As reported on CTXchange, Social CRM company Avectra and NTEN recently conducted a survey of 244 non-profit organisations which showed that non-profits tend to either track engagement metrics well, or not at all. Those which do track engagement metrics do not apply their findings in decisions concerning fundraising, outreach and online strategy.
1 in 10 demonstrated a lack of understanding that engagement metrics had any link with factors such as donor retention. 80% of those surveyed lacked the staff to measure the correlation between the two. 25% said that they would acquire a social CRM system to assist with data analysis.
The survey also found that 88% of organisations track email open rates, 86% track Facebook activity, 72% track Twitter mentions and 69% track their social media reach.
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