April 22, 2015

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Integral is a leading independent strategic analytical consulting firm specializing in servicing the non-profit community.

We worked with more than 100 non profits to help them leverage data to make better strategy decisions – from advocacy to digital to direct response to major giving.

We work with clients to gain a comprehensive view of their business models and provide the insight to improve performance.

Kevin T. Moran, Principal & Co-Founder, Integral, LLC

Digital Analytics

Questions You May Already be Asking

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• What are the right measures of success for my digital experience?

• How do I show that Digital is a source of sustained value – Not just a channel?

• How can we create an communication pathways to enhance the donor experience?

• Is more better? What the best return on my time?

• What should be our optimal investment?

• How do we generate $10 Million of new revenue?

• How do I articulate a better vision to my team?

Big 3 Strategic Questions We Get from C-Suite

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1. What Should Our Digital Presence Model Be?

2. What is the Financial Value of our Digital Experience?

3. What Investments are needed to take it to the Next Level?

What’s Your Model?Who is your Audience ?

4 Digital Presence Models

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A. BrandB. EducationC. Advocacy/CommunityD. Revenue

1. Philanthropy2. Lead Generation3. Transactional – Subscription based - Ads4. Innovation

Deciding defines the right metrics

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• CommittedHi$

• Financially CommitDonors

• Do something for youInvolved

• Giving you permissionLeads

• Driven by the Brand

Qualified Visitors

Quantifying Your E-Community

What We See Today!

What Did We Learn in 2014 and What is Happening in 2015

Traffic Analysis

Overview 2014|01 2014|02 2014|03 2014|04

Unique Visitors 553,974 376,574 608,635 419,224

% New Visitors 72.0 % 79.2 % 75.1 % 77.8 %

PageViews 1109332 831962 1223038 998784

Bounce Rate 73.0 % 70.2 % 73.8 % 67.9 %

Branded Traffic 18189 13266 18934 17524

Non Branded Traffic 553,294 376,559 615,193 420,925

Direct Traffic 288,827 248,990 272,023 284,319

Search 100,203 79,505 78,625 76,116

Paid Search 18,779 13,006 19,564 15,535

Non Paid Search 85,944 68,998 63,400 64,550

Referral 37,249 35,129 31,890 29,971

Campaign 155048 28855 258364 52349

7 Less Important Metrics

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1. General Site Traffic2. Bounce Rates3. Page Views4. Time on Site5. Platform – Mobile, Tablet, Computer6. Unsubscribes7. Digital Campaign Reports

7 Key Value Driven Metrics

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1. Qualified Visitor Valuation

2. E-Community Valuation

3. Lead Investment Levels by Audience & Source

4. Email Valuation/Fatigue/Disengagement

5. Online Advertising Impacts

6. Behavioral metrics (web vs email responsive)

7. Transactional Impacts – Form LTV; Price Point Optimization.

Expand the Picture

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The One Metric You Should Know!Digital: Value Per Qualified Unique Visitor Digital: Value Per Qualified Unique Visitor

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Investments

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Develop a Lead Investment Strategy

JoinCategory Registrants

Day Of

Donor

Subsequent

Donor

Total

Donor

Conversion

Rate

Value3

Per Reg

Value6

Per Reg

Value9

PerReg

Value 12

PerReg

ORGANIC_SEARCH 58,117 349 2010 2359 4% $0.96 $1.33 $1.64 $2.01

REFERRALS 65,155 198 942 1140 2% $0.53 $0.66 $0.78 $0.93

PAID_SEARCH 19,833 64 407 471 2% $0.46 $0.63 $0.75 $0.85

EMAIL_MARKETING 8,113 61 170 231 3% $3.67 $4.29 $5.10 $6.14

OTHER_CAMPAIGNS 25,133 46 174 220 1% $1.06 $1.43 $1.76 $2.11

SOCIAL_MEDIA 14,391 32 95 127 1% $0.79 $0.95 $1.16 $1.36

DIRECT_TRAFFIC 39,973 40 46 86 0% $1.18 $1.52 $1.80 $2.13

OFFLINE 26,264 18 27 45 0% $0.70 $0.91 $1.21 $1.36

6 0 0 0 0% $0.00 $0.00 $0.00 $0.00

Grand Total 256,985 808 3871 4679 2% $0.91 $1.17 $1.43 $1.70

With a continual conversion strategy both on- and off-line, each source can serve a unique role in adding value.

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Know the Value of Bought EmailsValues Care2 Change.org

Leads 23,296 48,220

DayOfDonors 0 0

PostDonors 356 454

Total Donor 356 454

Conversion % 1.53% 0.94%

VPR3Mos $0.49 $0.24

VPR6Mos $0.74 $0.41

VPR12Mos $0.75 $0.44

VPD3Mos $32.26 $25.36

VPD6Mos $48.66 $43.73

VPD12Mos $48.96 $46.44

Costs $60,000 $80,000

CPD $168.54 $176.21

The conversion was better from source 1 over source 2 – however they paid $2.57 per lead from source 1 and $1.66 per lead from source 2. Can they negotiate a lower cost for source 1 or improve conversion on source 2

NEW+EXISTING DONORS

Source Donors

Initial

Value 12 Mo. Value

12 Mo. Rate

of Return

AOL 20 $26 $165 627%

BBC 226 $42 $204 489%

Casale 28 $51 $177 348%

eMiles 2,140 $32 $94 292%

Goodreads 18 $27 $119 436%

Google 2,060 $176 $336 191%

Greater Good 388 $35 $143 407%

MyPoints 172 $29 $201 695%

Netmining 22 $38 $199 528%

Quantcast 14 $61 $237 391%

RadiumOne 135 $6 $26 405%

TrialPay 1,628 $11 $54 501%

Yahoo 53 $101 $241 239%

*Timeframe: Jan. 2011 - Sep. 2012

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Investing in Online Ads

As long as we’re not paying over $336 to get a donor from Google, we’re fine.

Each publisher has its own measure of success, for example:

Digital Media Mix Valuation

FirstSustainerSourceCodeId Donors01Mos VPD01Mos VPD03Mos VPD06Mos VPD09Mos VPD12Mos ACT06 Act12

F2F 17,391 $18.29 $45.70 $80.11 $108.86 $141.38 61% 44%

Other 108,819 $20.03 $39.54 $70.95 $99.12 $132.54 53% 43%

True North 101,081 $23.27 $56.37 $97.76 $132.55 $171.28 62% 44%

Web 141,194 $23.54 $62.64 $115.19 $160.90 $211.96 77% 57%

TM Invite 82,995 $17.50 $40.87 $74.57 $105.72 $142.43 63% 50%

DRTV 409,975 $20.31 $53.89 $98.49 $137.33 $180.70 69% 50%

eMiles 4,056 $20.08 $54.28 $98.42 $133.92 $171.84 71% 46%

Direct Agents 2,543 $20.70 $45.46 $71.58 $92.40 $107.82 41% 18%

Generator 2,973 $20.87 $51.07 $89.61 $112.63 $119.13 59% 2%

RKG 13,197 $49.50 $84.93 $128.74 $157.43 $159.15 61% 0%

Grand Total 884,224 $21.26 $52.85 $95.42 $132.39 $173.55 67% 49%

Let this data begin to define media mix investments

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Know the Value of a New Donor LTV

FY13 Program LTV JoinSource AG CPD VPD6 VPD12

Offline Direct Response $20.64 $38.74 $31.59 $39.78

Offline Total $20.64 $38.74 $31.59 $39.78

Online Email Conversion $41.39 $4.59 $115.54 $123.61

Website $76.60 $0.00 $105.96 $125.56

Online Advertising $93.67 $72.19 $100.33 $115.33

Social Media $29.17 $157.68 $41.67 $78.17

Acquired Email $26.51 $168.86 $44.14 $52.43

Online Total $60.89 $45.56 $89.10 $105.06

Grand Total $22.51 $36.28 $34.27 $42.82

Objective: Monitor Return on Investment by Join Source and establish benchmarks for each source.

Think Differently About Emails!

“I Feel like You Don’t Even Know Who I Am?”

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Digital Dashboard - Updated through 4.2014Digital is rolling 10% below the budget goal for the year: in danger of not being met

Digital Program Revenue Responses2014 Budget/Goal $3,500,000 44,154

Actuals to Date $2,875,787 36,658

Past 12 Mos. $3,145,705 41,256

Digital: Rolling-12 Revenue Trend & Qualified Visitors Digital: Value Per Qualified Unique Visitor

New Donor Value by Channel New Donor Retention by Channel Digital Investments Breakeven Email List: Deliverable Emails and Revenue of All Time

Google Analytics: R12 Qualified Traffic Composition

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Digital (Dept 49) Qualified Visitors

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$145

$188

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Website Other Website Offline

Initial Value 12 Mo. LTV

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$3,000,000

$3,500,000

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Qualified Direct Qualified Paid Qualified Organic Qualified Referral R12 Revenue

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$22.91 $12.97

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2013 2014

Initial Value LTV 0-6 LTV 7-12

LTV 13-18 CPD

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Web Other Website Offline

2010-05-02-2011-05-01 2011-05-02-2012-05-01

2012-05-02-2013-05-01 2013-05-02-2014-05-01

71,498

$188,283,216

23,665

$18,851,641

118,786

$55,563,089

453,150

$0

D E L I V E RA BL E E M A I L S T O T A L R E V E N U E

Active 0-12 Mos Short lapsed 13-24 Mos

Deep Lapsed 25+ Mos Non-Donor/Prospect

$467

$796 LTV

$2633 LTV

Digital Dashboard - Updated through 4.2014Digital is rolling 10% below the budget goal for the year: in danger of not being met

Digital Program Revenue Responses2014 Budget/Goal $3,500,000 44,154

Actuals to Date $2,875,787 36,658

Past 12 Mos. $3,145,705 41,256

Digital: Rolling-12 Revenue Trend & Qualified Visitors Digital: Value Per Qualified Unique Visitor

New Donor Value by Channel New Donor Retention by Channel Digital Investments Breakeven Email List: Deliverable Emails and Revenue of All Time

Google Analytics: R12 Qualified Traffic Composition

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Digital (Dept 49) Qualified Visitors

$96

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$188

$36

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2013 2014

Initial Value LTV 0-6 LTV 7-12

LTV 13-18 CPD

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29%

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27%32%

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Web Other Website Offline

2010-05-02-2011-05-01 2011-05-02-2012-05-01

2012-05-02-2013-05-01 2013-05-02-2014-05-01

71,498

$188,283,216

23,665

$18,851,641

118,786

$55,563,089

453,150

$0

D E L I V E RA BL E E M A I L S T O T A L R E V E N U E

Active 0-12 Mos Short lapsed 13-24 Mos

Deep Lapsed 25+ Mos Non-Donor/Prospect

$467

$796 LTV

$2633 LTV

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Where Are You Spending Your Time?

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Are they Engaged – It is Getting Bad!

MemberGroup EmailsOpened12 Registrants % Registrants Donors Revenue Revenue 0to12Mos R12 Offline 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 $63,777.11

C: 12+ 2388 1.89% 2388 $4,918,766 $1,069,889.84 $962,897.62 $106,992.22

Z: 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 $316,866.40

Short 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 $0.00

C: 12+ 1584 1.26% 1584 $272,272 $0.00 $0.00 $0.00

Z: 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 $0.00

Deep 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 $0.00

C: 12+ 11220 8.89% 11220 $1,328,913 $0.00 $0.00 $0.00

Z: 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 $0.00

Prospects A: 1-5 215 0.17% 0 $0.00 $0.00 $0.00

B: 6-11 228 0.18% 0 $0.00 $0.00 $0.00

C: 12+ 96532 76.48% 0 $0.00 $0.00 $0.00

Z: Zero 1050 0.83% 0 $0.00 $0.00 $0.00

Prospects Total 98025 77.67% 0 $0.00 $0.00 $0.00

Grand Total 126213 100.00% 28188 $14,748,781 $2,030,077.87 $1,713,211.47 $316,866.40

Show me the money!

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Form Valuation

Form Objective Users New DonorsConversion

Rate

Initial

ValueVal 12 VPQU 12

Join Form 1 Choice 125,941 13427 10.7% $39.25 $129.93 13.85$

Join Form 2 Monthly 148,309 11512 7.8% $41.87 $151.33 11.75$

Join Form 3 One-Time 36,242 9561 26.4% $63.78 $78.90 20.81$

Advertising One-Time 835,105 6963 0.8% $68.19 $107.72 0.90$

Advertising Monthly 656,113 6215 0.9% $48.25 $199.21 1.89$

Advertising One-Time 69,429 5768 8.3% $29.24 $75.24 6.25$

Advertising Monthly 931,175 3105 0.3% $42.29 $137.77 0.46$

Search 1 16,031 2747 17.1% $117.75 $120.70 20.68$

Search 2 14,993 2449 16.3% $88.63 $91.50 14.95$

Search 3 8,765 2208 25.2% $49.45 $69.38 17.48$

Other At-Risk Questions

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1. Are unsubscribes more valuable than email? Are they different by Audience?

2. Web Donors does not equal email –can you manage that experience better?

3. Can you do what your donors ask --Really?

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Moving Forward!

Create a Strategy Map to Guides Investments.

Think Differently about Communication strategies

Know what activities yield big results.

Expand the Measures of Success

Monitoring Results – Adjust - Communicate

Kevin MoranPrincipal

Integral, LLC202-452-9731

kevin@integral-dc.comwww.integral-dc.com

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