, Eddie and other ISF members,
My thanks to Michael and Eddie for your helpful feedback. Your questions made me think. They point to issues that need to be looked at when analyzing the meaning of the number of visits a Web site receives. In our case, visits have nothing to do with fundraising, since we don't raise funds in that way. But they have everything to do with using documentation we provide, because we are a community documentation centre, with, among other tools, an e-library and 3 e-bulletins, in each of our areas of specialization (women's issues, adult education and literacy). The number of subscribers to the e-bulletins has risen exponentially, as has the number of documents downloaded from our e-library, so that probably speaks more to our services this year than the number of visits to our Web sites.
Thanks again for your constructive comments!
Montreal, Quebec, Canada
>>I think the issue of 15% increase really doesn't mean very much without some context. What was the increase the previous year? What increase did you expect to have? How much marketing went into having an increase? What new marketing activities did you undertake and what was their impact/ROI? (Obviously comparing yourself to an organization that spend many times your budget on online marketing doesn't make sense.) Most of the time "who" came to the site is really more important than "how many". You have to frame your metrics in relationship to your goals. If the goal is to raise money from the site, did you raise more? If the goal is simply a certain number of educational interactions you then need to define what makes a meaningful interaction. You then need to build reporting mechanisms to match what data you really want to know.>>