2009 eCampaigning Review: Performance Benchmarks
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This document summarizes performance benchmark data from 55 organizations that use email-to-action campaigns across 8 countries. It finds that while recruitment rates are satisfactory, participation rates, development of supporters over time, and retention of supporters need improvement. Supporter overlap between organizations is also small. The document provides ranges of key metrics like participation rates and recommends that organizations focus on increasing participation, activity levels, and retention to boost performance.
2009 eCampaigning Review: Performance Benchmarks
- 1. Performance Benchmarks Jess Day www.advocacyonline.net www.fairsay.com linkedin.com/in/jessday Version 1.1
- 2. Benchmarking = comparing full report at: eCampaigningReview.com 2
- 3. 2009 Performance Benchmarks Focus: email-to-action e- Data Statistics: campaigning model • 55 organisations • 8 countries + international Why? Those using this model share similar strategies and • 22+ million emails sent objectives: • 3.6+ million actions completed • Impact through public action • 4+ million supporters • Mobilise existing supporters • Recruit new supporters 3 ‘area’ groupings: • Develop and retain supporters • Canada focused orgs Interests: • UK focused orgs • How are our emails and actions • Internationally focused performing vs. peers? • How much supporter overlap is there with other organisations? full report at: eCampaigningReview.com 3
- 4. Results as ranges • Averages (mean, median or mode) are misunderstood as being indicators levels of good practice: they aren’t • If almost everyone is doing poorly, the average is very low and a poor indicator of a goal to aim for or exceed • Ranges allow you to: compare how you rank against peers set good goals know when you are a performance leader full report at: eCampaigningReview.com 4
- 5. Mobilisation: Participation Rates 80 70 60 50 # Actions 40 30 20 10 0 0% 2% 4% 6% 8% 10-20% 20-30% >30% Pa rticipa tion Ra te from Em ail full report at: eCampaigningReview.com 5
- 6. Canadian Participation Rates 7 6 5 # of actions 4 3 2 1 0 0% 2% 4% 6% 8% 10% 12% 14% 20% 22% 28% pa rticipation ra te from supporte rs ema iled full report at: eCampaigningReview.com 6
- 7. UK Participation Rates 50 45 40 35 # of actions 30 25 20 15 10 5 0 % 2% 4% 8% % % % % % % % % % % 0% 6% 14 16 20 24 46 62 10 12 18 26 28 participation ra te from supporters e ma ile d full report at: eCampaigningReview.com 7
- 8. Recruitment Ratio 40 35 30 25 # Actions 20 15 10 5 0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Re cruitme nt Ra tio full report at: eCampaigningReview.com 8
- 9. # Actions 0 5 10 15 20 25 30 0. 0 0. 1 0. 2 0. 3 0. 4 0. 5 0. 6 0. 7 0. 8 0. 9 1. 0 1- 2 2- 3 New-to-Existing Ratio 3- 4 4- 5 5- 6 6- 7 7- 10 8 -2 20 0 -3 0 full report at: eCampaigningReview.com >3 0 9
- 10. Development: Active Ratio 30 25 # Organisations 20 15 10 5 0 <5% 5-10% 10-15% 15-20% 20-25% 25%+ Proportion of Active Supporters full report at: eCampaigningReview.com 10
- 11. Development: Activity Level 80% 70% % of Active Participants 60% 50% 40% 30% 20% 10% 0% 1 2 3 4 5-10 >10 # of Actions Participa ted in full report at: eCampaigningReview.com 11
- 12. Development: Inactive 12 10 # Organisations 8 6 4 2 0 % 0% 0% 0% 0% 0% 0% 0% 0% % 10 00 -2 -3 -4 -5 -6 -7 -8 -9 0- -1 10 20 30 40 50 60 70 80 90 % of Ina ctive Subscribers full report at: eCampaigningReview.com 12
- 13. Retention: Drop-off/out 100% % of participants 80% Median 60% Mean 40% 20% 0% 18m 12m 9m 6m 4m 2m months since last a ction full report at: eCampaigningReview.com 13
- 14. Retention: Lapse over time 90% 82% 80% % of participants (mean) 70% 62% 60% 50% 44% 40% 32% 30% 19% 19% 19% 20% 20% 13% 12% 10% 0% 18-12m 12-9m 9-6m 6-4m 4-2m period range (months) Interval Drop Out Cumulative Drop Out full report at: eCampaigningReview.com 14
- 15. Supporter Overlap UK 6.9% Canada 1 6.0% International 1.4% 0.0% 2.0% 4.0% 6.0% 8.0% % supporte r ove rla p w ith pee rs full report at: eCampaigningReview.com 15
- 16. Email Performance 100% 90% 80% 70% Open Rate 60% Click Rate 50% Click-to-Open Rate 40% Action-to-Click Rate 30% 20% 10% 0% Action alert Newsletter Update Ema il Style full report at: eCampaigningReview.com 16
- 17. Email performance by area focus 100% 90% 80% 70% Open Rate 60% Click Rate 50% Click-to-Open Rate 40% Action-to-Click Rate 30% 20% 10% 0% International UK Area full report at: eCampaigningReview.com 17
- 18. Findings and Recommendations Key Findings Key Recommendations • Recruitment is satisfactory • For most organisations, • Participation rates are too focus on increasing low participation rates, activity • Development and retention levels and retention rates as are critically low they are all linked • Supporter overlap is small full report at: eCampaigningReview.com 18
- 19. Improve your eCampaigning by: 1. Read the FairSay Blog: FairSay.com/blog 2. Join eCampaigning Forum network: FairSay.com/ecflist 3. Learn at an eCampaigning Training: FairSay.com/training 4. Attend the eCampaigning Forum event: FairSay.com/ecf Contact Duane Raymond • duane.raymond@fairsay.com • Skype: fairsay • +44 (0)207 993 4200 full report at: eCampaigningReview.com 19