tws fy07 q4 evaluation 10 09 07

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TWS FY2007Online Goals and Progress

Presented by:

Sarah DiJulio, Marie Ewald, Matt Reading, James Hupp

AGENDA

Key Goals vs. Actuals

FY07 Accomplishments

FY07 & Q4 Results• List Growth

• Online Advocacy

• E-Newsletter

• Online Fundraising

FY08 Priorities

KEY GOALS VS ACTUALS

FY06 Projected ActualReachable subscribers 128,999 136,781 160,570New subscribers 41,202 34,140 57,269Online giving $317,901 $347,621 $408,536

FY07 Accomplishments

Recruitment strategies

Direct mail integration

Advocacy impact

Unrestricted funds

Approval of 3-year plan!

FY07 Campaign Overview

Matching gift• 1,328 gifts

• 0.2% response rate

• $87,909

• 715 new donors (54% of total donors)

Deadline extended!

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FY07 Campaign Overview

Spotted owl• 9,204 recruited

• 56,826 actions

• $34,159

Spotted Owl Response by Segment

SubscribersActivist

RRDonation

RRDonor Activist

RateNew Recruits 9,204 100% 0.23% 0.23%California (before FY07) 16,287 19% 0.87% 0.54%Colorado (before FY07) 3,677 18% 0.71% 0.33%Core Activists 33,803 51% 0.88% 0.67%Overall 153,977 22% 0.45% 0.05%

List Growth

LIST GROWTH: Month by Month

110000

120000

130000

140000

150000

160000

170000S

ep

-06

Oct

-06

No

v-0

6

De

c-0

6

Jan

-07

Fe

b-0

7

Ma

r-0

7

Ap

r-0

7

Ma

y-0

7

Jun

-07

Jul-

07

Au

g-0

7

Se

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FY07 Actual FY07 Projected

TongassToo Wild

Team Approach Import Upper Green Spotted Owl

List Growth: Composition

Subscriber Snapshot

26,302

97,546

160,583

120,981

5,696 4,725

128,999

33,803

6,1487,652

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

180,000

ReachableSubscribers

CoreActivists

Activists Donors DonorActivists

FY06

FY07

List Growth: Composition

Core Activists: 31,451 (33,803)

Activists: 88,950 (120,981)

Donors: 6,089 (7,652)

Donor Activists: 4,357 (6,148)

Advocacy

Advocacy Overview

496,261

620,780

821,151

674,454

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

Actions Taken Letters Sent

FY06

FY07

Advocacy: Response Rates

Average Response Rate

0.0%2.0%4.0%6.0%8.0%

10.0%12.0%14.0%16.0%18.0%

Oct

-06

Nov

-06

Dec

-06

Jan-

07

Feb

-07

Mar

-07

Apr

-07

May

-07

Jun-

07

Jul-0

7

Aug

-07

TWS

M+RClient Avg.

WildAlert News

E-Newsletter: Overview

20.83%20.65%21.26%

8.03%

5.77%

9.06%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Open Rate CTR

WildAlert News

July

August

September

E-Newsletter: CTR by Section

Click-Through Rates

0.01%

0.10%

1.00%

10.00%

Jun Jul Aug Sep

Take Action

Support Us /Our WorkNews

Go Wild

Inside Story

Words toInspireTrivia

TAF

Fundraising

Fundraising: Overview

$309,807$347,621

$408,536

$0

$50,000

$100,000

$150,000

$200,000

$250,000

$300,000

$350,000

$400,000

$450,000

FY06 Actual FY07 Projected FY07 Actual

Fundraising: Average Gift

$40

$50

$60

$70

$80

$90

$100

Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

TWS M+R Client Avg.

Fundraising: Donate Page Conversions

Donate Page Conversions

10.2%

21.4% 22%

32%

0.0%5.0%

10.0%15.0%20.0%25.0%

30.0%35.0%

TWS Overall TWSAppeals

M+RBenchmark

Env.Benchmark

Fundraising: Donate Page Copy

Fundraising: Donate Page Fields

Donate Page Example: Oxfam

Donate Page Example: Care

FY08 Objectives

Recruitment• 336,408 reachable

• 171,408 new

Fundraising• $549,570

• $329,359 via appeals• $110,930 via renewals• $3,998 via sustainer

Priorities for FY08 Q1 & Q2

Recruitment• Email append• List chaperones• Viral campaign

• Video

• Online advertising• Google grant• Care2

• Quarterly integrated campaigns• Teshekpuk – Oct• Tongass - Jan

Priorities for FY08 Q1 & Q2

Fundraising• Sustainer• Renewal• Quarterly fundraising campaigns

• Holiday tribute• EOY

• Upgrade strategy• Major donor suppression

Priorities for FY08 Q1 & Q2

Cultivation• New subscribers

• Automated welcome• First appeal

• Offline engagement• Conference calls• Offline petitions

• State targeting

California/Colorado Cultivation

CA list CO list OverallStart FY07 16,287 3,677 128,525End FY07 24,709 5,303 160,583Growth Rate 51.7% 44.2% 24.9%

CA list CO list OverallSubscribers since start of FY06 12,123 2,794 81,320% taking action in FY06 61.3% 62.0% 55.4%% taking action in FY07 96.1% 89.1% 34.4%

The Wilderness Society

Discussion

Advocacy: Response Rates

Full list response rates

4.0%6.0%8.0%

10.0%12.0%14.0%16.0%18.0%

List Growth: Churn

Subscriber Churn Rate

0.00%

0.50%1.00%

1.50%

2.00%

2.50%3.00%

3.50%

4.00%4.50%

5.00%O

ct-0

6

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6

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6

Jan

-07

Fe

b-0

7

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7

Ap

r-0

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Ma

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Jun

-07

Jul-

07

Au

g-0

7

Se

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7

Overall Churn Unsubscribe Rate Bounce Rate