Google Analytics is designed to give a clear view of where your site visitors are coming from. Once you know where they are coming from you are well positioned to look for others who could benefit from your content. For UK charity sites the biggest driver of traffic is Organic search. The Organic % of the total varies from 70/80% for cause related charities eg cancer, arthritis,etc to 30/40% for those looking to raise awareness. These, by definition, will be looking to reach an audience that is not looking for information or immediate help. Constantly updating content is critical as is site optimisation and effective marketing if you want to get more visitors from any source.
Another big driver of traffic is Google AdWords PPC. The free Google Grant account can bring as many as 6/7k visits per month depending on how competitive the keywords are. Now that the number of Keywords that are available in GA for Organic search is diminishing month by month – typically now 25% of all Keywords are shown as (not provided) – then the actual Search Queries available in AdWords are a valuable source of information on what search queries are popular. Referral visits are particularly important as they not only bring visitors to your site but the links to your site are the main signal that Google uses to decide where to rank your site for a particular query or queries. So a link from the BBC or a similar organisation is seen by Google as a vote of confidence in your site and its contents. A big big part of making your site more popular is getting links from other sites – not easy to do but absolutely vital. For bigger charity sites Social Media is not a big driver of traffic but has an important part to play particularly in Fundraising. Finally Content Ads with strong images and text when placed on the right sites ( eg selection of target sites based on demographic information) can be very successful in driving new visitors. This so called interrupt or push advertising which can be done on Facebook or on the Google Content network is often effective in reaching those who are not familiar with your cause or charity.
For each of these visit sources you should check your market share and see how with new content and marketing you can increase visitor and potential donor numbers.