Uploaded bySteve MacLaughlin
Everything You Need to Know About Measuring Online Results But Were Afraid to Ask
The document provides an overview of measuring online results for nonprofits, emphasizing the importance of metrics in understanding organizational performance. It details various online metrics such as website, email, and fundraising metrics, explaining how they can reveal insights into user engagement and fundraising effectiveness. The document highlights that if something cannot be measured, it cannot be effectively managed, urging organizations to start tracking their metrics.
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Everything You Need to Know About Measuring Online Results But Were Afraid to Ask
- 1. Everything You Needto Know About Measuring Online Results But Were Afraid to AskApril 12, 2010Steve MacLaughlinDirector – Internet SolutionsBlackbaudwww.blackbaud.com/connections
- 2. Internet Management forNonprofitsTed Hart, Steve MacLaughlin, James M. Greenfield, Phillip H. Geier, Jr.Beth KanterMichael Sola and Tim KoboskoDottie Schindlinger and Leanne BergeyRussell Artzt, John Murcott, and Mark FascianoRoger M. Craver and Ryann MillerSteve MacLaughlinAdrienne D. CappsWalter P. Pidgeon Jr.Danielle Brigida and Jonathon D. ColmanMarcelo IniarraIraegui and Alfredo BottiPhilip KingLawrence C. HenzeAndrew Mosawi and Anita YuenAllan PresselMichael Johnston and Matthew BarrCatherine PagliaroBen RigbyFrédéric Fournier
- 3. The Market isNoisyAGENDAWhat is a metric?Why should I care? Why should I care? Website MetricsEmail MetricsOnline Fundraising MetricsSocial Media MetricsBenchmarking and Beyond
- 4. What is aMetric?A standard unit of measure.
- 5. A measurable elementof a process or function.
- 6. A measuring systemthat quantifies a trend, dynamic, or characteristicWhy Do Metrics Matter?Help you understand what’s working and what’s not.
- 7. Gives you insightsinto your constituents.
- 8. If you can’tmeasure it, then you can’t manage it.What Online Metrics Tell You
- 9.
- 10. Unique Identified VisitorsUniqueVisitorsVisitsVALUE OF DATAPage ViewsHitsVOLUME OF DATA
- 11. HitsA request fora file from the web server.
- 12. A single webpage typically consists of multiple files.
- 13. A hit isregistered for the page, every image, and any other files present on that page.Page ViewsA request to load a single web page.
- 14. A metric forthe entire site or specific content.
- 15. A useful metricover a period of time or for a specific event.VisitsA site visit during a set period of time.
- 16. A visit containsone or more page views.
- 17. A visit helpsunderstand what people do when they visit your site.Unique VisitorsA visit by a unique individual.
- 18. A unique visitoris typically based on an IP address or cookie.
- 19. A unique visitormetric helps compare new visitors to repeat visitors.Unique Identified VisitorsA visit by a unique identified individual.
- 20. A unique identifiedvisitor is tracked based on information stored in a central database.
- 21. A unique identifiedvisitor metric is the ultimate metric for tracking website visitor behavior.Other Website MetricsReferrers
- 22.
- 23.
- 24.
- 25. Page View DurationEmailMetrics
- 26. The Metrics thatMatterDeliverabilityOpen RateClick-Through RateUnsubscribe RateConversion RateSource: ReturnPath
- 27. DeliverabilityDeliverability measures the% emails successfully delivered or notThis is an inexact number as not all ISPs report delivered emailYour Sender’s Reputation Impacts DeliverabilityBlackbaud:Sender Score= 70Accepted Rate= 99.03%Risk= LowSource: ReturnPath
- 28. Open RateOpen Ratemeasures the % of opened emails that were deliveredOpen Rate can only be tracked on HTML-based emails, not Text emailsMany systems block images used to track whether an email has been openedPreview Panes can also provide false-positive open ratesThe average open rate for known recipients is 19%. Your results may varyBUT…Just getting the message opened doesn’t mean you’re safeA 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 messageSource: MarketingSherpa
- 29. Click-Through RateCTR measuresthe % of links clicked by unique individuals in an emailBe sure to look at both unique and per-individual CTRs in your metricsCTRs are highly dependant on the quality of the email segmentation, content, and designUnsubscribe RateUnsubscribe Rate measures % of opt-outs from the emailRemember…to be CAN-SPAM compliant you must allow for opt-outsAllow people to remove themselves from certain email lists as well as all communication
- 30. Conversion RateConversion Ratemeasures % of clickthroughs that resulted in an actionActions could be making a donation, registering for an event, taking a survey, renewing a membership, or some other trackable actionConversion Rate is the ultimate measure of the success of an email campaignDeliverability RateOpen RateClick-ThroughRateConversionRateUnsubscribe Rate
- 31. How Long Doesit Take to Measure Results?50% of people will open an email in the first 9 hours75% of people will open an email in the first 28 hoursThe remaining 25% may take several daysThe average email campaign has its peak open rate in 14 daysWhat 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 ThursdaySaturday is the lowest volume email day of the weekSource: MarketingSherpa
- 32. Even More EmailMetrics# Email Addresses
- 33.
- 34.
- 35.
- 36. Revenue Per EmailAppeal
- 37. Gifts Per EmailAppealOnline FundraisingMetrics
- 38. 2008 Total Fundraising(US)$292.23 Billion Offline$15.42 Billion OnlineSource: Giving USA / Blackbaud
- 39. US Fundraising Trends2001 2002 2003 2004 2005 2006 2007 2008 $246B $245B $243B $245B $283B $295B $314B $307BSource: Giving USA
- 40. US Online FundraisingTrends2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42BSource: ePhilanthropy Foundation, Blackbaud
- 41. 39 Month OnlineGiving TrendHaitiSource: Blackbaud
- 42. 2009 Online GivingTrends30% of online revenue processed in December
- 43. 46% of onlinerevenue was processed Oct - Dec
- 44. Online transaction volumegrew 74% YOY in the first three months of the year Source: Blackbaud
- 45. Turning Data intoInformationTotal Constituents Total DonorsOnline OfflineOnline and Offline Total GiftsOnlineOfflineTotal RevenueOnlineOffline
- 46.
- 47.
- 48. Social Media MetricsFriends/ Followers / Diggs / Tweets / ReTweets
- 49.
- 50. ConversionsSocial Media FunnelSocialMediaEmailWebsiteRSS
- 51.
- 52. 2009 Year OverYear Online Giving Trends65% of nonprofits grew revenue YOY
- 53. Median online revenueYOY growth = 21%
- 54. Organizations raising >$1M grew 35% YOYSource: Blackbaud
- 55. 2009 Year OverYear Online Giving TrendsSource: Blackbaud
- 56. 2009 Online AverageGift TrendsSource: Blackbaud
- 57.
- 58. 2009 Online MajorGiving Trends77% of nonprofits: at least one gift of $1,000
- 59. 36% of $1,000+online gifts were $1,001 - $4,999
- 60. Median $1,000+ onlinegift = $3,500
- 61. Median $1,000+ onlinegift = $2,500 in 2008Source: Blackbaud
- 62. 2009 Online MajorGiving Trends2009 Long Tail of Significant Online GiftsSource: Blackbaud
- 63. 2009 Distribution ofOnline Gifts of at Least $1,000n = 1,798Source: Blackbaud
- 64.
- 66. Haiti Online GivingTrendsSource: Blackbaud
- 67. Goal Setting forOnlineFundraising
- 68. Online Percentage ofTotal Fundraising< 1% 2% 3% 4% 5% 6% 7% 8% 9% > 10% Under Performance< 1% to 3%Average Performance3% to 7%Exceptional Performance7% to > 10%
- 69.
- 70.
- 71.
- 72. Source: TheChronicle of Philanthropy
- 73. Source: TheChronicle of Philanthropy
- 74. Source: TheChronicle of Philanthropy
- 75. What to RememberMetricshelp you understand what’s working and what’s not.
- 76. Metrics give youinsights into your constituents.
- 77. If you can’tmeasure it, then you can’t manage it.
- 78. Start measuring!ThankYouSteve MacLaughlinDirector – Internet [email protected]/connections