Tracking Your Marketing's Success Through Analytics

How do you measure the success of your planned giving marketing program? By the number of reply cards you receive? By the number of phone calls or e-mails that follow your planned giving newsletter or postcard mailing? In an increasingly online world, more and more potential donors are using the internet to research their options. This means that your potential donors are going to your planned giving Web site to research gifts before they contact you. With so much going on behind the scenes how can you know that your marketing is making an impact?

Web site analytics are a powerful tool that not only tells you how many people are visiting your site, where they come from, and which pages they are viewing, but tracked over an extended period of time, they can also indicate how successful your marketing pieces are in generating interest. By monitoring your planned giving Web site analytics in the weeks following the distribution of a marketing piece and watching for spikes in overall site traffic, especially to pages that mirror the content in your marketing piece, you can get a better idea of how those "silent" potential donors are responding to your message.

To learn more about Pentera's Web site program and how Pentera actively helps its clients interpret their sites' analytics, please

1. Call Pentera at (317) 875-0910 x251,
2. Email info@pentera.com, or
3. Visit http://www.pentera.com/.