Afp data

04/11/2023 Footer 1

DATA IN THE REAL WORLDMaking Sense of the Big Data Trend at Your Non-Profit

Prepared by Scott Gilman and Nancy Palo

http://www.slideshare.net/scottmgilman/afp-data

04/11/2023 Blackbaud Confidential 2

ABOUT SCOTT


ABOUT NANCY


June: 6.4 poundsAugust: 6.1 pounds


• How is Big Data being applied in the nonprofit space?

• What does segmenting really mean?

• How can use testing to improve our efforts

• How does data relate to your organization’s events

WHY WE’RE HERE


Data has a bad reputation ‑ but it shouldn't

“Use of the word 'data' can be misleading. It makes people think it's all about statistics and spreadsheets and can be off-putting.

I prefer the term 'evidence', of which quantitative data is a part."

T HE W HAT AND W HY

Source: James Noble, professional social researcher at New Philanthropy Capital (NPC)


Know what you’re using data for."I think people can get caught up in data or visualization for its own

sake.

You have to be clear about what question you're trying to answer before you set up your data collection and analysis activities.”

T HE W HAT AND W HY

Source: Mike Thompson, senior consultant at mySociety.


Data is the future."For charities the possibilities are

huge, ranging from internal data analytics to measure efficiency, external data metrics to measure effectiveness and big data to look at opportunity and bench marking.”

T HE W HAT AND W HY

Source: Richard Craig, chief executive of the Charity Technology Trust.


• Web TrafficMonthly visitors; unique visitors, pages per visitMonth Over Month Change; Year Over Year Change

• Conversion RateNew organic registrants, e-mail capture rateMonth Over Month Change; Year Over Year Change

• House-file HealthTotal file, Usable file, Percent Usable, Opt-outsMonth Over Month Change; Year Over Year Change

• Online File CompositionOnline donors, Percent of file who are donorsMonth Over Month Change; Year Over Year Change

• Fundraising / Online Revenue Overall total, Number of Gifts, Average Donation Amount, First Time Donors, Repeat Donors, Gifts over a certain amount Month Over Month Change; Year Over Year Change

M ONT HLY DAS HBOARD: W HAT TO T RACK


• E-mail PerformanceOpen rates, click-through rates, response rates

• Monthly GivingNumber of monthly donors, Number of new monthly donors, amount given, average gift sizeMonth Over Month Change; Year Over Year Change

• AdvocacyTotal number of advocates, new advocates, donations by advocateMonth Over Month Change; Year Over Year Change

• Revenue Per E-mail AddressYear Over Year Change

M ONT HLY DAS HBOARD: W HAT TO T RACK


NE W S L E T T E R CL ICK- T HROUGHS

Lead Story: X

Feature Story: Y

Article Referenced in Subject Line: Z


MOTIVATION: PROFILE-DRIVEN COMMUNICATION


EMAIL APPEAL TESTING: EMAIL

• Wolf-focused tone increased donation rates by 29% in one segment

Wolf copy focus: 0.17% donation rate Match copy focus: 0.13% donation rate


RE CE NT M ONT HLY NE W S L E T T E ROpen Rate Click-through Rate Un-subscribes

Overall 60,270 21.43 2.65% .21%

Benefit Events 5,041 26.7% 4.19% 0.26%

Bicycling 284 35.56% 5.63% 0

Birding/Wildlife 272 38.97% 7.72% 0

Conservation 59,546 21.37% 2.65% 0.19%

Monthly Newsletter 9,792 27.39% 4.15% 0.27%

Cultural Activities 8,945 28.02% 4.21% 0.31%

Events and Cultural Activities

421 38.24% 7.36% 0

Free Events 9,056 28.05% 4.21% 0.33%

Kids & Family Activities 8,981 27.9% 4.3% 0.31%

Nature & Horticulture 9,269 28.41% 4.47% 0.3%

Pets 9,887 27.06% 3.99% 0.29%

Recreation & Sports 4,145 25.86% 3.91% 0.24%

Sports & Leisure 347 36.6% 6.92% 0


DONAT ION P E RF ORM ANCE BY GROUPGroup 2011 2012

% Who Gave

Gifts Total Avg. % Who Gave

Gifts Total Avg.

Benefit Events 4.61 426 $72,955 $171.26 5.33 514 $93,196 $181.31

Bicycling 15.91 82 $13,405 $163.48 15.66 73 $16,895 $231.44

Birding/Wildlife 16.45 79 $12,271 $155.33 17.48 92 $17,991 $195.55

Conservation 2.97 5,221 $915,957 $175.44 3.23 5,690 $1,011,721 $177.81

Monthly Newsletter 5.49 925 $164,603 $177.95 5.86 1,022 $212,907 $208.32

Cultural Activities 5.48 847 $144,568 $170.68 5.94 941 $192,037 $204.08

Events and Cultural Activities 14.5 115 $14,856 $129.18 15.31 130 $21,350 $164.23

Free Events 5.36 851 $147,343 $173.14 5.82 954 $194,312 $203.68

Kids & Family Activities 5.62 863 $148,468 $172.04 5.94 948 $197,212 $208.03

Nature & Horticulture 5.94 933 $158,260 $169.62 6.25 1,001 $202,953 $202.75

Pets 4.82 865 $146,669 $169.56 5.3 975 $196,778 $201.82

Recreation & Sports 2 141 $22,085 $156.63 2.25 172 $27,586 $160.38

Sports & Leisure 16.53 98 $15,820 $161.43 13.47 85 $17,251 $202.95


GROUP P E RF ORMANCE ( ONL INE ONLY )

Group (Group Size) 2011 2012

Gifts Amounts Avg. Gifts Amounts Avg.

Appended E-mails Fall 2009 705 $62,301 $88.37 668 $65,892 $98.64

Not Appended E-mails Fall 2009 13,446 $1,087,742 $80.90 10,906 $1,047,730 $96.07

All December Only Donors 2,185 $392,631 $179.69 2,311 $480,449 $207.90

December 2011 Donors OnlyGave in 2011, but only in December 1,701 $355,407 $208.94 956 $262,662 $274.75

December 2012 Donors OnlyGave in 2012, but only in December -- -- -- 1,720 $415,655 $235.10

Advocacy Participants 285 $35,880 $125.89 222 $31,037 $139.81


OP T IMIZ ING T RAF F IC TO P OP UL AR PAGE S


• Single page vs. Two page form

• Horizontal vs. Vertical ask string

• Location of trust logos

• Charity Navigator, BBB, VeriSign, etc…

• No extra navigation on the page

• Donate button size and color

• Intro text, imagery, etc…

DONAT ION F ORM T E S T ING IDE AS


IN S UM MARY

Small changes to donation forms can have a big impact.

• Do you have a VeriSign logo?

• Are you asking for too much information?

• Do you have mission oriented copy included?


T HE RE P ORT


US ING DATA TO DE V E L OP F UNDRAIS ING E V E NT S T RAT E GIE S


BENCHMARKS AND USER BEHAVIORS


WHAT IS IN THE P2P BENCHMARK REPORT?

P2P Analysis Overview• 1,275 organizations & 28,000 events • Events from Jan 1, 2010 to Dec 31, 2011• TeamRaiser and FAF Platforms• Metrics listed in Median Values


KEY FINDING:PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS

While number of emails sent were down, online fundraising was up! Participants are using truly multi-channel fundraisers.


Email Mail

Social Media Other

MULTI-CHANNEL COMMUNICATIONS STRATEGY


KEY FINDING: AVERAGE GIFT AMOUNT


DONATION FORM STRATEGY

MAKE YOUR DONOR EXPERIENCE EASY

http://www.google.com/url?sa=i&rct=j&q=easy+button+&source=images&cd=&cad=rja&docid=6dxf7rnBFNcaJM&tbnid=UxzOLww6Jj62NM:&ved=0CAUQjRw&url=http://millennialleader.com/searching-for-lifes-easy-button/&ei=ZdBuUY39A-OU0QGjt4GoBg&bvm=bv.45368065,d.dmg&psig=AFQjCNE1ItB4V2tnRKqjWPBAQnJdBJ38Kg&ust=1366303195495341


KEY FINDING: RETURNING VS. NEW PARTICIPANTS


Retention

Event Day

Post Event

Year Round

Segmented

RETENTION STRATEGY


KEY FINDING: TEAM CAPTAINS OUTPERFORM IN EVERY CATEGORY


TEAM CAPTAIN FOCUSED STRATEGIES

http://www.google.com/url?sa=i&rct=j&q=superheroes&source=images&cd=&cad=rja&docid=wLibOJ_1J83iuM&tbnid=wlXb9QBcXatFVM:&ved=0CAUQjRw&url=http://htmlgiant.com/film/why-we-need-superheroes-or-a-parental-theory-or-what-was-just-a-review-of-chronicle-before-people-were-murdered-while-watching-the-dark-knight-rises/&ei=bdFuUaPwCPSw0AHggYGQAg&bvm=bv.45368065,d.dmg&psig=AFQjCNFDkfSof8IFYcVdVFJrcB4zZVWWQQ&ust=1366303412640608


THREE ONLINE BEHAVIORS THAT DRIVE REVENUE


SELF DONATION

Behavior Fundraising Average

Non-Self Donor $69

Self Donor $508


UPDATE PERSONAL PAGE


Page Not Updated

$31

Page Updated $205


SEND EMAIL


0 Emails Sent $52

1-9 Emails Sent $231

10+ Emails Sent $541


When in doubt, ask yourself, how is what we’re tracking help us better understand how we’re doing?

Do we take what learn, and change or evolve our strategy because of it?

If not, think twice.

T IP S TO RE ME M BE R