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4 Data-Driven Marketing Tips for Your Niche Business

In today’s hyper-competitive business landscape, staying ahead of the curve is crucial for the success of any niche business. While traditional marketing strategies may have once sufficed, the digital age demands a more refined and data-driven approach.

In this guide, we’ll delve into four popular data-driven marketing strategies. Whether you own a dog grooming business, flower shop, or dance studio, these insights will help you propel your niche business to new heights.

1. Create Customer Profiles

A customer relationship management (CRM) system is the foundation upon which data-driven marketing is built. Within this comprehensive database, create customer profiles to store and access key information about your target audience.

Creating these profiles can be broken down into three main phases:

  • Collection: Use data appends, website analytics, social media insights, surveys, and past purchase history to collect information about customers, ensuring that it’s properly stored in your CRM. This data should include demographics (age, gender, location), psychographics (interests, values, behaviors), and transactional data (purchase history, frequency).
  • Analysis: Once you’ve collected enough data, analyze it to identify common characteristics and behaviors among your customers. Depending on your marketing goals, you might look for patterns in age, gender, location, interests, purchasing habits, and online behavior.
  • Personification: Use the insights gained from your analysis to create detailed customer personas, which are fictional representations of your ideal customers. Detail their pain points, goals, and preferred communication channels to serve as a reference point when crafting personalized marketing messages.

Keep in mind that customer profiles are not static; they should evolve as your business and customer base change. Take measures to keep your database clean and update your personas as you gather more information through your marketing efforts.

2. Personalize Outreach

Using the information stored in your customer profiles, segment individuals into distinct groups based on shared characteristics like:

Then, create targeted messages for each segment that address their unique needs and interests. For instance, if you segment customers according to their brand loyalty, you could send first-time customers a welcome email with a special introductory offer, while providing long-term customers with exclusive customer appreciation gifts like discount codes. Doing so will ensure that all customers receive a relevant and engaging experience with your brand.

3. Leverage Omnichannel Marketing

After segmenting customers into well-defined groups, use an omnichannel marketing approach to meet customers on their preferred platforms and provide a unified experience that drives results. Here’s an example of how the omnichannel process could work for a dog daycare business:

  1. A past client searches for pet-sitting services in their area and finds a paid ad from your doggie daycare.
  2. The client clicks through to your site and begins scheduling an appointment. However, they abandon the page before pressing submit.
  3. Using the phone number stored in their customer profile, you send an SMS message to remind them that their registration is incomplete.
  4. The client returns to your site to complete the form and receives an automated confirmation email in return.
  5. You then send an email newsletter inviting them to explore your other services, products, and events.

To streamline the process, invest in marketing automation tools that specifically cater to your niche. For instance, the doggie daycare discussed above might benefit from Gingr’s all-in-one software, as it has built-in tools to help you send personalized messages and track customer interactions.

4. Conduct A/B Testing

A/B testing, also known as split testing, empowers companies to optimize their marketing efforts by comparing the success rates of different messages. According to NPOInfo, this practice allows you to adapt to changing customer preferences and market dynamics for better results. Take these steps to test the impact of your niche business’s outreach:

  • Identify your variables. Start by identifying the specific elements of your marketing campaign that you want to test. These could include email subject lines, call-to-action buttons, images, or even the layout of a landing page. For example, if you’re running an email marketing campaign, you might want to test two different subject lines to see which one generates a higher open rate.
  • Implement variations. Once you’ve identified the variables to test, create different variations for each element. For instance, if you’re testing email subject lines, create two different subject lines—one for the “A” group and another for the “B” group. Ensure that the variations are distinct and test only one variable at a time to isolate the impact of that change.
  • Monitor the performance. Send the content to two different segments of your audience (Group A and Group B). Monitor the performance of each variation by tracking relevant metrics like click-through rates, conversion rates, or engagement.

After collecting enough data, analyze the results to determine which variation performed better. The winning variation should guide your future marketing decisions.

Remember that data-driven marketing is an ongoing process. Don’t be afraid of making changes to your strategies and trying new approaches. With the power of data backing you up, your niche business will be able to make decisions confidently, easily adapt to changing market conditions, and achieve sustainable growth.

In this guide, learn more about how your organization can do a better job at retaining members by effectively using your data.

3 Important Steps for Leveraging Data to Retain Members

Retaining current members costs less than recruiting new ones and saves your staff time and energy. Additionally, a high retention rate shows that people find their membership value in line with the price, which bodes well for enticing new members to join. Overall, retaining members is vital to the long-term success of associations and nonprofits with membership programs—and data plays a key role in this effort.

Collecting data and extracting insights from it helps enhance the member experience and boost member retention. Member preferences and interests differ from organization to organization, so it’s essential to have accurate, up-to-date information that will guide your membership program’s decision-making. Below, we’ll walk you through three ways to make your data work for you.

1. Calculate your member retention rate.

The first step in leveraging your data for member retention is to know what your member retention rate actually is. A retention rate provides a baseline for how well you’re preserving members between renewal periods. It allows you to set a goal for the rate you’d like to achieve or maintain. Future updates show how different approaches impacted your efforts to reach that goal.

This ongoing calculation is important to prioritize for several reasons:

  • Member retention impacts your association’s overall reputation. If you can’t retain members, you don’t benefit from word-of-mouth marketing. Prospective members may come to view your organization as unreliable or unsustainable.
  • Retaining members allows your organization to generate more revenue with fewer expenses. The more members you retain, the less you have to emphasize your resources toward a membership recruitment budget.
  • High membership retention can lead to a higher acquisition rate. When you retain members, they’re more likely to tell their wider network about your association. These peer referrals can make recruitment easier.

Calculating your annual member retention rate is simple. Divide the number of members you currently have by the number of members you had in the previous year on that same date. Multiply the resulting number by 100 to get a percentage.

2. Collect key types of member data.

To start collecting data that will help boost member retention, look at your association’s existing data and identify information gaps. You can add fields to your membership applications, send surveys to existing members, or take notes during member engagements to help fill these gaps.

Using membership software makes keeping track of member data easier. All your information is organized in one place for gleaning crucial insights into your member experience. In particular, here are three data types you can collect to help retain more members.

Member Engagement

To build lasting relationships with members, you need to know when and how much they interact with your benefits and services, such as:

This lets you determine which activities your members prefer. It can also provide insights on the days and times that work best for members.

Event Attendance

Events are an important way to bring members together and engage them with your association. Use your event management tools to track event attendance. You can identify the event types your members value most, including whether they’re virtual, hybrid, or in-person. If you keep throwing monthly happy hours that few members attend, but find that your quarterly online webinars are packed, use that data to adjust your event calendar accordingly.

You can also collect member data through pre-event and post-event surveys. These let you gather feedback directly from attendees and gauge their satisfaction with each event. They’ll appreciate that you’re taking the time to seek their opinions—just make sure you follow through on their suggestions.

Membership Level

If your membership operates as a tiered model, one of your association’s goals likely involves promoting membership upgrades. Organizations with different membership levels should track how many members they have in each and how that number changes from year to year.

This can indicate how appealing each membership level and its associated benefits are to members, letting you make adjustments, as needed. It can also shed light on which member cohorts are most likely to upgrade each year, which can inform how you conduct renewal outreach to these individuals.

3. Implement improvements to retain members.

Your data is only as good as you use it! Once you’ve gathered the information above, it’s time to leverage insights from the data. Use these to improve your membership program in ways that encourage members to renew year after year.

You may want to make a list of the different aspects of your association that you’d like to address, along with notes on the next steps you’ll take for each. Here are a few areas to consider, plus questions that can help you determine next steps:

  • Member onboarding: Do members feel welcomed when they join our association? What frequently asked questions come up that we can better address upfront? Is anything missing from our welcome packet?
  • Member benefits: What benefits do our members use most? How can we better promote or change our underperforming activities? Would investment in learning management software help our members with their goals?
  • Member communications: What forms of communication do our members prefer? Are we checking in with members frequently enough? Is there a social media platform we could better leverage?
  • Member appreciation: Do our members feel appreciated? What are we currently doing each year to thank our members? What is a new event we can try to ensure our members know we value them?
  • Membership website: Is our membership website easy to use? Are there additional resources or discussion boards we should add to our website?

Remember that improving your membership retention strategy should be an ongoing process. The more information you collect, the more equipped you’ll be to make impactful improvements to boost your results.

Use Data to Retain Members and Grow Your Association

Retaining members is key to your membership organization’s growth, as doing so reduces recruitment costs and improves your reputation.

By using member data to inform membership decisions, your association or nonprofit can better communicate with, appeal to, and appreciate your members—three steps critical to retaining members year after year.

The Power of Data: KPIs for Your Nonprofit’s Next Event

Events are a fundamental part of the nonprofit world. Whether they’re raising money, spreading awareness, engaging volunteers, providing education, or giving back to your community, events can be incredibly powerful. However, as nonprofit professionals like you know, events take a lot of time, energy, and money to execute, so you definitely want to do everything you can to ensure success and improve year over year. Collecting and acting upon data during the event planning process is crucial, as is monitoring important metrics that correspond to your nonprofit’s goals by establishing key performance indicators, or KPIs.

Let’s review some common KPIs for nonprofit events in four major categories: attendance, fundraising, marketing, and impact.


Attendance KPIs help you better understand the overall draw of your nonprofit’s events, both among your regular supporters and the general public, and track it year-over-year. It’s also useful to help you compare the response to the various offerings in your nonprofit’s event portfolio and inform decisions about continuing or discontinuing certain events. There are a number of KPIs to track related to event attendance, including:

  • Registration numbers. The sheer number of attendees for each of your events gives you a good idea about where your supporters’ interest lies in terms of event type and format, and where you should invest your time and effort moving forward.
  • RSVP response rate. Track the number of invitations you sent and the number of responses you received, in addition to the actual number of event attendees. This can give you valuable insight into the strategies you employ to invite potential registrants, your ticketing and RSVP process, and price points for registration.
  • Attendee demographics. The demographics you target versus those that actually attend paint a more detailed picture of your donor base for future marketing and donor cultivation purposes. For instance, let’s say you’re organizing a charity golf tournament. If you find that you get the best response from recurring donors or corporate partners, you can aim your future marketing efforts at these groups to boost your turnout.


The majority of nonprofit events are held with fundraising in mind, whether it’s the sole focus or just a component of another effort. To better understand how the fundraising outcomes of each event are affecting your organization’s bottom line, keep these fundraising KPIs in mind:

  • Total funds raised. This is perhaps the easiest metric to track, and helps you determine if you met or surpassed your fundraising goal for the event. Continuing with the golf tournament example, you’ll want to aggregate the dollars raised from golfer registrations, sponsorship sales, on-course games and contests, mulligan sales, raffle tickets, live or silent auction proceeds, and straight up donations to determine your gross funds raised.
  • Donation conversion rate. The donation conversion rate is the number of donations per number of attendees. The more attendees that responded to the ask to make a contribution to your cause, the higher your conversion rate. This metric helps you understand how engaged attendees are in the event and your cause and how you can make better asks during the event.
  • Average donation size. Look at the average size of the donations made during your event to glean whether your development team should focus on stewarding a few major donors or if you should more broadly target many, smaller donors.


Successfully marketing your nonprofit’s event is crucial to its success. Tracking metrics to help you better understand the effectiveness of your marketing strategy lets you grow and scale your event year over year and make improvements to reach even more people. Consider using UTMs in any online marketing, which are a way of tracking where folks come from in online marketing campaigns, and tapping into analytics to get additional data about your marketing efforts. Here are a few marketing KPIs to consider:

  • Social media conversions. Social media has several KPIs you can track, such as post impressions, number of followers, and conversion rate. Impressions and number of followers can indicate how big of an online reach your event marketing has, while conversion rate can tell you how many of your followers feel inspired to take a desired action from your posts.
  • Email open/click-through rates. Email marketing is extremely effective if you can make your messaging compelling and inspire action, which is what your click-through rate measures. These metrics tell you the number of people that opened your and how many people click on your email’s calls-to-action.
  • Registration sources. Look at where folks are coming from to register for your event. Compare paper registration forms to phone calls to online registrations to determine the most effective ways to collect registrations in the future. Consider the time it takes for staff to process registrations and payments through the various methods to determine the most efficient ways moving forward.


The ultimate goal of your nonprofit’s events is to create an impact that furthers your mission, so it’s important to track metrics that show the direct results of the event. These KPIs could include:

  • Tangible outcomes. Determine how the dollars raised from the event will directly impact the populations you serve or the cause you champion. For example, the number of people helped, projects funded, or other specific outcomes achieved. If the event raised money for a specific project or initiative, be sure to share that information with donors so they better understand how their attendance contributed to the impact.
  • Donor retention. Measure how many donors who contributed to the event have continued to support the organization in subsequent months or years. A high donor retention rate indicates a successful event in terms of building long-term donor relationships.
  • Comparative analysis. Compare the event’s performance to previous events or similar initiatives to identify trends and areas of improvement.

How to Monitor KPIs

If collecting and tracking the above KPIs feels overwhelming, not to worry—technology makes it much simpler to monitor KPIs while keeping your data clean and up-to-date. A simple way to start collecting this important information is through feedback and surveys from event participants, donors, and volunteers and pulling information from your CRM or event management platforms.

Look for a powerful software solution that fits your nonprofit’s specific needs. For instance, charity golf tournament organizers should consider using golf tournament management software, like GolfStatus, so they can not only track the most relevant data, but streamline their event management strategies.

No matter what tech tools or software your nonprofit utilizes, ensure you keep data hygiene best practices in mind, such as regularly auditing your records. NXUnite suggests completing your dataset by appending missing information so you always have the best understanding of where you stand.

Final Thoughts

Data is powerful, and when collected and analyzed properly, can tell a story about your nonprofit’s events that sets you up for continued success. If you don’t have software in place to manage your nonprofit’s events, start by researching options tailored to the specific event and how the platform will help you collect and manage data. Next, do a deep dive into data hygiene practices and implement recommendations. Finally, determine a strategy for collecting the important data that inform KPIs that help your nonprofit reach its goals.

In this blog post, you’ll learn how to use data to enhance your nonprofit’s website.

How to Use Data to Enhance Your Nonprofit’s Website

Your nonprofit’s website is an essential tool for marketing your mission and pulling in support for your cause. It’s where your supporters learn about your organization, give online gifts, sign up to volunteer, register for your events, and more.

But sometimes it can be difficult to discern exactly how well your website is working to encourage your supporters to take these actions, or even what it is that gets them to visit your site in the first place.

The missing piece to this puzzle? Data, and lots of it—information about who your supporters are, what motivates them, how they journey to your website, and what they do once they’re on it. And learning to harness the power of data can help you in your efforts to enhance your website’s performance and improve it as a marketing and fundraising tool.

In this quick guide, we’ll help you get started tapping into your donor and website analytics data so that you can take your web presence to the next level. Let’s get started.

Gather relevant data about your supporters.

Start by gathering data about your supporters and your website. There are lots of ways you can do this, but you’ll typically need two main tools:

  • Your nonprofit CRM. Your CRM is where your organization stores everything it knows about your donors, volunteers, and other supporters. Use it as a resource for learning about your target audience’s demographics, giving histories, and participation in campaigns, events, and volunteering opportunities. If your CRM is disorganized or your data hasn’t been updated in a while, consider investing in data append services to ensure everything is accurate and up-to-date.
  • Google Analytics. Google Analytics is a data collection and analysis tool that gathers information about the people who visit your nonprofit’s website, like what channels they took to get there, what pages they view, and what actions they take. Google Analytics is free to use and even allows you to set and track goals for your website so that you can optimize your digital presence. To learn how to get started with Google Analytics for your website, check out Cornershop Creative’s ultimate guide.

While these are two solid resources to get started with gathering the relevant data you’ll need to improve your website, you can also use:

  • Surveys to find out what your supporters think of your website, including the user experience (UX) and content
  • Performance tracking tools like Google Search Console to track organic search traffic and monitor your search engine optimization (SEO) efforts
  • Email analytics to understand which email content drives traffic to your website
  • Social media insights to see which content gets the most engagement and drives traffic to your website
  • A/B testing to compare different versions of website elements (like your donation page) to see what version performs better

Gathering data from the right tools will allow you to get a holistic view of your website’s target audience and how well your website is accommodating your audience’s wants and needs.

However, as you gather this wealth of information, it may start to feel overwhelming. This is why you need a solid strategy for analyzing your data.

Analyze your data for patterns and trends.

Learning to tease out actionable insights from your supporter and website data can be tricky. But once you unlock the patterns and trends that are in your data, you’ll be equipped to make design choices for your website that will meet your audience’s needs and expectations.

Here are some tips for analyzing your data:

Get a general idea of who your target audience is and what motivates them.

Begin by looking closely at your audience’s demographics (age, gender, race, ethnicity, marital status, employment status, etc.) and psychographics (attitudes, values, interests, beliefs, etc.).

Next, examine their engagement history, reviewing past donations, hours volunteered, and events attended. You’ll also want to look at your donors’ communications preferences and how past outreach and marketing efforts have been received.

From there, you should be able to identify in general terms who your supporters are. For example, an animal shelter might determine its supporters are (generally):

  • Women in their twenties and thirties
  • Making $60,000-$80,000 annually
  • Passionate about animal rights, the environment, and outdoor activities
  • Giving to and volunteering with multiple environment- or animal-focused nonprofits each year
  • Donating $250-$500 to the nonprofit each year
  • Apt to engage with the organization the most via text and social media

Create a supporter persona.

Get more specific by creating a supporter persona. A supporter persona is a fictional representation of a real supporter comprised of traits that represent the trends you see in your organization’s data.

For instance, continuing with the example above, the animal shelter’s persona might be “Camille Adams,” a 30-year-old woman who cares about animal rights and the environment and who enjoys hiking and mountain biking. Camille volunteers with a climate advocacy group and gives the animal shelter $300 on an annual basis. She also follows the shelter on Instagram and Twitter and responds well to text-to-give campaigns.

With a supporter persona like this, you have a clear audience member to keep in mind when optimizing your website or creating content. You can ask yourself questions like, “What would they think of this web page?” or “How would they respond to this blog post?”

Examine supporters’ conversion journeys.

Understanding who your supporters are is only half the battle. Next you need to understand how they behave on your website and what it takes for them to complete a desired action, like making a donation, signing up for your newsletter, or registering for an event.

Here are a few tips for analyzing conversion journeys:

  • Look at your website’s traffic sources (such as organic search, social media, email campaigns, etc.).
  • Set up conversion tracking in Google Analytics to identify the pages visitors view and engage with before taking an action.
  • Take a close look at how well your content guides visitors through the conversion funnel from awareness to action. This will include looking at the calls-to-action (CTAs) across your website and how you link pages to one another.
  • Identify any parts of your conversion funnel where visitors are prone to dropping off.

As you begin to see what is and isn’t working on your website, take note of the good things you’re already doing that you can apply to any problem areas. Also prioritize the most important fixes. For example, the steep drop-off you’re seeing on your donation page should likely be addressed before you figure out why one of your blog posts isn’t getting as much attention as the others.

Use audience insights to improve your website design.

Now that you’ve discovered the trends and patterns awaiting you in your data, you can begin to make positive changes to the design of your website that will enhance the UX and encourage more of your visitors to use your website to take action for your cause.

Here are some areas to focus on as you make improvements:

  • Navigation. Prioritize smooth and easy navigation. Ensure your navigation menu links to your most important pages and is easy to view and click on no matter what page a visitor lands on.
  • Overall visual look and feel. Your website should have a cohesive look to communicate your organization’s professionalism and help visitors feel they can trust your site. If your brand look needs some defining (or refining!), Kwala recommends building out a brand kit that includes elements like your color palette, typography, and logos.
  • CTAs. CTAs are phrases, often formatted as clickable buttons, that encourage website visitors to take an action. Ensure your CTAs are eye-catching and brief, directing your visitors to your most important action pages.
  • Mobile optimization. Since over 55% of web traffic comes from mobile devices, making sure your website is mobile-friendly is a must. Ensure that your web design will adjust to fit multiple screen sizes and that buttons are thumb-friendly. You should also compress any large files, like images, that could slow down your load speed.
  • Accessibility. Ensure that people of all abilities can access your website. Review the Web Accessibility Initiative guidelines and follow best practices such as ensuring that your website can be navigated by keyboard, images include alternative text (alt text), and text and background colors provide a high contrast for readability.

After making initial changes to your website, monitor your progress using Google Analytics and make adjustments as needed. You can even set goals for seeing improvements in things like event sign-ups or online donations and establish metrics that you’ll track to see your progress toward those goals.

For your own site to join the ranks of the best nonprofit websites out there, you need data on your side. When you understand who your supporters are and what they need from your website, you’ll be able to make enhancements to your website that lead to more support.

Revisit your data often and practice good data hygiene to continue gaining useful insights about your community. And, to take your website to the next level, consider leaving the design work to nonprofit web design experts. You can do this!

In this guide, you'll learn six ways to measure your nonprofit's fundraising success as it relates to silent auction events.

6 Ways to Measure Your Silent Auction’s Fundraising Success

When your nonprofit hosts a silent auction fundraising event, most of the planning process is typically focused on logistical details and procuring auction items. After all, your supporters are more likely to attend a well-organized event that features prizes they’re excited to bid on!

However, there are two other critical steps in planning a successful silent auction that are sometimes overlooked. The first is taking the time to set specific, achievable goals for your fundraiser, and the second is determining how you’ll know if you reached those goals after the event ends.

There are a variety of objectives you could be working toward as you plan your fundraiser, and each of them will be best measured by a different metric. In this guide, we’ll look at six popular metrics nonprofits use to evaluate their silent auction’s fundraising success, including:

  1. Return on Investment (ROI)
  2. Items Sold
  3. Donor Acquisition Rate
  4. Donor Retention Rate
  5. Marketing Conversions
  6. Participant Satisfaction

Applying any or all of these metrics to your nonprofit’s silent auctions will help you identify what you did well, where there is room for improvement, and how you can adjust your strategy as you plan future auctions. Let’s dive in!

1. Return on Investment (ROI)

One of the easiest metrics to calculate from your silent auction fundraising data is the total amount raised from ticket sales, winning bids, financial sponsorships, and additional donations made during the event. However, this doesn’t take into account the upfront expenses that tend to be associated with auctions—venue rentals, fundraising software payments, marketing materials, any prizes that your organization purchased rather than receiving as in-kind donations, and more.

Return on investment (ROI) is a more holistic metric that considers both the revenue your nonprofit generates from your silent auction and the expenses you incurred while planning it. You can calculate it using the following equation:

ROI = [(Total Amount Raised – Total Costs) / Total Costs] x 100

If your ROI is negative, it means that your auction cost more money than it raised, and you’ll need to find ways to reduce your expenses when planning future events. On the other hand, a positive ROI means your auction was financially successful. Ideally, you’d want your ROI to be a larger positive number, as this would indicate that you raised significantly more money than you spent.

2. Items Sold

At an auction, the items are the star of the show. Plus, procurement is often the most time-consuming and resource-intensive part of the planning process. So, it makes sense to include metrics related to the sale of your silent auction items when evaluating your fundraising success.

Review the completed bid sheets from your event to calculate the following item-related metrics:

  • Sell-through rate. This is simply the percentage of items that sold at your silent auction. For instance, if you had 100 prizes up for auction and 95 of them were purchased by participants, your sell-through rate would be 95%.
  • Average bid amount. Determine this number by adding up all of your supporters’ winning bids, then divide by the number of items sold. This metric demonstrates how valuable participants perceived your items to be.
  • Number of items that sold at or above their fair market value (FMV). Winspire defines FMV as “[an auction] item’s worth relative to what supporters would pay if they purchased it elsewhere.” Since participants often choose to purchase items at auction because they’re hoping for a discount they couldn’t get otherwise, any prizes that sell at or above their FMV are particularly appealing to your supporter base.

Knowing this information about the items that sold at your silent auction can help you hone the procurement process for future auctions—you can make sure to find items that your supporters are interested in and perceive as high-value to maximize your ROI.

3. Donor Acquisition Rate

In the context of a silent auction, donor acquisition rate refers to the percentage of participants who engaged with your nonprofit for the first time by attending your event. If 200 people participated in your silent auction and 80 of them were first-time supporters of your organization, your donor acquisition rate would be 40%.

Auctions are particularly effective for attracting new supporters because while some participants will sign up specifically to contribute to your nonprofit, others just want to purchase one-of-a-kind items that also happen to support a good cause. Make sure to follow up with these new donors after your auction to encourage them to learn more about your mission and stay involved with your organization.

4. Donor Retention Rate

Donor acquisition and retention are complementary to one another. Acquisition allows your organization to engage more community members and plan for growth, and retention helps you cultivate lasting relationships with supporters and sustainably fund your mission.

The most common way to calculate donor retention rates in the context of silent auctions is to determine the percentage of participants from a previous auction that also attended your most recent one. For example, if 75 of the 150 supporters who participated in last year’s silent auction came to this year’s event as well, your donor retention rate would be 50%.

5. Marketing Conversions

Leveraging multiple print and digital marketing channels is essential for attracting as many participants to your silent auction as possible. After the event, conversion data can help you determine which methods were most effective for generating registrations.

Track the number of auction signups from each of the following promotion channels:

  • Direct mail invitations
  • Email marketing messages
  • Your nonprofit’s various social media accounts
  • Google Search Ads
  • Redirections to your event registration form from other pages on your website

Understanding which methods compel the most supporters to register can help you allocate your marketing budget more effectively in the future. For instance, if you find that direct mail had the lowest conversion rate of any channel and social media generated the most signups, you may decide to reduce your spending on mailed invitations and instead put that money toward paid ads on Instagram and Facebook for your next auction.

6. Participant Satisfaction

Participant satisfaction is a less objective measurement than the other fundraising success metrics discussed above. However, it’s still important to consider when evaluating your silent auction. After all, a major purpose of nonprofit events is to bring your community together around a cause, and learning what supporters thought about your auction can tell you whether you did this effectively.

Post-event surveys are one of the best ways to track participant satisfaction. MemberClicks’ guide to event feedback surveys recommends referencing your auction check-in list to ensure you get feedback from actual participants and incentivizing survey completion by entering respondents’ names into a drawing for a gift card or branded merchandise. Additionally, include both multiple-choice and open-ended questions on your survey to encourage supporters to share their honest opinions.

The metrics your nonprofit will find most useful will depend on the primary goal of your silent auction. If the main objective is revenue generation, your ROI and item-related data analysis will tell you how successful your event was. Marketing conversions are the most important metrics if your goal is to spread awareness about your organization. And measuring donor acquisition, retention, and satisfaction is essential if you’re focused on supporter engagement.

No matter how you plan to measure your silent auction’s success, make sure to store all of your event data in one place so it’s easier to analyze and evaluate. Happy fundraising!

This article discusses three data categories to consider when planning your school’s auction.

How to Use Previous Auction Data to Inform Your Strategy

If you’ve held an auction before, you know the importance of data collection. From large nonprofit auction galas to online school auctions, data is the secret weapon for unlocking success. And, with new auction software that includes data reporting and visualization tools, your school can easily inform your auction strategy with past data.

But, what type of data should your school analyze? To save your team time sifting through data points, we’ve provided a list of three types of auction-related data to prioritize:

If you’re new to collecting data, know that it takes the guesswork associated with campaign planning out of the way, so you can see what’s really driving your fundraising performance. To get the most accurate information for your school’s upcoming auction, pay special attention to your most recent data and prioritize keeping recent, high-impact donor data clean and relevant.

That said, let’s explore how data can inform your auction planning approach.

Audience Data

How well do you know your bidders? With audience data, your school should be able to access a full picture of your community and supporters. Start by analyzing your attendees from previous years, paying close attention to the following categories:

  • Demographics: Discover your target audience’s average age, gender, geographic location, and family status. Accessing this information will give you insight into how to best communicate your marketing efforts. For example, you might note that families in your community with preschool age children come to your auctions less frequently. To help these families, you might explore options for making your auction more family-oriented, such as hosting it earlier in the day or partnering with the local high school to offer babysitting services.
  • Previous engagement: Look into your audience’s previous event attendance and volunteer status to get an idea of their familiarity with your school. As most of your guests will likely be the parents and family members of your students, consider how you can show off a different side of your school, such as by asking the school jazz band to perform or using student art projects as decorations.
  • Donation history: To set optimal fundraising goals, research your audience’s frequency and recency of donations. Additionally, pinpoint their average donation amount to set reasonable fundraising expectations. Schools can also take their community’s average tax bracket into account to ensure they set reasonable prices for auction items.
  • Interests and hobbies: What sort of activities or events does your audience enjoy? Use social media appending services to understand what types of auction items would appeal to your supporters. You can also get your students to help as kids often like to share what they know about their parents’ hobbies and interests.

Understanding your key audience data can be extremely helpful for making tricky auction decisions. For instance, a quick look at your audience preferences could provide insight into which items are worth procuring and which ones might be best to re-evaluate for the coming years.

Auction Item Data

Analyze auction item data to discover bidding trends and find out which items generated the most interest, bidding activity, and profitability. Doing this will help your school set an effective pricing strategy and avoid procuring historically low-performing auction items. advises taking special note of these pricing metrics from previous years’ bidding process:

  • Starting bids: In addition to researching market value, your school should take note of the starting bid amounts that generated interest and adjust your beginning price points accordingly.
  • Minimum bid increments: Typically, bid increments are set at 10% or 15% of an item’s fair market value (FMV), but if a similar item from last year performed better than expected, you might consider lowering the increment to closer to 10% FMV for this year’s auction to incite competitive bidding.
  • Buy-it-now data: For particularly high-value items like a weekend getaway you might offer a buy-it-now option. Buy-it-now options can ensure you will receive at least a certain high amount for these prizes. However, keep in mind that a bidding war may drive up the price even beyond your buy-it-now option. Refer to your past data to see how these types of items performed and whether a buy-it-now option has the potential to earn your school more.

Prior to your event, arrange a time to meet in person as a group with your high-impact school donors. List out auction items that your school is considering procuring and ask them which ones are most appealing or if they have any other suggestions. Thank supporters for their time and recommendations. Then update your item data with their choices.

Campaign Data

When planning your organization’s campaign, refer to the above audience and auction item data as well as previous campaign benchmarks. From there, you can create an actionable communication strategy to get school families excited about your auction.

Investigate which platforms parents most often use and adjust your strategy accordingly. For instance, many schools have a primary Facebook page that lists school-wide updates or a weekly email newsletter. Double the Donation’s guide to digital marketing suggests monitoring these channels as you launch your campaign to discover which ones are most effective.

Make adjustments as necessary to find the most efficient way to reach and engage your school community. If your email open rates are low, for instance, experiment with your subject lines to find catchier, more urgent phrases that better capture the value of your upcoming auction.

Data is the key to informing your auction planning process. Reference previous audience, auction items, and campaign data points to discover your baseline metrics. From there, you can supplement your data with new insights to refine your strategy.

Remember to also track data throughout your campaign, so that you can rely on it for upcoming campaigns. You’ve got this!

5 Digital Marketing Metrics All Nonprofits Should Track

Whether your nonprofit is putting tons of time and resources into digital marketing or just dipping your toes into more than email, one thing is for sure: you need a method of measuring your results so you know what’s working and what isn’t.

For many nonprofits, it’s challenging to be strategic about digital marketing. With many channels — sometimes overseen by different people — it’s not unusual to create content and messages but not really have a cohesive understanding of how any of it’s performing. We’ll break down how to gain that understanding by tracking the right marketing metrics.

The Key to Your Digital Marketing Strategy

Your digital marketing strategy likely involves several channels, including:

  • Your website
  • Email
  • Social media
  • Ads
  • Mobile marketing
  • Online fundraising campaigns, such as peer-to-peer platforms

The key to developing a strategy that accurately measures the performance of all of these channels is in your data. But what exactly should you be looking at? 

Tracking key digital marketing metrics is the first step to making sense of how your initiatives are going, where you need to adjust, and where there’s room to grow. Tracking is not a strategy in and of itself. You still need to analyze your data to get the most out of it. But before you can try an experiment or make data-informed decisions, you need to measure what’s going on. 

Metrics can give you a baseline to compare your results, help you see where things are flourishing (or going awry!), and help you measure your progress over time. 

Think Before You Track

While you can track many different metrics, not all of them will give you the information you need to make decisions. Scrupulously counting up the likes on each individual social media post may not be as useful as monitoring how many people who click through on social posts make a donation, for example. The metrics you track should help you adjust and refine your strategy and help you reach your goals.  

In order to know what you should track, it’s helpful to first consider what those goals are. What are you trying to accomplish with your digital marketing? Some possible goals for your digital marketing include:

  • Raising more awareness of your cause.
  • Raising more money.
  • Attracting new donors.
  • Recruiting more volunteers.
  • Promoting an event.

Once you’ve chosen your goals, consider how the metrics you track relate to them. What do you need to know in order to understand whether or not you’re making progress?

The 5 Digital Marketing Metrics To Track

These five metrics are not the only possible things you can track, but they’re a great place to start. 

1. Conversion Rate

How many people take action and make a donation in response to your marketing? Your conversion rate is the percentage of people who “convert” from people who received a marketing message into people who make donations. You calculate it by dividing the number of action-takers by the total audience, then turning that number into a percentage.

For example, if you send a fundraising email to 6,000 people and 200 of them click on the donate button and make a gift, your conversion rate would be approximately 3%.

200/600 = .03 

.03 x 100 = 3%

You can compare your conversion rate to past performance or industry benchmarks to see if your communications are inspiring people to take action.

2. Cost To Raise A Dollar

How much are you spending on digital marketing initiatives? Is it worth it? Keeping an eye on how much it costs to raise a dollar can help you see how efficient and effective your fundraising is.

To calculate the cost to raise a dollar, divide your fundraising expenses by the total funds raised. So if you spend $5,000 on a campaign that raises $20,000, your cost to raise a dollar would be 25 cents. 

5,000/20,000 = .25

If you discovered you spent $15,000 to raise $20,000, your cost to raise a dollar would be 75 cents. At that point, you might want to start tweaking some things. The big exception is if the thing you’re analyzing is a new donor acquisition campaign, in which the initial cost to raise a dollar is high. These campaigns are run in the hopes that first-time donors will become sustaining supporters with a greater donor lifetime value than the first gift alone.

3. Click-Through Rate

How often do people who see your ads, read your emails, or see your social posts actually click on a link? Your click-through rate is a good metric for assessing how engaged your audience is and how well your content is performing. 

You calculate your click-through rate by dividing the number of clicks by the number of times the content was shown or the number of people who received the communication (impressions). If your Google or Microsoft Ad was shown 1,000 times, and 100 people clicked on it, you’d have a 10% click-through rate. 

100/1000 = .1

.1 x 100 = 10%

Once again, you can compare your results to your past performance or to existing benchmarks to get a sense of whether or not people are engaging with your marketing. Click-through rate is different from conversion rate, however, in that it only measures if audience members click on a link, not if they complete the action you suggested. 

4. Total Online Revenue

This one is very simple: how much money are you raising through digital channels? Is that number growing or shrinking? How do this year’s results compare to last year’s? Is one quarter out-performing others? 

When you know how much you raise online, you can identify where you can expand your digital marketing and put additional resources. 

5. Email Response Rates

With changes in Operating Systems and privacy settings, email metrics continue to evolve. Click-through rate and conversion rates are important, but consider tracking your email response rates, too. Your response rate is simply the percentage of people who responded to your email, compared to the number of emails delivered. If they filled out a survey, answered a question, or wrote back to you, they responded. 

For instance, imagine you sent a post-event survey to donors who attended your event. If it was delivered to 5,000 people and 500 people completed the survey, you’d have a healthy 10% response rate.

500/5,000 = .01

.01 x 100 = 10%

You can use your response rate to discover how engaged your audience is, and if that engagement changes over time or in response to different things. If you find that you get a 10% response rate when you send a survey, but a 15% response rate if you send an informal email asking a single question, you may decide to take a break from surveys. If you notice your response rate increases when you change email formats or include a personalized greeting, these insights can help you engage your audience better.

Let Metrics Be Your Guide

If you haven’t tracked metrics before, you don’t have to start doing everything at once. Consider your goals and pick a couple of metrics that will help you understand how you’re progressing toward them. Track those over time and share them with your team. As you get comfortable with those, you can add more. 

Metrics help you make data-driven decisions, which in turn help you get better results. Start tracking, so you can start growing today! 

These four tips will help your nonprofit organize its data this spring.

Spring Cleaning: 4 Tips to Organize Your Nonprofit’s Data

Spring cleaning means out with the old and in with the new. Your nonprofit should take advantage of this time to move away from poor data hygiene practices and introduce new data procedures that keep your database healthy and useful. 

Disorganized data isn’t just confusing to look at—it can also cost your organization time and resources. You may accidentally craft plans around inaccurate information or inadvertently create a poor donor experience based on outdated data. 

You need to be able to rely on your data to make informed decisions and strategic goals for your campaigns and appeals. Whether you’re planning your next online fundraising campaign or developing a major donor outreach strategy, referencing clean data allows you to be confident in your decisions. 

We’ll review these four tips to help you develop a better data hygiene strategy: 

  1. Audit and clean your database regularly.
  2. Enrich your data as needed.
  3. Establish consistent data entry procedures.
  4. Stop unnecessary data from clogging your database.

Establishing a clear data hygiene strategy now can help you avoid major data cleanups in the future. By maintaining good data habits all year round, you can avoid stressful spring cleaning situations and plan more successful campaigns. 

1. Audit and clean your database regularly.

The first step in improving your data hygiene is to understand where your nonprofit currently stands. 

Your nonprofit likely uses a donor management system to store and track supporter information. Audit your donor database regularly to identify irregularities, gaps, and other areas for improvement. 

AccuData’s data hygiene guide recommends taking the following measures: 

  • Identify and eliminate inaccurate or duplicate data. Inaccurate information, whether name misspellings or incorrect contact information, should be eliminated or updated to avoid future confusion. On the other hand, duplicate data can sometimes result from data being entered in slightly different ways. Identify duplicate entries, combine them as needed, and remove the unnecessary copies. 
  • Analyze outdated data and determine whether it’s necessary to continue storing that information. Do you need to continue storing donors’ fax information or their Myspace usernames? Probably not. Identify any outdated information in your database and consider its usefulness for your future campaigns and appeals. 
  • Identify gaps in your database. Are some of your donor records lacking important information, such as donors’ email addresses or phone numbers? Identify missing data and determine whether it would be useful to add this information to your records. 

After your initial audit and cleanup, establish an ongoing data hygiene process. Create a maintenance schedule by determining how frequently you will refresh your data, whether monthly, quarterly, or some other frequency. Assign staff members to specific tasks within the process and plan regular check-ins to promote accountability. 

2. Enrich your data as needed.

As mentioned, you might identify gaps in your data during the auditing process. These gaps are opportunities to get to know your supporters better, allowing you to plan campaigns and appeals that reach them more effectively. 

You can enrich your data and add missing information by taking the following steps: 

  • Look for a donor database that conducts automatic data updates. For example, Bloomerang’s donor database runs nightly National Change of Address (NCOA) updates so you can stay updated on donors’ home address information. Finding a database with automatic updates means your team won’t have to spend time manually researching and refreshing these data points. 
  • Consider whether you may benefit from third-party data appends. Data appending is the process of adding data to your database from external sources. You can append missing information such as donors’ email addresses, phone numbers, employer names, and social media profiles. This can be helpful if you’d like to get in touch with donors over a new platform or better understand their giving potential. 
  • Gather additional insight through donor satisfaction surveys. You may have certain things you’d like to learn about your donors that you can’t gather from appends or automatic updates. For instance, you may want to understand your donors’ preferred communication methods or frequency. Or, you might want to know whether they’d be interested in additional payment methods, like cryptocurrency or Venmo. You can gather this additional information by sending donor surveys and syncing the results into your database. 

Let’s review an example that illustrates the benefits of enriching your data. Perhaps you want to identify more major donor prospects to jumpstart your major gift fundraising efforts. You can conduct wealth screening by appending your current data with employment and financial information to determine who your top prospects are. This data could include business affiliations and stock and real estate ownership. 

Data appends help you build a more complete picture of your donor base, empowering you to identify top prospects and connect with donors on a more personal level. 

3. Establish consistent data entry procedures.

Consistency is essential to clean data. Creating standard data policies helps avoid duplicated data in the future. 

Develop a database manual for managing donor data. Include guidelines for inputting the following data types into your database: 

  • Addresses: Will you use the full word “street” or the abbreviation “St.”? Will you use the five-digit ZIP code or the ZIP+4 code? 
  • Name suffixes: Will you input “Junior” or “Jr.”? Will you spell Ph.D. with periods or without? 
  • Phone numbers: Will you use hyphens or parentheses around the area code for phone numbers? 

These considerations might seem nit-picky, but creating guidelines for your team to follow will save plenty of data headaches down the road. 

4. Stop unnecessary data from clogging your database.

The best way to avoid unnecessary data clutter is to stop collecting the information in the first place. 

For example, consider eliminating unnecessary questions from your online donation page. This creates a more streamlined, faster giving process for donors and helps your team avoid having unnecessary data overwhelming your system. 

Identify the information that is most essential to your internal records, and eliminate any questions that lead to superfluous data. 

Along with your online donation page, review other data sources like your events, direct mail, donor meetings, and phone calls. Ask yourself the following questions: 

  • Are you getting the data you need from these sources? 
  • Are you getting too much unnecessary data from any source? 
  • Are your staff members properly trained on what type of data they should be collecting from these sources and how they should be inputting it? 

Meet with your nonprofit’s team to review your data priorities and database manual to ensure everyone knows the data types that are most important for your strategies and how to input this information into your database. 

With these tips, your nonprofit should be able to create an effective data hygiene strategy this spring that serves your organization throughout the year. Clean data brings all kinds of benefits, from facilitating improved donor engagement to allowing you to plan more successful fundraising appeals. The effort you put into cleaning your database will pay off in the long run, so start your spring cleaning ASAP!


Data from your association event can improve future event planning.

6 Post-Event Data Metrics Every Association Should Leverage

Your association planned for months, coordinated with members and vendors, and the event was a hit! Even if an event goes according to plan, there are likely still areas of improvement. From enhancing attendance to increasing member satisfaction with the event to determining if you should use hybrid or virtual events, there are a plethora of data points to evaluate when it comes to planning your next event.

In this article we’ll discuss six post-event metrics your association can use to analyze event performance, make recommendations for the future, and maintain proper data hygiene.

1. Attendance Records

One of the best indications that an event started off strong is that all your registration spots were filled. A successful event begins far before the event day, when your association opens registration and begins promoting it. You’ll want to assess how quickly registration filled up and the time periods when the most registration forms were completed. This can give you some indication as to which marketing campaign strategies were most successful, as well as the time period when most people are willing to commit to an event. When thinking about general attendance records, be sure to compare your most recent data to previous events and years to evaluate if there are any overlapping patterns present.

You’ll also want to compare the number of registrants with the number of attendees, as this can help you plan for similar gaps in your future events and leave room for more attendees to register. Similarly, you’ll want to see if there was a drop off in attendance during multi-day events, or even session to session. This can help you determine if there are specific topics or speakers that attendees are more or less eager to engage with.

2. Membership attendance

Depending on the size and purpose of the event, it may have attracted industry peers outside of your association membership’s pool as well as current members. According to Fonteva’s member engagement guide, events can be key in getting members involved with your association, which is essential to improving retention rates.

While events are a great way to gain new members, current member attendance and satisfaction should be a key focus in your event analysis. Consider the following questions when assessing member event attendance:

  • What percentage of attendees were members?
  • How many members of your association registered?
  • What percentage of your total membership attended?
  • Was the event attended more by a specific group within your association?
  • Are there any common demographics or interest areas among members who did attend?
  • How many members registered but did not attend?

You can use your membership directory to send out post-event surveys specifically for members after the event. Tracking members’ feedback and implementing changes in response can boost retention rates by helping you cater to their interests, make events more engaging, and create a more positive member experience.

3. Satisfaction Rate

Within the satisfaction survey, vary the questions to give attendees an opportunity to express how they felt about the overall event. By leaving questions open-ended and avoiding leading questions, you’ll get more accurate responses and more useful data. Include short answers, multiple choice, yes/no, and scaled questions within the survey.

Here are some examples of questions to ask attendees about your event:

  • How do you rate your experience at this event on a scale of 1-10?
  • Would you recommend this event to a friend or colleague?
  • Was this event what you expected? Why or why not?
  • Which sessions or speakers stood out to you?
  • Was there anything you felt was missing from this event?

While asking questions can provide valuable feedback for your association, keep the survey relatively short to encourage more responses. This survey is also a helpful way to confirm you have attendee contact information correct in case there are any contact appends needed for your member directory. In addition to sending association members a post-event survey, you can also create separate surveys for registrants who did not attend to determine if there is a common factor in the lack of attendance.

4. Session analytics

Events are a valuable opportunity for association members to engage with fellow professionals in their field, learn from industry leaders, and get involved with your association’s programs. To continue providing these valuable experiences, it’s important to ascertain what parts of events members find most appealing and helpful.

If you’ve hosted a virtual or hybrid event, look at how many individuals tuned in to a keynote speakers’ presentation, when most people began logging off, or how many individuals tuned in each day of the event. Assessing what speakers, topics, or sessions had the most engagement can help you plan the next events’ programs to better engage members.

5. Key Performance Indicators (KPIs)

Events provide your members valuable experience, but they should also be providing direct value and revenue for your association as well. Compare the cost of an event with the revenue produced to determine its value. If there is a gap in revenue produced and the cost, a secondary measure to evaluate would be new memberships and current member satisfaction. Because there will likely be new members as a result of events, it’s essential to have a value attributed to those who are joining to help you determine the overall ROI of the event.

6. Lead Generation

After determining the success of the overall event, it can be helpful to pinpoint what marketing tactics made the event successful. Consider what your association’s main funnel for obtaining registrants looks like and how you guided registrants to attend the event.

Here are some questions to ask while assessing the marketing of your event:

  • What marketing channels were you using (such as your association website, email, or social media)?
  • Is there and example of specific marketing language that was successful?
  • Did the timeline of marketing match what you anticipated for registration?
  • How did internal (marketing to existing members within the association) and external (marketing to potential members outside the association) marketing efforts compare?

To host a successful event, your association needs attendees. Get as many individuals as possible in the door by determining what worked best in your past event marketing campaigns.

Remember, the work doesn’t end immediately after an event! It’s crucial to review your association’s event information as quickly as possible. By sending surveys out soon after the event, attendees will have a fresh perspective and helpful feedback. Similarly, reviewing event data will give your association ample time to implement any needed changes to ensure planning for the next event is as productive as possible.

Author: Erin Lemons

Erin Lemons joins Togetherwork Association Solutions with over 15 years serving as a marketing director, event producer, and project manager creating robust marketing campaigns and initiatives that focus on the growing and ever-changing technology needs of the association industry. She leads the marketing teams and strategy at Fonteva and Protech.

Leverage data for more effective small business marketing.

4 Data-Driven Tips for Successful Small Business Outreach

Whether you own a dog grooming business, coffee shop, or yoga studio, external communications and marketing should be a top priority for your small business. With effective outreach, you can see improved brand recognition, increased customer support, and greater sustainable growth.

From managing your database to collecting actionable metrics, these four data-driven tips will help your small business establish an outreach strategy that succeeds well into the future.

1. Update customer information with a data append.

If you’re looking to strengthen your outreach strategy, consider partnering with a data append provider. Appending data is the process of using a third-party source to update existing information and add new information to your company’s database. When done correctly, it ensures that you’re contacting and marketing to the right people.

Common information to append includes:

  • Phone numbers
  • Email addresses
  • Physical mailing addresses
  • Social media accounts

Keep in mind that the data you choose to append should be dependent on your larger goals. For instance, If you already have a strong understanding of your target audience, but don’t have the information to contact them, you should invest in a phone or email append. On the other hand, if you’re launching a social media campaign, you would benefit from adding each supporter’s social media account information to your records.

2. Leverage segmentation for greater personalization.

One of the first things you should do for effective outreach is adapt your messaging for different audiences through segmentation. Segmenting, or grouping customers based on shared characteristics, allows you to tailor your messaging to the unique interests and preferences of each customer. For instance, if you have a large segment of Millennial customers, you can make a strong case for reaching out to them through Instagram and Facebook, as social media content performs well among this demographic.

Small businesses most often segment their customers by:

  • Demographics
  • Geographic location
  • Engagement history
  • Communication preferences
  • Customer loyalty

Invest in a database or software solution to organize this important information and group customers effectively. For instance, Gingr’s pet business software has custom filters that allow you to segment customers into target groups, so the right people get the right message at the right time.

3. Take an omnichannel approach to marketing.

After segmenting customers into well-defined groups, it’s time to appeal to their preferences and solicit their support. An omnichannel marketing approach provides your audience with a unified shopping experience. It takes into account which channel each person is using and what their relationship is to your business, such as whether they’re a prospective or recurring customer.

Here’s an example of how the process could work for a dog training business:

  1. A new dog owner searches online for experienced trainers in the area and comes across an ad for your Dog Training 101 course.
  2. The prospective customer clicks on the ad and is directed to a registration page on your website.
  3. After filling out a form and registering for your course, they receive an automated thank-you message prompting them to explore additional products and services.
  4. The customer navigates to your online storefront and adds a collar and dog bowl to their cart. However, they abandon the page before checking out.
  5. Using the phone number that they provided in their initial registration form, you send a text message reminding them to revisit the items in their cart.
  6. The customer returns to the cart and submits their order.
  7. Finally, you use their mailing address to send a personalized thank-you card and informational flyer to help keep your business top of mind.

To solidify your omnichannel marketing strategy, Kwala’s guide to graphic design recommends maintaining consistent branding across your online and print messages. This helps your audience recognize, trust, and remember your small business.

4. Collect actionable metrics.

Once your marketing campaigns are up and running, collect and track data to make informed decisions about your current and future outreach efforts. Begin by analyzing the following metrics:

  • Email open and click-through rate
  • Social media engagement
  • Website traffic
  • Response rate by source

Based on this information, identify where your communications strategy is performing well and where it might be falling short. For instance, if you notice a high bounce rate on your website, you may need to update your web design to create a more seamless experience for users.

As you make these necessary improvements, remember to practice data hygiene. Ensuring that your marketing metrics are error-free by removing duplicate entries and updating inaccurate information will help you more easily interpret their meaning.

Outreach is vital to the success of your small business. By empowering your strategy with data, you can create meaningful messages that inspire long-term support.

About the Author

Casey Dorman

Hi, I’m Casey! I’m the Sales Manager at Gingr software.  Originally from Indianapolis, I now live in Colorado with my wife and dog, Dexter.  Our hobbies include hiking, skiing, and visiting local breweries.