2011 e nonprofit benchmarks study dijulio
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2011 eNonprofit Benchmarks Study#11NTCBenchmarks
M+R Strategic ServicesNTENDefenders of WildlifeLeague of Conservation Voters
Session EvaluationEach entry via text or web is a chance to win
great NTEN prizes throughout the day!
Session Evaluations Powered By:
TEXTText
#11NTCBenchmarks to 69866.
ONLINEUse
#11NTCBenchmarks at http://nten.org/ntc/eval
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How Did We Segment the Data?
40 Groups
By Sector• Environmental• Health• International• Rights• Wildlife / Animal Welfare
By List Size• Small – Under 100,000 deliverable email addresses• Medium – 100,000-500,000 deliverable email addresses• Large – Over 500,000 deliverable email addresses
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Reading the Charts
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Email Open Rates by Sector
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Email Open Rates by Size
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Newsletter Click-Throughs by Sector
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Messages per Month per Subscriber – By Sector
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Annual Email List Churn
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Email Unsubscribe Rate – By Sector
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Email Unsubscribe Rate – by Size
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Change in Online Giving – 2009 to 2010
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Change in Dollars Raised – 2006 to 2010
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Average Online Gift – One-Time vs. MonthlyBy Sector
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Online Fundraising Share by Source
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Email Fundraising Response Rates – By Sector
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Advocacy Response Rate – By Sector
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Social Media & Text Messaging
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Total Facebook Fan Page Users – By Sector
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Facebook Fan Page Daily Action Rate – Per 1,000 Users
HOW THE LEAGUE OF CONSERVATION VOTERS USES DATA
Presented by Vinnie Wishrad
Who is LCV?
Our mission The League of Conservation Voters works to turn environmental
values into national priorities. To secure the environmental future of our planet, LCV advocates
for sound environmental policies, and elects pro-environment candidates who will adopt and implement such policies.
Our File 384,000 deliverable emails 155,523 members 132,655 have taken action in the last year
2011 Membership Drive
Tactics Offered premium for non-donors Tested upsell lightbox
No significant differencebetween checkbox and upsell lightbox
Next up: Create upsell lightbox for PAC fundraising
2011 Membership Drive
C4 2011 Membership Drive Results
# Resp RevenueAvg. Gift
Upsell Lightbox Revenue 16 $241 $15
Monthly Checkbox Revenue 18 $264 $15
2011 Membership Drive
No significant differencebetween checkbox and upsell lightbox
Next up: Create upsell lightbox for PAC fundraising
C4 2011 Membership Drive Results # Resp RevenueAvg. Gift
Upsell Lightbox Revenue 16 $241 $15
Monthly Checkbox Revenue 18 $264 $15
Prospect
Membership
Discount
Improved response rate
by 140%!
Average Gift decrease 25%
DeadlineExtended
Raised 26% of campaign’s
revenue
Put campaign over budget by
40%
2011 Membership Drive: Results
2008 2009 2010 2011 Benchmarks0.00%
0.02%
0.04%
0.06%
0.08%
0.10%
0.12%
0.14%
0.16%
0.18%
Next Up… Old Tell-a-Friend Page
Next Up… New Tell-a-Friend Page
Next Up…
Do matches still work? Testing no match, 2x match, and 3x match
If we don’t set the facts straight, no one
will.
Help the LCV Action Fund expose FOX
News’ lies – donate today.
If we don’t set the facts straight, no one
will.
Help the LCV Action Fund expose FOX
News’ lies:
Donate before March 29 and your gift will
be MATCHED - dollar for dollar by a group of generous donors.
If we don’t set the facts straight, no one
will.
Help the LCV Action Fund expose FOX
News’ lies:
Donate before March 29 and your gift will
be MATCHED - THREE times by a group of generous
donors.
Defenders of Wildlife
Defenders of Wildlife
Data Drive: Numbers = Results
Defenders of Wildlife
About Defenders• Our Mission
Defenders' mission is to protect species and the habitats upon which they depend. In doing so, we focus on preserving the health of our nation's rich biological heritage (biodiversity).
• Our File– ~890k emailable– ~591K have taken action online– ~98k have ever donated online– ~47k have Adopted an animal online– ~134k are offline donors (DM, TM, etc.)
Defenders of Wildlife
Benchmarks
• Internal: What are your stats?• External: How do your stats compare to
those of your peers?
Defenders of Wildlife
Uses
• Identifying Trends• Staffing / Time Allocation• Budgeting• Optimization
Defenders of Wildlife
Optimization: Subject Lines
• Headline: Congress Greenlights Wolf Slaughter
Beats
• Cryptic: Wolf Slaughter
Beats
• Generic: Take Action to Stop the Wolf Slaughter
Defenders of Wildlife
Optimization: LayoutGeneric Stationary –
340 Donations
Special Flavor –
408 Donations
Defenders of Wildlife
Optimization: ContentNo Bullets10.6% Conversion; $15,703 raised
Bullets12.4% Conversion; $18,958 raised
Defenders of Wildlife
Optimization: Thank You PageAction to Donation
What Worked…• Straight Donation Ask• Robust Tell-a-Friend +
Donation Ask
What Didn’t…
Defenders of Wildlife
Key Questions
• How do your numbers compare to those of your peers?
• Strategy: Where are the areas for improvement?
• Tactics: What are you going to lift response rates?
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Benchmarks and You
Download the report atwww.e-benchmarksstudy.com
Contact the authors atEmail [email protected]
Want to be part of our research? Email [email protected]
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Thanks!
Q & AQ & A
Session EvaluationEach entry via text or web is a chance to win
great NTEN prizes throughout the day!
Session Evaluations Powered By:
TEXTText
#11NTCBenchmarks to 69866.
ONLINEUse
#11NTCBenchmarks at http://nten.org/ntc/eval