advancement metrics and reporting on the prowl for greater success
TRANSCRIPT
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On the prowl for greater success.METRICS & REPORTING
@PaulPrewittDirector of Annual Giving
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• Predicting growth
• Sharing results
• Determining success of current strategy
• Democratizing data
• Planning strategy changes
• Validating A/B testing
• Optimizing tactics
• Troubleshooting
DON’T CONFUSE ANALYSIS AND REPORTING
Analysis is for… Reporting is for…
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STOP USING THESE METRICSThese do not measure real engagement.
Email Opens
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The journey has just begun.
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Our profession is evolving…
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We're on the same team.Align around the same goals.
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ALIGNMENT AROUND GOALSHelps you achieve those goals.
Engagement Officer
Development Officer
+ =
Aligning by audiences/markets can boost results too.
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We all have one goal:
Growth.
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Reporting to justify the work you have done isn't solving for growth.
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It all comes down to money.
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"The essence of strategy is choosing what not to do."
~ Michael Porter
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The non-profit donor pyramid?
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Strangers/Visitors
Lead
MQL
SQL
Opportunity
Customer
}
}
}Retention
Top of the funnelMarketing/PR/Brand
Middle of the funnelEngagement/Interest Identifiers
Bottom of the funnelPassion Builders
After the funnelHappiness Makers
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D
FIT
INTEREST0
So who do we engage now?The entire block isn't solely our responsibility.
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AVOID REVITALIZE CONNECTIONS
MAKE THEBIG ASK
STIMULATEINTERESTS
FIT
INTEREST0
What makes aqualified lead?Individuals with a great fit and high interest.
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Plan for the handoff together.
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Creating too many reports is the most time consuming way to measure nothing.
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Credit is infinitely shareable.
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Share the valuable conversation points.
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NET PROMOTER SCORE
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Defining Engagement
Volu
ntee
r
Upda
te
Experience
Give
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FY17 Goals FY16 FY15 FY16-15% Change
Give $785,632 from 6,114 donors
$721,037 from 5,390 donors
$480,411 from 3,537 donors 50%
Volunteer 3,040 hrs 2,720 hrs 672 hrs 59%
Experience 3,750 attendees
1,823 attendees
1,590 attendees 15%
Update 35,000 2,360 Not Tracked 100%
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Remember to share your story.