Workshop presented by Holly Wagg at the 2015 AFP Congress. Around 19% of Canadian charities report that they pay close attention to key performance indicators (KPIs), benchmarks, and other goals to measure the performance of their digital program. That means that roughly 81% of us aren’t measuring what matters. What should you measure? How do you find the data? And why should you bother? If you’ve ever asked yourself any of these questions, this hands-on workshop is for you. Together, we’ll review what key KPIs you should have in place for your digital program (focus on website, email and social media), review how to collect them, and then build an action plan so that you can assess past performance and use your own results to strategize for the future.

1. Metrics That MatteR

2. Holly Wagg

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LEarn

4. State of Digital KPIs

5. State of Digital KPIs

6. Why Benchmark

7. Outer Layer = Charitable Sector

8. What Reports TO Read

9. Building Layers = By SectorIndividual Layers = Your Sector

10. Same Reports, Different Lens

11. Your Slice = Your Organization

12. Individual Layers = Sectors
What to Benchmark

13. Metrics Round
#1 - Email

14. Big Benchmark
1/5 to 1/3

15. Dashboard

16. Benchmarks
14%
0.48%
0.21%

17. Metrics That Matter
0.06%
13%

18. Metrics That Matter
11%
18%
27%

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Number CrunchCampaign Report
Title: 15H4, August donor special follow up
Subject Line: *******
Delivery Date/Time: Wed, Aug 26, 2015 02:00 pm
Overall Stats
Total Recipients: 2,220
Successful Deliveries: 2,149
Bounces: 71
Times Forwarded: 0
Forwarded Opens: 0
Recipients Who Opened: 744
Total Opens: 1,140
Last Open Date: 11/16/15 10:24PM
Recipients Who Clicked: 25
Total Clicks: 28
Last Click Date: 8/28/15 5:04PM
Total Unsubs: 20
Total Abuse Complaints: 0
Times Liked on Facebook: 0
Clicks by URL
URL Total Clicks Unique Clicks
Donate 28 25
Number of Donations: 15
Total Revenue: $1,112

20. Metrics Round
#2 - Website

21. Big Benchmark
13% or 8.89%

22. Singe TouchpointDonation Page(s)

23. Metrics That Matter
$57
$18
13%
13%
20%
$0.61
0.8%
13%
?

24. Singe Touchpoint

25. Online revenue 2014 $85,212
Online revenue 2015 $136,413
# gifts online 2014 812
# gifts online 2015 1002
# gifts donation page 2014 333
# gifts donation page 2015 296
# gifts bowl-a-thon 2014 412
# gifts bowl-a-thon 2015 567
# gifts gala 2014 67
# gifts gala 2015 139
Total website vists 104,622
Unique website visitors 96,113
Unique visitors website donation page 2,543
# gifts new donors 2014 136
# gifts new donors 2015 174
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Number Crunch

26. Metrics Round
#3 - SOCIAL

27. Big Benchmark
n/a

28. Singe TouchpointBenchmarksFEED the Funnel

29. Singe TouchpointBenchmarksSocial Analytics

30. Singe TouchpointBenchmarksSocial Source

31. Singe TouchpointBenchmarksLanding Pages

32. Singe TouchpointBenchmarksconversions

33. Singe TouchpointBenchmarksAssisted/Last Interaction

34. Singe TouchpointBenchmarksGoal segmentation

35. Number Crunch
Open Up Google Analytics

36. Case Studies

37. Singe TouchpointBenchmarksCase Study #1

38. Singe TouchpointBenchmarksCase Study #1
date sent open clicks bounce opt-outs $ raised*
22-Jan 1868 19.75% 1.34% 0.21% 0.11% $2,865
13-Feb 2923 19.71% 1.81% 1.57% 0.17% $10,385
06-Mar 6649 15.24% 0.71% 0.35% 0.24% $10,375
14-May 13168 24.77% 1.15% 0.24% 0.43% $1,485
11-Jun 14639 23.77% 1.81% 0.34% 0.40% $7,178
23-Aug 2997 23.22% 2.04% 0.30% 0.13% $6,751
13-Sep 19314 26.10% 1.87% 0.14% 0.32% $8,311
15-Sep 19250 25.31% 2.04% 0.06% 0.22% $15,113
16-Sep 19210 21.77% 1.18% 0.09% 0.28% $12,733
11-Nov 6776 18.86% 2.95% 0.01% 0.07% $29,029
12-Nov 18704 22.32% 1.03% 0.01% 0.16% $17,412
17-Nov 18838 22.52% 0.87% 0.01% 0.25% $6,985
30-Nov 414 52.42% 0.97% 0.48% 0.48% $3,466
11-Dec 986 44.62% 6.49% 1.42% 0.20% $6,920
18-Dec 3201 22.56% 1.16% 0.84% 0.19% $13,390

39. Singe TouchpointBenchmarksCase Study #1
date sent open clicks bounce $ raised* response rate
22-Jan 1868 19.75% 1.34% 0.21% $2,865 0.40%
13-Feb 2923 19.71% 1.81% 1.57% $10,385 0.65%
06-Mar 6649 15.24% 0.71% 0.35% $10,375 0.68%
14-May 13168 24.77% 1.15% 0.24% $1,485 0.13%
11-Jun 14639 23.77% 1.81% 0.34% $7,178 0.32%
23-Aug 2997 23.22% 2.04% 0.30% $6,751 0.15%
13-Sep 19314 26.10% 1.87% 0.14% $8,311 0.47%
15-Sep 19250 25.31% 2.04% 0.06% $15,113 0.71%
16-Sep 19210 21.77% 1.18% 0.09% $12,733 0.66%
11-Nov 6776 18.86% 2.95% 0.01% $29,029 0.89%
12-Nov 18704 22.32% 1.03% 0.01% $17,412 0.72%
17-Nov 18838 22.52% 0.87% 0.01% $6,985 0.45%

40. Singe TouchpointBenchmarksCase Study #1
date sent open clicks $ raised* response rate page completion
22-Jan 1868 19.75% 1.34% $2,865 0.40% 34.12%
13-Feb 2923 19.71% 1.81% $10,385 0.65% 52.51%
06-Mar 6649 15.24% 0.71% $10,375 0.68% 49.00%
14-May 13168 24.77% 1.15% $1,485 0.13% 6.89%
11-Jun 14639 23.77% 1.81% $7,178 0.32% 40.13%
23-Aug 2997 23.22% 2.04% $6,751 0.15% 20.41%
13-Sep 19314 26.10% 1.87% $8,311 0.47% 39.13%
15-Sep 19250 25.31% 2.04% $15,113 0.71% 40.41%
16-Sep 19210 21.77% 1.18% $12,733 0.66% 61.76%
11-Nov 6776 18.86% 2.95% $29,029 0.89% 55.25%
12-Nov 18704 22.32% 1.03% $17,412 0.72% 38.67%
17-Nov 18838 22.52% 0.87% $6,985 0.45% 32.13%

41. Singe TouchpointBenchmarksCase Study #2

42. Singe TouchpointBenchmarksCase Study #2

43. Singe TouchpointBenchmarksCase Study #2

44. Singe TouchpointBenchmarksCase Study #2
DEC to date - $39,998.00 in 431 donations
Same period 2012 - $59,051.00 in 625 donations
Same period 2011- $63,609.00 in 703 donations
Dec wk 1 2013 - $30,771.00 in 333 donations
Dec wk 1 2012 - $47,883.00 in 513 donations
Dec wk 1 2011 - $46,222.00 in 535 donations
Dec wk 2 TD 2013 - $9,447.00 in 101 donations
Dec wk 2 2012 - $11,003.00 in 109 donations
Dec wk 2 2011 - $17,452.00 in 169 donations
Nov 2013 - $44,601.00 in 400 donations
Nov 2012 - $45,363.00 in 481 donations
Nov 2011 - $46,745.00 in 504 donations
YTD - $132,620.00 in 1523 donations
2012 - $175,394.00 in 2065 donations
2011 - $182,762.00 in 2235 donations

45. Singe TouchpointBenchmarksCase Study #3

46. Singe TouchpointBenchmarksCase Study #3

47. Singe TouchpointBenchmarksCase Study #3

48. Thank you