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2009 Metrics Presentation by Steve McLaughlin, Blackbaud
1.
Page #1
© 2009 Blackbaud
2.
Online Metrics Demystified Steve
MacLaughlin, Director – Internet Solutions October 13, 2009 Read our blog: www.netwitsthinktank.com
3.
The Market is
Noisy Online Metrics Demystified Topics What is a Metric and Why Should You Care Website Metrics Email Metrics Online Fundraising Metrics Social Media Metrics Online Nonprofit Benchmarking Where We Go from Here Page #3 © 2009 Blackbaud
4.
Page #4
© 2009 Blackbaud
5.
What is a
Metric? A standard unit of measure. A measurable element of a process or function. A measuring system that quantifies a trend, dynamic, or characteristic Page #5 © 2009 Blackbaud
6.
Why Do Metrics
Matter? Help you understand what’s working and what’s not. Gives you insights into your constituents. If you can’t measure it, then you can’t manage it. Page #6 © 2009 Blackbaud
7.
What Online Metrics
Tell You How did they What did How did it get here? they do? work? Page #7 © 2009 Blackbaud
8.
The Market is
Noisy What is a Good Metric? Simple You understand it. Your boss understands it Measurable You can get accurate and complete data for it Actionable You can do something with it and measure the impact. Relevant You are measuring something that’s actually important. Timely You can get the data when you need it. Page #8 © 2009 Blackbaud
9.
Page #9
© 2009 Blackbaud
10.
Unique
Identified Visitors Unique Visitors Visits Page Views Hits Page #10 © 2009 Blackbaud
11.
Hits A
request for a file from the web server. A single web page typically consists of multiple files. A hit is registered for the page, every image, and any other files present on that page. Page #11 © 2009 Blackbaud
12.
Page Views
A request to load a single web page. A metric for the entire site or specific content. A useful metric over a period of time or for a specific event. Page #12 © 2009 Blackbaud
13.
Visits A
site visit during a set period of time. A visit contains one or more page views. A visit helps understand what people do when they visit your site. Page #13 © 2009 Blackbaud
14.
Unique Visitors
A visit by a unique individual. A unique visitor is typically based on an IP address or cookie. A unique visitor metric helps compare new visitors to repeat visitors. Page #14 © 2009 Blackbaud
15.
Unique Identified Visitors
A visit by a unique identified individual. A unique identified visitor is tracked based on information stored in a central database. A unique identified visitor metric is the ultimate metric for tracking website visitor behavior. Page #15 © 2009 Blackbaud
16.
Other Website Metrics
Referrers Bounce Rate Conversion Rate Click Density Page View Duration Page #16 © 2009 Blackbaud
17.
Page #17
© 2009 Blackbaud
18.
Roadmap Options Page #18
© 2009 Blackbaud
19.
Page #19
© 2009 Blackbaud
20.
The Metrics that
Matter Deliverability Open Rate Click-Through Rate Unsubscribe Rate Conversion Rate Source: ReturnPath Page #20 © 2009 Blackbaud
21.
Deliverability
Deliverability measures the % emails successfully delivered or not This is an inexact number as not all ISPs report delivered email Your Sender’s Reputation Impacts Deliverability Blackbaud: Sender Score= 70 Accepted Rate= 99.03% Risk= Low Source: ReturnPath Page #21 © 2009 Blackbaud
22.
Open Rate
Open Rate measures the % of opened emails that were delivered Open Rate can only be tracked on HTML-based emails, not Text emails Many systems block images used to track whether an email has been opened Preview Panes can also provide false-positive open rates The average open rate for known recipients is 19%. Your results may vary BUT… Just getting the message opened doesn’t mean you’re safe A recent Email Sender and Provider Coalition (ESPC) study showed that… 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message 73% based that decision on the "From" name 69% percent based the decision on the subject line Source: MarketingSherpa Page #22 © 2009 Blackbaud
23.
Click-Through Rate
CTR measures the % of links clicked by unique individuals in an email Be sure to look at both unique and per-individual CTRs in your metrics CTRs are highly dependant on the quality of the email segmentation, content, and design Unsubscribe Rate Unsubscribe Rate measures % of opt-outs from the email Remember…to be CAN-SPAM compliant you must allow for opt-outs Allow people to remove themselves from certain email lists as well as all communication Page #23 © 2009 Blackbaud
24.
Conversion Rate
Conversion Rate measures % of clickthroughs that resulted in an action Actions could be making a donation, registering for an event, taking a survey, renewing a membership, or some other trackable action Conversion Rate is the ultimate measure of the success of an email campaign Deliverability Rate Open Rate Click-Through Rate Conversion Rate Unsubscribe Rate Page #24 © 2009 Blackbaud
25.
The Metrics that
Matter (# Sent – Bounced) Deliverability = # Sent # Unique Opens Open Rate = (Sent – Bounced) # Unique Clicks Click-Through Rate (Sent – Bounced) # Unsubscribes Unsubscribe Rate = (Sent – Bounced) # Actions Completed # Actions Completed Conversion Rate = (Sent – Bounced) or Unique Responders (Clicks) Source: Email Marketing by the NUM8ERS Page #25 © 2009 Blackbaud
26.
How Long Does
it Take to Measure Results? 50% of people will open an email in the first 9 hours 75% of people will open an email in the first 28 hours The remaining 25% may take several days The average email campaign has its peak open rate in 14 days What is the Best Day of the Week to Send Email? There is no magic formula…so test, test, and oh yes, TEST! But…the most popular days are Tuesday through Thursday Saturday is the lowest volume email day of the week Source: MarketingSherpa Page #26 © 2009 Blackbaud
27.
Even More Email
Metrics # Email Addresses Valid Addresses Average Open Rate Average Conversion Rate Revenue Per Email Appeal Gifts Per Email Appeal Page #27 © 2009 Blackbaud
28.
Page #28
© 2009 Blackbaud
29.
2008 Total Fundraising
(US) $292.23 Billion Offline $15.42 Billion Online Source: Giving USA / Blackbaud Page #29 © 2009 Blackbaud
30.
US Fundraising Trends
$300,000,000,000 $250,000,000,000 $200,000,000,000 $150,000,000,000 $100,000,000,000 $50,000,000,000 $0 2001 2002 2003 2004 2005 2006 2007 2008 $246B $245B $243B $245B $283B $295B $314B $307B Source: Giving USA Page #30 © 2009 Blackbaud
31.
US Online Fundraising
Trends 16,000,000,000 14,000,000,000 12,000,000,000 10,000,000,000 8,000,000,000 6,000,000,000 4,000,000,000 2,000,000,000 0 2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B 120% 100% 73% 38% 72% 53% 56% 44% Growth Growth Growth Growth Growth Growth Growth Growth Source: ePhilanthropy Foundation, Blackbaud Page #31 © 2009 Blackbaud
32.
Turning Data into
Information Total Constituents Total Donors Online Offline Online and Offline Total Gifts Online Offline Total Revenue Online Offline Page #32 © 2009 Blackbaud
33.
Online Fundraising Metrics
Sample Page #33 © 2009 Blackbaud
34.
More Fundraising Metrics
# Retained Donors Retained Donor Revenue Revenue Per Retained Donor All Donor Retention Rate Multi-Year Donor Retention # New Donors New Donor Revenue Revenue Per New Donor Retained New Donors New Donor Retention # Reactivated Donors Reactivated Donor Revenue Revenue Per Reactivated Donor Donor Reactivation Rate Reactivated Donor Retention Page #34 © 2009 Blackbaud
35.
How much should
you be raising online? Online Fundraising as Percentage of Total Contributions Total Contributions $1,000,000 $10,000,000 $15,000,000 $25,000,000 $50,000,000 $75,000,000 $100,000,000 1% Raised Online $10,000 $100,000 $150,000 $250,000 $500,000 $750,000 $1,000,000 3% Raised Online $30,000 $300,000 $450,000 $750,000 $1,500,000 $2,250,000 $3,000,000 5% Raised Online $50,000 $500,000 $750,000 $1,250,000 $2,500,000 $3,750,000 $5,000,000 7% Raised Online $70,000 $700,000 $1,050,000 $1,750,000 $3,500,000 $5,250,000 $7,000,000 10% Raised Online $100,000 $1,000,000 $1,500,000 $2,500,000 $5,000,000 $7,500,000 $10,000,000 12% Raised Online $120,000 $1,200,000 $1,800,000 $3,000,000 $6,000,000 $9,000,000 $12,000,000 15% Raised Online $150,000 $1,500,000 $2,250,000 $3,750,000 $7,500,000 $11,250,000 $15,000,000 20% Raised Online $200,000 $2,000,000 $3,000,000 $5,000,000 $10,000,000 $15,000,000 $20,000,000 In 2008, approximately 5% of all fundraising was done online. In 2008, approximately 11% of revenue came from the Internet for Nonprofits in the 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis Page #35 © 2009 Blackbaud
36.
Page #36
© 2009 Blackbaud
37.
Event Fundraising Metrics
Number of Events Number of Team Captains • Online • Offline Number of Emails Sent by Team Captains Number of Participants • Online • Offline $ Raised per Event • Online • Offline $ Raised per Team Captain $ Raised per Event participant $ Raised per Email Sent Page #37 © 2009 Blackbaud
38.
Event Fundraising Metrics
Sample Page #38 © 2009 Blackbaud
39.
More Event Fundraising
Metrics % of participants registered online % of participants sending email % of participants changing personal page % of participants with >0 gifts, >5 gifts % of participants that meet goal Page #39 © 2009 Blackbaud
40.
What We’ve Learned
A small number of participants raise most of the money. Average participant sends 27 emails Participant sent emails have a 90% greater open rate 32%of emails result in a transaction Online participants raise six times that of offline participants Page #40 © 2009 Blackbaud
41.
Page #41
© 2009 Blackbaud
42.
Social Media Metrics
Interactions Friends Follows DIGGs Tweets ReTweets Click-Throughs Conversions Page #42 © 2009 Blackbaud
43.
Social Media Funnel
Social Media Social Networks Email RSS Website Online Action | Offline Action Page #43 © 2009 Blackbaud
44.
Page #44
© 2009 Blackbaud
45.
Page #45
© 2009 Blackbaud
46.
If an angry
bear started chasing both of us. I wouldn't try to outrun the bear. I would try to outrun you! That’s benchmarking. Page #46 © 2009 Blackbaud
47.
Average Online Gift
Benchmarks Average Online Average Blackbaud Donation Online Donation $71 $152.12 Source: 2009 eNonprofit Benchmarks Study / Blackbaud Page #47 © 2009 Blackbaud
48.
Online Fundraising Cycle
2007 2008 2009 Page #48 © 2009 Blackbaud
49.
2009 Online Giving
Trends Online Fundraising Remains Strong Our analysis found that online transactions grew 68% for Q1 2009 compared with Q1 2008. Online revenue was up 57% over the same time period last year. Year Over Year Performance Grows Our analysis looked at a sub-group of 1,274 nonprofits to compare their online fundraising results for the first six months of 2008 to the same period of 2009. These nonprofits had a 22.13% year- over-year growth in online revenue. Online Major Giving Trends An analysis of data for January 1st through June 30th of 2009 found that 1,245 nonprofits had at least one online gift of $1,000 or more. 38 nonprofits in the analysis had at least one online gift of $20,000 of more so far in 2009. Page #49 © 2009 Blackbaud
50.
Email List Churn
2006 List Churn 2007 List Churn 16% 6% 13% 5% 79% 81% Retained Retained Unsubscribed Unsubscribed Other Churn Other Churn Source: 2008 / 2009 eNonprofit Benchmarks Study Page #50 © 2009 Blackbaud
51.
Email List Churn
2007 List Churn 2008 List Churn 6% 13% 6% 13% 81% 81% Retained Retained Unsubscribed Unsubscribed Other Churn Other Churn Source: 2008 / 2009 eNonprofit Benchmarks Study Page #51 © 2009 Blackbaud
52.
Source: 2008/ 2009
eNonprofit Benchmarks Study Page #52 © 2009 Blackbaud
53.
Online Fundraising Benchmarks
Open Rate Click-Through Rate Page Completion Rate Response Rate 2008 14.0% 0.6% 19% 0.12% 2007 14.8% 1.1% 16.5% 0.13% 2006 17.3% 1.2% 17.2% 0.17% eNewsletters Benchmarks Open Rate Click-Through Rate 2008 15.0% 2.1% 2007 17.6% 3.6% 2006 21.8% 4.3% Online Advocacy Benchmarks Open Rate Click-Through Rate Page Completion Rate Response Rate 2007 16.0% 5.5% 88.0% 4.5% 2006 18.9% 10.2% 85.3% 8.6% 2006 23.8% 8.6% 88.5% 7.5% Page #53 Source: 2008/ 2009 eNonprofit Benchmarks Study © 2009 Blackbaud
54.
The Experience Gap
The Market is Noisy Seven Conversion Rate Best Practices # 7: Start with overall site conversion rate # 6: Trend over time and don’t forget seasonality # 5: Understand exactly what the acquisition strategy of your organization is # 4: Conversion rate by top five referring URLs # 3: Don’t measure conversion rate by page or link # 2: Segment like crazy # 1: Always show revenue next to conversion rate # 0: Never measure conversion rate without a goal Source: Excellent Analytics Tip#5: Conversion Rate Basics & Best Practices, Avinash Kaushik Page #54 © 2009 Blackbaud
55.
Page #55
© 2009 Blackbaud
56.
Where We Go
from Here Metrics help you understand what’s working and or not. Metrics give you insights into your constituents. If you can’t measure it, then you can’t manage it. Start measuring! Page #56 © 2009 Blackbaud
57.
The Market is
Noisy Want to learn more? Be sure to check out…. NetWits Blog www.netwitsthinktank.com My Blog www.blackbaud.com/connections The Baudcast www.blackbaud.com/thebaudcast Blackbaud Internet Resources www.blackbaud.com/internetresources Page #57 © 2009 Blackbaud
58.
Questions? Answers? steve.maclaughlin@blackbaud.com www.blackbaud.com/connections
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