Learning  and  Ac,ng  on  Data  e-­‐campaigning  forum,  Oxford  2015  

•  interna8onal  data  set  •  40  million+  hosted  records  •  campaigning,  fundraising,  email  

context  for  the  data:  

donor  /  ac8vist:  4.2%  

4.03%  email  advocacy  2.97%  pe88on  14%  highest  (small  sample)  

**  3.83  million  ac8vists  in  calendar  2014  

75,335  email  advocacy  records  3,648  donors  from  this  group  4.84%  conversion  

mobile  transac8ons  

17%  email  advocacy  13%  pe88on  8.73%  email  signup  form  6.05%  single  dona8on  1.09%  recurring  dona8on  

18%  fundraising  transac8ons  on  mobile    

advocacy  ac8vity  level  2014  

7.6  pe88ons  21.1  email  advocacy  ac8ons  19  average  (email  and  pe88on)  highest:  195  Walk  Free  (157  email)  

**  sample  from  100  nonprofit  clients  

28.6%  ac8vist  reten8on  

**  4.01  million  ac8vists  (transacted  in  calendar  2013)  **  1.15  million  ac8vists  retained  (calendar  2014)  

68.07%  highest  8.79%  lowest  

31%  donor  reten8on  

**  60,634  donors  (transacted  in  calendar  2013)  **  18,823  donors  retained  (calendar  2014)  

48.92%  highest  19.02%  lowest  

•  2  pe88ons  2014  •  37  email  advocacy  pages  2014  •  63%  ac8vist  reten8on  •  42.9%  donor  reten8on  

recruitment  numbers  1.34%  recurring  dona8on  19.44%  single  dona8on  27.86%  email  advocacy  42%  pe88on  63.52%  email  signup  form  

**  620,000  email  signups  **  9.2  million  email  advocacy  **  195,000  single  donors  

REVENUE  BY  RECORD  SOURCE  

£17.1  email  signup  £18.1  pe88on  £18.75  email  advocacy    

**  13,775  email  advocacy  **  4,256  pe88on  **  1,459  email  signup  

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