Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digital Program
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The document examines key performance indicators (KPIs) and benchmarks across various sectors in the charitable sector, including email, website, and social media metrics. It includes detailed statistics on campaign performance, donation analysis, and comparative year-on-year donor engagement data. Key focus areas are the effectiveness of messaging, donor retention, and online revenue trends.
Metrics That Matter: KPIs Every Fundraiser Should Use to Evaluate Their Digital Program
- 2. Holly Wagg
- 3. • • • LEarn
- 4. State of Digital KPIs
- 5. State of Digital KPIs
- 7. Outer Layer = Charitable Sector
- 8. What Reports TO Read
- 9. Building Layers = By SectorIndividual Layers = Your Sector
- 10. Same Reports, Different Lens
- 11. Your Slice = Your Organization
- 12. Individual Layers = Sectors What to Benchmark
- 13. Metrics Round #1 - Email
- 14. Big Benchmark 1/5 to 1/3
- 15. Dashboard
- 19. • • • • • • 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
- 20. Metrics Round #2 - Website
- 21. Big Benchmark 13% or 8.89%
- 24. Singe Touchpoint
- 25. 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 104,622 Unique website visitors 96,113 Unique visitors website donation page 2,543 # gifts new donors 2014 136 # gifts new donors 2015 174 • • • • • • Number Crunch
- 26. Metrics Round #3 - SOCIAL
- 28. Singe TouchpointBenchmarksFEED the Funnel
- 35. Number Crunch Open Up Google Analytics
- 36. Case Studies
- 38. Singe TouchpointBenchmarksCase Study #1 date 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
- 39. Singe TouchpointBenchmarksCase Study #1 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%
- 40. Singe TouchpointBenchmarksCase Study #1 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%
- 44. Singe TouchpointBenchmarksCase Study #2 DEC to date - $39,998.00 in 431 donations Same period 2012 - $59,051.00 in 625 donations Same 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 donations Dec wk 1 2011 - $46,222.00 in 535 donations Dec wk 2 TD 2013 - $9,447.00 in 101 donations Dec wk 2 2012 - $11,003.00 in 109 donations Dec wk 2 2011 - $17,452.00 in 169 donations Nov 2013 - $44,601.00 in 400 donations Nov 2012 - $45,363.00 in 481 donations Nov 2011 - $46,745.00 in 504 donations YTD - $132,620.00 in 1523 donations 2012 - $175,394.00 in 2065 donations 2011 - $182,762.00 in 2235 donations
- 48. Thank you