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Which nonprofits are exceeding digital expectations?

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Presentation by Keira Roth for ECF 2017

Published in: Government & Nonprofit
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Which nonprofits are exceeding digital expectations?

  1. 1. ECF DATA BENCHMARKS PRESENTATION 2017
  2. 2.  we’ll review aggregate benchmark data for key metrics in digital fundraising and campaigning  we’ll look at some not-for-profits that exceeds the metric and consider the keys to their success  We’ll look at pictures of Data what’s the plan? 2
  3. 3. 3 what is the data source?  Organisations using the Engaging Networks platform  International data set  60,032,754 data records  Just under 2 billion emails sent
  4. 4. MOBILE
  5. 5. COMPUTING ERAS 1975 1985 1995 2005 2015 PC Internet Mobile
  6. 6. 8 email and social drive mobile “68% of emails were opened on a mobile device and 52% on smartphones” US Consumer Device Report
  7. 7. 9 Mobile Conversion by Action Type Transaction Type Percentage 2015 Percentage 2016 Petition 31.55% 33.2% Email Advocacy 28.97% 32.56% Single Donation 10.71% 14.57% Recurring Donation 4.58% 15.60%
  8. 8. 10 design for all mobile devices Honk Kong, Korea, Mexico and Taiwan all over 70% mobile conversions for petitions
  9. 9. 11 Humane Society International 36% of single gifts processed on mobile out of 55,290 single gifts
  10. 10. 12 Humane Society International 65.23% of email to target actions converted on a mobile
  11. 11. TEMPLATE #1
  12. 12. 29% increase in conversion, 30% increase in revenue
  13. 13. 15  responsive pages across devices  pre-population of constituent data from email – encrypted link that does not populate when forwarded  one-click donations that re-process stored token
  14. 14. DONOR CONVERSION
  15. 15. 17 hypothetically, based on actual data 2.85m email advocacy unique records with average conversion to donation of 4% - increased from 3.4% in 2015
  16. 16. 18 hypothetically, based on actual data  Poor conversion rate to activist to donor of just 0.5%  average gift of $53 representing $1,961 raised WHAT IF…  conversion rate of activist to donor of 7.8%  average gift of $53 representing $30,591 raised
  17. 17. Post-Action is an important part of the supporter journey where they have the opportunity to reinforce their commitment by donating or sharing. !
  18. 18. what’s the plan? 20
  19. 19. 21 hypothetically, based on actual data Retained Supporters Year-on-Year Average retained Donors 27.19 Average retained Activists 25.29
  20. 20. 22 hypothetically, based on actual data  Client with average donor retention rate of 8% raised $772,863 WHAT IF…  Client had a donor retention rate of 48%.... Would have raised $1.14 MILLION
  21. 21. 23 hypothetically, based on actual data Need to sell fundraising to the campaigning team? Retained donors who also integrate advocacy: 28.81 Retained activists who also integrate fundraising: 32.46
  22. 22. 24 hypothetically, based on actual data Need to sell campaigning to the fundraising team or vice versa? Integrated campaigning and fundraising: 30.64% +4%!
  23. 23. NEW RECRUITS
  24. 24. 26 acquisition Transaction Type Percentage 2014- 2015 Percentage 2015- 2016 Petition 43.02% 36% Email Advocacy 32.32% 37% Single Donation ** 19.44% 21% Recurring Donation ** 1.34% 4.9%
  25. 25. 27 New signups from signup form: average doing well New signups from signup form: average poor 2-4k per year 100- 500 per year
  26. 26. 28
  27. 27. 29
  28. 28. 30
  29. 29. 31
  30. 30. 32
  31. 31. ENGAGEMENT SCORING
  32. 32. 35 1-3 months Level 1: 1+ page converted Level 2: 2+ link clicked Level 3: 1 link clicked 4-6 months Level 4: 1+ page converted Level 5: 2+ link clicked Level 6: 1 link clicked 7-12 months Level 7: 1+ page converted Level 8: 2+ link clicked Level 9: 1 link clicked Level 10: Opened an email in the last 12 months Level 11: No actions or opens in past 12 months
  33. 33. 36 engagement data Engagement Level Percentage (March 2016) Percentage (February 2017) Level 1-3 8.23% 6.7% Level 4-6 3.75% 3.6% Level 7-9 4.41% 4.5% Level 10 33.61% 32.45% Inactive 49.97% 55.2% *Based on evaluation of 34.8m constituent data records
  34. 34. 20 Category 1 Highest Engagement send an average of 20 emails per person 20 emails person
  35. 35. 20 Category 1 Lowest Engagement send an average of 6.9 emails per person
  36. 36. Highest Category 1 Engagement score was 46.81% Sending an average of 96.3 emails per person 27.3% inactive
  37. 37. One of the lowest category 1 engagement score was 1.54% Sending an average of 12.9 emails per person 54% inactive
  38. 38. 41 email frequency 10% biggest lists have 1.2m records and average inactive 54.4% 10% smallest lists have 6,700 records and average inactive of 50.4 %
  39. 39. 42 hypothetically, based on actual data INTERNATIONAL AVERAGES
  40. 40. ! AVOID CONFUSION AVERAGE GIFTS BY CURRENCY - SINGLE ‣ 39.69 GBP ‣ 90.59 USD ‣ 157.56 CAN
  41. 41. ! AVOID CONFUSION AVERAGE GIFTS BY CURRENCY - RECURRING ‣ 9.78 GBP ‣ 26.65 USD ‣ 24.87 CAN
  42. 42. Thank you! keira@engagingnetworks.net @keiblob 45

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