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8/7/2013 Footer 1
DATA IN THE REAL WORLD
Making Sense of the Big Data Trend at Your Non-Profit
Prepared by Scott Gilman an...
8/7/2013 Blackbaud Confidential 2
ABOUT SCOTT
8/7/2013 Blackbaud Confidential 3
ABOUT NANCY
8/7/2013 Blackbaud Confidential 4
June: 6.4 pounds
August: 6.1 pounds
8/7/2013 Blackbaud Confidential 5
• How is Big Data being applied in the
nonprofit space?
• What does segmenting really me...
8/7/2013 Blackbaud Confidential 6
Data has a bad
reputation - but it
shouldn't
“Use of the word 'data' can be
misleading. ...
8/7/2013 Blackbaud Confidential 7
Know what you’re using data for.
"I think people can get caught up in data or visualizat...
8/7/2013 Blackbaud Confidential 8
Data is the future.
"For charities the possibilities are
huge, ranging from internal dat...
8/7/2013 Blackbaud Confidential 9
• Web Traffic
Monthly visitors; unique visitors, pages per visit
Month Over Month Change...
8/7/2013 Blackbaud Confidential 10
• E-mail Performance
Open rates, click-through rates, response rates
• Monthly Giving
N...
8/7/2013 Blackbaud Confidential 11
NEWSLETTER CLICK-THROUGHS
Lead Story: X
Feature Story: Y
Article Referenced
in Subject ...
8/7/2013 Blackbaud Confidential 12
MOTIVATION: PROFILE-DRIVEN COMMUNICATION
8/7/2013 Blackbaud Confidential 13
EMAIL APPEAL TESTING: EMAIL
• Wolf-focused tone increased donation rates by 29% in one ...
8/7/2013 Blackbaud Confidential 14
RECENT MONTHLY NEWSLETTER
Open Rate Click-through Rate Un-subscribes
Overall 60,270 21....
8/7/2013 Blackbaud Confidential 15
DONATION PERFORMANCE BY GROUP
Group 2011 2012
% Who
Gave
Gifts Total Avg. % Who
Gave
Gi...
8/7/2013 Blackbaud Confidential 16
GROUP PERFORMANCE (ONLINE ONLY)
Group (Group Size) 2011 2012
Gifts Amounts Avg. Gifts A...
8/7/2013 Blackbaud Confidential 17
OPTIMIZING TRAFFIC TO POPULAR PAGES
8/7/2013 Blackbaud Confidential 18
• Single page vs. Two page form
• Horizontal vs. Vertical ask string
• Location of trus...
8/7/2013 Blackbaud Confidential 19
IN SUMMARY
Small changes to donation
forms can have a big
impact.
• Do you have a VeriS...
8/7/2013 Blackbaud Confidential 20
THE REPORT
8/7/2013 Blackbaud Confidential 21
USING DATA TO DEVELOP FUNDRAISING
EVENT STRATEGIES
8/7/2013 Blackbaud Confidential 22
BENCHMARKS AND USER BEHAVIORS
8/7/2013 Blackbaud Confidential 23
WHAT IS IN THE P2P BENCHMARK REPORT?
P2P Analysis Overview
• 1,275 organizations & 28,0...
8/7/2013 Blackbaud Confidential 24
KEY FINDING:
PARTICIPANTS ARE MULTI-CHANNEL COMMUNICATORS
While number of emails sent w...
8/7/2013 Blackbaud Confidential 25
Email Mail
Social
Media
Other
MULTI-CHANNEL COMMUNICATIONS STRATEGY
8/7/2013 Blackbaud Confidential 26
KEY FINDING: AVERAGE GIFT AMOUNT
8/7/2013 Blackbaud Confidential 27
DONATION FORM STRATEGY
8/7/2013 Blackbaud Confidential 28
KEY FINDING: RETURNING VS. NEW PARTICIPANTS
8/7/2013 Blackbaud Confidential 29
Retention
Event Day
Post Event
Year Round
Segmented
RETENTION STRATEGY
8/7/2013 Blackbaud Confidential 30
KEY FINDING: TEAM CAPTAINS OUTPERFORM IN
EVERY CATEGORY
8/7/2013 Blackbaud Confidential 31
TEAM CAPTAIN FOCUSED STRATEGIES
8/7/2013 Blackbaud Confidential 32
THREE ONLINE BEHAVIORS THAT DRIVE REVENUE
8/7/2013 Blackbaud Confidential 33
SELF DONATION
Behavior Fundraising
Average
Non-Self Donor $69
Self Donor $508
8/7/2013 Blackbaud Confidential 34
UPDATE PERSONAL PAGE
Behavior Fundraising
Average
Page Not
Updated
$31
Page Updated $205
8/7/2013 Blackbaud Confidential 35
SEND EMAIL
Behavior Fundraising
Average
0 Emails Sent $52
1-9 Emails Sent $231
10+ Emai...
8/7/2013 Blackbaud Confidential 36
When in doubt, ask
yourself, how is what
we’re tracking help us
better understand how
w...
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  1. 1. 8/7/2013 Footer 1 DATA IN THE REAL WORLD Making Sense of the Big Data Trend at Your Non-Profit Prepared by Scott Gilman and Nancy Palo http://www.slideshare.net/scottmgilman/afp-data
  2. 2. 8/7/2013 Blackbaud Confidential 2 ABOUT SCOTT
  3. 3. 8/7/2013 Blackbaud Confidential 3 ABOUT NANCY
  4. 4. 8/7/2013 Blackbaud Confidential 4 June: 6.4 pounds August: 6.1 pounds
  5. 5. 8/7/2013 Blackbaud Confidential 5 • 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
  6. 6. 8/7/2013 Blackbaud Confidential 6 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." THE WHAT AND WHY Source: James Noble, professional social researcher at New Philanthropy Capital (NPC)
  7. 7. 8/7/2013 Blackbaud Confidential 7 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.” THE WHAT AND WHY Source: Mike Thompson, senior consultant at mySociety.
  8. 8. 8/7/2013 Blackbaud Confidential 8 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.” THE WHAT AND WHY Source: Richard Craig, chief executive of the Charity Technology Trust.
  9. 9. 8/7/2013 Blackbaud Confidential 9 • Web Traffic Monthly visitors; unique visitors, pages per visit Month Over Month Change; Year Over Year Change • Conversion Rate New organic registrants, e-mail capture rate Month Over Month Change; Year Over Year Change • House-file Health Total file, Usable file, Percent Usable, Opt-outs Month Over Month Change; Year Over Year Change • Online File Composition Online donors, Percent of file who are donors Month 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 MONTHLY DASHBOARD: WHAT TO TRACK
  10. 10. 8/7/2013 Blackbaud Confidential 10 • E-mail Performance Open rates, click-through rates, response rates • Monthly Giving Number of monthly donors, Number of new monthly donors, amount given, average gift size Month Over Month Change; Year Over Year Change • Advocacy Total number of advocates, new advocates, donations by advocate Month Over Month Change; Year Over Year Change • Revenue Per E-mail Address Year Over Year Change MONTHLY DASHBOARD: WHAT TO TRACK
  11. 11. 8/7/2013 Blackbaud Confidential 11 NEWSLETTER CLICK-THROUGHS Lead Story: X Feature Story: Y Article Referenced in Subject Line: Z
  12. 12. 8/7/2013 Blackbaud Confidential 12 MOTIVATION: PROFILE-DRIVEN COMMUNICATION
  13. 13. 8/7/2013 Blackbaud Confidential 13 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
  14. 14. 8/7/2013 Blackbaud Confidential 14 RECENT MONTHLY NEWSLETTER Open 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
  15. 15. 8/7/2013 Blackbaud Confidential 15 DONATION PERFORMANCE BY GROUP Group 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
  16. 16. 8/7/2013 Blackbaud Confidential 16 GROUP PERFORMANCE (ONLINE 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 Only Gave in 2011, but only in December 1,701 $355,407 $208.94 956 $262,662 $274.75 December 2012 Donors Only Gave in 2012, but only in December -- -- -- 1,720 $415,655 $235.10 Advocacy Participants 285 $35,880 $125.89 222 $31,037 $139.81
  17. 17. 8/7/2013 Blackbaud Confidential 17 OPTIMIZING TRAFFIC TO POPULAR PAGES
  18. 18. 8/7/2013 Blackbaud Confidential 18 • 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… DONATION FORM TESTING IDEAS
  19. 19. 8/7/2013 Blackbaud Confidential 19 IN SUMMARY 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?
  20. 20. 8/7/2013 Blackbaud Confidential 20 THE REPORT
  21. 21. 8/7/2013 Blackbaud Confidential 21 USING DATA TO DEVELOP FUNDRAISING EVENT STRATEGIES
  22. 22. 8/7/2013 Blackbaud Confidential 22 BENCHMARKS AND USER BEHAVIORS
  23. 23. 8/7/2013 Blackbaud Confidential 23 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
  24. 24. 8/7/2013 Blackbaud Confidential 24 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.
  25. 25. 8/7/2013 Blackbaud Confidential 25 Email Mail Social Media Other MULTI-CHANNEL COMMUNICATIONS STRATEGY
  26. 26. 8/7/2013 Blackbaud Confidential 26 KEY FINDING: AVERAGE GIFT AMOUNT
  27. 27. 8/7/2013 Blackbaud Confidential 27 DONATION FORM STRATEGY
  28. 28. 8/7/2013 Blackbaud Confidential 28 KEY FINDING: RETURNING VS. NEW PARTICIPANTS
  29. 29. 8/7/2013 Blackbaud Confidential 29 Retention Event Day Post Event Year Round Segmented RETENTION STRATEGY
  30. 30. 8/7/2013 Blackbaud Confidential 30 KEY FINDING: TEAM CAPTAINS OUTPERFORM IN EVERY CATEGORY
  31. 31. 8/7/2013 Blackbaud Confidential 31 TEAM CAPTAIN FOCUSED STRATEGIES
  32. 32. 8/7/2013 Blackbaud Confidential 32 THREE ONLINE BEHAVIORS THAT DRIVE REVENUE
  33. 33. 8/7/2013 Blackbaud Confidential 33 SELF DONATION Behavior Fundraising Average Non-Self Donor $69 Self Donor $508
  34. 34. 8/7/2013 Blackbaud Confidential 34 UPDATE PERSONAL PAGE Behavior Fundraising Average Page Not Updated $31 Page Updated $205
  35. 35. 8/7/2013 Blackbaud Confidential 35 SEND EMAIL Behavior Fundraising Average 0 Emails Sent $52 1-9 Emails Sent $231 10+ Emails Sent $541
  36. 36. 8/7/2013 Blackbaud Confidential 36 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. TIPS TO REMEMBER

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