The beginning of a new year is the perfect time to review your systems for marketing and fundraising. But as you evaluate your processes, it’s equally important — if not more — to also evaluate how you measure success and improvement in your programs. Of course, it takes more than just logging into Google Analytics.
In this episode of Fundraising Today and the Go Beyond Fundraising podcast, we’re counting the Five Fundraising Measurement Mistakes to Avoid in 2024. Allegiance Group + Pursuant agency leaders Liz Murphy, EVP of Client Relationships, and Kim Richardson, AVP of Client Strategy, share what they’ve learned in their years of experience and with clients so you can better measure your digital channels.
These are the most common pitfalls fundraisers and markets can fall into:
1. Not having a measurement mark
2. No system set up for channel attribution
3. No way to integrate data across platforms
4. Not having web analytics set up properly
5. Not being prepared for the ever-changing digital landscape
