Non Profit Digital Day

June 11,2014

Analytics!Imagine that your organization effectively used all relevant information to make smarter decisions for sustained growth.

4 Findings on Data and Decision-making

74%

67%

61%

78%

• How has access to useful data improved your ability to deepen your bond with your most valuable constituents over last year?

• To what extent do you believe that leveraging data to gain a deeper understanding of your most important customers has allowed you to grow/find more?

• To what extent do you believe that senior management expects you to make more data driven solutions over the next 12-24 months?

• To what extent do you believe that access to smart data has helped improve your ability to innovate over last year?

Digital AnalyticsDigital marketing offers both greater rewards in terms of higher engagement and ROI – and also risk.

Addressing 2 Areas of Focus

1.What’s Your Digital Presence Model?

2.How are You Articulating Value?

5

4 Digital Presence Models4 revenue models

A. BrandB. EducationC. Advocacy/CommunityD. Revenue

1. Philanthropy2. Lead Generation3. Transactional – Subscription based - Ads4. Innovation

6

Deciding defines the right metrics

2 Most Often Asked Strategic Questions Asked by Organizations

1. What is the Financial Value of our Digital Experience?

2. What Investments are needed to take it to the Next Level?

7

Questions You May Already be Asking• What are the right measures of success for my digital experience?

• How do I show that Digital is a source of sustained value – Not just a channel?

• How can we create an communication pathways to enhance the donor experience?

• Is more better? What the best return on my time?

• What should be our optimal investment?

8

• How do I articulate a better vision to my team?

Create a Strategy Map!

10

Creating Your Digital Investment Strategy Map

Leverages data to align Strategy to Action and creates a framework for a common purpose and team buy in.

Audience Identification Understanding Value Pathways Establishing Measures of Success Monitoring Results – adjusting Course

11

• CommittedHi$• Financially CommitDonors

• Do something for youInvolved• Giving you permissionLeads

• Driven by the BrandQualified Visitors

Quantifying Your E-Community

Measures of Success!

6 Less Important Metrics1. General Site Traffic2. Page Views3. Time on Site4. Platform – Mobile, Tablet, Computer5. Unsubscribes6. Digital Campaign Reports

13

7 Key Value Driven Metrics1. Qualified Visitor Valuation2. E-Community Valuation3. Lead Investment Levels by Audience & Source4. Email Valuation/Fatigue/Disengagement5. Online Advertising Impacts6. Behavioral metrics (web vs email responsive)7. Transactional Impacts – Form LTV; Price Point

Optimization.

14

Traffic Analysis Overview 2014|01 2014|02 2014|03 2014|04

Unique Visitors 553,974 376,574 608,635 419,224

% New Visitors 72.0 % 79.2 % 75.1 % 77.8 %

PageViews 1109332 831962 1223038 998784

Bounce Rate 73.0 % 70.2 % 73.8 % 67.9 %

Branded Traffic 18189 13266 18934 17524

Non Branded Traffic 553,294 376,559 615,193 420,925

Direct Traffic 288,827 248,990 272,023 284,319

Search 100,203 79,505 78,625 76,116

Paid Search 18,779 13,006 19,564 15,535

Non Paid Search 85,944 68,998 63,400 64,550

Referral 37,249 35,129 31,890 29,971

Campaign 155048 28855 258364 52349

This data provides

a very limited

perspective.

Expand the Picture

17

The One Metric You Should Know!Digital: Value Per Qualified Unique Visitor Digital: Value Per Qualified Unique Visitor

$0.00

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

$1.16

Getting Granular

19

Develop a Lead Investment Strategy

JoinCategory Registrants Day Of Donor

Subsequent Donor

Total Donor

Conversion Rate

Value3 Per Reg

Value6 Per Reg

Value9 PerReg

Value 12 PerReg

ORGANIC_SEARCH 58,117 349 2010 2359 4% $0.96 $1.33 $1.64 $2.01REFERRALS 65,155 198 942 1140 2% $0.53 $0.66 $0.78 $0.93PAID_SEARCH 19,833 64 407 471 2% $0.46 $0.63 $0.75 $0.85EMAIL_MARKETING 8,113 61 170 231 3% $3.67 $4.29 $5.10 $6.14OTHER_CAMPAIGNS 25,133 46 174 220 1% $1.06 $1.43 $1.76 $2.11SOCIAL_MEDIA 14,391 32 95 127 1% $0.79 $0.95 $1.16 $1.36DIRECT_TRAFFIC 39,973 40 46 86 0% $1.18 $1.52 $1.80 $2.13OFFLINE 26,264 18 27 45 0% $0.70 $0.91 $1.21 $1.36

6 0 0 0 0% $0.00 $0.00 $0.00 $0.00Grand Total 256,985 808 3871 4679 2% $0.91 $1.17 $1.43 $1.70

With a continual conversion strategy both on- and off-line, each source can serve a unique role in adding value.

20

Know the Value of a New Donor LTV

FY13 Program LTV JoinSource AG CPD VPD6 VPD12Offline Direct Response $20.64 $38.74 $31.59 $39.78Offline Total $20.64 $38.74 $31.59 $39.78Online Email Conversion $41.39 $4.59 $115.54 $123.61

Website $76.60 $0.00 $105.96 $125.56Online Advertising $93.67 $72.19 $100.33 $115.33Social Media $29.17 $157.68 $41.67 $78.17Acquired Email $26.51 $168.86 $44.14 $52.43

Online Total $60.89 $45.56 $89.10 $105.06Grand Total $22.51 $36.28 $34.27 $42.82

Objective: Monitor Return on Investment by Join Source and establish benchmarks for each source.

21

Know the Value of Bought EmailsValues Care2 Change.org Leads 23,296 48,220 DayOfDonors 0 0PostDonors 356 454Total Donor 356 454Conversion % 1.53% 0.94%VPR3Mos $0.49 $0.24VPR6Mos $0.74 $0.41VPR12Mos $0.75 $0.44VPD3Mos $32.26 $25.36VPD6Mos $48.66 $43.73VPD12Mos $48.96 $46.44Costs $60,000 $80,000CPD $168.54 $176.21

22

NEW+EXISTING DONORS

Source DonorsInitial Value 12 Mo. Value

12 Mo. Rate of Return

AOL 20 $26 $165 627%BBC 226 $42 $204 489%Casale 28 $51 $177 348%eMiles 2,140 $32 $94 292%Goodreads 18 $27 $119 436%Google 2,060 $176 $336 191%Greater Good 388 $35 $143 407%MyPoints 172 $29 $201 695%Netmining 22 $38 $199 528%Quantcast 14 $61 $237 391%RadiumOne 135 $6 $26 405%TrialPay 1,628 $11 $54 501%Yahoo 53 $101 $241 239%*Timeframe: Jan. 2011 - Sep. 2012

Investing in Online Ads

As long as we’re not paying over $336 to get a donor from Google, we’re fine.

Each publisher has its own measure of success, for example:

Think Differently About Emails!

24

Digital Dashboard - Updated through 4.2014Digital is rolling 10% below the budget goal for the year: in danger of not being met

Digital Program Revenue Responses2014 Budget/Goal $3,500,000 44,154

Actuals to Date $2,875,787 36,658Past 12 Mos. $3,145,705 41,256

Digital: Rolling-12 Revenue Trend & Qualified Visitors Digital: Value Per Qualified Unique Visitor

New Donor Value by Channel New Donor Retention by Channel Digital Investments Breakeven Email List: Deliverable Emails and Revenue of All Time

Google Analytics: R12 Qualified Traffic Composition

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Mill

ions

0

50,000

100,000

150,000

200,000

250,000

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

2012

-07

2012

-09

2012

-11

2013

-01

2013

-03

2013

-05

2013

-07

2013

-09

2013

-11

2014

-01

2014

-03

Digital (Dept 49) Qualified Visitors

$96

$125

$22

$145

$188

$36

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$200

Website Other Website Offline

Initial Value 12 Mo. LTV

$0$500,000$1,000,000$1,500,000$2,000,000$2,500,000$3,000,000$3,500,000

0

2,000

4,000

6,000

8,000

10,000

12,000

Qualified Direct Qualified Paid Qualified Organic Qualified Referral R12 Revenue

$17.23

$0.00

$5.00

$10.00

$15.00

$20.00

2012

-07

2012

-09

2012

-11

2013

-01

2013

-03

2013

-05

2013

-07

2013

-09

2013

-11

2014

-01

2014

-03

$61 $63

$22.91 $12.97

$43.59

$53.02

$0

$50

$100

$150

$200

2013 2014Initial Value LTV 0-6 LTV 7-12

LTV 13-18 CPD

22%27%

29%26% 25%

29%

44%

32%

27%32%

26% 26%

0%5%

10%15%20%25%30%35%40%45%50%

Web Other Website Offline

2010-05-02-2011-05-01 2011-05-02-2012-05-01

2012-05-02-2013-05-01 2013-05-02-2014-05-01

71,498

$188,283,216

23,665

$18,851,641

118,786

$55,563,089

453,150

$0

D E L I V E RA BL E E M A I L S T O T A L R E V E N U E

Active 0-12 Mos Short lapsed 13-24 Mos

Deep Lapsed 25+ Mos Non-Donor/Prospect

$467

$796 LTV

$2633 LTV

Digital Dashboard - Updated through 4.2014

Digital Program Revenue Responses2014 Budget/Goal $3,500,000 44,154

Actuals to Date $2,875,787 36,658Past 12 Mos. $3,145,705 41,256

Digital: Rolling-12 Revenue Trend & Qualified Visitors Digital: Value Per Qualified Unique Visitor

New Donor Value by Channel New Donor Retention by Channel Digital Investments Breakeven Email List: Deliverable Emails and Revenue of All Time

$0.00

$0.50

$1.00

$1.50

$2.00

$2.50

$3.00

$3.50

Mill

ions

0

50,000

100,000

150,000

200,000

250,000

$0

$500,000

$1,000,000

$1,500,000

$2,000,000

$2,500,000

$3,000,000

$3,500,000

2012

-07

2012

-09

2012

-11

2013

-01

2013

-03

2013

-05

2013

-07

2013

-09

2013

-11

2014

-01

2014

-03

Digital (Dept 49) Qualified Visitors

$96

$125

$22

$145

$188

$36

$0

$20

$40

$60

$80

$100

$120

$140

$160

$180

$200

Website Other Website Offline

Initial Value 12 Mo. LTV

$0$500,000$1,000,000$1,500,000$2,000,000$2,500,000$3,000,000$3,500,000

0

2,000

4,000

6,000

8,000

10,000

12,000

Qualified Direct Qualified Paid Qualified Organic Qualified Referral R12 Revenue

$17.23

$0.00

$5.00

$10.00

$15.00

$20.00

2012

-07

2012

-09

2012

-11

2013

-01

2013

-03

2013

-05

2013

-07

2013

-09

2013

-11

2014

-01

2014

-03

$61 $63

$22.91 $12.97

$43.59

$53.02

$0

$50

$100

$150

$200

2013 2014Initial Value LTV 0-6 LTV 7-12

LTV 13-18 CPD

22%27%

29%26% 25%

29%

44%

32%

27%32%

26% 26%

0%5%

10%15%20%25%30%35%40%45%50%

Web Other Website Offline

2010-05-02-2011-05-01 2011-05-02-2012-05-01

2012-05-02-2013-05-01 2013-05-02-2014-05-01

71,498

$188,283,216

23,665

$18,851,641

118,786

$55,563,089

453,150

$0

D E L I V E RA BL E E M A I L S T O T A L R E V E N U E

Active 0-12 Mos Short lapsed 13-24 Mos

Deep Lapsed 25+ Mos Non-Donor/Prospect

$467

$796 LTV

$2633 LTV

25

Are you Talking to High Value Audiences

26

Email List ValuationMemberGroup EmailsOpened12 Registrants % Registrants Donors Revenue Revenue 0to12Mos R12 Offl ine Revenue R12 WebRevenue

Active 0-12 Mos A: 1-5 1575 1.25% 1575 $1,568,661 $410,404.09 $305,508.13 $104,895.96B: 6-11 756 0.60% 756 $868,349 $240,390.36 $176,613.25 $63,777.11C: 12+ 2388 1.89% 2388 $4,918,766 $1,069,889.84 $962,897.62 $106,992.22Z: Zero 1392 1.10% 1392 $1,328,183 $309,393.58 $268,192.47 $41,201.11

Active 0-12 Mos Total 6111 4.84% 6111 $8,683,959 $2,030,077.87 $1,713,211.47 $316,866.40Short lapsed 13-24 Mos A: 1-5 769 0.61% 769 $403,357 $0.00 $0.00 $0.00

B: 6-11 386 0.31% 386 $141,225 $0.00 $0.00 $0.00C: 12+ 1584 1.26% 1584 $272,272 $0.00 $0.00 $0.00Z: Zero 893 0.71% 893 $493,227 $0.00 $0.00 $0.00

Short lapsed 13-24 Mos Total 3632 2.88% 3632 $1,310,081 $0.00 $0.00 $0.00Deep lapsed 25+ Mos A: 1-5 2955 2.34% 2955 $1,347,028 $0.00 $0.00 $0.00

B: 6-11 1801 1.43% 1801 $460,487 $0.00 $0.00 $0.00C: 12+ 11220 8.89% 11220 $1,328,913 $0.00 $0.00 $0.00Z: Zero 2469 1.96% 2469 $1,618,313 $0.00 $0.00 $0.00

Deep lapsed 25+ Mos Total 18445 14.61% 18445 $4,754,741 $0.00 $0.00 $0.00Prospects A: 1-5 215 0.17% 0 $0.00 $0.00 $0.00

B: 6-11 228 0.18% 0 $0.00 $0.00 $0.00C: 12+ 96532 76.48% 0 $0.00 $0.00 $0.00Z: Zero 1050 0.83% 0 $0.00 $0.00 $0.00

Prospects Total 98025 77.67% 0 $0.00 $0.00 $0.00Grand Total 126213 100.00% 28188 $14,748,781 $2,030,077.87 $1,713,211.47 $316,866.40

Show me the money!

Think differently about the potential of email communication and revenue.

27

Keep and Eye on Unsubscribes and other At Risk Activities

There are many early indicators of at-risk donors that may require additional attention.

For example this high value group had two segments that were quietly unsubscribing from emails. This action was an early indicator that the donors were becoming disengaged. Now segmentation strategies are employed to give these donors a little more love.

Other At-Risk Questions1. Are unsubscribes more valuable than

email? Are they different by Audience?2. Web Donors does not equal email –

can you manage that experience better?

3. Can you do what your donors ask -- Really?

28

29

You were promised a checklist! Create a Strategy Map to Guides

Investments. Think Differently about Communication

Strategies Know what activities yield big results. Expand the Measures of Success Monitoring Results – Adjust - Communicate

Kevin MoranPrincipal

Integral, LLC202-452-9731

kevin@integral-dc.comwww.integral-dc.com

30