2011 e nonprofit benchmarks study dijulio

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2011 eNonprofit Benchmarks Study#11NTCBenchmarks

M+R Strategic ServicesNTENDefenders of WildlifeLeague of Conservation Voters

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#11NTCBenchmarks to 69866.

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#11NTCBenchmarks at http://nten.org/ntc/eval

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How Did We Segment the Data?

40 Groups

By Sector• Environmental• Health• International• Rights• Wildlife / Animal Welfare

By List Size• Small – Under 100,000 deliverable email addresses• Medium – 100,000-500,000 deliverable email addresses• Large – Over 500,000 deliverable email addresses

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Reading the Charts

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Email Open Rates by Sector

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Email Open Rates by Size

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Newsletter Click-Throughs by Sector

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Messages per Month per Subscriber – By Sector

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Annual Email List Churn

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Email Unsubscribe Rate – By Sector

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Email Unsubscribe Rate – by Size

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Change in Online Giving – 2009 to 2010

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Change in Dollars Raised – 2006 to 2010

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Average Online Gift – One-Time vs. MonthlyBy Sector

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Online Fundraising Share by Source

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Email Fundraising Response Rates – By Sector

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Advocacy Response Rate – By Sector

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Social Media & Text Messaging

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Total Facebook Fan Page Users – By Sector

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Facebook Fan Page Daily Action Rate – Per 1,000 Users

HOW THE LEAGUE OF CONSERVATION VOTERS USES DATA

Presented by Vinnie Wishrad

Who is LCV?

Our mission The League of Conservation Voters works to turn environmental

values into national priorities. To secure the environmental future of our planet, LCV advocates

for sound environmental policies, and elects pro-environment candidates who will adopt and implement such policies.

Our File 384,000 deliverable emails 155,523 members 132,655 have taken action in the last year

2011 Membership Drive

Tactics Offered premium for non-donors Tested upsell lightbox

No significant differencebetween checkbox and upsell lightbox

Next up: Create upsell lightbox for PAC fundraising

2011 Membership Drive

C4 2011 Membership Drive Results

# Resp RevenueAvg. Gift

Upsell Lightbox Revenue 16 $241 $15

Monthly Checkbox Revenue 18 $264 $15

2011 Membership Drive

No significant differencebetween checkbox and upsell lightbox

Next up: Create upsell lightbox for PAC fundraising

C4 2011 Membership Drive Results # Resp RevenueAvg. Gift

Upsell Lightbox Revenue 16 $241 $15

Monthly Checkbox Revenue 18 $264 $15

Prospect

Membership

Discount

Improved response rate

by 140%!

Average Gift decrease 25%

DeadlineExtended

Raised 26% of campaign’s

revenue

Put campaign over budget by

40%

2011 Membership Drive: Results

2008 2009 2010 2011 Benchmarks0.00%

0.02%

0.04%

0.06%

0.08%

0.10%

0.12%

0.14%

0.16%

0.18%

Next Up… Old Tell-a-Friend Page

Next Up… New Tell-a-Friend Page

Next Up…

Do matches still work? Testing no match, 2x match, and 3x match

If we don’t set the facts straight, no one

will. 

Help the LCV Action Fund expose FOX

News’ lies – donate today.

If we don’t set the facts straight, no one

will.

Help the LCV Action Fund expose FOX

News’ lies:

Donate before March 29 and your gift will

be MATCHED - dollar for dollar by a group of generous donors.

If we don’t set the facts straight, no one

will.

Help the LCV Action Fund expose FOX

News’ lies:

Donate before March 29 and your gift will

be MATCHED - THREE times by a group of generous

donors.

Defenders of Wildlife

Defenders of Wildlife

Data Drive: Numbers = Results

Defenders of Wildlife

About Defenders• Our Mission

Defenders' mission is to protect species and the habitats upon which they depend. In doing so, we focus on preserving the health of our nation's rich biological heritage (biodiversity).

• Our File– ~890k emailable– ~591K have taken action online– ~98k have ever donated online– ~47k have Adopted an animal online– ~134k are offline donors (DM, TM, etc.)

Defenders of Wildlife

Benchmarks

• Internal: What are your stats?• External: How do your stats compare to

those of your peers?

Defenders of Wildlife

Uses

• Identifying Trends• Staffing / Time Allocation• Budgeting• Optimization

Defenders of Wildlife

Optimization: Subject Lines

• Headline: Congress Greenlights Wolf Slaughter

Beats

• Cryptic: Wolf Slaughter

Beats

• Generic: Take Action to Stop the Wolf Slaughter

Defenders of Wildlife

Optimization: LayoutGeneric Stationary –

340 Donations

Special Flavor –

408 Donations

Defenders of Wildlife

Optimization: ContentNo Bullets10.6% Conversion; $15,703 raised

Bullets12.4% Conversion; $18,958 raised

Defenders of Wildlife

Optimization: Thank You PageAction to Donation

What Worked…• Straight Donation Ask• Robust Tell-a-Friend +

Donation Ask

What Didn’t…

Defenders of Wildlife

Key Questions

• How do your numbers compare to those of your peers?

• Strategy: Where are the areas for improvement?

• Tactics: What are you going to lift response rates?

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Benchmarks and You

Download the report atwww.e-benchmarksstudy.com

Contact the authors atEmail sdijulio@mrss.com

Want to be part of our research? Email speretz@mrss.com

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Thanks!

Q & AQ & A

Session EvaluationEach entry via text or web is a chance to win

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#11NTCBenchmarks to 69866.

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#11NTCBenchmarks at http://nten.org/ntc/eval