The Charity Digital Benchmark exists to help you set targets and KPIs for your charity’s digital marketing, and monitor trends and activity performance ongoing.
The Benchmark takes metrics from your Google Analytics to benchmark against other charities. This means at the moment we collect digital data around traffic sources, social media, site engagement and site usage.
These metrics allow you to see how your site performs in comparison to other charities and allows you to focus on various areas such as how engaged your audience is compared to the average, or against your specific subsector.
In order to measure and track against the benchmark, we need access to your GA4, tag manager and previous universal analytics accounts. This allows the team to completely check how your data is set up and tracking.
Our aim is to provide a platform that allows every charity to look at their own data to analyse where their activity is working well, and where they can improve. Our Head of Community Engagement is always happy to get time in to go through results and ideas as well, and our online community is designed to allow you to ask questions of your charity peers to ensure that you can access best practice and utilise the information you have access to.
Every single graph, table and measurement is available to easily download to add to any forms and reports that would benefit from comparable data. This means you can choose your measurement parameters in terms of date range overall and benchmark filters and immediately download useful information to use. You don’t need to wait for an annual report, or a quarterly update – all of the data is at your fingertips.
The Benchmark relies on organisations sharing their data to allow every charity to measure their activity against the standard. We are looking at so many expansion areas that mean more sharing, more data and more measurements are available.
Initially we are looking to add location data with heatmaps of UK traffic, conversion data so you can check how effective your site is and connect to social media directly – which would allow for measurement of followers, engagement and post frequency amongst other things. Watch this space!