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10NTC - Data Superheroes - DiJulio
 

10NTC - Data Superheroes - DiJulio

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Learn how to transform from a mild-mannered online organizer into a true data-driven mastermind! What to track, how to test, and methods for creating a data-driven culture at your nonprofit.

Learn how to transform from a mild-mannered online organizer into a true data-driven mastermind! What to track, how to test, and methods for creating a data-driven culture at your nonprofit.

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10NTC - Data Superheroes - DiJulio 10NTC - Data Superheroes - DiJulio Presentation Transcript

  • Superheroes of Online Fundraising: Become a Data-Driven Strategist Presented by Sarah DiJulio
  • Agenda
    • Introductions
    • How Data Saved the Day
    • Testing
    • Key Stats
    • Data-Drive Culture
    • Q&A
  •  
  • HOW DATA SAVED THE DAY
  • November, 2008
    • Dear Kate,
    • The global financial crisis has created a strain on the US economy unlike any since the Great Depression.
    • Yet for poor people around the world, the burden is even greater…
    • Make a tax-deductible gift today.
    November, 2008
  • NARAL Pro-Choice America
    • Problem: Advocacy Response Rates < Benchmarks
    • Solution: 10/90 Plan
    • In Action:
      • Initial Send: On par with 2009, but no lift
      • Revised Copy: 29% lift over 12-month average response rate
  • Original Version
  • Revised Version
  • $5 Ask: The Wilderness Society and AARP
    • Problem: Converting non-donors to donor
    • Test: $5 ask vs. $10 ask vs. Control
  • AARP
  • The Wilderness Society
  • $5 Ask: The Wilderness Society and AARP
    • Problem: Converting non-donors to donor
    • Test: $5 ask vs. $10 ask vs. Control
    • Lesson Learned: Test it for yourself!
    $5 Test TWS AARP Change in Response Rate -2% 144% Change in Average Gift -27% -41% Change in $ Raised Per Thousand Recipients -28% 31%
  • TESTING
  • What to test first?
  • What to test first?
  • What to test first?
  • What to test first?
  • What to test first?
  • Ask yourself:
    • What goal will this help you meet?
    • How much of a lift can you expect? Is this likely to produce significant improvements?
    • How long will it take to get statistically significant results? (Will you ever get them?)
    • How much time will it take to implement?
    • Is the lesson you learn applicable to future efforts?
    • How will you evaluate the results?
  • Accounting for Other Variables
  • Before You Test
    • Create a data template for how you’ll evaluate results
    • Ensure your sample sizes will give statistically significant results
  • Calculating a Sample Size
    • Rule #1: Bigger is Better
    • Rule #2: 400 responses is usually valid
    • Rule #3: The smaller the metric you are measuring, the bigger sample you are going to need
      • If you have a list of 100,000 people x 4% response rate = 4,000 responses. So you could do an A/B test to two groups of 10,000 people each
      • If you have a list of 100,000 people x .1% response rate = 100 responses.
    • Rule #4: If your response rates are VERY different, then you can get away with a smaller sample size!
  • Tools for Calculating a Sample Size
    • Online Sample Size Calculator:
      • http://www.surveysystem.com/sscalc.htm
    • Google Web Optimizer Calculator:
      • https://www.google.com/analytics/siteopt/siteopt/help/calculator.html
  • Evaluating Results
    • Option 1: Gut
    • Option 2: A little math!
      • Chi Square Test: A/B Test
        • Open Rates / Click Through Rates / Response Rates
        • http://www.prconline.com/education/tools/statsignificance/index.asp
      • T-Test: Comparing Data Sets with Multiple Data Points
        • Average Gift Size
        • http://www.graphpad.com/quickcalcs/ttest1.cfm?Format=C
      • ANOVA Test: Multiple Variables
        • http://www.danielsoper.com/statcalc/calc43.aspx
        • http://faculty.vassar.edu/lowry/anova1u.html
  • KEY STATS
  • Email Message Results Email Messaging Benchmarks Open Rate Click-Through Rate Response Rate Unsubscribe Rate All Message Types 14.09% 2.55% 0.23% Fundraising Emails 12.82% 0.78% 0.13% 0.23% Advocacy Emails 14.26% 4.65% 4.00% 0.19% Email Newsletters 14.57% 2.96% 0.25%
  • Fundraising Email Performance Fundraising Email Performance Open Rate Click-Through Rate Page Completion Rate Response Rate Unsubscribe Rate High Response Rate 16.42% 1.48% 23.38% 0.28% 0.38% Middle Response Rate 12.07% 0.57% 22.31% 0.10% 0.18% Low Response Rate 10.32% 0.29% 17.20% 0.04% 0.19%
  • Advocacy Email Performance Advocacy Email Performance Open Rate Click-Through Rate Page Completion Rate Response Rate Unsubscribe Rate High Response Rate 15.93% 6.75% 92.94% 7.03% 0.11% Middle Response Rate 13.64% 4.55% 83.02% 3.58% 0.19% Low Response Rate 13.73% 2.71% 62.54% 1.75% 0.27%
  • Email List Churn
  • Average Gift Size
  • Cost Per Acquisition
  • $ Raised Per $ Spent (FY05 Recruits)
  • $ Raised Per $ Spent
  • Giving Trends Over Time
  • Cost Per New Donor
  • $ Raised Per $ Spent
  • Some Stats of Mixed Value
    • Emails Sent (but not delivered)
    • Open Rates
    • Clicks / Opens
    • Total Opens (not unique)
    • Total Clicks (not unique individuals)
    • Total File Size
    • Others?
  • DATA-DRIVEN CULTURE
  • “ How often do we test? We test constantly. We test everything. It’s what we do.”
  • “ We don’t really test. I wish we did. We just go on instinct a lot of the time.”
  • Roadblocks
  • Data Overload
  • Step 1: Have a Template
  • Step 2: Set Benchmarks
    • Most Important Benchmark? Your own!
    • Industry Benchmarks:
      • M+R & NTEN: www.e-benchmarksstudy.com
      • Convio
      • Target Analysis
  • Step 3: Have a System
    • Keep Track of Possible Tests
    • Evaluate Results
    • Save Results!
  • Steps 4 & 5: Lather, Rinse, Repeat
  • Steps 4 & 5: Lather, Rinse, Repeat
    • Set Goals
    • Measure Results
    • Set Goals
    • Measure Results
    • Set Goals
    • Measure Results
    • Etc.
  • OTHER IDEAS?
  • Evaluation Code: 152 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 152 Text 152 to 69866 Visit nten.org/ntc-eval Enter Code 152 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!