5. 8/7/2013 Blackbaud Confidential 5
• How is Big Data being applied in the
nonprofit space?
• What does segmenting really mean?
• How can use testing to improve our efforts
• How does data relate to your organization’s
events
WHY WE’RE HERE
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Data has a bad
reputation - but it
shouldn't
“Use of the word 'data' can be
misleading. It makes people think it's
all about statistics and spreadsheets
and can be off-putting.
I prefer the term 'evidence', of which
quantitative data is a part."
THE WHAT AND WHY
Source: James Noble, professional social researcher at New Philanthropy Capital (NPC)
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Know what you’re using data for.
"I think people can get caught up in data or visualization for its own
sake.
You have to be clear about what question you're trying to answer
before you set up your data collection and analysis activities.”
THE WHAT AND WHY
Source: Mike Thompson, senior consultant at mySociety.
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Data is the future.
"For charities the possibilities are
huge, ranging from internal data
analytics to measure efficiency,
external data metrics to measure
effectiveness and big data to
look at opportunity and bench
marking.”
THE WHAT AND WHY
Source: Richard Craig, chief executive of the Charity Technology Trust.
9. 8/7/2013 Blackbaud Confidential 9
• Web Traffic
Monthly visitors; unique visitors, pages per visit
Month Over Month Change; Year Over Year Change
• Conversion Rate
New organic registrants, e-mail capture rate
Month Over Month Change; Year Over Year Change
• House-file Health
Total file, Usable file, Percent Usable, Opt-outs
Month Over Month Change; Year Over Year Change
• Online File Composition
Online donors, Percent of file who are donors
Month Over Month Change; Year Over Year Change
• Fundraising / Online Revenue
Overall total, Number of Gifts, Average Donation Amount, First Time Donors, Repeat Donors, Gifts over a certain
amount
Month Over Month Change; Year Over Year Change
MONTHLY DASHBOARD: WHAT TO TRACK
10. 8/7/2013 Blackbaud Confidential 10
• E-mail Performance
Open rates, click-through rates, response rates
• Monthly Giving
Number of monthly donors, Number of new monthly donors, amount given, average
gift size
Month Over Month Change; Year Over Year Change
• Advocacy
Total number of advocates, new advocates, donations by advocate
Month Over Month Change; Year Over Year Change
• Revenue Per E-mail Address
Year Over Year Change
MONTHLY DASHBOARD: WHAT TO TRACK
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NEWSLETTER CLICK-THROUGHS
Lead Story: X
Feature Story: Y
Article Referenced
in Subject Line: Z
16. 8/7/2013 Blackbaud Confidential 16
GROUP PERFORMANCE (ONLINE ONLY)
Group (Group Size) 2011 2012
Gifts Amounts Avg. Gifts Amounts Avg.
Appended E-mails Fall 2009 705 $62,301 $88.37 668 $65,892 $98.64
Not Appended E-mails Fall 2009 13,446 $1,087,742 $80.90 10,906 $1,047,730 $96.07
All December Only Donors 2,185 $392,631 $179.69 2,311 $480,449 $207.90
December 2011 Donors Only
Gave in 2011, but only in December 1,701 $355,407 $208.94 956 $262,662 $274.75
December 2012 Donors Only
Gave in 2012, but only in December -- -- -- 1,720 $415,655 $235.10
Advocacy Participants 285 $35,880 $125.89 222 $31,037 $139.81
18. 8/7/2013 Blackbaud Confidential 18
• Single page vs. Two page form
• Horizontal vs. Vertical ask string
• Location of trust logos
• Charity Navigator, BBB, VeriSign, etc…
• No extra navigation on the page
• Donate button size and color
• Intro text, imagery, etc…
DONATION FORM TESTING IDEAS
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IN SUMMARY
Small changes to donation
forms can have a big
impact.
• Do you have a VeriSign
logo?
• Are you asking for too
much information?
• Do you have mission
oriented copy included?
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WHAT IS IN THE P2P BENCHMARK REPORT?
P2P Analysis Overview
• 1,275 organizations & 28,000 events
• Events from Jan 1, 2010 to Dec 31, 2011
• TeamRaiser and FAF Platforms
• Metrics listed in Median Values
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KEY FINDING:
PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS
While number of emails sent were down, online fundraising was up!
Participants are using truly multi-channel fundraisers.
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SEND EMAIL
Behavior Fundraising
Average
0 Emails Sent $52
1-9 Emails Sent $231
10+ Emails Sent $541
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When in doubt, ask
yourself, how is what
we’re tracking help us
better understand how
we’re doing?
Do we take what learn,
and change or evolve
our strategy because of
it?
If not, think twice.
TIPS TO REMEMBER
Editor's Notes
Increased Sample size Orgs: 48 to 1,275 orgs Events: 1,845 to 28,000 events
Are you providing your fundraisers with the tools they need to be multi-channel?Expand other to include new technologies like video, traditional resources like phone and in person, highlight the surge of fundraisers hosting their own events.Stress the importance of the personal fundraising page text as no matter the channel donors are directed to this page to make an online donation.
Highlight that as donation forms are becoming more sophisticated in their gift arrays and integration of mission components may be changing donor behavior. There are few forms that continue to default to $25,$50, $75 and $100. Stress the importance of continually testing and analyzing your donation form asks.
If the average participant solicits 5 donors then there are 5 times as many donors visiting our websites than participants and their experience should be just as optimized. Key takeaways: make your donation forms one step, test the user experience from entry point, and develop strategies to cultivate donors after event.
It is no surprise returning participants will raise more than new participants. Let’s strategize on how we can increase our retention efforts to ensure more of our participants are coming back.
Your recruitment strategies should include retention and acquisition plans and your retention plan starts event day and continues all year round.
Team captains outperform in every category – what are you doing to cultivate them differently?
Team Captains are your event’s super heroes. How are you recruiting, cultivating, rewarding and communicating with them different than the rest of your participants. What tools do they need to be successful?Highlight the importance of teaching your Team Captains to delegate and recruit co-captains so they don’t burn out.
Only 11% of this organization participants self donate online, which identifies a huge opportunity to promote self donation.
49% their participants update their page
20% send any email9% 10 or moreThose who send or more emails raise 10 times more
