Presented by Dennis McCarthy, Donna Wilkins

1. Moneyball
How Analytics Improves Fundraising
PRESENTED BY DENNIS MCCARTHY
DONNA WILKINS

3. What should I
do?

4. #moneyball how to measure
success

5. The Lean Start-up Methodology

6. M&M

7. 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
• Ensures ongoing engagement
• Maximizes campaign
investment
• Converts from campaign to
mission-oriented supporters
• Built to last
• Provides utility
• Manages growing
constituency
• Unites disparate campaigns

8. CMO/CDO
+
CTO / CIO

9. Benefits of the love fest

10. #moneyball left and right
side work together

11. 3 Buckets
1. Do-It-Yourself
2. Integrated Fundraising
3. Mobile

12. Do It Yourself

13. Fundraising Potential
• 2014 Insights into IFE Programs
• http://my.charitydynamics.com/IFEStudy.html

14. DIY Strategic Goals
Strategic Goals
Donor
Engagement
Revenue
Wider
Recruitment
40% of Donors encourage family and friends to donate
27% actively fundraise for their favorite charity
* 2012 Nonprofit Donor Engagement Study
• 2014 Insights into IFE Programs
• http://my.charitydynamics.com/IFEStudy.html

15. Analytics
• How do you make the case for
program potential?
• How do you manage the
program for greatest success?

16. Program Potential
Strategy
Recruiting
Campaign
Audiences
Analysis
Coaching
Campaign

17. DIY Program Potential
DIY
Campaign
Audience Audience
Size
Recruiting
Effort
Registration
s
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

18. DIY Program Potential
DIY
Campaign
Audience Audience
Size
Recruiting
Effort
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
series
Social media
School Educators 5,000 Education
newsletter
Fun events Special
event
attendees
10,000 Post event,
quarterly
newsletter

19. DIY Program Potential
DIY
Campaign
Audience Audience
Size
Recruiting
Effort
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
series
Social media
50 $150
School Educators 5,000 Education
newsletter
50 $300
Fun events Special
event
attendees
10,000 Post event,
quarterly
newsletter
100 $150

20. 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

21. On Line Advertising & Integrated Marketing

22. 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

23. 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

24. Creative Review
• Multiple ad sizes and types for each station
• Clear Call to Action
• Brand clearly highlighted
• Multiple fundraising channels!
RMPBS:

25. Controls Explained
Post Exposure Pre-Result
Run the
Campaign
Define the
Control Group
Measure
Performance
• 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

26. Controls Explained
Post Exposure Pre-Result
Run the
Campaign
Define the
Control Group
Measure
Performance
• 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)

27. 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

28. Mobile

29. Mobile
Accessible
Content
Mobile
Applications SMS

30. 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

31. Mobile strategies
Low High
Accessing Content
High Low
Mobile Housefile
Responsive Design
/ Mobile Optimized
SMS
Msg
Apps

32. #moneyball all about mobile
content

33. Who are your constituents

34. Transparent Loyalty Programs

35. Valuing Acceleration

36. Learn More
• 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

37. #moneyball best session
ever

38. Q&A&A

39. Are you pumped up and ready to go?
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