Metrics ftw 1

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Transcript of Metrics ftw 1

Becky BondWilliams College ‘92Poli Sci MajorPolitical Theory concentrationMajor GPA: 3.85Empirical Poli-Sci req. (1 class)

Statistics for PSCI: Big Fat C

537

312

Why should you learn to love the numbers.

one vote for every 1,000 contacts via robo calls.

538,000

313,000

one vote for every 38 volunteer contacts by phone

20,216

11,894

28 calls

?

# house parties # attendees # calls # contacts # votes

1 8 1600 224 6

# house parties # attendees # calls # contacts # votes

1 8 1600 224 6

# house parties # attendees # calls # contacts # votes

10 80 16000 2240 60

# house parties # attendees # calls # contacts # votes

1 8 1600 224 6

# house parties # attendees # calls # contacts # votes

10 80 16000 2240 60

# house parties # attendees # calls # contacts # votes

50 400 80000 11200 300

# house parties # attendees # calls # contacts # votes

54 432 86400 12096 318

# house parties # attendees # calls # contacts # votes

50 400 80000 11200 300

# house parties # attendees # calls # contacts # votes

1 8 1600 224 6

# house parties # attendees # calls # contacts # votes

10 80 16000 2240 60

# house parties # attendees # calls # contacts # votes

92 736 147200 20608 542

# house parties # attendees # calls # contacts # votes

54 432 86400 12096 318

# house parties # attendees # calls # contacts # votes

50 400 80000 11200 300

# house parties # attendees # calls # contacts # votes

1 8 1600 224 6

# house parties # attendees # calls # contacts # votes

10 80 16000 2240 60

50,000

35,000 +15,000 = 50,000

35,000 +15,000 = 50,000

160,000 at 20% open rate60% clicks to open=19,200

78% clickers take action = 15,000

What is an essentialcharacteristic of a movement?

Never doubt that a small group of thoughtful, committed citizens can

change the world. Indeed, it is the only thing that ever has.-- Margaret Mead

Size matters

What can a list of 2 million do in a year?

•120,000 calls

•9,000 faxes to Jan Brewer

•110,000 voter contacts in California to crush Prop 23

•3 tons of coat hangers delivered to the offices of Stupak Democrats

•371,000 petitions in support of Elizabeth Warren

•38 individual petitions with more than 100,000 signers

Anatomy of a campaign by the numbers:

– Email– Chaser– Kicker

Top Level Data

146,479 Signers

40,451 New to Action List (27.62% of Signers)

10,909 Facebook Share (7.4% of Signers)

1,928 Twitter

8,607 Tell-a-friend email

Emails Rec. Open RateRecipients

Who Opened Click RateClicks Per

OpenRecipients

Who Clicked Unsubs Unsub Rate58,261 39.97% 23,289 38.18% 95.51% 22,244 65 0.11%59,002 40.26% 23,757 38.08% 94.57% 22,466 87 0.15%

117,263 40.12% 47,046 38.13% 95.03% 44,710 152 0.13%

Began sending at 11:13:14Ended sending at 11:23:26

SignersNew to

Database New to List (% of signers) Connect Share Twitter TAF Paste Confemail Mailto11169 365 427 (3.82) 26 161 70 205 52 83 73

As of 12:01:00

Initial E-mail to Targeted List

34,468

5,766

10,041

First Wave of E-mails

NameEmails Rec.

Open Rate

Recipients Who

Opened Click Rate

Clicks Per Open

Recipients Who

Clicked Unsubs Unsub Rate Targeted 117,263 40.12% 47,046 38.13% 95.03% 44,710 152 0.13%

Non-Targeted 505,457 9.82% 49,655 3.90% 39.72% 19,721 842 0.17%Other list 116,504 6.33% 7,370 1.38% 21.86% 1,611 893 0.77%

5,082

6,616,1542,239

Universe: 75,489Open Rate:43.21%Click Rate: 12.59% Clicks/Open: 29.12%

34,46811,568

5,7664,267

10,041 4,501

Kicker vs. Original Send

Notes

Emails Rec.

Open Rate

Recip. Who Opened

Click Rate

Clicks Per Open

Recip. Who Clicked Unsubs

Unsub Rate

20090818_action_publicoption_bo_targeted 117,263 40.12% 47,04638.13

% 95.03% 44,710 152 0.13%

20090818_elections_publicoption_bo 116,504 6.33% 7,370 1.38% 21.86% 1,611 893 0.77%

20090818_action_publicoption_bo_full_send 505,457 9.82% 49,655 3.90% 39.72% 19,721 842 0.17%

20090819_action_publicoption_bo_chaser 75,489 43.21% 32,62212.59

% 29.12% 9,501 216 0.29%

20090820_action_publicoption_bo_chaser2 12,481 28.16% 3,515 7.76% 27.54% 968 74 0.59%

20090821_action_publicoption_bo_kicker 477,736 5.70% 27,230 3.75% 65.84% 17,929 657 0.14%

20090908_action_publicoption_bo_new_kicker 497,976 5.46% 27,193 3.72% 68.18% 18,541 708 0.14%

20090908_elections_publicoption_bo_new_kicker 364,585 2.95% 10,747 0.48% 16.29% 1,751 1,255 0.34%

20090908_ps_publicoption_bo_new_kicker 50,000 1.05% 527 1.05% 99.24% 523 137 0.27%

20090908_ps_publicoption_bo_new_kicker2 45,758 1.19% 545 1.24% 104.40% 569 120 0.26%

Grand Total:2,359,0

07 8.80% 207,522 4.96% 56.34% 116,916 5,311 0.23%

All E-mails

Top Level Data

10 different sends

5,311 unsubscribes

40,451 new members

Sent open pct

click pct click per open

action %

Tell FOX: Post a disclaimer 49814 24.42% 14.44% 59.13% 13.88

Did Fox finally go too far? 50176 26.59% 14.49% 54.49% 13.82

petition signers new to list

pct new to list

FB share

paste mailto tag

Too extreme even for FOX.

106275 3976 3.74 1823 1392 1957

Thank Eric Holder for Protecting Civil Rights in Arizona Group

51931 1275 2.46 717 278 384

Forget what Timothy Geithner thinks. We want Elizabeth Warren to police Wall Street. Group

140604 20373 14.49 3928 14212 5098

Tell Congress: Don't extend the Bush tax cuts for the wealthy Group

42192 479 1.14 396 312 203

Work with partners

You can build your list through one or two big organizing moments.

But also via dozens of small ones.

Campaign.

A lot. Really I mean a lot.

Friday, July 1: Email 1

Can you help fight Scott Walker in La Crosse this weekend? (1,493 members with 30 miles of La Crosse, WI)

Friday, July 1: Email 2

Can you help fight Scott Walker in Hudson this weekend? (1,324 members with 30 miles of Hudson, WI)

Friday, July 1: Email 3

Can you help fight Scott Walker in Rhinelander this weekend? (675 members with 50 miles of Rhinelander, WI)

Friday, July 1: Email 4

Can you help fight Scott Walker in Wausau this weekend? (1636 members with 50 miles of Wausau, WI)

Friday, July 1: Email 5

Can you help fight Scott Walker in Madison this weekend? (7629 members with 25 miles of Madison, WI)

Friday, July 1: Email 6

Can you help fight Scott Walker in Oshkosh this weekend? (875 members with 50 miles of Oshkosh, WI)

Friday, July 1: Email 7

Can you help fight Scott Walker in Kaukauna this weekend? (3087 members with 50 miles of Kaukauna, WI)

Friday, July 1: Email 8

Can you help fight Scott Walker in Ripon this weekend? (1004 members with 50 miles of Ripon, WI)

Friday, July 1: Email 9

Can you help fight Scott Walker in Baraboo this weekend? (3381 members with 50 miles of Baraboo, WI)

Friday, July 1: Email 10

Can you help fight Scott Walker in Milwaukee this weekend? (8973 members with 25 miles of Milwaukee, WI)

Friday, July 1: Email 11

Why is Rep. X pushing AT&T’s deceptions? (30,403 members who have taken action on Net Neutrality and who are in the Congressional Districts of the 77 Democrats who signed an AT&T letter supporting takeover of T-Mobile)

Friday, July 1: Email 12

Confirmed: Gov. Cuomo to lift New York fracking ban. Take action! (79105 New York State members who received fracking action day before but didn’t sign)

Friday, July 1: Email 13

Confirmed: Gov. Cuomo to lift New York fracking ban. Take action! (6649 New York State members who signed fracking action day before and need to be asked to tell friends)

Friday, July 1: Email 14

Can you deliver our petition to Kansas AG Schmidt next week? (107 out of 1105 Kansas coal action takers who live within 30 miles of Topeka)

Friday, July 1: Email 15

Urgent: Tell Gov. Cuomo: Don’t lift New York’s fracking ban! (32,931 New York members who didn’t receive fracking action the day before)

Tuesday, June 28: Email 1

The State of Illinois is using your tax dollars to mislead kids about coal

(28,834 environmental action taker in Illinois)

Tuesday, June 28: Email 2

Tell the EPA: End unlimited mercury pollution (156325 recent action takers who haven’t taken an environmental action before)

Tuesday, June 28: Email 3

<% $representative->{who} %>\'s climate denial threatens our food supply (102342 people whose member of congress voted no on USDA planning for climate change related disasters)

Tuesday, June 28: Email 4-6

Tell the EPA: Protect Montana from dirty coal pollution (4064 environmentalists in MT)

Tell the EPA: Protect Wyoming from dirty coal pollution (1538 environmentalists in WY)

Tell the EPA: Protect Colorado from dirty coal pollution (21544 environmentalists in CO)

Tuesday, June 28: Email 7

<% $representative->{who} %> still hasn't signed the letter demanding an investigation of Clarence Thomas (7711 people in Democratic Congressional Districts who didn’t get this email the day before)

Tuesday, June 28: Email 8-9

Co-sign a letter demanding an investigation of Clarence Thomas (3978 people in CT who haven’t received action)

Co-sign a letter demanding an investigation of Clarence Thomas (1716 choice action takers who didn’t receive the day before)

Tuesday, June 28: Email 10

Stop Monsanto's anti-organic propaganda on public radio (236654 members who have taken action on NPR in the past)

Tuesday, June 28: Email 11

URGENT: Call Jerry Brown to protect farm workers (14387 who signed California petition on behalf of United Farm Workers)

Tuesday, June 28: Email 13

Tell Sen. <% $who %>: Protect California's water from secret fracking chemicals (30000 random test in California)

Tuesday, June 28: Email 14

Tell Sen. <% $who %>: Protect California's water from secret fracking chemicals (7490 California environmentalists in trade with California League of Conservation Voters)

Tuesday, June 28: Email 15

Tell Sen. <% $who %>: Protect California's water from secret fracking chemicals (119057 California environmentalists)

If you want to grow, you have to send lots of emails. Period.

Explain this to your development director.

What about unsubscribe trolls?

CREDO unsub rates

First month on the list • 23% will take another action• 71% will stay on the list another month• 6% will unsubscribe

Subsequent months: • Unsubscribe is 1% in next month on list• Unsubscribe is 2% over the remaining tenure

Don’t worry about unsubscribes.

Except….

Subject Emails Rec.

Open Rate

Click Rate

Clicks Per Open

Unsub Rate

Unsub per Open

Tell Congress: Don't extend the Bush tax cuts for the wealthy

191251 19.64% 17.24% 87.81% 0.08% 0.42%

Tell Congress: Don't extend the Bush tax cuts for the wealthy

127833 15.41% 9.56% 62.06% 0.11% 0.72%

Tell Congress: Don't extend the Bush tax cuts for the wealthy

149960 4.92% 1.39% 28.19% 0.16% 3.26%

Metrics FTW!

Numbers can help you understand:

• What can we do with our current resources

• Project what we must accomplish to win the change you want

• Help you plan a path from what we can do to what we need to do to win.

# house parties # attendees # calls # contacts # votes

92 736 147200 20608 542

# house parties # attendees # calls # contacts # votes

54 432 86400 12096 318

# house parties # attendees # calls # contacts # votes

50 400 80000 11200 300

# house parties # attendees # calls # contacts # votes

1 8 1600 224 6

# house parties # attendees # calls # contacts # votes

10 80 16000 2240 60

CREDO Action is often hiring

Becky [email protected]/becky.bond@bbond