Tagged: strategy

How nonprofits can measure what matters in Google Analytics

Posted on July 18, 2015 by - Theory and practice, Tools and resources

Conversion funnel in Google Analytics

It seems that many nonprofits install Google Analytics but don’t know what to do with it. Fortunately, there are many things that nonprofits can do to make Google Analytics much more useful. In this post, I’ll describe how to get started with five features:

  1. Event tracking
  2. Campaigns (with Google URL Builder)
  3. Goals (with conversion funnels)
  4. E-commerce tracking
  5. Custom dashboards

I’ll also share some ways that I use Google Analytics at an international NGO, and I’ll walk you through the process of identifying the metrics that matter most to your organization. Read more . . .

Bringing design thinking to communication strategies

Posted on June 22, 2014 by - Theory and practice

Design thinking for communication

There’s no shortage of frameworks and methodologies that promise to improve communication. They streamline workflows, they reassure clients, and they produce standardized deliverables within predictable time frames. But they can also stifle creativity, lead to cookie-cutter solutions, and even fail to ask the right questions.

It’s easy to create a plan. It’s harder to solve a problem. What most frameworks lack is room for design thinking. Read more . . .