Date post: | 24-Apr-2015 |
Category: |
Data & Analytics |
Upload: | charity-dynamics |
View: | 137 times |
Download: | 1 times |
MoneyballHow Analytics Improves FundraisingPRESENTED BY DENNIS MCCARTHY
DONNA WILKINS
What should I do?
#moneyball how to measure success
The Lean Start-up Methodology
M&M
Charity Dynamics TEMpO™ Technology Engagement MOdel
Strategy for managing the pace and prioritization of online investment
• Inherently come and go• Drive awareness, audience,
response• Require incremental
investment
• Built to last• Provides utility• Manages growing
constituency• Unites disparate campaigns
• Ensures ongoing engagement• Maximizes campaign
investment• Converts from campaign to
mission-oriented supporters
CMO/CDO+
CTO / CIO
Benefits of the love fest
#moneyball left and right side work together
1. Do-It-Yourself
2. Integrated Fundraising
3. Mobile
3 Buckets
Do It Yourself
Fundraising Potential
• 2014 Insights into IFE Programs• http://my.charitydynamics.com/IFEStudy.html
DIY Strategic Goals
Strategic Goals
Donor En-gagementRevenueWider Re-cruitment
40% of Donors encourage family and friends to donate27% actively fundraise for their favorite charity* 2012 Nonprofit Donor Engagement Study
• 2014 Insights into IFE Programs• http://my.charitydynamics.com/
IFEStudy.html
Analytics
• How do you make the case for program potential?
• How do you manage the program for greatest success?
Program Potential
StrategyRecruiting
Campaign
Audiences Analysis
Coaching Campaign
DIY Program PotentialDIY Campaign
Audience Audience Size
RecruitingEffort
Registrations
Fundraising(average / fundraiser)
Birthdays 20-35 yr old
Milestone birthdays
35- 50 yr old
Memorial Memorial donors
Contributed photos stories
School Educators
Fun events Special event attendees
DIY Program PotentialDIY Campaign
Audience Audience Size
RecruitingEffort
Registration Fundraising(average / fundraiser)
Birthdays 20-35 yr old 10,000 Happy birthday msg
Milestone birthdays
5,000 Happy birthday msg
35- 50 yr old 20,000 Happy birthday msg
Memorial Memorial donors
25,000 Thank you
Contributed photos stories
2,500 3 part msg seriesSocial media
School Educators 5,000 Education newsletter
Fun events Special event attendees
10,000 Post event, quarterly newsletter
DIY Program PotentialDIY Campaign
Audience Audience Size
RecruitingEffort
Registration Fundraising(average / fundraiser)
Birthdays 20-35 yr old 10,000 Happy birthday msg
100 $150
Milestone birthdays
5,000 Happy birthday msg
100 $250
35- 50 yr old 20,000 Happy birthday msg
100 $200
Memorial Memorial donors
25,000 Thank you 50 $400
Contributed photos stories
2,500 3 part msg seriesSocial media
50 $150
School Educators 5,000 Education newsletter
50 $300
Fun events Special event attendees
10,000 Post event, quarterly newsletter
100 $150
DIY Key Performance Indicators (KPIs)
• Number of fundraiser registrations
• Type of DIY
• Number of fundraising fundraiser registrations
• Number of donors / fundraiser
• Dollars raised / fundraiser
• Returning fundraisers
On Line Advertising & Integrated Marketing
Advertising/Integrated Marketing Strategic Goals
• Increase response and donation amounts from direct response
campaigns by adding in a digital display ad component
Evaluate the incremental performance using a forensic test and control methodology
Calculate the return on ad dollars spent (ROAS) of the program: (incremental donation $’s / incremental costs)
Results are based on aggregation of the 6 stations and statistically significant @ 99% level
Donation amounts were capped at $10K
So what are the Key Performance Indicators?• Return on Ad Spend • Audience Reach• Incremental increase in Response Rate (across
channels)• Incremental increase in Average Gift (across
channels)• Incremental Return on Investment• Incremental Long Term Value increase
• Multiple ad sizes and types for each station
• Clear Call to Action
• Brand clearly highlighted
• Multiple fundraising channels!
Creative Review
RMPBS:
Controls Explained
Run the Campaign
Define the Control Group
Measure Performance
Post Exposure Pre-Result
• The Analysis worked as follows:• We used the total population of households served ads as the
“Test Group,” this group is the 254,139 households that were served ads during the campaign
• We compared the performance of the “Test Group” to the “Control Group to identify the incremental lift
Controls Explained
Run the Campaign
Define the Control Group
Measure Performance
Post Exposure Pre-Result
• The “Control Population” was created from the population of 383,846 households that were:• Matched to a cookie, and• Received mail, and• Did not receive ad impressions
• Control population was verified to “match” the Test Population using key demographics (see Appendix)
Global Campaign Results• Test response rate of 13.75%, a lift of 19.34% (lift in response rate
was >99% statistically significant)
Results Test Control Variance % Percent Variance
Donations 34,941 29,279 5,662 19.34%
Donors 28,458 25,061 3,397 13.55%
Average Gift $81.06 $83.09 ($2.04) -2.45%
Revenue $2,832,187 $2,432,948 $399,240 16.41%
Ad Spend $63,750
Return on Ad Spend = 6.26:1
Mobile
Mobile
Mobile
Accessible Content
SMS Applications
Analytics to Guide Strategy
• Mobile web traffic %• Mobile email read %• Mobile gift %• Average mobile gift• Number of constituents with known cell
phone numbers• Application users
Mobile strategies
Low HighAccessing Content
Hig
h
Low
Mob
ile H
ouse
file
Responsive Design / Mobile Optimized
SMS Msg
Apps
#moneyball all about mobile content
Who are your constituents
Transparent Loyalty Programs
Valuing Acceleration
• http://my.charitydynamics.com/donorengagement.html• http://my.charitydynamics.com/InteractiveInvestment.html• http://blog.charitydynamics.com/• http://
www.mckinsey.com/insights/business_technology/getting_the_cmo_and_cio_to_work_as_partners
• http://npengage.com/nonprofit-fundraising/the-key-performance-indicators-and-the-elephant/
• http://www.imabgroup.net/
• Copy of this deck at can be found at: http://www.slideshare.net/charitydynamics
Learn More
#moneyball best session ever
Q&A&A
39 #bbcon
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?