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What should we look for to turn a metric we’re unhappy with, around?
First of all, don’t freak out!
Next, double check that everything is working correctly. Ie, payment processing isn’t down, the server is working correctly.
Finally, do some A/B testing of messaging or design

Pro Tip: Only A/B test one element at a time.

Website A/B Testing Tools Alex Uses:
Google Optimize: Ties in well with Google Analytics
Optimizely
Google “A/B testing tool for nonprofit websites” and you’re likely to get some good options

Pro Tip: Set up a dedicated “Thank You” page for a donor or client to be directed to after they have completed your Call to Action. You can then set up tracking for that Thank You page and see your results much more clearly than if you sent them back to the Home Page.

Marketing A/B Testing:
You’ll set up ‘optimization’ wherever you’re running your campaigns. For instance, if you’re running Google Ads, there’s an option to do A/B testing in the backend. Same for Facebook ads.

Pro Tip: Make sure you set your goals accurately so your tracking software can tell you how effective your campaign is.

Some Good Metrics to Present to Boards
Website Visits: It’s an easy one to access and an easy concept to explain to board members.
Social Media vanity metrics: Facebook likes, Instagram follows, Twitter follows are easy to show and explain to board members
Engaged Users on Social Media
How many people have reached out for help/filled out their information to receive help
How many people have been helped
How many people have donated and how much