I sing the praises of the small donor. Those generous folks that give when they can to a mailing, or online, or even to your very specific appeal on social media. Why? Because they’re the ones doing the heavy lifting in nonprofitland.
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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.