Once you’ve sparked interest, the final step of the conversion funnel is to encourage your audience to take action. Conversion is the moment when interested individuals make a concrete decision: donate, volunteer, partner, fill out a form, or sign up for an event.
In this phase, it is crucial to make the desired action easy and ensure your audience feels ready to actively commit to your cause.
How to evaluate conversion for your nonprofit?
Here are some key questions to assess your conversion level:
- How many visitors donate after visiting your fundraising page?
- What percentage of your newsletter subscribers become donors?
- How many people responded to your form after scanning the QR code at an event?
It is essential to clearly define what you want to achieve before measuring your success. Your performance indicators (KPIs) will vary depending on your goals.
| Goals | KPI |
|---|---|
| Increase the number of donors | New donors count |
| Improve average donations | Average donation per visitor |
| Increase subscriber engagement | Newsletter click-through rate |
| Increase donor retention | Donor retention rate |
| Boost social media visibility | Number of shares of your posts |
| Streamline the donation experience | Average time to complete a donation |
Note: Google Analytics allows you to track data to evaluate the performance of your strategies. However, be aware that GA4 uses the term “key events” to refer to important actions commonly called conversions.
Conversion is the engine that allows your nonprofit to turn interest into concrete actions. Every engagement is a step forward to advancing your cause.