DM 201- Integral - Analytical Stats
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Transcript of DM 201- Integral - Analytical Stats
DM 201NYC
May 14, 2014
Analytics!Image that your organization effectively used all relevant information to make smarter decisions for sustained growth.
Post Join Strategies Drive Investments
Prospecting• Donors• Leads• Direct mail• Web
2nd Gift and retention• 1x Gifts• Sustainers
Upgrading• Mid-Level• Major Gifts
After donors are acquired value us created through second gift, retention and upgrading strategies
Generating Value From Prospecting
Join Channel•Direct Mail•Web•Monthly•Online Ads•Email•TV•F2F
Gift Type•1x Gift•Multi-gifts•Sustainer•Join level
Data Source•List/Package•Online Publishers•List•Digital Ads•Cities/Offices
Now examine these examples across all channels to drive investments.
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What We Want to Cover
• Renewals• Special Appeals• Monthly Giving• Digital
RenewalsTypically Renewals are the most effective marketing activity to keep donors engaged.
Renewal Programs
1. Primary Objective - Retain.
2. Cost Effectiveness
3. Program Types – Anniversary versus Annualized – Advantages of each
4. Typical Messages
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Key Renewal Metrics
1. Response Rate
2. Renewal Rates - channel and integrated
3. Segmentation Opportunities
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Renewal ReportExpire Performance
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Expire Group First Year Quantity Renewal Rate
Response Rate
Responses Avg Gift Gross Income Expenses Net
Early Bird 37,666 3.54% 3.53% 1,328 $29.53 $39,218 $12,241 $26,976
Notice A 37,498 5.37% 5.37% 2,012 $35.00 $70,426 $12,187 $58,239
Notice 1 159 0.62% 84.28% 134 $31.72 $4,250 $52 $4,198
Notice B 35,015 4.99% 5.35% 1,873 $36.94 $69,192 $11,380 $57,812
Notice C 33,012 3.80% 6.19% 2,045 $24.72 $50,549 $10,729 $39,821
Notice D 34,249 4.58% 5.02% 1,719 $25.54 $43,900 $11,131 $32,769
Notice E 3,922 1.50% 14.33% 562 $35.01 $19,674 $1,275 $18,399
Notice F 28,236 2.55% 3.39% 958 $25.99 $24,902 $9,177 $15,725
Notice G 27,400 2.51% 3.44% 943 $24.56 $23,158 $8,905 $14,253
Notice H 26,070 1.53% 2.20% 574 $26.07 $14,963 $8,473 $6,490
Notice J 23,455 0.82% 1.31% 308 $25.93 $7,988 $7,623 $365
Notice K 22,197 0.86% 1.45% 322 $25.44 $8,193 $7,214 $979
Notice L 21,234 0.05% 0.08% 17 $43.82 $745 $6,901 ($6,156)
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Existing Member Retention
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New Member Retention
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New Member Retention by Channel
Retention Monitoring
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1/23/2010 1/23/2011 1/23/2012 1/23/2013 TrendMulti-Channel 66.3% 70.3% 65.3% 72.9%Offl ine Only 52.2% 46.6% 43.7% 47.4%Online Only 26.9% 30.9% 21.3% 33.2%
1/23/2010 1/23/2011 1/23/2012 1/23/2013 TrendCore 71.1% 70.5% 67.4% 72.3%
Core 1st Yr 55.9% 52.7% 48.0% 55.8%Core 2nd Yr 67.6% 66.3% 62.0% 66.7%Core 3rd yr+ 80.5% 81.3% 79.6% 82.7%
Prior Lapsed 41.7% 36.8% 34.9% 40.9%Prior Recent Lapsed 48.4% 46.1% 42.1% 50.0%Prior Deep Lapsed 35.0% 30.1% 28.4% 32.9%
Prior New 22.7% 20.4% 17.2% 20.1%
Appeals Special Appeals can be a vital revenue stream to expand an relationship with key donors for long-term.
Appeals Programs
1. Primary Objective –Maximize Donor Value, Retain,
2. Feed the Pipeline – Define it
3. Mid-Level vs Monthly
4. Appeals versus renewals
5. Major Gifts and Planned giving
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Key Appeal Metrics
1. Value2. Average Gifts3. Upgrading4. Annualized Treatment and Investment5. Segmentation – Basic versus Integrated
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Appeal Reports
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Package HPC MRC Date Mail Qty Gifts Resp Rate Income Avg Gift
K37AAF5D: 2014 Calendar Appeal - Test 1
60,014 1,905 3.17% $77,810 $40.85
$15-19.99 1,258 101 8.03% $1,370 $13.56
$20-24.99 1,503 74 4.92% $1,390 $18.78
$25-49.99 32,478 1,129 3.48% $33,453 $29.63
$50-99.99 15,637 424 2.71% $23,945 $56.47
$100-249.99 8,734 175 2.00% $17,352 $99.15
250 plus 404 2 0.50% $300 $150.00
K37AAF8D: 2014 Calendar Appeal - Test 2
59,964 1,948 3.25% $81,609 $41.89
K37AAFCD: 2014 Calendar Appeal - Control
59,893 1,724 2.88% $68,037 $39.46
K37AAFHD: 2014 Calendar Appeal - High Dollar
5,535 75 1.36% $27,043 $360.57
K37AAFJD: 2014 Calendar Appeal - Core 1
49,364 4,699 9.52% $86,526 $18.41
K37AAFPD: 2014 Calendar Appeal - Core 2
23,226 3,864 16.64% $111,528 $28.86
K37AAFXD: 2014 Calendar Appeal - Extra responders
12,049 436 3.62% $19,505 $44.74
Total 270,045 14,651 5.43% $472,058 $32.22
Review Key Segments
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Behavior Mail Qty Gifts Resp Rate Income Avg Gift Productivity
Test Cell 1 13,541 188 1.39% $9,560 $50.85 $706
Appeal Responsive 28,352 1,608 5.67% $45,397 $28.23 $1,601
Behavior Model 1 24,120 3,562 14.77% $112,136 $31.48 $4,649
Notice Enclosed Series Behavior 61,053 2,148 3.52% $82,269 $38.30 $1,348
New Member 43,222 2,527 5.85% $63,077 $24.96 $1,459
Aria Responsive 4,864 185 3.80% $8,570 $46.32 $1,762
Behavior Model 2 21,063 1,812 8.60% $42,713 $23.57 $2,028
Lead Model 1 43,526 1,682 3.86% $55,508 $33.00 $1,275
Issues Appeal 16,018 693 4.33% $39,923 $57.61 $2,492
Advanced Expire 8,881 201 2.26% $10,140 $50.45 $1,142
Test 2 2,968 38 1.28% $1,990 $52.37 $670
Test 3 2,437 7 0.29% $775 $110.71 $318
Total 270,045 14,651 5.43% $472,058 $32.22 $1,748
Appeals or Renewals
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2011-03
2011-05
2011-07
2011-09
2011-11
2012-01
2012-03
2012-05
2012-07
2012-09
2012-11
2013-01
2013-03
2013-05
2013-07
2013-09
2013-11
2014-01$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
$2,000,000
$2,200,000
$2,400,000
$2,600,000
Renewals
Appeals General
Monthly Giving Image that your organization effectively used all relevant information to make smarter decisions for sustained growth.
Monthly Giving1. Primary Objective – Giving Option
2. When to do it! High-Level Approach
3. Operational Issues
4. Typical Messages
5. To Brand or Not To Brand
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Key Monthly Metrics
1. Conversion2. Attrition Rates3. File Penetration4. Revenue Penetration5. Investment Levels6. Segmentation Opportunities
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Monthly DonorsTypically a sustainer is worth more than twice as much as another member.
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Sustainer File RetentionThe graph below displays sustainer retention for the past four 12-month periods.
Non-sustainers have been excluded.
Past 12 MonthsPrior 12 Months
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Decline Rates.
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Monthly activation by channels
Digital Digital marketing offers both greater rewards in terms of higher engagement and ROI and greater risk - due to the execution complexity and the need for behavioral changes across the organization. Defining your Digital experience is key
Digital
1. The 4 Digital Presence Models
2. Primary Objective – All of the Above
3. Articulating Valuation
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4 Primary Model4 revenue models
Deciding aligns metrics
1. Brand2. Education3. Advocacy/Community4. Revenue
1. Philanthropy2. Lead Generation3. Transactional – Subscription based - Ads4. Innovate
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Key Digital Metrics
1. Conversion2. Qualified Visitor Valuation3. Lead Investment Needs4. Email Valuation5. Online Advertising 6. Integrated Segmentation
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Traffic & Revenue TrendsObjective: Understand organization exposure - Analyze visitor traffic composition and monitor qualified traffic trends.
Client Recommendation: Although traffic was increasing, the current strategy was bringing in unqualified traffic thus impacting website revenue.
24-Month Trend Overview Past 12 Months
Unique Visitors 21,880,675
% New Visitors 73.1 %
PageViews 58,219,354
Bounce Rate 71.4 %
Branded Traffi c 1,112,863
Non Branded Traffi c 20,865,495
Direct Traffi c 4,955,452
Search 10,108,182
Paid Search 880,885
Non Paid Search 9,283,060
Referral 3,679,613
Campaign 4,761,815
Revenue $7,299,162
Webs ite $5,907,854
Onl ine Ads $1,391,308
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New Donor LTV
FY13 Program LTV JoinSource AG CPD VPD6 VPD12Offline Direct Response $20.64 $38.74 $31.59 $39.78Offline Total $20.64 $38.74 $31.59 $39.78Online Email Conversion $41.39 $4.59 $115.54 $123.61
Website $76.60 $0.00 $105.96 $125.56Online Advertising $93.67 $72.19 $100.33 $115.33Social Media $29.17 $157.68 $41.67 $78.17Acquired Email $26.51 $168.86 $44.14 $52.43
Online Total $60.89 $45.56 $89.10 $105.06Grand Total $22.51 $36.28 $34.27 $42.82
Objective: Monitor Return on Investment by Join Source and establish benchmarks for each source.
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Email List Valuation
MemberGroup EmailsOpened12 Registrants % Registrants Donors Revenue Revenue 0to12Mos R12 Offl ine Revenue R12 WebRevenue Active 0-12 Mos A: 1-5 1575 1.25% 1575 $1,568,661 $410,404.09 $305,508.13 $104,895.96
B: 6-11 756 0.60% 756 $868,349 $240,390.36 $176,613.25 $63,777.11C: 12+ 2388 1.89% 2388 $4,918,766 $1,069,889.84 $962,897.62 $106,992.22Z: Zero 1392 1.10% 1392 $1,328,183 $309,393.58 $268,192.47 $41,201.11
Active 0-12 Mos Total 6111 4.84% 6111 $8,683,959 $2,030,077.87 $1,713,211.47 $316,866.40Short lapsed 13-24 Mos A: 1-5 769 0.61% 769 $403,357 $0.00 $0.00 $0.00
B: 6-11 386 0.31% 386 $141,225 $0.00 $0.00 $0.00C: 12+ 1584 1.26% 1584 $272,272 $0.00 $0.00 $0.00Z: Zero 893 0.71% 893 $493,227 $0.00 $0.00 $0.00
Short lapsed 13-24 Mos Total 3632 2.88% 3632 $1,310,081 $0.00 $0.00 $0.00Deep lapsed 25+ Mos A: 1-5 2955 2.34% 2955 $1,347,028 $0.00 $0.00 $0.00
B: 6-11 1801 1.43% 1801 $460,487 $0.00 $0.00 $0.00C: 12+ 11220 8.89% 11220 $1,328,913 $0.00 $0.00 $0.00Z: Zero 2469 1.96% 2469 $1,618,313 $0.00 $0.00 $0.00
Deep lapsed 25+ Mos Total 18445 14.61% 18445 $4,754,741 $0.00 $0.00 $0.00Prospects A: 1-5 215 0.17% 0 $0.00 $0.00 $0.00
B: 6-11 228 0.18% 0 $0.00 $0.00 $0.00C: 12+ 96532 76.48% 0 $0.00 $0.00 $0.00Z: Zero 1050 0.83% 0 $0.00 $0.00 $0.00
Prospects Total 98025 77.67% 0 $0.00 $0.00 $0.00Grand Total 126213 100.00% 28188 $14,748,781 $2,030,077.87 $1,713,211.47 $316,866.40
Emails Opened in the past 12 months
Show me the money!
Objective: Monetize email list by segment allowing for creation of select strategies.
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