Cracking the Code of Nonprofit Website Metrics With Laura Quinn of Laura S. Quinn Consulting

Nonprofit Thrive

Laura Quinn is a Consultant and Nonprofit Website Coach at Laura S. Quinn Consulting. She has extensive experience leading website projects, crafting digital strategies, and bridging the gap between technologists and nonprofits. Laura has worked with hundreds of organizations, including leading animal welfare and climate change groups, and has managed the full lifecycle of over 20 website projects, from strategy to launch and maintenance.

In this episode…

The priorities for developing a website for a nonprofit organization are tangibly different from those of a for-profit company’s website. What approach can a nonprofit take to facilitate informed decision-making and iterative improvements?

According to Laura Quinn, grounding metric selection in the fundamental goals of a website is very important, steering away from superficial aims like visual design improvements. Instead, she advocates for goals that reflect tangible impact, such as increased credibility or engagement. Laura stresses the significance of proxy measures, which indirectly indicate progress toward these goals. For instance, she suggests using bounce rate and time on site as proxies for measuring credibility. Additionally, she offers practical advice on setting up Google Analytics to track metrics like donations effectively.

On this episode of Nonprofit Thrive, Ben Freda welcomes Laura Quinn, of Laura S. Quinn Consulting, to discuss the intricacies of measuring success in nonprofit websites. Laura emphasizes grounding metric selection in fundamental goals, such as credibility and engagement. She explores the relative challenges nonprofits face in defining and measuring website success. Additionally, Laura delves into practical strategies for setting up Google Analytics to track metrics.