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Online Metrics Demystified: Online Metrics Demystified: Understanding How to Understanding How to Measure Your SuccessMeasure Your Success
Steve MacLaughlin Steve MacLaughlin –– Director, Internet SolutionsDirector, Internet Solutions
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #2
Presentation Title or Product Name
� 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 NoisyAGENDA
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #3
Presentation Title or Product Name
�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?
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #4
Presentation Title or Product Name
�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?
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #5
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What Online Metrics Tell You
How did they get here?
What did they do?
How did it work?
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #6
Presentation Title or Product Name
� Simple
– You understand it. Your boss understands it
� Measurable
– You can get accurate and complete data for it
� Actionable
– You can do something with it and measure the impact.
� Relevant
– You are measuring something that’s actually important.
� Timely
– You can get the data when you need it.
The Market is NoisyWhat is a Good Metric?
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #7
Presentation Title or Product Name
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #8
Presentation Title or Product Name
Unique Unique Identified Identified VisitorsVisitors
Unique Unique VisitorsVisitors
VisitsVisits
Page ViewsPage Views
HitsHits
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #9
Presentation Title or Product Name
�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
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #10
Presentation Title or Product Name
�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
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #11
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�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
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #12
Presentation Title or Product Name
�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
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #13
Presentation Title or Product Name
�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
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #14
Presentation Title or Product NameRoadmap Options
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #15
Presentation Title or Product Name
�Referrers
�Bounce Rate
�Conversion Rate
�Click Density
�Page View Duration
Other Website Metrics
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #16
Presentation Title or Product Name
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #17
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #18
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The Metrics that Matter
� Deliverability
� Open Rate
� Click-Through Rate
� Unsubscribe Rate
� Conversion Rate
Source: ReturnPath
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #19
Presentation Title or Product Name
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
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #20
Presentation Title or Product Name
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
– 73% based that decision on the "From" name
– 69% percent based the decision on the subject line
Source: MarketingSherpa
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #21
Presentation Title or Product Name
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
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #22
Presentation Title or Product Name
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 Rate
Click-ThroughRate Conversion
Rate Unsubscribe Rate
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #23
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The Metrics that Matter
� Deliverability =
� Open Rate =
� Click-Through Rate =
� Unsubscribe Rate =
� Conversion Rate = or
# Unsubscribes
(Sent – Bounced)
# Unique Clicks
(Sent – Bounced)
# Unique Opens
(Sent – Bounced)
(# Sent – Bounced)
# Sent
# Actions Completed
(Sent – Bounced)
# Actions Completed
Unique Responders (Clicks)
Source: Email Marketing by the NUM8ERS
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #24
Presentation Title or Product Name
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
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #25
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� # Email Addresses
� Valid Addresses
� Average Open Rate
� Average Conversion Rate
� Revenue Per Email Appeal
� Gifts Per Email Appeal
Even More Email Metrics
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #26
Presentation Title or Product Name
Email Tracking
Open Rate Click-Through Rate Page Completion Rate Response Rate
Email #1 15.5% 1.7% 19% 0.12%
Email #2 14.8% 1.1% 16.5% 0.13%
Email #3 6.3% 0.8% 9.2% 0.09%
Email #4 27.3% 2.2% 11.2% 0.47%
Email #5 17.3% 1.2% 17.2% 0.17%
Source: 2008/ 2009 eNonprofit Benchmarks Study
Email Metrics Samples
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #27
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #28
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2008 Total Fundraising (US)
$292.23 Billion Offline
$15.42 Billion Online
Source: Giving USA / Blackbaud
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #29
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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
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #30
Presentation Title or Product Name
0
2,000,000,000
4,000,000,000
6,000,000,000
8,000,000,000
10,000,000,000
12,000,000,000
14,000,000,000
16,000,000,000
120%
Growth
100%
Growth
73%
Growth
38%
Growth
72%
Growth
53%
Growth
56%
Growth
2001 2002 2003 2004 2005 2006 2007 2008
$550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B
44%
Growth
Source: ePhilanthropy Foundation, Blackbaud
US Online Fundraising Trends
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #31
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Turning Data into Information
� Total Constituents
� Total Donors
– Online
– Offline
– Online and Offline
� Total Gifts
– Online
– Offline
� Total Revenue
– Online
– Offline
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #32
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Online Fundraising Metrics Sample
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #33
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More Fundraising Metrics
� # Retained Donors
– Retained Donor Revenue
– Revenue Per Retained Donor
– All Donor Retention Rate
– Multi-Year Donor Retention
� # New Donors
– New Donor Revenue
– Revenue Per New Donor
– Retained New Donors
– New Donor Retention
� # Reactivated Donors
– Reactivated Donor Revenue
– Revenue Per Reactivated Donor
– Donor Reactivation Rate
– Reactivated Donor Retention
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #34
Presentation Title or Product Name
How much should you be raising online?
Online Fundraising as Percentage of Total ContributionsTotal Contributions $1,000,000 $10,000,000 $15,000,000 $25,000,000 $50,000,000 $75,000,000 $100,000,000
1% Raised Online $10,000 $100,000 $150,000 $250,000 $500,000 $750,000 $1,000,000
3% Raised Online $30,000 $300,000 $450,000 $750,000 $1,500,000 $2,250,000 $3,000,000
5% Raised Online $50,000 $500,000 $750,000 $1,250,000 $2,500,000 $3,750,000 $5,000,000
7% Raised Online $70,000 $700,000 $1,050,000 $1,750,000 $3,500,000 $5,250,000 $7,000,000
10% Raised Online $100,000 $1,000,000 $1,500,000 $2,500,000 $5,000,000 $7,500,000 $10,000,000
12% Raised Online $120,000 $1,200,000 $1,800,000 $3,000,000 $6,000,000 $9,000,000 $12,000,000
15% Raised Online $150,000 $1,500,000 $2,250,000 $3,750,000 $7,500,000 $11,250,000 $15,000,000
20% Raised Online $200,000 $2,000,000 $3,000,000 $5,000,000 $10,000,000 $15,000,000 $20,000,000
� In 2008, approximately 5% of all fundraising was done online.
� In 2008, approximately 11% of revenue came from the Internet for Nonprofits in the 2008 donorCentrics™ Internet Giving Collaborative Benchmarking Analysis
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #35
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #36
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� Friends / Followers / Diggs / Tweets / ReTweets
� Click-Throughs
� Conversions
Social Media Metrics
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #37
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Social Media Funnel
Online Action | Offline Action
Social Networks
Social Media
Website
RSS
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #38
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #39
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Average Online Gift Benchmarks
Average Online Donation
£34
Average Blackbaud Online Donation
£67
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #40
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Online Fundraising Growth Trends
2007 2008 2009
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #41
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Source: 2008/ 2009 eNonprofit Benchmarks Study
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #42
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Email List Churn
79%
5% 16%
2006 List Churn
Retained
Unsubscribed
Other Churn
81%
6% 13%
2007 List Churn
Retained
Unsubscribed
Other Churn
Source: 2008 / 2009 eNonprofit Benchmarks Study
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #43
Presentation Title or Product Name
Email List Churn
81%
6% 13%
2007 List Churn
Retained
Unsubscribed
Other Churn
81%
6% 13%
2008 List Churn
Retained
Unsubscribed
Other Churn
Source: 2008 / 2009 eNonprofit Benchmarks Study
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #44
Presentation Title or Product NameOnline Fundraising Benchmarks
Open Rate Click-Through Rate Page Completion Rate Response Rate
2008 14.0% 0.6% 19% 0.12%
2007 14.8% 1.1% 16.5% 0.13%
2006 17.3% 1.2% 17.2% 0.17%
eNewsletters Benchmarks
Open Rate Click-Through Rate
2008 15.0% 2.1%
2007 17.6% 3.6%
2006 21.8% 4.3%
Source: 2008/ 2009 eNonprofit Benchmarks Study
Online Advocacy Benchmarks
Open Rate Click-Through Rate Page Completion Rate Response Rate
2007 16.0% 5.5% 88.0% 4.5%
2006 18.9% 10.2% 85.3% 8.6%
2006 23.8% 8.6% 88.5% 7.5%
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #45
Presentation Title or Product Name
�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
Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #46
Presentation Title or Product Name
� My Blog
– www.blackbaud.com/connections
� Blackbaud Internet Resources
– www.blackbaud.com/internetresources
� TechSoup
– www.techsoup.org
� NTEN
– www.nten.org
The Market is NoisyWant to learn more? Be sure to check out….
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Blackbaud’s Conference for Not-For-Profits — London | Steve MacLaughlin | Page #47
Presentation Title or Product Name
Questions? Answers?
steve.maclaughlin@blackbaud.com
www.blackbaud.com/connections
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