One of the reasons I love working at InfoTrust is the work we do through the InfoTrust Foundation. As a former social-worker-turned-digital-analyst who spent a decade in the nonprofit sector, getting to work for an organization that values giving back to the community has allowed me to be my authentic self while working with some of the best minds in the digital analytics space. We recently partnered with Educate2Envision, a nonprofit that serves teens in rural Honduras by increasing their access to education and training them in problem solving skills and entrepreneurship.
Getting to Know Educate2Envision
Educate2Envision (E2E) was connected with the InfoTrust Foundation when an InfoTrust employee came across them and realized that E2E was not taking advantage of the full potential of digital analytics. At the time, they had a Universal Analytics (UA) property set up, but were not tracking all of the events that were important for their KPIs. When I learned that InfoTrust would be working with E2E, I couldn’t pass up the opportunity to be part of the project team.
From Honduras to InfoTrust
Before joining InfoTrust, I had lived in Honduras for a year. Like most Hondurans, I lived in a rural, agricultural area where poverty was high and jobs were scarce. Most people I knew subsisted on a diet of beans, rice, and tortillas. While most children in my village attended primary school, only one boy attended secondary school. Public education is free in Honduras, but there aren’t enough secondary schools within walking distance of most rural villages, and few families can afford the bus fare to allow their teens to attend schools farther away. Where I lived, most people had given up hope that their economic situation could be improved without leaving the country, and a general sense of hopelessness had taken hold.
I was impressed to learn that E2E aims to rectify these issues via a multi-pronged approach. They leverage partnerships with coffee industry businesses (appropriate since coffee is one of the main crops produced by Honduras) to build and staff secondary schools. By increasing the number of schools within walking distance they increase teens’ ability to study beyond primary school. They also teach young people the problem solving and business skills they need to apply for funding for community projects and to generate employment in their villages. Having witnessed firsthand how charitable funds can fail to address the needs of their intended beneficiaries, it has been a joy to work with E2E, whose efforts have an exponential effect on the teens they work with.
Give to Grow
To help E2E move forward in an era when UA is being sunset and digital analytics is increasingly important, we transitioned E2E to Google Analytics 4, identified their KPIs, and provided a solution to track those metrics. Thanks to our solution, E2E is now able to measure key performance indicators such as traffic to the E2E website, site engagement, signups for newsletters, requests for information, donations, and more. This will enable them to determine which marketing campaigns are most effective in driving traffic to their site, as well as which campaigns drive conversions. They will be able to finetune their marketing strategies and website to help them achieve their goals, as well as understand which strategies give them the most value for their money—and therefore maximize their impact on the communities they serve.