RESEARCH: 2008 Convio Online Marketing Nonprofit Benchmark IndexTM Study

Kent Gilliam

What should a nonprofit measure when the objective is to raise money, drive Web site traffic, build an email file, drive response to an appeal, or take some other action? Even when you know what metrics are important and how to measure them, how do you know if your results are good? This study by Convio was designed to help nonprofit marketers answer the following questions: What online marketing metrics should I focus on? How is my organization doing? What targets should I set for my organization?