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Everything You Need to Know About Measuring Online Results But Were Afraid to Ask April 12, 2010 Steve MacLaughlin Director – Internet Solutions Blackbaud www.blackbaud.com/connections
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Everything You Need to Know About Measuring Online Results
But Were Afraid to Ask
April 12, 2010
Steve MacLaughlinDirector – Internet SolutionsBlackbaud
www.blackbaud.com/connections
• Beth Kanter• Michael Sola and Tim Kobosko• Dottie Schindlinger and Leanne Bergey• Russell Artzt, John Murcott, and Mark Fasciano• Roger M. Craver and Ryann Miller• Steve MacLaughlin• Adrienne D. Capps• Walter P. Pidgeon Jr.• Danielle Brigida and Jonathon D. Colman• Marcelo Iniarra Iraegui and Alfredo Botti• Philip King• Lawrence C. Henze• Andrew Mosawi and Anita Yuen• Allan Pressel• Michael Johnston and Matthew Barr• Catherine Pagliaro• Ben Rigby• Frédéric Fournier
Internet Management for Nonprofits
Ted Hart, Steve MacLaughlin, James M. Greenfield, Phillip H. Geier, Jr.
• What is a metric?• Why should I care? • Why should I care? • Website Metrics• Email Metrics• Online Fundraising Metrics• Social Media Metrics• Benchmarking and Beyond
The Market is Noisy
AGENDA
A standard unit of measure.
A measurable element of a process or function.
A measuring system that quantifies a trend, dynamic, or characteristic
What is a Metric?
Help you understand what’s working and what’s not.
Gives you insights into your constituents.
If you can’t measure it, then you can’t manage it.
Why Do Metrics Matter?
What Online Metrics Tell You
How did they get here?
What did they do?
How did it work?
Website Metrics
Unique Identified
Visitors
Unique Visitors
Visits
Page Views
Hits
VALU
E OF D
ATA
VOLUME OF DATA
A request for a file from the web server.
A single web page typically consists of multiple files.
A hit is registered for the page, every image, and any other files present on that page.
Hits
A request to load a single web page.
A metric for the entire site or specific content.
A useful metric over a period of time or for a specific event.
Page Views
A site visit during a set period of time.
A visit contains one or more page views.
A visit helps understand what people do when they visit your site.
Visits
A visit by a unique individual.
A unique visitor is typically based on an IP address or cookie.
A unique visitor metric helps compare new visitors to repeat visitors.
Unique Visitors
A visit by a unique identified individual.
A unique identified visitor is tracked based on information stored in a central database.
A unique identified visitor metric is the ultimate metric for tracking website visitor behavior.
Unique Identified Visitors
ReferrersBounce RateConversion RateClick DensityPage View Duration
Other Website Metrics
Email Metrics
The Metrics that Matter
• Deliverability
• Open Rate
• Click-Through Rate
• Unsubscribe Rate
• Conversion Rate
Source: ReturnPath
Deliverability
• Deliverability measures the % emails successfully delivered or not• This is an inexact number as not all ISPs report delivered email
Your Sender’s Reputation Impacts Deliverability
• Blackbaud:– Sender Score= 70– Accepted Rate= 99.03%– Risk= Low
Source: ReturnPath
Open Rate
• Open Rate measures the % of opened emails that were delivered• Open Rate can only be tracked on HTML-based emails, not Text emails• Many systems block images used to track whether an email has been opened• Preview Panes can also provide false-positive open rates• The average open rate for known recipients is 19%. Your results may vary
BUT…• Just getting the message opened doesn’t mean you’re safe• A recent Email Sender and Provider Coalition (ESPC) study showed that…
– 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message
Source: MarketingSherpa
Click-Through Rate
• CTR measures the % of links clicked by unique individuals in an email• Be sure to look at both unique and per-individual CTRs in your metrics• CTRs are highly dependant on the quality of the email segmentation, content, and design
Unsubscribe Rate
• Unsubscribe Rate measures % of opt-outs from the email• Remember…to be CAN-SPAM compliant you must allow for opt-outs• Allow people to remove themselves from certain email lists as well as all communication
Conversion Rate• Conversion Rate measures % of clickthroughs that resulted in an action• Actions could be making a donation, registering for an event, taking a survey, renewing a
membership, or some other trackable action• Conversion Rate is the ultimate measure of the success of an email campaign
Deliverability Rate
Open RateClick-Through
Rate ConversionRate Unsubscribe Rate
How Long Does it Take to Measure Results?• 50% of people will open an email in the first 9 hours• 75% of people will open an email in the first 28 hours• The remaining 25% may take several days• The average email campaign has its peak open rate in 14 days
What is the Best Day of the Week to Send Email?• There is no magic formula…so test, test, and oh yes, TEST!• But…the most popular days are Tuesday through Thursday• Saturday is the lowest volume email day of the week
Source: MarketingSherpa
# Email AddressesValid AddressesAverage Open RateAverage Conversion RateRevenue Per Email AppealGifts Per Email Appeal
Even More Email Metrics
Online FundraisingMetrics
2008 Total Fundraising (US)
$292.23 Billion Offline
$15.42 Billion Online
Source: Giving USA / Blackbaud
US Fundraising Trends
$0
$50,000,000,000
$100,000,000,000
$150,000,000,000
$200,000,000,000
$250,000,000,000
$300,000,000,000
2001 2002 2003 2004 2005 2006 2007 2008
$246B $245B $243B $245B $283B $295B $314B $307B
Source: Giving USA
2001 2002 2003 2004 2005 2006 2007 2008
$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
Source: ePhilanthropy Foundation, Blackbaud
US Online Fundraising Trends
39 Month Online Giving Trend
Source: Blackbaud
Haiti
30% of online revenue processed in December
46% of online revenue was processed Oct - Dec
Online transaction volume grew 74% YOY in the first three months of the year
2009 Online Giving Trends
Source: Blackbaud
Turning Data into Information
• Total Constituents • Total Donors
– Online – Offline– Online and Offline
• Total Gifts– Online– Offline
• Total Revenue– Online– Offline
Online Fundraising Metrics Sample
Social MediaMetrics
Friends / Followers / Diggs / Tweets / ReTweets
Click-Throughs
Conversions
Social Media Metrics
Social Media Funnel
Online Action | Offline Action
Social Networks
Social Media
Website
RSS
BenchmarkingMetrics
65% of nonprofits grew revenue YOY
Median online revenue YOY growth = 21%
Organizations raising > $1M grew 35% YOY
2009 Year Over Year Online Giving Trends
Source: Blackbaud
2009 Year Over Year Online Giving Trends
Source: Blackbaud
Year Over Year Growth RatesAmount Raised Online by Organization YOY Growth Rate
$1,000,000 + 35%$500,000 – $999,999 19%$100,000 – $499,999 28%
$50,000 – $99,999 13%$10,000 – $49,999 3%
All Organizations 21%
2009 Online Average Gift Trends
Source: Blackbaud
Average Gift Amounts by SectorAll Sectors $144.72
Business / Corporations $194.05Cultural $112.47
Family / Human Services $154.13Foundations $209.53
Healthcare $95.21Hospitals $120.16
Higher Education $204.05Independent Schools $371.62
Other $110.04Recreational / Social $134.31
Religious $196.44
Online Major GivingTrends
77% of nonprofits: at least one gift of $1,000
36% of $1,000+ online gifts were $1,001 - $4,999
Median $1,000+ online gift = $3,500
Median $1,000+ online gift = $2,500 in 2008
2009 Online Major Giving Trends
Source: Blackbaud
2009 Online Major Giving Trends
Source: Blackbaud
2009 Long Tail of Significant Online Gifts
$-
$10,000.00
$20,000.00
$30,000.00
$40,000.00
$50,000.00
$60,000.00
2009 Distribution of Online Gifts of at Least $1,000n = 1,798
Source: Blackbaud
$10,001- $60,0009%
$5,001 - $10,00018%
$5,000 20%$1,001 -
$4,99936%
$1,000 17%
Haiti EarthquakeOnline Giving
Haiti Online Giving Trends
Source: Blackbaud
Goal Setting for Online Fundraising
Online Percentage of Total Fundraising
< 1% 2% 3% 4% 5% 6% 7% 8% 9% > 10%
Under Performance< 1% to 3%
Average Performance
3% to 7%
Exceptional Performance7% to > 10%
UNDER PERFORMERS
•Traditional major gift focus
• New to online giving programs
• Lower online gift volume
• Higher average gift amounts
• Higher online donor retentionUnderperformers
Average Performers
•Mix of fundraising channels
• Online giving is bigger focus
• Moderate online gift volume
•Moderate average gift amounts
•New donor growth is from online
Exceptional Performers
•Traditional direct mail focus
• Mature online giving programs
•Higher online gift volume
•Lower average gift amounts
•Lower online donor retention
Source: The Chronicle of Philanthropy
2002 2003 2004 2005 2006 2007 2008$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000 The Ohio State University
Source: The Chronicle of Philanthropy
2002 2003 2004 2005 2006 2007 2008$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
$160,000,000
$180,000,000
Doctors Without Borders (USA)
2002 2003 2004 2005 2006 2007 2008$0
$20,000,000
$40,000,000
$60,000,000
$80,000,000
$100,000,000
$120,000,000
$140,000,000
Heifer International
Source: The Chronicle of Philanthropy
Metrics help you understand what’s working and what’s not.
Metrics give you insights into your constituents.
If you can’t measure it, then you can’t manage it.
Start measuring!
What to Remember
