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Everything You Need to Know About Measuring Online Results But Were Afraid to Ask


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This was presented at the 47th AFP International Conference on Fundraising. This session covers web, email, social media and multi-channel metrics and explain the whats, hows, and ways for measuring them successfully.

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Everything You Need to Know About Measuring Online Results But Were Afraid to Ask

  1. 1. Everything You Need to Know About Measuring Online Results <br />But Were Afraid to Ask<br />April 12, 2010<br />Steve MacLaughlin<br />Director – Internet Solutions<br />Blackbaud<br /><br />
  2. 2. Internet Management for NonprofitsTed Hart, Steve MacLaughlin, James M. Greenfield, Phillip H. Geier, Jr.<br />Beth Kanter<br />Michael Sola and Tim Kobosko<br />Dottie Schindlinger and Leanne Bergey<br />Russell Artzt, John Murcott, and Mark Fasciano<br />Roger M. Craver and Ryann Miller<br />Steve MacLaughlin<br />Adrienne D. Capps<br />Walter P. Pidgeon Jr.<br />Danielle Brigida and Jonathon D. Colman<br />Marcelo IniarraIraegui and Alfredo Botti<br />Philip King<br />Lawrence C. Henze<br />Andrew Mosawi and Anita Yuen<br />Allan Pressel<br />Michael Johnston and Matthew Barr<br />Catherine Pagliaro<br />Ben Rigby<br />Frédéric Fournier<br />
  3. 3. The Market is Noisy<br />AGENDA<br />What is a metric?<br />Why should I care? <br />Why should I care? <br />Website Metrics<br />Email Metrics<br />Online Fundraising Metrics<br />Social Media Metrics<br />Benchmarking and Beyond<br />
  4. 4. What is a Metric?<br /><ul><li>A standard unit of measure.
  5. 5. A measurable element of a process or function.
  6. 6. A measuring system that quantifies a trend, dynamic, or characteristic</li></li></ul><li>Why Do Metrics Matter?<br /><ul><li>Help you understand what’s working and what’s not.
  7. 7. Gives you insights into your constituents.
  8. 8. If you can’t measure it, then you can’t manage it.</li></li></ul><li>What Online Metrics Tell You<br />
  9. 9. Website Metrics<br />
  10. 10. Unique Identified Visitors<br />Unique Visitors<br />Visits<br />VALUE OF DATA<br />Page Views<br />Hits<br />VOLUME OF DATA<br />
  11. 11. Hits<br /><ul><li>A request for a file from the web server.
  12. 12. A single web page typically consists of multiple files.
  13. 13. A hit is registered for the page, every image, and any other files present on that page.</li></li></ul><li>Page Views<br /><ul><li>A request to load a single web page.
  14. 14. A metric for the entire site or specific content.
  15. 15. A useful metric over a period of time or for a specific event.</li></li></ul><li>Visits<br /><ul><li>A site visit during a set period of time.
  16. 16. A visit contains one or more page views.
  17. 17. A visit helps understand what people do when they visit your site.</li></li></ul><li>Unique Visitors<br /><ul><li>A visit by a unique individual.
  18. 18. A unique visitor is typically based on an IP address or cookie.
  19. 19. A unique visitor metric helps compare new visitors to repeat visitors.</li></li></ul><li>Unique Identified Visitors<br /><ul><li>A visit by a unique identified individual.
  20. 20. A unique identified visitor is tracked based on information stored in a central database.
  21. 21. A unique identified visitor metric is the ultimate metric for tracking website visitor behavior.</li></li></ul><li>Other Website Metrics<br /><ul><li>Referrers
  22. 22. Bounce Rate
  23. 23. Conversion Rate
  24. 24. Click Density
  25. 25. Page View Duration</li></li></ul><li>Email Metrics<br />
  26. 26. The Metrics that Matter<br />Deliverability<br />Open Rate<br />Click-Through Rate<br />Unsubscribe Rate<br />Conversion Rate<br />Source: ReturnPath<br />
  27. 27. Deliverability<br />Deliverability measures the % emails successfully delivered or not<br />This is an inexact number as not all ISPs report delivered email<br />Your Sender’s Reputation Impacts Deliverability<br />Blackbaud:<br />Sender Score= 70<br />Accepted Rate= 99.03%<br />Risk= Low<br />Source: ReturnPath<br />
  28. 28. Open Rate<br />Open Rate measures the % of opened emails that were delivered<br />Open Rate can only be tracked on HTML-based emails, not Text emails<br />Many systems block images used to track whether an email has been opened<br />Preview Panes can also provide false-positive open rates<br />The average open rate for known recipients is 19%. Your results may vary<br />BUT…<br />Just getting the message opened doesn’t mean you’re safe<br />A recent Email Sender and Provider Coalition (ESPC) study showed that…<br />80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message<br />Source: MarketingSherpa<br />
  29. 29. Click-Through Rate<br />CTR measures the % of links clicked by unique individuals in an email<br />Be sure to look at both unique and per-individual CTRs in your metrics<br />CTRs are highly dependant on the quality of the email segmentation, content, and design<br />Unsubscribe Rate<br />Unsubscribe Rate measures % of opt-outs from the email<br />Remember…to be CAN-SPAM compliant you must allow for opt-outs<br />Allow people to remove themselves from certain email lists as well as all communication<br />
  30. 30. Conversion Rate<br />Conversion Rate measures % of clickthroughs that resulted in an action<br />Actions could be making a donation, registering for an event, taking a survey, renewing a membership, or some other trackable action<br />Conversion Rate is the ultimate measure of the success of an email campaign<br />Deliverability Rate<br />Open Rate<br />Click-ThroughRate<br />ConversionRate<br />Unsubscribe Rate<br />
  31. 31. How Long Does it Take to Measure Results?<br />50% of people will open an email in the first 9 hours<br />75% of people will open an email in the first 28 hours<br />The remaining 25% may take several days<br />The average email campaign has its peak open rate in 14 days<br />What is the Best Day of the Week to Send Email?<br />There is no magic formula…so test, test, and oh yes, TEST!<br />But…the most popular days are Tuesday through Thursday<br />Saturday is the lowest volume email day of the week<br />Source: MarketingSherpa<br />
  32. 32. Even More Email Metrics<br /><ul><li># Email Addresses
  33. 33. Valid Addresses
  34. 34. Average Open Rate
  35. 35. Average Conversion Rate
  36. 36. Revenue Per Email Appeal
  37. 37. Gifts Per Email Appeal</li></li></ul><li>Online FundraisingMetrics<br />
  38. 38. 2008 Total Fundraising (US)<br />$292.23 Billion Offline<br />$15.42 Billion Online<br />Source: Giving USA / Blackbaud<br />
  39. 39. US Fundraising Trends<br />2001 2002 2003 2004 2005 2006 2007 2008 $246B $245B $243B $245B $283B $295B $314B $307B<br />Source: Giving USA<br />
  40. 40. US Online Fundraising Trends<br />2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B<br />Source: ePhilanthropy Foundation, Blackbaud<br />
  41. 41. 39 Month Online Giving Trend<br />Haiti<br />Source: Blackbaud<br />
  42. 42. 2009 Online Giving Trends<br /><ul><li>30% of online revenue processed in December
  43. 43. 46% of online revenue was processed Oct - Dec
  44. 44. Online transaction volume grew 74% YOY in the first three months of the year </li></ul>Source: Blackbaud<br />
  45. 45. Turning Data into Information<br />Total Constituents <br />Total Donors<br />Online <br />Offline<br />Online and Offline <br />Total Gifts<br />Online<br />Offline<br />Total Revenue<br />Online<br />Offline<br />
  46. 46. Online Fundraising Metrics Sample<br />
  47. 47. Social MediaMetrics<br />
  48. 48. Social Media Metrics<br /><ul><li>Friends / Followers / Diggs / Tweets / ReTweets
  49. 49. Click-Throughs
  50. 50. Conversions</li></li></ul><li>Social Media Funnel<br />Social Media<br />Email<br />Website<br />RSS<br />
  51. 51. BenchmarkingMetrics<br />
  52. 52. 2009 Year Over Year Online Giving Trends<br /><ul><li>65% of nonprofits grew revenue YOY
  53. 53. Median online revenue YOY growth = 21%
  54. 54. Organizations raising > $1M grew 35% YOY</li></ul>Source: Blackbaud<br />
  55. 55. 2009 Year Over Year Online Giving Trends<br />Source: Blackbaud<br />
  56. 56. 2009 Online Average Gift Trends<br />Source: Blackbaud<br />
  57. 57. Online Major Giving<br />Trends<br />
  58. 58. 2009 Online Major Giving Trends<br /><ul><li>77% of nonprofits: at least one gift of $1,000
  59. 59. 36% of $1,000+ online gifts were $1,001 - $4,999
  60. 60. Median $1,000+ online gift = $3,500
  61. 61. Median $1,000+ online gift = $2,500 in 2008</li></ul>Source: Blackbaud<br />
  62. 62. 2009 Online Major Giving Trends<br />2009 Long Tail of Significant Online Gifts<br />Source: Blackbaud<br />
  63. 63. 2009 Distribution of Online Gifts of at Least $1,000n = 1,798<br />Source: Blackbaud<br />
  64. 64. Haiti EarthquakeOnline Giving<br />
  65. 65.
  66. 66. Haiti Online Giving Trends<br />Source: Blackbaud<br />
  67. 67. Goal Setting forOnline Fundraising<br />
  68. 68. Online Percentage of Total Fundraising<br />< 1% 2% 3% 4% 5% 6% 7% 8% 9% > 10% <br />Under Performance< 1% to 3%<br />Average Performance3% to 7%<br />Exceptional Performance7% to > 10%<br />
  69. 69. Underperformers<br />UNDER PERFORMERS<br />
  70. 70. Average Performers<br />
  71. 71. Exceptional Performers<br />
  72. 72. Source: The Chronicle of Philanthropy<br />
  73. 73. Source: The Chronicle of Philanthropy<br />
  74. 74. Source: The Chronicle of Philanthropy<br />
  75. 75. What to Remember<br /><ul><li>Metrics help you understand what’s working and what’s not.
  76. 76. Metrics give you insights into your constituents.
  77. 77. If you can’t measure it, then you can’t manage it.
  78. 78. Start measuring!</li></li></ul><li>Thank You<br />Steve MacLaughlinDirector – Internet Solutions<br /><br />