How Analytics Can Be Your Online Point Guard

PRESENTED BY SALLY HEAVEN & JOHN WILBURN

It’s Game Time, Y’all! Are You Ready?

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1. Lay Ups = Easy 2. Free Throw = Medium 3. Three Pointer = Harder

1. Lay Ups

1. Track Donor Segments

2. Increase Your Response Rates

3. Figure Out What Works

4. Grow Your Donor Files

5. Create A 360 Degree View

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1. Lay Ups

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GROUP SEGMENTS

TRACK CROSSOVER VARIANT TEST

Add Direct Mail groups to Online program to monitor

channel mix & donor touches - & vice versa…

Review mail files against online gifts for a certain period

to monitor offline to online crossover…

Figure out what works best to small test groups before you send to the

full file…

1. Lay Ups

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REVERSE APPEND COMPLETE VIEW

Complete donor records with alternate contact info to increase engagement &

touch points…

Combine offline and online giving and interactions into one

view …

2. Free Throw

1. Evaluate Results Against Others

2. Drive with Model & Insights

3. Provide Relevant Asks

4. Vary Pages for Donors

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2. Free Throw

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PEER BENCHMARK DATA MODELING

Compare and evaluate results with other peer organizations to identify potential and strategy

changes…

Use modeling and indicators to drive strategies and optimize

communications…

Channels

Sustainers

Loyalty

Conversion

Prospects

2. Free Throw

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ASK STRINGS TRACK AFFINITY

Adjust your ask strategy to align with the level of donor and program. Test your ask strings

constantly to optimize giving…

Cats vs Dogs. Beach vs. Mountains. Edward vs. Jacob…

Track donor affinities and use for communications…

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3. Three Pointer

1. Enhance Awareness & Engagement

2. Find and Recruit Supporters

3. Create a High Performance Program

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3. Three Pointer

TARGET VISITORS SOCIAL MEDIA OPTIMIZE PERFORMANCE

Connect with your supporters as they visit their preferred websites to drive interaction

and increase donations…

Find your active supporters with the strongest reach to increase your mission and

voice through social media…

Bring it all together with data appends, modeling, analytics,

and systems to create a dynamic and donor-centric

program…

Questions?

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Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*. 

*Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer.

Are you pumped up and ready to go?