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  • 1. Everything You Need to Know About Measuring Online Results
    But Were Afraid to Ask
    April 12, 2010
    Steve MacLaughlin
    Director – Internet Solutions
  • 2. Internet Management for NonprofitsTed Hart, Steve MacLaughlin, James M. Greenfield, Phillip H. Geier, Jr.
    Beth Kanter
    Michael Sola and Tim Kobosko
    Dottie Schindlinger and Leanne Bergey
    Russell Artzt, John Murcott, and Mark Fasciano
    Roger M. Craver and Ryann Miller
    Steve MacLaughlin
    Adrienne D. Capps
    Walter P. Pidgeon Jr.
    Danielle Brigida and Jonathon D. Colman
    Marcelo IniarraIraegui and Alfredo Botti
    Philip King
    Lawrence C. Henze
    Andrew Mosawi and Anita Yuen
    Allan Pressel
    Michael Johnston and Matthew Barr
    Catherine Pagliaro
    Ben Rigby
    Frédéric Fournier
  • 3. The Market is Noisy
    What is a metric?
    Why should I care?
    Why should I care?
    Website Metrics
    Email Metrics
    Online Fundraising Metrics
    Social Media Metrics
    Benchmarking and Beyond
  • 4. What is a Metric?
    • A standard unit of measure.
    • 5. A measurable element of a process or function.
    • 6. A measuring system that quantifies a trend, dynamic, or characteristic
  • Why Do Metrics Matter?
    • Help you understand what’s working and what’s not.
    • 7. Gives you insights into your constituents.
    • 8. If you can’t measure it, then you can’t manage it.
  • What Online Metrics Tell You
  • 9. Website Metrics
  • 10. Unique Identified Visitors
    Unique Visitors
    Page Views
  • 11. Hits
    • A request for a file from the web server.
    • 12. A single web page typically consists of multiple files.
    • 13. A hit is registered for the page, every image, and any other files present on that page.
  • Page Views
    • A request to load a single web page.
    • 14. A metric for the entire site or specific content.
    • 15. A useful metric over a period of time or for a specific event.
  • Visits
    • A site visit during a set period of time.
    • 16. A visit contains one or more page views.
    • 17. A visit helps understand what people do when they visit your site.
  • Unique Visitors
    • A visit by a unique individual.
    • 18. A unique visitor is typically based on an IP address or cookie.
    • 19. A unique visitor metric helps compare new visitors to repeat visitors.
  • Unique Identified Visitors
    • A visit by a unique identified individual.
    • 20. A unique identified visitor is tracked based on information stored in a central database.
    • 21. A unique identified visitor metric is the ultimate metric for tracking website visitor behavior.
  • Other Website Metrics
  • Email Metrics
  • 26. The Metrics that Matter
    Open Rate
    Click-Through Rate
    Unsubscribe Rate
    Conversion Rate
    Source: ReturnPath
  • 27. Deliverability
    Deliverability measures the % emails successfully delivered or not
    This is an inexact number as not all ISPs report delivered email
    Your Sender’s Reputation Impacts Deliverability
    Sender Score= 70
    Accepted Rate= 99.03%
    Risk= Low
    Source: ReturnPath
  • 28. Open Rate
    Open Rate measures the % of opened emails that were delivered
    Open Rate can only be tracked on HTML-based emails, not Text emails
    Many systems block images used to track whether an email has been opened
    Preview Panes can also provide false-positive open rates
    The average open rate for known recipients is 19%. Your results may vary
    Just getting the message opened doesn’t mean you’re safe
    A recent Email Sender and Provider Coalition (ESPC) study showed that…
    80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message
    Source: MarketingSherpa
  • 29. Click-Through Rate
    CTR measures the % of links clicked by unique individuals in an email
    Be sure to look at both unique and per-individual CTRs in your metrics
    CTRs are highly dependant on the quality of the email segmentation, content, and design
    Unsubscribe Rate
    Unsubscribe Rate measures % of opt-outs from the email
    Remember…to be CAN-SPAM compliant you must allow for opt-outs
    Allow people to remove themselves from certain email lists as well as all communication
  • 30. Conversion Rate
    Conversion Rate measures % of clickthroughs that resulted in an action
    Actions could be making a donation, registering for an event, taking a survey, renewing a membership, or some other trackable action
    Conversion Rate is the ultimate measure of the success of an email campaign
    Deliverability Rate
    Open Rate
    Unsubscribe Rate
  • 31. How Long Does it Take to Measure Results?
    50% of people will open an email in the first 9 hours
    75% of people will open an email in the first 28 hours
    The remaining 25% may take several days
    The average email campaign has its peak open rate in 14 days
    What is the Best Day of the Week to Send Email?
    There is no magic formula…so test, test, and oh yes, TEST!
    But…the most popular days are Tuesday through Thursday
    Saturday is the lowest volume email day of the week
    Source: MarketingSherpa
  • 32. Even More Email Metrics
    • # Email Addresses
    • 33. Valid Addresses
    • 34. Average Open Rate
    • 35. Average Conversion Rate
    • 36. Revenue Per Email Appeal
    • 37. Gifts Per Email Appeal
  • Online FundraisingMetrics
  • 38. 2008 Total Fundraising (US)
    $292.23 Billion Offline
    $15.42 Billion Online
    Source: Giving USA / Blackbaud
  • 39. US Fundraising Trends
    2001 2002 2003 2004 2005 2006 2007 2008 $246B $245B $243B $245B $283B $295B $314B $307B
    Source: Giving USA
  • 40. US Online Fundraising Trends
    2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
    Source: ePhilanthropy Foundation, Blackbaud
  • 41. 39 Month Online Giving Trend
    Source: Blackbaud
  • 42. 2009 Online Giving Trends
    • 30% of online revenue processed in December
    • 43. 46% of online revenue was processed Oct - Dec
    • 44. Online transaction volume grew 74% YOY in the first three months of the year
    Source: Blackbaud
  • 45. Turning Data into Information
    Total Constituents
    Total Donors
    Online and Offline
    Total Gifts
    Total Revenue
  • 46. Online Fundraising Metrics Sample
  • 47. Social MediaMetrics
  • 48. Social Media Metrics
    • Friends / Followers / Diggs / Tweets / ReTweets
    • 49. Click-Throughs
    • 50. Conversions
  • Social Media Funnel
    Social Media
  • 51. BenchmarkingMetrics
  • 52. 2009 Year Over Year Online Giving Trends
    • 65% of nonprofits grew revenue YOY
    • 53. Median online revenue YOY growth = 21%
    • 54. Organizations raising > $1M grew 35% YOY
    Source: Blackbaud
  • 55. 2009 Year Over Year Online Giving Trends
    Source: Blackbaud
  • 56. 2009 Online Average Gift Trends
    Source: Blackbaud
  • 57. Online Major Giving
  • 58. 2009 Online Major Giving Trends
    • 77% of nonprofits: at least one gift of $1,000
    • 59. 36% of $1,000+ online gifts were $1,001 - $4,999
    • 60. Median $1,000+ online gift = $3,500
    • 61. Median $1,000+ online gift = $2,500 in 2008
    Source: Blackbaud
  • 62. 2009 Online Major Giving Trends
    2009 Long Tail of Significant Online Gifts
    Source: Blackbaud
  • 63. 2009 Distribution of Online Gifts of at Least $1,000n = 1,798
    Source: Blackbaud
  • 64. Haiti EarthquakeOnline Giving
  • 65.
  • 66. Haiti Online Giving Trends
    Source: Blackbaud
  • 67. Goal Setting forOnline Fundraising
  • 68. Online Percentage of Total Fundraising
    < 1% 2% 3% 4% 5% 6% 7% 8% 9% > 10%
    Under Performance< 1% to 3%
    Average Performance3% to 7%
    Exceptional Performance7% to > 10%
  • 69. Underperformers
  • 70. Average Performers
  • 71. Exceptional Performers
  • 72. Source: The Chronicle of Philanthropy
  • 73. Source: The Chronicle of Philanthropy
  • 74. Source: The Chronicle of Philanthropy
  • 75. What to Remember
    • Metrics help you understand what’s working and what’s not.
    • 76. Metrics give you insights into your constituents.
    • 77. If you can’t measure it, then you can’t manage it.
    • 78. Start measuring!
  • Thank You
    Steve MacLaughlinDirector – Internet Solutions