Do you know how much traffic your web space gets? Do you know which pages are most popular? Do you know how many of your emails get opened?

Why not?

I am always surprised when I talk to the leader of an organization that does not know these basic things. (I don’t mean day-to-day knowledge, but a general and accurate sense.)

More and more nonprofits use their web and email presences as a main tool of communication. It is critical that the organization head have an understanding of how effective they are. This isn’t a “communications” function, it’s a leadership function. It’s just as important as knowing today’s cash position of the organization.

Social media has brought with it another set of “minimum knowledge” items.According to Carie Lewis, Internet Marketing Manager at the Humane Society, nonprofits should be tracking:

• Their organization’s name.
• Any acronyms associated with the group — the Humane Society monitors HSUS.
• The names of prominent employees and spokesmen.
• Any current campaigns or issues associated with the organizations.
• Other organizations that work on the same cause — the “competition.”
• “Detractors” — people who are known to be critical of the organization
• “Influencers” — people who shape he opinions of others.

That’s a great list.