How ACE Goals Will Change How You Track The Donor Journey | Speaker Chis Mercer | NIO Summit is a FREE course courtesy of NextAfter
1 Lesson / 13 Minutes / FREE
Chris Mercer, Co-Founder of MeasurementMarketing.io, gave us so much insight on data and Google Analytics in his talk at our annual NIO Summit conference. He stopped by our interview stage and shared a little more about setting goals and how to use them.
The tendency with analytics is to over-complicate. It’s easy to do with so much information available. Using an ACE model (awareness, completion, and engagement goals) to create goals keeps it simple.
An awareness goal indicates the beginning of the process you want to track. This is the point at which the donor becomes aware of what you want them to do (donate, purchase, etc.). For example, an awareness goal marks the moment when a donor becomes aware that you’re selling tables at a gala.
The next goal, completion, indicates the shift in their role to becoming a donor or a lead, or whatever you’re guiding them towards. This would be presented as a thank you page or some kind of confirmation of their step forward. This goal shows you how many people finished the process. As for engagement, ask how they got through the process. Setting ACE goals creates clear guidelines to see who started on the donor journey, who finished, and where a breakdown occurred in the process if there was one.