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WCAS Audience Metrics 2017 by Betsey Merkel, Consultant

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Case Study: Activity Assessment and eMetrics for a Conservation Organization. Programs, Membership, Donations, and eMetrics 2017. An overview of Western Cuyahoga Audubon chapter activities, audiences, and trends. By Betsey Merkel, WCAS Consultant, Jan 15, 2018.

Published in: Data & Analytics
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WCAS Audience Metrics 2017 by Betsey Merkel, Consultant

  1. 1. Programs, Membership, Donations, and eMetrics 2017 An overview of Western Cuyahoga Audubon chapter activities, audiences, and trends. Submitted by Betsey Merkel, Consultant, January 15, 2018 1
  2. 2. Report Sections 1. Are people losing interest in WCAS birding activities? 2. Are people interested in the Second Saturday Bird Walks? 3. How interested are people in the monthly Field Trips? 4. Are audiences growing or dropping off for the monthly Speaker Series? 5. All together, are Chapter programs growing or shrinking ? 6. Do people really want to get WCAS emails? 1. Does social media really work? 2. What kind of marketing impact are we talking about? 3. Meanwhile, what’s the long view on WCAS membership? 4. Where do we stand on membership and donation revenue? 5. Ecommerce transactions for 2017 6. Recommendations 2 © Betsey Merkel
  3. 3. Are people losing interest in WCAS birding activities? 3 © Betsey Merkel
  4. 4. Birder engagement in WCAS Bird Walks and Field Trips 2004 - 2017 is on a strong upward trend. 4 © Betsey Merkel
  5. 5. Are people interested in the Second Saturday Bird Walks? 5 © Betsey Merkel
  6. 6. Yes, WCAS Second Saturday Bird Walk attendance grew 79% from 2016 to 2017 and is on an upward trend. 6 © Betsey Merkel
  7. 7. How interested are people in the monthly Field Trips? 7 © Betsey Merkel
  8. 8. The WCAS Field Trip attendance grew 11% from 2016 to 2017 and is on an upward trend. 8 © Betsey Merkel
  9. 9. Are audiences growing or dropping off for the monthly Speaker Series? 9 © Betsey Merkel
  10. 10. WCAS Speaker Series audiences grew .26% from 2016 to 2017 and are on an upward trend. 10 © Betsey Merkel
  11. 11. All together, are Chapter programs growing or shrinking ? 11 © Betsey Merkel
  12. 12. The combined WCAS Bird Walks, Field Trips, and Speaker Series programs grew 30% in attendance from 2016 to 2017 and are on an upward trend. 12 © Betsey Merkel
  13. 13. Do people really want to get WCAS emails? 13 © Betsey Merkel
  14. 14. Yes, WCAS subscribers grew 61% in 2017. 486 Subscribers in 2015 433 Subscribers in 2016 698 Subscribers in 2017 14 © Betsey Merkel
  15. 15. In 21 months, WCAS content marketing grew subscribers and participants. 15 ● The WCAS Volunteer network grew to over 80 new subscribers and volunteers ● The Bird Friendly Coffee network grew to 68 new subscribers and buyers ● The Christmas Bird Count network added nearly 150 new subscribers
  16. 16. Does social media really work? 16 © Betsey Merkel
  17. 17. Twitter Profile visits UP 11% Number of Tweets UP 18.9% Number of Twitter audience impressions UP 293% Twitter Mentions UP 189% New Twitter Followers UP 352% In 21 months, WCAS content marketing on Twitter grew substantial online audiences. 17 © Betsey Merkel
  18. 18. What kind of marketing impact are we talking about? Big, small…or something else? 18 © Betsey Merkel
  19. 19. This is something else called ‘exponential’ growth. Not 2% or 5% growth, but 5 or 10x. 19 © Betsey Merkel
  20. 20. Q: Why aren’t memberships pouring in? A: Online relationships take time to develop and convert to memberships. A: Technology accelerates connectivity and growth moving faster than the speed people are accustomed to. 20 © Betsey Merkel
  21. 21. Meanwhile, what’s the long view on WCAS membership? 21 © Betsey Merkel
  22. 22. Annual WCAS Membership is on an upward trend. 22 © Betsey Merkel
  23. 23. Where do we stand on membership and donation revenue? 23 © Betsey Merkel
  24. 24. Annual WCAS Membership and Donation totals for 2007 - 2017 are on an upward trend. (No data was available for 2013) 24 © Betsey Merkel
  25. 25. Ecommerce transactions for 2017 ● First year benchmark: $860.19, after PayPal fees 25 © Betsey Merkel
  26. 26. Recommendations 1. Build on Second Sat Bird Walk attendance success. 2. Create strategic activities to position speaker series for growth. 3. Grow exhibit/outreach schedule and develop volunteer activities. 4. Continue to grow coffee sales. 5. Convince and convert online subscribers to volunteer, become members, and donate. 6. Launch serial marketing campaigns to more deeply engage online audiences. 7. Seek partners and collaborations to connect to new secondary networks and scale for mutuality. 8. Identify quarterly policy topics to grow a ‘policy voice’. 9. Increase Board and member activity on social media. 10. Pursue BIG, HAIRY, AUDACIOUS GOALS or ‘BHAGS’ 26 © Betsey Merkel
  27. 27. Thank you! Betsey Merkel Digital Strategist www.BetseyMerkel.com betseymerkel@gmail.com (216) 246-2447 27

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