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?