Post on 12-Apr-2017
Metrics That MatteR
Holly Wagg
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LEarn
State of Digital KPIs
State of Digital KPIs
Why Benchmark
Outer Layer = Charitable Sector
What Reports TO Read
Building Layers = By SectorIndividual Layers = Your Sector
Same Reports, Different Lens
Your Slice = Your Organization
Individual Layers = SectorsWhat to Benchmark
Metrics Round #1 - Email
Big Benchmark
1/5 to 1/3
Dashboard
Benchmarks
14%
0.48%
0.21%
Metrics That Matter
0.06%
13%
Metrics That Matter
11%
18%
27%
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Number CrunchCampaign Report
Title: 15H4, August donor special follow up
Subject Line: *******
Delivery Date/Time: Wed, Aug 26, 2015 02:00 pm
Overall Stats
Total Recipients: 2,220
Successful Deliveries: 2,149
Bounces: 71
Times Forwarded: 0
Forwarded Opens: 0
Recipients Who Opened: 744
Total Opens: 1,140
Last Open Date: 11/16/15 10:24PM
Recipients Who Clicked: 25
Total Clicks: 28
Last Click Date: 8/28/15 5:04PM
Total Unsubs: 20
Total Abuse Complaints: 0
Times Liked on Facebook: 0
Clicks by URL
URL Total Clicks Unique Clicks
Donate 28 25
Number of Donations: 15
Total Revenue: $1,112
Metrics Round #2 - Website
Big Benchmark
13% or 8.89%
Singe TouchpointDonation Page(s)
Metrics That Matter$57
$18
13%
13%
20%
$0.61
0.8%
13%
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Singe Touchpoint
Online revenue 2014 $85,212 Online revenue 2015 $136,413
# gifts online 2014 812# gifts online 2015 1002# gifts donation page 2014 333# gifts donation page 2015 296# gifts bowl-a-thon 2014 412# gifts bowl-a-thon 2015 567# gifts gala 2014 67# gifts gala 2015 139
Total website vists 104,622Unique website visitors 96,113Unique visitors website donation page 2,543
# gifts new donors 2014 136# gifts new donors 2015 174
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Number Crunch
Metrics Round #3 - SOCIAL
Big Benchmark
n/a
Singe TouchpointBenchmarksFEED the Funnel
Singe TouchpointBenchmarksSocial Analytics
Singe TouchpointBenchmarksSocial Source
Singe TouchpointBenchmarksLanding Pages
Singe TouchpointBenchmarksconversions
Singe TouchpointBenchmarksAssisted/Last Interaction
Singe TouchpointBenchmarksGoal segmentation
Number Crunch
Open Up Google Analytics
Case Studies
Singe TouchpointBenchmarksCase Study #1
Singe TouchpointBenchmarksCase Study #1date sent open clicks bounce opt-outs $ raised*
22-Jan 1868 19.75% 1.34% 0.21% 0.11% $2,865
13-Feb 2923 19.71% 1.81% 1.57% 0.17% $10,385
06-Mar 6649 15.24% 0.71% 0.35% 0.24% $10,375
14-May 13168 24.77% 1.15% 0.24% 0.43% $1,485
11-Jun 14639 23.77% 1.81% 0.34% 0.40% $7,178
23-Aug 2997 23.22% 2.04% 0.30% 0.13% $6,751
13-Sep 19314 26.10% 1.87% 0.14% 0.32% $8,311
15-Sep 19250 25.31% 2.04% 0.06% 0.22% $15,113
16-Sep 19210 21.77% 1.18% 0.09% 0.28% $12,733
11-Nov 6776 18.86% 2.95% 0.01% 0.07% $29,029
12-Nov 18704 22.32% 1.03% 0.01% 0.16% $17,412
17-Nov 18838 22.52% 0.87% 0.01% 0.25% $6,985
30-Nov 414 52.42% 0.97% 0.48% 0.48% $3,466
11-Dec 986 44.62% 6.49% 1.42% 0.20% $6,920
18-Dec 3201 22.56% 1.16% 0.84% 0.19% $13,390
Singe TouchpointBenchmarksCase Study #1
date sent open clicks bounce $ raised* response rate
22-Jan 1868 19.75% 1.34% 0.21% $2,865 0.40%
13-Feb 2923 19.71% 1.81% 1.57% $10,385 0.65%
06-Mar 6649 15.24% 0.71% 0.35% $10,375 0.68%
14-May 13168 24.77% 1.15% 0.24% $1,485 0.13%
11-Jun 14639 23.77% 1.81% 0.34% $7,178 0.32%
23-Aug 2997 23.22% 2.04% 0.30% $6,751 0.15%
13-Sep 19314 26.10% 1.87% 0.14% $8,311 0.47%
15-Sep 19250 25.31% 2.04% 0.06% $15,113 0.71%
16-Sep 19210 21.77% 1.18% 0.09% $12,733 0.66%
11-Nov 6776 18.86% 2.95% 0.01% $29,029 0.89%
12-Nov 18704 22.32% 1.03% 0.01% $17,412 0.72%
17-Nov 18838 22.52% 0.87% 0.01% $6,985 0.45%
Singe TouchpointBenchmarksCase Study #1
date sent open clicks $ raised* response rate page completion
22-Jan 1868 19.75% 1.34% $2,865 0.40% 34.12%
13-Feb 2923 19.71% 1.81% $10,385 0.65% 52.51%
06-Mar 6649 15.24% 0.71% $10,375 0.68% 49.00%
14-May 13168 24.77% 1.15% $1,485 0.13% 6.89%
11-Jun 14639 23.77% 1.81% $7,178 0.32% 40.13%
23-Aug 2997 23.22% 2.04% $6,751 0.15% 20.41%
13-Sep 19314 26.10% 1.87% $8,311 0.47% 39.13%
15-Sep 19250 25.31% 2.04% $15,113 0.71% 40.41%
16-Sep 19210 21.77% 1.18% $12,733 0.66% 61.76%
11-Nov 6776 18.86% 2.95% $29,029 0.89% 55.25%
12-Nov 18704 22.32% 1.03% $17,412 0.72% 38.67%
17-Nov 18838 22.52% 0.87% $6,985 0.45% 32.13%
Singe TouchpointBenchmarksCase Study #2
Singe TouchpointBenchmarksCase Study #2
Singe TouchpointBenchmarksCase Study #2
Singe TouchpointBenchmarksCase Study #2DEC to date - $39,998.00 in 431 donationsSame period 2012 - $59,051.00 in 625 donationsSame period 2011- $63,609.00 in 703 donations
Dec wk 1 2013 - $30,771.00 in 333 donations Dec wk 1 2012 - $47,883.00 in 513 donationsDec wk 1 2011 - $46,222.00 in 535 donations
Dec wk 2 TD 2013 - $9,447.00 in 101 donationsDec wk 2 2012 - $11,003.00 in 109 donationsDec wk 2 2011 - $17,452.00 in 169 donations
Nov 2013 - $44,601.00 in 400 donationsNov 2012 - $45,363.00 in 481 donationsNov 2011 - $46,745.00 in 504 donations
YTD - $132,620.00 in 1523 donations2012 - $175,394.00 in 2065 donations2011 - $182,762.00 in 2235 donations
Singe TouchpointBenchmarksCase Study #3
Singe TouchpointBenchmarksCase Study #3
Singe TouchpointBenchmarksCase Study #3
Thank you