Afp data aug2013_final
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Transcript of Afp data aug2013_final
8/7/2013 Footer 1
DATA IN THE REAL WORLD
Making Sense of the Big Data Trend at Your Non-Profit
Prepared by Scott Gilman and Nancy Palo
8/7/2013 Blackbaud Confidential 5
• How is Big Data being applied in the
nonprofit space?
• What does segmenting really mean?
• How can use testing to improve our efforts
• How does data relate to your organization’s
events
WHY WE’RE HERE
8/7/2013 Blackbaud Confidential 6
Data has a bad reputation - but it shouldn't
“Use of the word 'data' can be misleading. It makes people think it's all about statistics and spreadsheets and can be off-putting.
I prefer the term 'evidence', of which quantitative data is a part."
T HE WHAT AND WHY
Source: James Noble, professional social researcher at New Philanthropy Capital (NPC)
8/7/2013 Blackbaud Confidential 7
Know what you’re using data for.
"I think people can get caught up in data or visualization for its own sake.
You have to be clear about what question you're trying to answer before you set up your data collection and analysis activities.”
T HE WHAT AND WHY
Source: Mike Thompson, senior consultant at mySociety.
8/7/2013 Blackbaud Confidential 8
Data is the future.
"For charities the possibilities are huge, ranging from internal data analytics to measure efficiency, external data metrics to measure effectiveness and big data to look at opportunity and bench marking.”
T HE WHAT AND WHY
Source: Richard Craig, chief executive of the Charity Technology Trust.
8/7/2013 Blackbaud Confidential 9
• Web TrafficMonthly visitors; unique visitors, pages per visitMonth Over Month Change; Year Over Year Change
• Conversion RateNew organic registrants, e-mail capture rateMonth Over Month Change; Year Over Year Change
• House-file HealthTotal file, Usable file, Percent Usable, Opt-outsMonth Over Month Change; Year Over Year Change
• Online File CompositionOnline donors, Percent of file who are donorsMonth Over Month Change; Year Over Year Change
• Fundraising / Online RevenueOverall total, Number of Gifts, Average Donation Amount, First Time Donors, Repeat Donors, Gifts over a certain amount Month Over Month Change; Year Over Year Change
MONT HLY DAS HBOARD: WHAT TO T RACK
8/7/2013 Blackbaud Confidential 10
• E-mail PerformanceOpen rates, click-through rates, response rates
• Monthly GivingNumber of monthly donors, Number of new monthly donors, amount given, average gift sizeMonth Over Month Change; Year Over Year Change
• AdvocacyTotal number of advocates, new advocates, donations by advocateMonth Over Month Change; Year Over Year Change
• Revenue Per E-mail AddressYear Over Year Change
MONT HLY DAS HBOARD: WHAT TO T RACK
8/7/2013 Blackbaud Confidential 11
NE WS L E T T E R CL ICK - T HROUGHS
Lead Story: X
Feature Story: Y
Article Referenced in Subject Line: Z
8/7/2013 Blackbaud Confidential 13
EMAIL APPEAL TESTING: EMAIL
• Wolf-focused tone increased donation rates by 29% in one segment
Wolf copy focus: 0.17% donation rate Match copy focus: 0.13% donation rate
8/7/2013 Blackbaud Confidential 14
RE CE NT MONT HLY NE WS L E T T E R
Open Rate Click-through Rate Un-subscribes
Overall 60,270 21.43 2.65% .21%
Benefit Events 5,041 26.7% 4.19% 0.26%
Bicycling 284 35.56% 5.63% 0
Birding/Wildlife 272 38.97% 7.72% 0
Conservation 59,546 21.37% 2.65% 0.19%
Monthly Newsletter 9,792 27.39% 4.15% 0.27%
Cultural Activities 8,945 28.02% 4.21% 0.31%
Events and Cultural
Activities421 38.24% 7.36% 0
Free Events 9,056 28.05% 4.21% 0.33%
Kids & Family Activities 8,981 27.9% 4.3% 0.31%
Nature & Horticulture 9,269 28.41% 4.47% 0.3%
Pets 9,887 27.06% 3.99% 0.29%
Recreation & Sports 4,145 25.86% 3.91% 0.24%
Sports & Leisure 347 36.6% 6.92% 0
8/7/2013 Blackbaud Confidential 15
DONAT ION P E RF ORMANCE BY GROUP
Group 2011 2012
% Who
Gave
Gifts Total Avg. % Who
Gave
Gifts Total Avg.
Benefit Events 4.61 426 $72,955 $171.26 5.33 514 $93,196 $181.31
Bicycling 15.91 82 $13,405 $163.48 15.66 73 $16,895 $231.44
Birding/Wildlife 16.45 79 $12,271 $155.33 17.48 92 $17,991 $195.55
Conservation 2.97 5,221 $915,957 $175.44 3.23 5,690 $1,011,721 $177.81
Monthly Newsletter 5.49 925 $164,603 $177.95 5.86 1,022 $212,907 $208.32
Cultural Activities 5.48 847 $144,568 $170.68 5.94 941 $192,037 $204.08
Events and Cultural Activities 14.5 115 $14,856 $129.18 15.31 130 $21,350 $164.23
Free Events 5.36 851 $147,343 $173.14 5.82 954 $194,312 $203.68
Kids & Family Activities 5.62 863 $148,468 $172.04 5.94 948 $197,212 $208.03
Nature & Horticulture 5.94 933 $158,260 $169.62 6.25 1,001 $202,953 $202.75
Pets 4.82 865 $146,669 $169.56 5.3 975 $196,778 $201.82
Recreation & Sports 2 141 $22,085 $156.63 2.25 172 $27,586 $160.38
Sports & Leisure 16.53 98 $15,820 $161.43 13.47 85 $17,251 $202.95
8/7/2013 Blackbaud Confidential 16
GROUP P E RF ORMANCE (ONL INE ONLY )
Group (Group Size) 2011 2012
Gifts Amounts Avg. Gifts Amounts Avg.
Appended E-mails Fall 2009 705 $62,301 $88.37 668 $65,892 $98.64
Not Appended E-mails Fall 2009 13,446 $1,087,742 $80.90 10,906 $1,047,730 $96.07
All December Only Donors 2,185 $392,631 $179.69 2,311 $480,449 $207.90
December 2011 Donors Only
Gave in 2011, but only in December 1,701 $355,407 $208.94 956 $262,662 $274.75
December 2012 Donors Only
Gave in 2012, but only in December -- -- -- 1,720 $415,655 $235.10
Advocacy Participants 285 $35,880 $125.89 222 $31,037 $139.81
8/7/2013 Blackbaud Confidential 18
• Single page vs. Two page form
• Horizontal vs. Vertical ask string
• Location of trust logos
• Charity Navigator, BBB, VeriSign, etc…
• No extra navigation on the page
• Donate button size and color
• Intro text, imagery, etc…
DONAT ION F ORM T E S T ING IDE AS
8/7/2013 Blackbaud Confidential 19
IN S UMMARY
Small changes to donation
forms can have a big
impact.
• Do you have a VeriSign
logo?
• Are you asking for too
much information?
• Do you have mission
oriented copy included?
8/7/2013 Blackbaud Confidential 21
US ING DATA TO DE V E L OP F UNDRAIS ING
E V E NT S T RAT E GIE S
8/7/2013 Blackbaud Confidential 23
WHAT IS IN THE P2P BENCHMARK REPORT?
P2P Analysis Overview
• 1,275 organizations & 28,000 events
• Events from Jan 1, 2010 to Dec 31, 2011
• TeamRaiser and FAF Platforms
• Metrics listed in Median Values
8/7/2013 Blackbaud Confidential 24
KEY FINDING:
PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS
While number of emails sent were down, online fundraising was up!
Participants are using truly multi-channel fundraisers.
8/7/2013 Blackbaud Confidential 25
Email Mail
Social Media
Other
MULTI-CHANNEL COMMUNICATIONS STRATEGY
8/7/2013 Blackbaud Confidential 27
DONATION FORM STRATEGY
8/7/2013 Blackbaud Confidential 29
Retention
Event Day
Post Event
Year Round
Segmented
RETENTION STRATEGY
8/7/2013 Blackbaud Confidential 31
TEAM CAPTAIN FOCUSED STRATEGIES
8/7/2013 Blackbaud Confidential 33
SELF DONATION
Behavior Fundraising
Average
Non-Self Donor $69
Self Donor $508
8/7/2013 Blackbaud Confidential 34
UPDATE PERSONAL PAGE
Behavior Fundraising
Average
Page Not
Updated
$31
Page Updated $205
8/7/2013 Blackbaud Confidential 35
SEND EMAIL
Behavior Fundraising
Average
0 Emails Sent $52
1-9 Emails Sent $231
10+ Emails Sent $541