Below are the five things attendees will come away learning: 1. What you should expect from a Database. 2. How to get the most out of your system. 3. The importance and value of s system that is easy to use. 4. Understanding what data needs to be collected. 5. The difference between Process Data versus Analyzing Data.

1. Databases and Analytics
June 10, 2015
Kevin Moran
Principal

2. 2
What We Want to Cover
Analytics
Data-driven Big or Smart?
What to
Measure
Watch Out!
Databases
Fundamentals – What should a
marketing database do for you?
Utilization – How will your
organization use it?

3. Marketing activity
& results
B
Marketing
Database
Analytics &
Insights
Data-driven
marketing!
Where we’ll focus within
the process
Your organization

4. The “copycat” fundraising era is over, and it is
imperative to articulate your unique position.
• The types of data collected and metrics that are important to
your organizations are no longer the same even within the
same verticals.
• Today’s leading organizations are leveraging their data to build
new relationships, develop more dynamic segmentation
strategies, and seeking new opportunities for growth.
“What is important to our organization?”

5. Database Fundamentals
Imagine that your organization effectively used all relevant
information to make smarter decisions for sustained growth

6. First…How Things Have
Changed…

7. Data and gift sources: The Old Model…or
better yet, the “Good Ol’ Days”
7
Donor
TM
Direct Mail
Website
Planned/Major
Gifts
Social
Mobile
Video
Canvass
DRTV
Online Ads
Today, databases are
more flexible to meet
the evolving needs of
organizations
Landing
Pages
Events
b
Email

8. Reduce
Costs
Improve
Loyalty
Increase
Revenue
Build
Constituencies
8
With any marketing database, the
goals are the same

9. What You
Should
Expect
From a
Database
to Achieve
those
Goals?
It should be the one place where all the relevant data is
housed.
Enables you to follow consistent business rules
across multiple channels (more on this later!)
Has the capacity to grow as you grow.
Captures necessary data based on program needs.
Has good “standard” reporting in order to increase
productivity by allowing you to leverage data for
better decision making.
9

10. GiGo = Garbage in/ Garbage out…
Ask yourself, how should we be handling our data?
1. Collect what you only need to.
2. Question how the data will be used.
3. Discuss how will you get the data in…and just as
important, how will you get it out?
4. Am I being consistent with how data is being collected
& stored?
5. Is anything missing that will render the data less
useful (or useless)?
10

11. Analytics
The key to maximizing value and sustained growth is getting the
right information to the right people at the right time

12. Data and Decision-making
Expectations
74%
67%
61%
78%
• How has access to useful data improved your ability to deepen
your bond with your most valuable constituents over last year?
• To what extent do you believe that leveraging data to gain a
deeper understanding of your most important customers has
allowed you to grow/find more?
• To what extent do you believe that senior management expects
you to make more data driven solutions over the next 12-24
months?
• To what extent do you believe that access to smart data has
helped improve your ability to innovate over last year?
Source: Fall 2013 MIT and SAS Institute Study
12

13. Big or Smart?

14. 14
• into what levers you need to pull to grow – to make better decisions and
create better business models.
Insight…
• current tactics through innovative testing.
Improve…
• your reach to new audiences and deeper ties with current supporters.
Increase…
• more effectively in order to manage risk, budgets, forecasts, communications.
Invest…
What are we trying to do with all
this data?

15. 15
Descriptive – What is
happening now?
Diagnostic – Why is it
happening?
Predictive – What is
going to happen?
Prescriptive – What
should we do?
Value in Your Analytics - DDPP
4 types of data that need to utilized in strategic
decision-making:

16. 16
• Benchmarking – How do I compare to other organizations?
• Performance Indicator – Has my membership composition shifted?
• Investments Analytics – Which channel brings in the highest valued donor?
• Performance Reports – Which campaign brought in the most new donors?
• Segmentation – What segments worked for our test?
• Communication Analytics – How do I best convert online leads?
• Channel Analytics – How do you leverage Online media for growth?
Analytics – Many types

17. Some Measures of Success
17
• Response Rates
• Average Gifts
• Net
• ROI
• Long Term Value
• Conversion Rates
• Upgrading/ Downgrading
Basics
• Investment Level Metrics
• MYM Target Development
• Net LTV
• Engagement - Retargeting
• Community Impacts
• Pathway to Value Metrics
Next Level

18. “Orgs Manage What They Measure”
• Define what productivity means to you and your
organization
• Make sure the metrics are thought out and action
oriented
• Capture benchmarks and set sustainable goals
• Ensure there are processes in place to get the data
you need
18

19. Watch out!
Unintended Analytical Biases – some may have an
interest in a test working.
Manage what you Measure – be sure actions are in tune
with KPIs.
Lack of Data or Experience hinders Insight – who is
setting up and who is reviewing?
Always be skeptical!
19

20. Kevin Moran
Principal
202-494-8999
Kmoran@integral-dc.com
www.integral-dc.com
20

21. Appendix

22. Campaign Reports
22
Package HPC MRC Date Mail Qty Gifts Resp Rate Income Avg Gift
K37AAF5D: 2014 Calendar
Appeal - Test 1
60,014 1,905 3.17% $77,810 $40.85
$15-19.99 1,258 101 8.03% $1,370 $13.56
$20-24.99 1,503 74 4.92% $1,390 $18.78
$25-49.99 32,478 1,129 3.48% $33,453 $29.63
$50-99.99 15,637 424 2.71% $23,945 $56.47
$100-249.99 8,734 175 2.00% $17,352 $99.15
250 plus 404 2 0.50% $300 $150.00
K37AAF8D: 2014 Calendar
Appeal - Test 2
59,964 1,948 3.25% $81,609 $41.89
K37AAFCD: 2014 Calendar
Appeal - Control
59,893 1,724 2.88% $68,037 $39.46
K37AAFHD: 2014 Calendar
Appeal - High Dollar
5,535 75 1.36% $27,043 $360.57
K37AAFJD: 2014 Calendar
Appeal - Core 1
49,364 4,699 9.52% $86,526 $18.41
K37AAFPD: 2014 Calendar
Appeal - Core 2
23,226 3,864 16.64% $111,528 $28.86
K37AAFXD: 2014 Calendar
Appeal - Extra responders
12,049 436 3.62% $19,505 $44.74
Total 270,045 14,651 5.43% $472,058 $32.22

23. 23
Tier Quantity %Resp Gifts AG Revenue Total Cost@$.32 Net NPP:
4:NetNeg- OTDonorHPC$10+ 557 1.08% 6 $275.00 $1,650.00 $178.24 $1,471.76 $2.64
1:NetPositive 336,900 4.14% 13,954 $39.57 $552,114.19 $107,808.00 $444,306.19 $1.32
5:NetNeg- HPC$100+0-36Mos 9,690 0.18% 17 $267.35 $4,545.00 $3,100.80 $1,444.20 $0.15
3:NetNeg- NPP-$.26- -$.50OTDonorHPC$10+ 16,107 0.80% 129 $49.05 $6,328.00 $5,154.24 $1,173.76 $0.07
6:NetNeg- HPC$25+0-12MosFreq1+ 13,258 1.16% 154 $18.05 $2,780.20 $4,242.56 ($1,462.36) ($0.11)
2:NetNeg- NPP-$.01- -$.25OTDonorHPC$10+ 31,124 0.47% 145 $23.46 $3,401.00 $9,959.68 ($6,558.68) ($0.21)
8:NetNeg- NPP-$.01- -$.25HPC$5- $49FreqEver2+ 53,806 0.36% 192 $12.29 $2,360.53 $17,217.92 ($14,857.39) ($0.28)
7:NetNeg- HPC$50+0-36MosFreqEver2+ 6,440 0.03% 2 $25.00 $50.00 $2,060.80 ($2,010.80) ($0.31)
467,882 3.12% 14,599 $39.26 $573,228.92 $149,722.24 $423,506.68 $0.91
Segmentation

24. Existing Member Retention
24

25. 25
New Donor LTV
FY13 Program LTV JoinSource AG CPD VPD6 VPD12
Offline Direct Response $20.64 $38.74 $31.59 $39.78
Offline Total $20.64 $38.74 $31.59 $39.78
Online Email Conversion $41.39 $4.59 $115.54 $123.61
Website $76.60 $0.00 $105.96 $125.56
Online Advertising $93.67 $72.19 $100.33 $115.33
Social Media $29.17 $157.68 $41.67 $78.17
Acquired Email $26.51 $168.86 $44.14 $52.43
Online Total $60.89 $45.56 $89.10 $105.06
Grand Total $22.51 $36.28 $34.27 $42.82
Objective: Monitor Return on Investment by Join Source and
establish benchmarks for each source

26. 26
Channel Initial Value 6 Value 12 Value 24 Activation 12
Mail - Acq 190476 $24.57 $34.93 $44.91 $57.65 36.14%
2008 60799 $27.32 $38.71 $51.16 $74.13 38.84%
2009 47354 $24.02 $35.86 $47.42 $63.32 39.32%
2010 74159 $22.83 $31.54 $39.31 $43.05 32.96%
2011 8164 $23.25 $32.16 $34.79 $34.79 26.37%
Web 67724 $97.92 $108.98 $121.97 $135.97 12.52%
2008 12931 $93.26 $124.37 $145.43 $183.89 16.30%
2009 10592 $74.78 $86.81 $104.94 $123.65 20.86%
2010 43710 $104.99 $109.83 $119.26 $125.04 9.27%
2011 491 $89.71 $106.86 $112.66 $112.66 21.18%
Grand Total 258200 $43.85 $53.67 $62.97 $74.26 27.49%
Deeper Dives

27. 27
Dive Down Just One Level
Channel Percentage Initial Value 6 Value 12 Value 24 Second Gifts Conversion Activation 12
Mail - Acq 190230 100.00% $24.36 $34.71 $44.71 $57.45 84352 44.3% 36.16%
$1,000-$4,999 93 0.05% $1,271.12 $1,487.25 $1,994.78 $2,380.26 52 55.9% 43.01%
$500-$999 220 0.12% $515.74 $673.50 $930.78 $1,298.61 112 50.9% 43.18%
$250-$499 326 0.17% $281.60 $371.53 $481.35 $633.30 187 57.4% 46.93%
$100-$249 6648 3.49% $115.17 $160.62 $209.15 $271.75 3521 53.0% 42.95%
$50-$99 16971 8.92% $50.83 $72.13 $94.37 $123.84 8520 50.2% 40.81%
$30-$49 17325 9.11% $31.94 $46.26 $59.37 $75.71 8580 49.5% 40.53%
$20-$29 57728 30.35% $21.39 $30.46 $38.69 $49.38 26100 45.2% 36.68%
$10-$19 76824 40.38% $10.88 $16.22 $20.52 $25.75 31861 41.5% 33.65%
<$10 14095 7.41% $4.16 $6.94 $9.03 $11.87 5419 38.4% 33.08%
Channel Percentage Initial Value 6 Value 12 Value 24 Second Gifts Conversion Activation 12
Web 66441 $88.54 $95.80 $108.06 $121.63 11226 16.9% 12.70%
$1,000-$4,999 921 1.39% $1,271.19 $1,340.40 $1,524.58 $1,693.07 209 22.7% 16.72%
$500-$999 1546 2.33% $520.74 $559.50 $627.18 $675.10 312 20.2% 16.11%
$250-$499 2902 4.37% $266.81 $282.04 $315.14 $350.22 636 21.9% 16.13%
$100-$249 15368 23.13% $111.27 $119.31 $132.61 $148.32 2771 18.0% 13.19%
$50-$99 15756 23.71% $51.90 $57.72 $65.02 $75.00 2857 18.1% 13.13%
$30-$49 4979 7.49% $40.80 $46.86 $54.03 $63.40 885 17.8% 14.06%
$20-$29 12267 18.46% $23.04 $26.59 $31.11 $37.65 2079 16.9% 12.71%
$10-$19 8686 13.07% $11.01 $13.25 $16.59 $20.86 1105 12.7% 10.36%
<$10 4016 6.04% $5.77 $7.34 $8.46 $10.42 372 9.3% 7.79%