Metrics to Mission

Theory for Metrics and Scoring

How to measure and encourage supporter impact

The ladder of engagement: best segments and best

message

Ramp of engagement?

Supporter Scoring High Scoring >=4 Middle Scoring 3Low Scoring <=2

What do we score?Registration, petitions, advocacy actions, events,

external events, donations, volunteers

High Scoring 4>=Middle Scoring 3Low Scoring <=2

Supporter Rankings

High Action 27.4% open 6.7% click

Low Action

12.5% open 3.8% click

Top Volunteer Rankings:Climate Precinct Captains

Top Vols = Tier 11+ Actions = Tier 2New to File = Tier 3 Subscribed = Tier 4

Unsubscribed = Tier 5

Climate Precinct Captains Recruitment

High Actionsticker

Low Actionsticker

Low Actionno sticker

High Actionno sticker

Climate Precinct Captains Conversions

High Action sticker: 36 new names .65% conv.

High Action no sticker: 30 new names .54% conv.

20% difference between high action groups

Low Action sticker: 71 new names .13% convLow Action no sticker: 19 new names .03%

conv.273% difference between low action groups

Scoring Ideas?

• Test Event Actions: 1+ multiple actions• Award high actions with gift

• Acknowledge new high action takers• Recruit Climate Precinct Captains

• Incentivize actions for low action groups• Rank donors by # of actions and events

• Rank by scoring and interest • What can you test?