Metrics & Analytics

Analyzing data to make more informed decisions.

You Probably Need To Be Spending More On Overhead

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For decades now there has been a belief that the lower the ratio of non-profit’s overhead expenses to program expense, the better run the non-profit is.  As a result, a low overhead ratio has been viewed as something of a virtue and non-profit organizations have used all sorts of accounting tricks and parsed terminology in an effort to  redefine what constitutes an overhead expense. Likewise, funders have rewarded non-profits who can exhibit low overhead expense ratios or they disallow the use of funding for overhead altogether. This has created what many have … Read more

Pew Research Striking Findings

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If you have read my previous posts, you know how much I love the Pew Research Center — there is so much great data from which we can learn. Recently, they put out their Striking Findings for 2021 and there are a few highly applicable stats therein. 1. For the first time, the number of Americans who identify as non-Hispanic White declined between 2010 and 2020. When thinking about diversity and inclusion in our organizations and audiences, this is indicative of the trend that has been happening for years. Our country’s population … Read more

Do All Of Your Web Pages Have Conversion Goals?

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Conversion goals are one of those odd things every arts marketer seems to know they need but for whatever reason, most groups have too many webpages with zero goals. For those on the outside of marketing-jargon, conversion goals are the thing you want a visitor to do at your website. For the most part, they can be broken down into three basic types: Revenue generation: purchasing a ticket or making a donation. Lead generation: a visitor adds their contact information to your database (name, email, address, phone, etc.). Social engagement: a visitor shares an event … Read more