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Page #1   © 2009 Blackbaud
Online Metrics Demystified

Steve MacLaughlin, Director – Internet Solutions
October 13, 2009
                                                    Read our blog:
                                         www.netwitsthinktank.com
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
Page #4   © 2009 Blackbaud
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
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
What Online Metrics Tell You




   How did they        What did   How did it
    get here?          they do?    work?




Page #7                                  © 2009 Blackbaud
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
Page #9   © 2009 Blackbaud
Unique
             Identified
              Visitors



            Unique
            Visitors


             Visits


           Page Views



              Hits



Page #10                  © 2009 Blackbaud
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
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
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
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
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
Other Website Metrics

  Referrers
  Bounce Rate
  Conversion Rate
  Click Density
  Page View Duration




Page #16                © 2009 Blackbaud
Page #17   © 2009 Blackbaud
Roadmap Options




Page #18            © 2009 Blackbaud
Page #19   © 2009 Blackbaud
The Metrics that Matter

      Deliverability

      Open Rate

      Click-Through Rate

      Unsubscribe Rate

      Conversion Rate

                            Source: ReturnPath

Page #20                         © 2009 Blackbaud
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
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
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
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
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
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
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
Page #28   © 2009 Blackbaud
2008 Total Fundraising (US)

$292.23 Billion Offline




                                                        $15.42 Billion Online

                                                          Source: Giving USA / Blackbaud
Page #29                                                                  © 2009 Blackbaud
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
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
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
Online Fundraising Metrics Sample




Page #33                            © 2009 Blackbaud
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
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
Page #36   © 2009 Blackbaud
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
Event Fundraising Metrics Sample




Page #38                           © 2009 Blackbaud
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
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
Page #41   © 2009 Blackbaud
Social Media Metrics

  Interactions
     Friends
     Follows
     DIGGs
     Tweets
     ReTweets

  Click-Throughs

  Conversions




Page #42               © 2009 Blackbaud
Social Media Funnel

                  Social
                  Media

                               Social
                              Networks




                      Email              RSS




                               Website




                Online Action | Offline Action

Page #43                                         © 2009 Blackbaud
Page #44   © 2009 Blackbaud
Page #45   © 2009 Blackbaud
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
Average Online Gift Benchmarks




           Average Online        Average Blackbaud
              Donation            Online Donation
                $71                    $152.12




                                   Source: 2009 eNonprofit Benchmarks Study / Blackbaud

Page #47                                                                 © 2009 Blackbaud
Online Fundraising Cycle




                    2007   2008   2009


Page #48                                 © 2009 Blackbaud
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
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
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
Source: 2008/ 2009 eNonprofit Benchmarks Study

Page #52                                   © 2009 Blackbaud
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
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
Page #55   © 2009 Blackbaud
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
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
Questions? Answers?

steve.maclaughlin@blackbaud.com

www.blackbaud.com/connections

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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