Web Bonus: The Art and Science of e-Cultivation

How do you know if your online marketing and fundraising program is successful? Online marketing offers limitless metrics for analysis. Every organization is unique and has its own goals, so the first step is to focus on your organization’s strategic objectives, then define the metrics that best align with your goals. What are you trying to accomplish? What is the pattern of giving? Are constituents moving back and forth between channels? Are your key metrics trending up?