Afp data aug2013_final

8/7/2013 Footer 1

DATA IN THE REAL WORLD

Making Sense of the Big Data Trend at Your Non-Profit

Prepared by Scott Gilman and Nancy Palo

8/7/2013 Blackbaud Confidential 2

ABOUT SCOTT


ABOUT NANCY


June: 6.4 pounds

August: 6.1 pounds


• How is Big Data being applied in the

nonprofit space?

• What does segmenting really mean?

• How can use testing to improve our efforts

• How does data relate to your organization’s

events

WHY WE’RE HERE


Data has a bad reputation - but it shouldn't

“Use of the word 'data' can be misleading. It makes people think it's all about statistics and spreadsheets and can be off-putting.

I prefer the term 'evidence', of which quantitative data is a part."

T HE WHAT AND WHY

Source: James Noble, professional social researcher at New Philanthropy Capital (NPC)


Know what you’re using data for.

"I think people can get caught up in data or visualization for its own sake.

You have to be clear about what question you're trying to answer before you set up your data collection and analysis activities.”

T HE WHAT AND WHY

Source: Mike Thompson, senior consultant at mySociety.


Data is the future.

"For charities the possibilities are huge, ranging from internal data analytics to measure efficiency, external data metrics to measure effectiveness and big data to look at opportunity and bench marking.”

T HE WHAT AND WHY

Source: Richard Craig, chief executive of the Charity Technology Trust.


• Web TrafficMonthly visitors; unique visitors, pages per visitMonth Over Month Change; Year Over Year Change

• Conversion RateNew organic registrants, e-mail capture rateMonth Over Month Change; Year Over Year Change

• House-file HealthTotal file, Usable file, Percent Usable, Opt-outsMonth Over Month Change; Year Over Year Change

• Online File CompositionOnline donors, Percent of file who are donorsMonth Over Month Change; Year Over Year Change

• Fundraising / Online RevenueOverall total, Number of Gifts, Average Donation Amount, First Time Donors, Repeat Donors, Gifts over a certain amount Month Over Month Change; Year Over Year Change

MONT HLY DAS HBOARD: WHAT TO T RACK


• E-mail PerformanceOpen rates, click-through rates, response rates

• Monthly GivingNumber of monthly donors, Number of new monthly donors, amount given, average gift sizeMonth Over Month Change; Year Over Year Change

• AdvocacyTotal number of advocates, new advocates, donations by advocateMonth Over Month Change; Year Over Year Change

• Revenue Per E-mail AddressYear Over Year Change

MONT HLY DAS HBOARD: WHAT TO T RACK


NE WS L E T T E R CL ICK - T HROUGHS

Lead Story: X

Feature Story: Y

Article Referenced in Subject Line: Z


MOTIVATION: PROFILE-DRIVEN COMMUNICATION


EMAIL APPEAL TESTING: EMAIL

• Wolf-focused tone increased donation rates by 29% in one segment

Wolf copy focus: 0.17% donation rate Match copy focus: 0.13% donation rate


RE CE NT MONT HLY NE WS L E T T E R

Open Rate Click-through Rate Un-subscribes

Overall 60,270 21.43 2.65% .21%

Benefit Events 5,041 26.7% 4.19% 0.26%

Bicycling 284 35.56% 5.63% 0

Birding/Wildlife 272 38.97% 7.72% 0

Conservation 59,546 21.37% 2.65% 0.19%

Monthly Newsletter 9,792 27.39% 4.15% 0.27%

Cultural Activities 8,945 28.02% 4.21% 0.31%

Events and Cultural

Activities421 38.24% 7.36% 0

Free Events 9,056 28.05% 4.21% 0.33%

Kids & Family Activities 8,981 27.9% 4.3% 0.31%

Nature & Horticulture 9,269 28.41% 4.47% 0.3%

Pets 9,887 27.06% 3.99% 0.29%

Recreation & Sports 4,145 25.86% 3.91% 0.24%

Sports & Leisure 347 36.6% 6.92% 0


DONAT ION P E RF ORMANCE BY GROUP

Group 2011 2012

% Who

Gave

Gifts Total Avg. % Who

Gave

Gifts Total Avg.

Benefit Events 4.61 426 $72,955 $171.26 5.33 514 $93,196 $181.31

Bicycling 15.91 82 $13,405 $163.48 15.66 73 $16,895 $231.44

Birding/Wildlife 16.45 79 $12,271 $155.33 17.48 92 $17,991 $195.55

Conservation 2.97 5,221 $915,957 $175.44 3.23 5,690 $1,011,721 $177.81

Monthly Newsletter 5.49 925 $164,603 $177.95 5.86 1,022 $212,907 $208.32

Cultural Activities 5.48 847 $144,568 $170.68 5.94 941 $192,037 $204.08

Events and Cultural Activities 14.5 115 $14,856 $129.18 15.31 130 $21,350 $164.23

Free Events 5.36 851 $147,343 $173.14 5.82 954 $194,312 $203.68

Kids & Family Activities 5.62 863 $148,468 $172.04 5.94 948 $197,212 $208.03

Nature & Horticulture 5.94 933 $158,260 $169.62 6.25 1,001 $202,953 $202.75

Pets 4.82 865 $146,669 $169.56 5.3 975 $196,778 $201.82

Recreation & Sports 2 141 $22,085 $156.63 2.25 172 $27,586 $160.38

Sports & Leisure 16.53 98 $15,820 $161.43 13.47 85 $17,251 $202.95


GROUP P E RF ORMANCE (ONL INE ONLY )

Group (Group Size) 2011 2012

Gifts Amounts Avg. Gifts Amounts Avg.

Appended E-mails Fall 2009 705 $62,301 $88.37 668 $65,892 $98.64

Not Appended E-mails Fall 2009 13,446 $1,087,742 $80.90 10,906 $1,047,730 $96.07

All December Only Donors 2,185 $392,631 $179.69 2,311 $480,449 $207.90

December 2011 Donors Only

Gave in 2011, but only in December 1,701 $355,407 $208.94 956 $262,662 $274.75

December 2012 Donors Only

Gave in 2012, but only in December -- -- -- 1,720 $415,655 $235.10

Advocacy Participants 285 $35,880 $125.89 222 $31,037 $139.81


OP T IMIZ ING T RAF F IC TO P OP UL AR PAGE S


• Single page vs. Two page form

• Horizontal vs. Vertical ask string

• Location of trust logos

• Charity Navigator, BBB, VeriSign, etc…

• No extra navigation on the page

• Donate button size and color

• Intro text, imagery, etc…

DONAT ION F ORM T E S T ING IDE AS


IN S UMMARY

Small changes to donation

forms can have a big

impact.

• Do you have a VeriSign

logo?

• Are you asking for too

much information?

• Do you have mission

oriented copy included?


T HE RE P ORT


US ING DATA TO DE V E L OP F UNDRAIS ING

E V E NT S T RAT E GIE S


BENCHMARKS AND USER BEHAVIORS


WHAT IS IN THE P2P BENCHMARK REPORT?

P2P Analysis Overview

• 1,275 organizations & 28,000 events

• Events from Jan 1, 2010 to Dec 31, 2011

• TeamRaiser and FAF Platforms

• Metrics listed in Median Values


KEY FINDING:

PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS

While number of emails sent were down, online fundraising was up!

Participants are using truly multi-channel fundraisers.


Email Mail

Social Media

Other

MULTI-CHANNEL COMMUNICATIONS STRATEGY


KEY FINDING: AVERAGE GIFT AMOUNT


DONATION FORM STRATEGY

http://www.google.com/url?sa=i&rct=j&q=easy+button+&source=images&cd=&cad=rja&docid=6dxf7rnBFNcaJM&tbnid=UxzOLww6Jj62NM:&ved=0CAUQjRw&url=http://millennialleader.com/searching-for-lifes-easy-button/&ei=ZdBuUY39A-OU0QGjt4GoBg&bvm=bv.45368065,d.dmg&psig=AFQjCNE1ItB4V2tnRKqjWPBAQnJdBJ38Kg&ust=1366303195495341


KEY FINDING: RETURNING VS. NEW PARTICIPANTS


Retention

Event Day

Post Event

Year Round

Segmented

RETENTION STRATEGY


KEY FINDING: TEAM CAPTAINS OUTPERFORM IN

EVERY CATEGORY


TEAM CAPTAIN FOCUSED STRATEGIES

http://www.google.com/url?sa=i&rct=j&q=superheroes&source=images&cd=&cad=rja&docid=wLibOJ_1J83iuM&tbnid=wlXb9QBcXatFVM:&ved=0CAUQjRw&url=http://htmlgiant.com/film/why-we-need-superheroes-or-a-parental-theory-or-what-was-just-a-review-of-chronicle-before-people-were-murdered-while-watching-the-dark-knight-rises/&ei=bdFuUaPwCPSw0AHggYGQAg&bvm=bv.45368065,d.dmg&psig=AFQjCNFDkfSof8IFYcVdVFJrcB4zZVWWQQ&ust=1366303412640608


THREE ONLINE BEHAVIORS THAT DRIVE REVENUE


SELF DONATION

Behavior Fundraising

Average

Non-Self Donor $69

Self Donor $508


UPDATE PERSONAL PAGE


Average

Page Not

Updated

$31

Page Updated $205


SEND EMAIL


Average

0 Emails Sent $52

1-9 Emails Sent $231

10+ Emails Sent $541


When in doubt, ask yourself, how is what we’re tracking help us better understand how we’re doing?

Do we take what learn, and change or evolve our strategy because of it?

If not, think twice.

T IP S TO RE ME MBE R

Afp data aug2013_final

Technology

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