Don't Shrug
The weight of the world rests on understanding your organization's Web stats.
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Liz Murphy
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You’d want to set your goals for a double-digit conversion rate. But since most nonprofit Web sites don’t have a singular focus on membership or fundraising, as do retail sites selling products, you should look at your specific program’s online conversion rate, too. For example, what percentage of donors who visit your online donation form end up completing their donation? Use the same formula for memberships.
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Liz Murphy
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With over three decades of experience, Liz Murphy serves as executive vice president of digital fundraising for Allegiance Group and Pursuant. In her role, she works closely with nonprofit leaders to create strategies and uncover untapped opportunities for growth in their online marketing strategies, advertising and digital campaigns.
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