Vanity metrics are rarely correlated to real outcomes, like increasing donations so you can provide more meals to people in need. Your nonprofit’s mission is why you exist. And everything you do, including PR, should contribute to that mission in some way.
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Some 52 percent of all websites use Google Analytics. But few of the nonprofits I’ve worked for have this free tool installed. And even fewer use the data to guide decision making.
This condition could eventually be fatal. Here’s why.