Bee Measure

Get Direction From Your Data

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The 80/20 Rule, Facebook’s Big Promise & Snackable Content

Profit with the Pareto Principle

Data analytics is tough, even for large corporations. It’s no surprise that only 5% of nonprofits report using data in every decision they make. But enough bad news! What are some practical steps your organization can take to fix this? This piece talks to the YMCA of Austin about what they did to create a data-driven culture. My favorite takeaway: apply the Pareto Principle to data analytics. “Identify and focus on the 20% of performance indicators that will produce 80% of your success.” Another big takeaway: Analytics aren’t exclusive. Every employee within every department can use data to make more intelligent decisions.

The Dark Side of UX Design

Ever heard of “dark patterns?” Probably not, but you’ve definitely seen at least one or two examples. Basically, it’s what NOT to do with your website. Dark patterns are crappy designs that intentionally make it difficult to do something. Dark patterns are legal but incredibly annoying (and slightly unethical). Instead of tricking users, take the time to build trust and loyalty with your audience. It’s not hard.

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Understanding the Why, Marketing Efficiency & One Charity’s Unexpected Findings

The Ethics of A/B Testing

The ethics of A/B testing are up for contention! While it may seem harmless, many people don’t like the idea of being tested without their knowledge. I don’t blame them. So, what does this mean for nonprofits? For those wanting to err on the side of caution, it’s best to be transparent. Inform your audience and give them the chance to opt out.

Getting to the “Why”

Looking to improve your website? You need “why” data. I like this article because it breaks down the types of information you can collect about your site and what each provides. While Google Analytics can show you where users are running into trouble, it can’t explain why something is happening. Qualitative data, such as survey responses, help you understand why your users are behaving in a certain way and provide the insight needed to solve any issues they’re having on your website.

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Google’s Big Birthday News, Picking Your A/B Tests & Painting Data

Happy Birthday, Google! (And What That Means to You)
Most media celebrated Google’s 20th birthday with retrospectives of Google Doodles. More interesting to me, however, is the future. The tech giant shared how it expects to change search in the coming years. I had two big takeaways: an increased emphasis on making images (and video) really work on search and new features to keep users on its platform (reducing the need for them to click off to websites). Stay turned! I’m sure this newsletter will cover more about what’s next for Google.

Maybe You Don’t Need to Test…. Everything
For most nonprofits, just finishing a website redesign is a huge achievement. (I’ve been there. Extra bonus points if it’s on time and in budget.) The idea of A/B testing everything before launch is so daunting. Here’s one consultant’s take on what to test and what to push out and refine later.

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Fundraising Gamer Style, Writing Better Content & Why No One Likes SEO

Good Content Keeps ’em Coming Back 
It is easy to get caught up in increasing website traffic and forget that you need quality content to keep them there – and get them to return. This recent Forbes article reminds us of common mistakes nonprofits make in developing content. First, stop copying your print materials. What works in a flyer isn’t right for online. If volunteers help maintain your website and social media, be sure to train them on style and content. Finally, good writing is important. Just because someone is an expert on a topic, does not mean they can write well about it. Don’t be afraid to get out your red pen (or activate Word’s track changes).

Making a Game out of Fundraising
Bored with the same old silent auctions, 5Ks and Facebook fundraisers? The brave new frontier of digital fundraising is in gaming. According to this article in Nonprofit Quarterly, game company Activision Blizzard donated nearly $13 million to the Breast Cancer Research Foundation (BCRF) through their online game, Overwatch. Blizzard, which makes World of Warcraft, sold limited edition avatar skins as well as merchandise like t-shirts for players. Another game company recruited champion players to livestream their gameplay, donating tips from viewers to a charitable cause.

Poor, Misunderstood SEO 
If you don’t really understand what SEO is, you aren’t alone (even outside the nonprofit marketing world). A recent survey found that businesses ranked search engine optimization (SEO) as the “least popular digital marketing channel.” Only 44% of respondents named SEO as part of their online marketing strategy (social media, website and email were the three most popular.) The researchers expressed surprise over this finding, attributing the lack of popularity to a misunderstanding of SEO and the fact that results from SEO efforts often take some time to show.

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Facebook Fundraising Changes, Automating Your Ad Grant & Analyzing Mario Kart

Advertisers and Audiences: Destined to be Frenemies?
I hate to even bring up the E.U.’s General Data Protection Regulation, after I spent late May drowning in emails. (I’m still cleaning out my inbox!) However, I wanted to highlight this New Yorker article by Ken Auletta, which puts the issue into a broader context. He examines how the use of Big Data to improve targeting brings to light the tensions between the desire for personalized content and concerns about consumer privacy. The article asserts that: “The advertising and marketing world scrambles for new ways to reach consumers. Big Data, they believe, promises ways they might better communicate with annoyed consumers—maybe unlock ways that ads can be embraced as a useful individual service rather than as an interruption.” What do you think? Is it possible to meet the needs of both audiences and advertisers?

Get Verified! Facebook Political and Issue Ads
Facebook has started enforcing their new ad verification rules. As this article explains, all advertisers wanting to run political content need to verify their identity and location (aka Facebook sends you a postcard in the mail). This is meant to allow users to clearly identify the organization that has paid for an ad. Facebook is also creating a searchable archive of political and issue ads. If your nonprofit runs ads on Facebook, I recommend getting verified. Even if you think your ads aren’t political, Facebook might think they are.

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