Liz Murphy

Liz Murphy

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.

March 12, 2024 5 Fundraising Measurement Mistakes to Avoid in 2024

Here are five things not to do when measuring the performance of your online fundraising and marketing programs.

June 1, 2005 Don't Shrug

There’s no doubt that nonprofit Web sites have become serious branding and revenue channels. Compared to recent years, most organizations now are seeing double-digit increases in the number of monthly Web visits, some even a rise in donations, new members and membership renewal.

While an increase in Web traffic certainly is a positive indicator, it isn’t the most vital metric for an organization looking to generate online revenue or increase online-visitor engagement.