Metrics to Mission
10
Theory for Metrics and Scoring How to measure and encourage supporter impact
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Transcript of Metrics to Mission
Theory for Metrics and Scoring
How to measure and encourage supporter impact
The ladder of engagement: best segments and best
message
Ramp of engagement?
Supporter Scoring High Scoring >=4 Middle Scoring 3Low Scoring <=2
What do we score?Registration, petitions, advocacy actions, events,
external events, donations, volunteers
High Scoring 4>=Middle Scoring 3Low Scoring <=2
Supporter Rankings
High Action 27.4% open 6.7% click
Low Action
12.5% open 3.8% click
Top Volunteer Rankings:Climate Precinct Captains
Top Vols = Tier 11+ Actions = Tier 2New to File = Tier 3 Subscribed = Tier 4
Unsubscribed = Tier 5
Climate Precinct Captains Recruitment
High Actionsticker
Low Actionsticker
Low Actionno sticker
High Actionno sticker
Climate Precinct Captains Conversions
High Action sticker: 36 new names .65% conv.
High Action no sticker: 30 new names .54% conv.
20% difference between high action groups
Low Action sticker: 71 new names .13% convLow Action no sticker: 19 new names .03%
conv.273% difference between low action groups
Scoring Ideas?
• Test Event Actions: 1+ multiple actions• Award high actions with gift
• Acknowledge new high action takers• Recruit Climate Precinct Captains
• Incentivize actions for low action groups• Rank donors by # of actions and events
• Rank by scoring and interest • What can you test?
