2011 eNonprofit Benchmarks Study<br />#11NTCBenchmarks<br />M+R Strategic Services<br />NTEN<br />Defenders of Wildlife<br...
Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br ...
How Did We Segment the Data?<br />40 Groups<br />By Sector<br /><ul><li> Environmental
Health
 International
 Rights
 Wildlife / Animal Welfare</li></ul>By List Size<br /><ul><li> Small – Under 100,000 deliverable email addresses
 Medium – 100,000-500,000 deliverable email addresses
 Large – Over 500,000 deliverable email addresses</li></li></ul><li>Reading the Charts<br />
Email Open Rates by Sector<br />
Email Open Rates by Size<br />
Newsletter Click-Throughs by Sector<br />
Messages per Month per Subscriber – <br />By Sector<br />
Annual Email List Churn<br />
Email Unsubscribe Rate – By Sector<br />
Email Unsubscribe Rate – by Size<br />
Change in Online Giving – 2009 to 2010<br />
Change in Dollars Raised – 2006 to 2010<br />
Average Online Gift – One-Time vs. MonthlyBy Sector<br />
Online Fundraising Share by Source<br />
Email Fundraising Response Rates – By Sector<br />
Advocacy Response Rate – By Sector<br />
Social Media & Text Messaging<br />
Total Facebook Fan Page Users – By Sector<br />
Facebook Fan Page Daily Action Rate – Per 1,000 Users<br />
How the League of Conservation Voters uses data<br />Presented by Vinnie Wishrad<br />
Who is LCV?<br />Our mission<br />The League of Conservation Voters works to turn environmental values into national prior...
2011 Membership Drive<br />
2011 Membership Drive<br />Tactics<br />Offered premium for non-donors<br />Tested upsell lightbox <br />No significant di...
2011 Membership Drive<br />No significant differencebetween checkbox and upsell lightbox<br />Next up: Create upsell light...
Prospect<br />Membership<br />Discount<br />Improved response rate by 140%!<br />Average Gift decrease 25%<br />
Deadline<br />Extended<br />Raised 26% of campaign’s revenue<br />Put campaign over budget by 40% <br />
2011 Membership Drive: Results<br />
Next Up… Old Tell-a-Friend Page<br />
Next Up… New Tell-a-Friend Page<br />
Next Up… <br />Do matches still work? <br />Testing no match, 2x match, and 3x match<br />If we don’t set the facts straig...
Defenders of Wildlife<br />Data Drive: Numbers = Results<br />
About Defenders<br />Our MissionDefenders' mission is to protect species and the habitats upon which they depend. In doing...
Benchmarks<br />Internal: What are yourstats?<br />External: How do your stats compare to those of your peers?<br />
Uses<br />Identifying Trends<br />Staffing / Time Allocation<br />Budgeting<br />Optimization<br />
Optimization: Subject Lines<br />Headline: Congress Greenlights Wolf SlaughterBeats<br />Cryptic: Wolf SlaughterBeats<br /...
Optimization: Layout<br />Generic Stationary – <br />340 Donations<br />Special Flavor –<br />408 Donations<br />
Optimization: Content<br />No Bullets10.6% Conversion; $15,703 raised<br />Bullets<br />12.4% Conversion; $18,958 raised<b...
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2011 e nonprofit benchmarks study dijulio

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  • Need to confirm with Anna that we can get our hashtag into their system
  • Drop in new logos - Sarah
  • Note that the major differences we saw in terms of size:small groups sent 1 fewer emails per month, and December uptick
  • - does unsub correlate with open? Steve will check
  • Wildlife groups =&gt; baby animals! combination of how good the groups are + whether or not fans are passionate + issue is something people can be passionate about (combination), not working as well with InternationalTease the Benchmarks mini-report released exclusively on Facebook &lt;Steve will confirm with Holly need to mention to Holly and confirm first; figure out what we&apos;re going to call it (addendum... something...?); Steve will send out brainsquall
  • LCV prides itself on running a data-driven testing. We do regular testing on advocacy, fundraising, and recruitment.
  • Today, we’re going to be focusing on one campaign we recently ran – our 2011 Membership Drive that we ran this January. We started running Membership Drives in January 2008 and since then, it’s been one of our most successful campaigns every year. Each year, we run a series of tests and build on the best practices learned from previous years. Some of the tactics we rolled out this year are: Integrating online and offline membership renewal data. Launching a membership discount to non-donors Asking sustainers to increase their monthly gift Offering a reusable grocery bag as a premium for non-donors. Previously, we’ve tested premiums with all segments of the file and the non-donor pool is the only group with which we see the response rate significantly increase, so we’ve started only offering it to that group. This year, we launched a 6 message series during the month of January and tried some new tactics and tests…
  • First, we tested an up-sell lightbox versus a checkbox inviting people to become a sustainer in addition to making their one-time gift.
  • We also offered a Membership discount to non-donors in the 5th and 6th appeal of the series. We did not test this since while we would LOVE to test everything, there sometimes isn’t time. M+R knew from other data that this was an effective tactic, so we tried just rolling it out to non-donors at the end of the series.
  • Just after our campaign concluded, there was a NEW attack on the EPA. Our campaign had been going very well compared to our internal benchmarks for previous Membership Drives, but we were slightly short of our public goal.
  • We had a very successful Membership Drive in 2008 but since then, we’ve grown our list and our primary goal is to build on our response rate from previous year. Thanks in part to our very successful deadline-extended message this year, we increased the overall campaign response rate in 2011 to beat our response rate from 2009 and 2011 as well as surpass M+R’s new 2011 Benchmarking response rate for all sectors.
  • We’re continuing our rigorous testing program in the coming months. Right now, we’re in the middle of testing a standard Convio TAF page versus…
  • Versus a new tell-a-friend page that pushes social networking share links. We’ve started testing this, but haven’t seen significant results yet.
  • Need to confirm with Anna that we can get our hashtag into their system
  • 2011 e nonprofit benchmarks study dijulio

    1. 1. 2011 eNonprofit Benchmarks Study<br />#11NTCBenchmarks<br />M+R Strategic Services<br />NTEN<br />Defenders of Wildlife<br />League of Conservation Voters<br />
    2. 2. Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br />Text #11NTCBenchmarksto 69866.<br />ONLINE<br />Use #11NTCBenchmarks at http://nten.org/ntc/eval<br />Session Evaluations <br />Powered By:<br />
    3. 3.
    4. 4.
    5. 5. How Did We Segment the Data?<br />40 Groups<br />By Sector<br /><ul><li> Environmental
    6. 6. Health
    7. 7. International
    8. 8. Rights
    9. 9. Wildlife / Animal Welfare</li></ul>By List Size<br /><ul><li> Small – Under 100,000 deliverable email addresses
    10. 10. Medium – 100,000-500,000 deliverable email addresses
    11. 11. Large – Over 500,000 deliverable email addresses</li></li></ul><li>Reading the Charts<br />
    12. 12. Email Open Rates by Sector<br />
    13. 13. Email Open Rates by Size<br />
    14. 14. Newsletter Click-Throughs by Sector<br />
    15. 15. Messages per Month per Subscriber – <br />By Sector<br />
    16. 16. Annual Email List Churn<br />
    17. 17. Email Unsubscribe Rate – By Sector<br />
    18. 18. Email Unsubscribe Rate – by Size<br />
    19. 19. Change in Online Giving – 2009 to 2010<br />
    20. 20. Change in Dollars Raised – 2006 to 2010<br />
    21. 21. Average Online Gift – One-Time vs. MonthlyBy Sector<br />
    22. 22. Online Fundraising Share by Source<br />
    23. 23. Email Fundraising Response Rates – By Sector<br />
    24. 24. Advocacy Response Rate – By Sector<br />
    25. 25. Social Media & Text Messaging<br />
    26. 26. Total Facebook Fan Page Users – By Sector<br />
    27. 27. Facebook Fan Page Daily Action Rate – Per 1,000 Users<br />
    28. 28. How the League of Conservation Voters uses data<br />Presented by Vinnie Wishrad<br />
    29. 29. Who is LCV?<br />Our mission<br />The League of Conservation Voters works to turn environmental values into national priorities.<br />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.<br />Our File<br />384,000 deliverable emails<br />155,523 members<br />132,655 have taken action in the last year<br />
    30. 30. 2011 Membership Drive<br />
    31. 31. 2011 Membership Drive<br />Tactics<br />Offered premium for non-donors<br />Tested upsell lightbox <br />No significant differencebetween checkbox and upsell lightbox<br />Next up: Create upsell lightbox for PAC fundraising<br />
    32. 32. 2011 Membership Drive<br />No significant differencebetween checkbox and upsell lightbox<br />Next up: Create upsell lightbox for PAC fundraising<br />
    33. 33. Prospect<br />Membership<br />Discount<br />Improved response rate by 140%!<br />Average Gift decrease 25%<br />
    34. 34. Deadline<br />Extended<br />Raised 26% of campaign’s revenue<br />Put campaign over budget by 40% <br />
    35. 35. 2011 Membership Drive: Results<br />
    36. 36. Next Up… Old Tell-a-Friend Page<br />
    37. 37. Next Up… New Tell-a-Friend Page<br />
    38. 38. Next Up… <br />Do matches still work? <br />Testing no match, 2x match, and 3x match<br />If we don’t set the facts straight, no one will.<br />Help the LCV Action Fund expose FOX News’ lies:<br />Donate before March 29 and your gift will be MATCHED - dollar for dollar by a group of generous donors.<br />If we don’t set the facts straight, no one will.<br />Help the LCV Action Fund expose FOX News’ lies:<br />Donate before March 29 and your gift will be MATCHED - THREE times by a group of generous donors.<br />If we don’t set the facts straight, no one will.<br /> <br />Help the LCV Action Fund expose FOX News’ lies – donate today. <br />
    39. 39. Defenders of Wildlife<br />Data Drive: Numbers = Results<br />
    40. 40. About Defenders<br />Our MissionDefenders' 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).<br />Our File<br />~890k emailable<br />~591K have taken action online<br />~98k have ever donated online<br />~47k have Adopted an animal online<br />~134k are offline donors (DM, TM, etc.)<br />
    41. 41. Benchmarks<br />Internal: What are yourstats?<br />External: How do your stats compare to those of your peers?<br />
    42. 42. Uses<br />Identifying Trends<br />Staffing / Time Allocation<br />Budgeting<br />Optimization<br />
    43. 43. Optimization: Subject Lines<br />Headline: Congress Greenlights Wolf SlaughterBeats<br />Cryptic: Wolf SlaughterBeats<br />Generic: Take Action to Stop the Wolf Slaughter<br />
    44. 44. Optimization: Layout<br />Generic Stationary – <br />340 Donations<br />Special Flavor –<br />408 Donations<br />
    45. 45. Optimization: Content<br />No Bullets10.6% Conversion; $15,703 raised<br />Bullets<br />12.4% Conversion; $18,958 raised<br />
    46. 46. Optimization: Thank You PageAction to Donation<br />What Worked…<br />Straight Donation Ask<br />Robust Tell-a-Friend + Donation Ask<br />What Didn’t…<br />
    47. 47. Key Questions<br />How do your numbers compare to those of your peers?<br />Strategy: Where are the areas for improvement?<br />Tactics: What are you going to lift response rates?<br />
    48. 48. Benchmarks and You<br />Download the report at<br />www.e-benchmarksstudy.com<br />Contact the authors at<br />Email sdijulio@mrss.com<br />Want to be part of our research? <br />Email speretz@mrss.com<br />
    49. 49. Thanks!<br />Q & A<br />Q & A<br />
    50. 50. Session Evaluation<br />Each entry via text or web is a chance to win great NTEN prizes throughout the day! <br />TEXT<br />Text #11NTCBenchmarksto 69866.<br />ONLINE<br />Use #11NTCBenchmarks at http://nten.org/ntc/eval<br />Session Evaluations <br />Powered By:<br />
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