The analysis of data is critical to making an informed decision about your event’s online direct marketing strategy, yet many people are intimidated by the sheer volume of data tied to fundraising programs. For event marketers and fundraisers, data is often seen as an especially big mystery. They collect a lot of data, but are either not sure what to do with it or are analyzing the wrong pieces.
One of the most important pieces of information you can extract from data analysis is a better understanding of the type of event you are running. Is it an attendance event that brings out the masses? Or is it a fundraising event that brings in the dollars? If it is the former, then you will want to identify ways in which you can transform the culture of your event from one of participation to one of fundraising. Once you understand and evaluate various key metrics and corresponding benchmarks, you can use your analysis as a blueprint to think strategically about how to use online direct marketing to improve your event’s future fundraising results. Read More
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