Success Metrics for Social Fundraising

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Go beyond the status quo ... and discover how to measure, analyze, and extract useful information from your social media fundraising metrics! Use precise measurements to figure out what drives your fundraising numbers. This fabulous 30-minute webinar is packed with tips and ideas to help you sift out what matters and what doesn't.
 
Here's just a bit of what we'll cover:

• Why most people don't know if their social media fundraising efforts are working
• What causes you to waste your time on the wrong measurements
• How to measure the effectiveness of your social fundraising efforts
• 6 metrics you need to take a long, hard look at
• The basics of ROI
• Guidelines for understanding the age-old myth of correlation vs causation

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  • Here's just a bit of what we'll be covering in this presentation:Why most people don't know if their social media fundraising efforts are workingWhat causes you to waste your time on the wrong measurementsHow to properly measure the effectiveness of your social fundraising efforts6 metrics you need to take a long, hard look atGuidelines for understanding the age-old myth of correlation vs causation
  • At the opening of the 2002 season, the richest team, the New York Yankees, had a payroll of $126 million while the poorest team, the Oakland Athletics, had a payroll of less than a third of that, about $40 million. So you would think that the Yankees would have a better win/loss record than the Oakland A’s. You’d be wrong. Not only did the A’s have a better win/loss record, they also made it to the playoffs in the previous two years, played the Yankees, and got to within a few outs of beating them.How did they do it? Metrics.
  • At the opening of the 2002 season, the richest team, the New York Yankees, had a payroll of $126 million while the poorest team, the Oakland Athletics, had a payroll of less than a third of that, about $40 million. So you would think that the Yankees would have a better win/loss record than the Oakland A’s. You’d be wrong. Not only did the A’s have a better win/loss record, they also made it to the playoffs in the previous two years, played the Yankees, and got to within a few outs of beating them.How did they do it? Metrics.
  • Meet Billy Beane. He was the star of his high school baseball, football, and basketball teams. Upon graduation, Stanford offered him a scholarship to play backup quarterback for a sophomore named John Elway, but he turned them down to play baseball in the majors. In 1980 he was drafted in the first round by the New York Mets, who loved everything about him: he was fast, strong, and he just looked like a baseball player. So Billy started playing professional baseball. And… he choked. He wasn’t hitting, he wasn’t scoring, and after a little while, he wasn’t getting much playing time. The competition was tough and Beane just couldn’t rise to the occasion.After going back and forth between the majors and the minors for ten seasons, Beane embraced the fact that his career wasn’t going anywhere. At that time he was playing for the Oakland Athletics. He marched into the front office during spring training and told the General Manager that he didn’t want to play baseball anymore - he wanted to be an advance scout, someone who traveled the country looking for talented ballplayers to draft. The General Manager agreed, and Billy Beane began a new life as a numbers man.
  • Last but not least,Social Multipliers. What is a social multiplier? The social multiplier is the core of social fundraising. After making a donation, the donor should be asked to share the news of their donation on Twitter, Facebook, LinkedIn, etc. And they will share it, 25-90% of the time, depending on your cause.All their friends and followers and connections will see that they made this donation, and you know what they’ll do? They’ll click on the link. They’ll say “Oh, if Sharon donated, it must be a good cause. Let me see what it’s all about.” So they’ll click on the link, land…
  • directly on the donation page, read about the cause and… more often than not, make a donation themselves. This simple step can increase your fundraising revenue by up to 52%.
  • Success Metrics for Social Fundraising

    1. 1. Success Metrics for Social Fundraising<br />Derek Christensen - Curiosity Engineer<br />Easy, Social Fundraising<br />
    2. 2.
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    5. 5. Yankees = $126 m<br />
    6. 6. Yankees: $126m<br />Yankees = $126 m<br />
    7. 7. Yankees: $126m<br />A’s: $40m<br />Yankees = $126 m<br />
    8. 8.
    9. 9.
    10. 10. Stolen Bases<br />
    11. 11. Batting Average<br />
    12. 12. RBI’s<br />
    13. 13.
    14. 14. On Base Percentage<br />
    15. 15. Slugging Percentage<br />
    16. 16. 2003<br />
    17. 17.
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    27. 27.
    28. 28.
    29. 29. Friends/Followers/ Buzz/Conversation<br />
    30. 30. Friends/Followers/ Buzz/Conversation<br />Total Website Visitors<br />
    31. 31. Friends/Followers/ Buzz/Conversation<br />Total Website Visitors<br />Unique Website Visitors<br />
    32. 32. Friends/Followers/ Buzz/Conversation<br />Total Website Visitors<br />Unique Website Visitors<br />Donation Page Visitors<br />
    33. 33. Friends/Followers/ Buzz/Conversation<br />Total Website Visitors<br />Unique Website Visitors<br />Donation Page Visitors<br />Donation Page Donors<br />
    34. 34. Friends/Followers/ Buzz/Conversation<br />Total Website Visitors<br />Unique Website Visitors<br />Donation Page Visitors<br />Donation Page Donors<br />Repeat Donors<br />
    35. 35. Friends/Followers/ Buzz/Conversation<br />Total Website Visitors<br />Unique Website Visitors<br />Donation Page Visitors<br />Donation Page Donors<br />Repeat Donors<br />Social Multipliers<br />
    36. 36. Friends/Followers/ Buzz/Conversation<br />Total Website Visitors<br />Unique Website Visitors<br />Donation Page Visitors<br />Donation Page Donors<br />Repeat Donors<br />Social Multipliers<br />
    37. 37. 6 Smart Social Fundraising Metrics<br />
    38. 38. 6 Smart Social Fundraising Metrics<br />Friends/Followers/Buzz/Conversation<br />Facebook Likes, Twitter shares, @mentions<br />
    39. 39. 6 Smart Social Fundraising Metrics<br />Friends/Followers/Buzz/Conversation<br />Facebook Likes, Twitter shares, @mentions<br />Donation Page Visit Rate<br />Donation Page Visitors/Unique Website Visitors<br />
    40. 40. 6 Smart Social Fundraising Metrics<br />Friends/Followers/Buzz/Conversation<br />Facebook Likes, Twitter shares, @mentions<br />Donation Page Visit Rate<br />Donation Page Visitors/Unique Website Visitors<br />Donation Rate<br />Donation Page Donors/Donation Page Visitors<br />
    41. 41. 6 Smart Social Fundraising Metrics<br />4) Average Donation Size<br />Total Donation Value/# of Donors<br />
    42. 42. 6 Smart Social Fundraising Metrics<br />4) Average Donation Size<br />Total Donation Value/# of Donors<br />5) Donations acquired by social media type<br />From the top of the funnel to the donation<br />
    43. 43. 6 Smart Social Fundraising Metrics<br />4) Average Donation Size<br />Total Donation Value/# of Donors<br />5) Donations acquired by social media type<br />From the top of the funnel to the donation<br />6) Social Multiplier Rate<br />% of donors sharing on social networks<br />
    44. 44. http://www.fundly.com<br />hello@fundly.com<br />http://blog.fundly.com<br />
    45. 45. Questions?<br />
    46. 46. Resources<br />NTEN 2011 eNonprofit Benchmarks Study<br />http://www.arja.org/clevelresearch/se-sample-report-2.pdf<br />http://socialtimes.com/social-media-metrics_b2950<br />http://smallbiztrends.com/2011/05/social-media-metrics.html<br />http://thebrandbuilder.wordpress.com/2011/05/31/the-basics-of-social-media-measurement-for-business/<br />http://www.frankwu.com/tornado.html<br />

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