2009 Metrics Presentation by Steve McLaughlin, Blackbaud
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Transcript of 2009 Metrics Presentation by Steve McLaughlin, Blackbaud
Page #1 © 2009 Blackbaud
Online Metrics Demystified
Steve MacLaughlin, Director – Internet Solutions
April 11, 2023
Read our blog: www.netwitsthinktank.com
Page #3 © 2009 Blackbaud
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
The Market is NoisyOnline Metrics Demystified Topics
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A standard unit of measure.
A measurable element of a process or function.
A measuring system that quantifies a trend, dynamic, or characteristic
What is a Metric?
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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.
Why Do Metrics Matter?
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What Online Metrics Tell You
How did they get here? What did they do? How did it work?
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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.
The Market is NoisyWhat is a Good Metric?
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Website Metrics
Page #10 © 2009 BlackbaudVOLUME OF DATA
Unique Identified Visitors
Unique Visitors
Visits
Page Views
Hits
VALU
E O
F D
ATA
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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.
Hits
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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 Views
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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.
Visits
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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.
Unique Visitors
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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.
Unique Identified Visitors
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ReferrersBounce RateConversion RateClick DensityPage View Duration
Other Website Metrics
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Roadmap Options
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Email Metrics
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The Metrics that Matter
Deliverability
Open Rate
Click-Through Rate
Unsubscribe Rate
Conversion Rate
Source: ReturnPath
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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
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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
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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
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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 RateClick-Through
Rate ConversionRate Unsubscribe Rate
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The Metrics that Matter
Deliverability =
Open Rate =
Click-Through Rate
Unsubscribe Rate =
Conversion Rate = or
# Unsubscribes (Sent – Bounced)
# Unique Clicks(Sent – Bounced)
# Unique Opens(Sent – Bounced)
(# Sent – Bounced)# Sent
# Actions Completed (Sent – Bounced)
# Actions Completed Unique Responders
(Clicks)
Source: Email Marketing by the NUM8ERS
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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
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# Email Addresses Valid Addresses Average Open Rate Average Conversion Rate Revenue Per Email Appeal Gifts Per Email Appeal
Even More Email Metrics
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Online FundraisingMetrics
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2008 Total Fundraising (US)
$292.23 Billion Offline
$15.42 Billion Online
Source: Giving USA / Blackbaud
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US Fundraising Trends
$0
$50,000,000,000
$100,000,000,000
$150,000,000,000
$200,000,000,000
$250,000,000,000
$300,000,000,000
2001 2002 2003 2004 2005 2006 2007 2008
$246B $245B $243B $245B $283B $295B $314B $307B
Source: Giving USA
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0
2,000,000,000
4,000,000,000
6,000,000,000
8,000,000,000
10,000,000,000
12,000,000,000
14,000,000,000
16,000,000,000
120% Growth
100% Growth
73% Growth
38% Growth
72% Growth
53% Growth
56% Growth
2001 2002 2003 2004 2005 2006 2007 2008
$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
44% Growth
Source: ePhilanthropy Foundation, Blackbaud
US Online Fundraising Trends
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Turning Data into Information
Total Constituents Total Donors
· Online · Offline· Online and Offline
Total Gifts· Online· Offline
Total Revenue· Online· Offline
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Online Fundraising Metrics Sample
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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
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How much should you be raising online?
Online Fundraising as Percentage of Total ContributionsTotal 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
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Event FundraisingMetrics
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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
Event Fundraising Metrics
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Event Fundraising Metrics Sample
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% 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
More Event Fundraising Metrics
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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
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Social MediaMetrics
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Interactions Friends Follows DIGGs Tweets ReTweets
Click-Throughs
Conversions
Social Media Metrics
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Social Media Funnel
Online Action | Offline Action
Social Networks
Social Media
Website
RSS
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BenchmarkingMetrics
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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.
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Source: 2009 eNonprofit Benchmarks Study / Blackbaud
Average Online Gift Benchmarks
Average Online Donation
$71
Average Blackbaud Online Donation
$152.12
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Online Fundraising Cycle
Janu
ary
Febru
ary
Mar
chApr
ilM
ayJu
ne July
Augus
t
Septe
mbe
r
Octo
ber
Novem
ber
Decem
ber
2007 2008 2009
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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.
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Email List Churn
79%
5%16%
2006 List Churn
RetainedUnsubscribedOther Churn
81%
6% 13%
2007 List Churn
RetainedUnsubscribedOther Churn
Source: 2008 / 2009 eNonprofit Benchmarks Study
Page #51 © 2009 Blackbaud
Email List Churn
81%
6% 13%
2007 List Churn
RetainedUnsubscribedOther Churn
81%
6% 13%
2008 List Churn
RetainedUnsubscribedOther Churn
Source: 2008 / 2009 eNonprofit Benchmarks Study
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Source: 2008/ 2009 eNonprofit Benchmarks Study
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Online Fundraising BenchmarksOpen 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 BenchmarksOpen Rate Click-Through Rate
2008 15.0% 2.1%
2007 17.6% 3.6%
2006 21.8% 4.3%
Source: 2008/ 2009 eNonprofit Benchmarks Study
Online Advocacy BenchmarksOpen 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 #54 © 2009 Blackbaud
# 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
The Market is Noisy
The Experience Gap
Seven Conversion Rate Best Practices
Source: Excellent Analytics Tip#5: Conversion Rate Basics & Best Practices, Avinash Kaushik
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Where We Go from Here
Page #56 © 2009 Blackbaud
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!
Where We Go from Here
Page #57 © 2009 Blackbaud
NetWits Blog· www.netwitsthinktank.com
My Blog
· www.blackbaud.com/connections
The Baudcast· www.blackbaud.com/thebaudcast
Blackbaud Internet Resources· www.blackbaud.com/internetresources
The Market is NoisyWant to learn more? Be sure to check out….