Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digital Program

Metrics That MatteR

Holly Wagg

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LEarn

State of Digital KPIs

State of Digital KPIs

Why Benchmark

Outer Layer = Charitable Sector

What Reports TO Read

Building Layers = By SectorIndividual Layers = Your Sector

Same Reports, Different Lens

Your Slice = Your Organization

Individual Layers = SectorsWhat to Benchmark

Metrics Round #1 - Email

Big Benchmark

1/5 to 1/3

Dashboard

Benchmarks

14%

0.48%

0.21%

Metrics That Matter

0.06%

13%

Metrics That Matter

11%

18%

27%

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Number CrunchCampaign Report

Title: 15H4, August donor special follow up

Subject Line: *******

Delivery Date/Time: Wed, Aug 26, 2015 02:00 pm

Overall Stats

Total Recipients: 2,220

Successful Deliveries: 2,149

Bounces: 71

Times Forwarded: 0

Forwarded Opens: 0

Recipients Who Opened: 744

Total Opens: 1,140

Last Open Date: 11/16/15 10:24PM

Recipients Who Clicked: 25

Total Clicks: 28

Last Click Date: 8/28/15 5:04PM

Total Unsubs: 20

Total Abuse Complaints: 0

Times Liked on Facebook: 0

Clicks by URL

URL Total Clicks Unique Clicks

Donate 28 25

Number of Donations: 15

Total Revenue: $1,112

Metrics Round #2 - Website

Big Benchmark

13% or 8.89%

Singe TouchpointDonation Page(s)

Metrics That Matter$57

$18

13%

13%

20%

$0.61

0.8%

13%

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Singe Touchpoint

Online revenue 2014 $85,212 Online revenue 2015 $136,413

# gifts online 2014 812# gifts online 2015 1002# gifts donation page 2014 333# gifts donation page 2015 296# gifts bowl-a-thon 2014 412# gifts bowl-a-thon 2015 567# gifts gala 2014 67# gifts gala 2015 139

Total website vists 104,622Unique website visitors 96,113Unique visitors website donation page 2,543

# gifts new donors 2014 136# gifts new donors 2015 174

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Number Crunch

Metrics Round #3 - SOCIAL

Big Benchmark

n/a

Singe TouchpointBenchmarksFEED the Funnel

Singe TouchpointBenchmarksSocial Analytics

Singe TouchpointBenchmarksSocial Source

Singe TouchpointBenchmarksLanding Pages

Singe TouchpointBenchmarksconversions

Singe TouchpointBenchmarksAssisted/Last Interaction

Singe TouchpointBenchmarksGoal segmentation

Number Crunch

Open Up Google Analytics

Case Studies

Singe TouchpointBenchmarksCase Study #1

Singe TouchpointBenchmarksCase Study #1date sent open clicks bounce opt-outs $ raised*

22-Jan 1868 19.75% 1.34% 0.21% 0.11% $2,865

13-Feb 2923 19.71% 1.81% 1.57% 0.17% $10,385

06-Mar 6649 15.24% 0.71% 0.35% 0.24% $10,375

14-May 13168 24.77% 1.15% 0.24% 0.43% $1,485

11-Jun 14639 23.77% 1.81% 0.34% 0.40% $7,178

23-Aug 2997 23.22% 2.04% 0.30% 0.13% $6,751

13-Sep 19314 26.10% 1.87% 0.14% 0.32% $8,311

15-Sep 19250 25.31% 2.04% 0.06% 0.22% $15,113

16-Sep 19210 21.77% 1.18% 0.09% 0.28% $12,733

11-Nov 6776 18.86% 2.95% 0.01% 0.07% $29,029

12-Nov 18704 22.32% 1.03% 0.01% 0.16% $17,412

17-Nov 18838 22.52% 0.87% 0.01% 0.25% $6,985

30-Nov 414 52.42% 0.97% 0.48% 0.48% $3,466

11-Dec 986 44.62% 6.49% 1.42% 0.20% $6,920

18-Dec 3201 22.56% 1.16% 0.84% 0.19% $13,390


date sent open clicks bounce $ raised* response rate

22-Jan 1868 19.75% 1.34% 0.21% $2,865 0.40%

13-Feb 2923 19.71% 1.81% 1.57% $10,385 0.65%

06-Mar 6649 15.24% 0.71% 0.35% $10,375 0.68%

14-May 13168 24.77% 1.15% 0.24% $1,485 0.13%

11-Jun 14639 23.77% 1.81% 0.34% $7,178 0.32%

23-Aug 2997 23.22% 2.04% 0.30% $6,751 0.15%

13-Sep 19314 26.10% 1.87% 0.14% $8,311 0.47%

15-Sep 19250 25.31% 2.04% 0.06% $15,113 0.71%

16-Sep 19210 21.77% 1.18% 0.09% $12,733 0.66%

11-Nov 6776 18.86% 2.95% 0.01% $29,029 0.89%

12-Nov 18704 22.32% 1.03% 0.01% $17,412 0.72%

17-Nov 18838 22.52% 0.87% 0.01% $6,985 0.45%


date sent open clicks $ raised* response rate page completion

22-Jan 1868 19.75% 1.34% $2,865 0.40% 34.12%

13-Feb 2923 19.71% 1.81% $10,385 0.65% 52.51%

06-Mar 6649 15.24% 0.71% $10,375 0.68% 49.00%

14-May 13168 24.77% 1.15% $1,485 0.13% 6.89%

11-Jun 14639 23.77% 1.81% $7,178 0.32% 40.13%

23-Aug 2997 23.22% 2.04% $6,751 0.15% 20.41%

13-Sep 19314 26.10% 1.87% $8,311 0.47% 39.13%

15-Sep 19250 25.31% 2.04% $15,113 0.71% 40.41%

16-Sep 19210 21.77% 1.18% $12,733 0.66% 61.76%

11-Nov 6776 18.86% 2.95% $29,029 0.89% 55.25%

12-Nov 18704 22.32% 1.03% $17,412 0.72% 38.67%

17-Nov 18838 22.52% 0.87% $6,985 0.45% 32.13%




Singe TouchpointBenchmarksCase Study #2DEC to date - $39,998.00 in 431 donationsSame period 2012 - $59,051.00 in 625 donationsSame period 2011- $63,609.00 in 703 donations

Dec wk 1 2013 - $30,771.00 in 333 donations Dec wk 1 2012 - $47,883.00 in 513 donationsDec wk 1 2011 - $46,222.00 in 535 donations

Dec wk 2 TD 2013 - $9,447.00 in 101 donationsDec wk 2 2012 - $11,003.00 in 109 donationsDec wk 2 2011 - $17,452.00 in 169 donations

Nov 2013 - $44,601.00 in 400 donationsNov 2012 - $45,363.00 in 481 donationsNov 2011 - $46,745.00 in 504 donations

YTD - $132,620.00 in 1523 donations2012 - $175,394.00 in 2065 donations2011 - $182,762.00 in 2235 donations




Thank you

Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digital Program

Government & Nonprofit