Measurement for Charities

IAB UN LTD

Prepared by: Greg Beazley & Alex Munro

● Introductions & DataratiWhere we are taking you

● Building your PlaybookWorking out what matters

● Building your Score BoardHow to get to the data

● Running your PlaysHow to use the data to perform better

Agenda

Look Out for these tips They are specific actions that you should take after today

Greg Beazley Alex Munro

● Senior Consultant● Surfer, Drummer, Blogger● Founded Surfers In A Dress

dtrt.co/gb

● Customer Insights Manager● Snowboarder, Tech-head, Data nut● Builds cars in spare time

dtrt.co/am

Introductions

Lifecycle Marketing Automation Agency

Marketing Automation & Change Management Strategy

Lead/Customer/Member Lifecycle Strategy

Implementation & Training

Campaign Planning & Execution

Creative, UX & Development

Analytics

datarati.com.au

● Raised over $17,000● Helped over 57 girls in Sierra

Leone gain access to education

Surfers In A Dress /surfersinadress

● Support of One Girl● Appeared on

Channel 7’s Sunrise

Top-Down view of Marketing Measurement

Steps to achieve Measurement Bliss in a complex digital world

Building the framework for continuous improvement through measurement

Where we are taking you

Building Your Playbook

Working out what metrics matter to your charity

Donations Focus?

Awareness Focus?

Community Engagement Focus?

What is your strategy?

Decide what your focus as a Marketing function is. You’ll need this to develop a model for measuring your charity’s performance

Example Donor Lifecycle

Aware of your cause

Engaged with your cause First Time Donor

Repeat DonorRegular DonorAdvocate for your cause

What Should you Measure?● What data and insights you need to make decisions?● How often do you need to make decisions?● Who are we measuring for?

List the questions you ask yourself when planning your Marketing e.g.

● What is my most effective tactic/channel in generating donations?● Where do I need to allocate my time and resources?● How well are each of my assets/investments performing for me?● Am I on track towards my marketing goals? What do I need to do to get there?● Do I need to decrease or increase my usage of resources?

Think about what you need to understand.

Choosing the right MetricsGood Metrics are;● Comparative● Understandable● A Ratio or Rate● Affects how you behave (Actionable)

Consider a Mix of;● Qualitative and Quantitative Metrics● Reporting vs Explorative Metrics● Leading vs Lagging Correlated

Building your model of Charity PerformanceIdentify what metrics affect others and document how the calculations are done.e.g. Profit = Revenue - Expenses

Visualise as a flow chart for yourselves and anyone else looking at the reports you generate/use.

Example Donation Performance Model

TotalDonations $

# Donations

Average Donation $

Total Touches

Facebook Fans

Twitter Followers

Email Subscribers

Events Held

# Emails Sent

X

Tweets/Mentions

Facebook Posts

Donation Page Visits

Work backwards from your Goal

Facebook Engagements

Twitter Engagements

Email Engagements

Event Attendees

Come up with a model that gives you the information you need for your marketing processes

Conversion Path Examples

TotalDonations $

# Donations

Average Donation $

Total Touches

Facebook Fans

X

Facebook Posts

Donation Page Visits

Facebook Engagements

1,000 50 p/m 60 clicks

60 visits 30 visits

4 donations

$25 avg.

$100

Conversion From > To Conversion Benchmark / Target

Success

Facebook Fans > Donations

0.4% 0.3% +0.1%

Engagement > Donation 6.6% 8% -1.4%

Touches > Donation Visits 50% 55% -5%

Donation Visits > Donation

13% 11% +2%

Why? Website optimisation? CTA moved?PayPal friendly

● 5 primary donation amounts in this data: $10, $25, $35, $50 and $100

● This result correlates to the hover text that appears when entering the donation amount on doitinadress.com

● Using hover text to contextualise a donation helps to increase donation value

Case Study Example

● 69% of SIAD donations were made between 12pm - 12am and 31% of donations were made between 12am - 12pm

● Donation volume increased around ~9am, after lunch time ~2pm and after work (5pm to 9pm)

● These results align with a study by Vitrue that showed:● The three biggest usage spikes

tend to occur on weekdays at 11am, 3pm and 8pm

● The biggest spike occurs at 3pm on weekdays

● Weekends attract the highest engagement on Facebook (TrackMaven)

● Sundays – the least popular day for posting – are 25% more effective, in terms of engagement, than posts published on Wednesdays

Case Study Example

Conversion Path Examples

1,000 520 75 clicks

75 visits 20 visits

5 donations

$20 avg.

$100

Conversion From > To Conversion Benchmark / Target

Success

Email Subs > Donations 0.5% 0.5% +0%

Emails Sent > Donations 0.96% 6.5% -5.54%

Engagement > Donation 6.6% 8% -1.4%

Touches > Donation Visits 27% 35% -7%

Donation Visits > Donation 25% 36% -1.4%

TotalDonations $

# Donations

Average Donation $

Total Touches

Email Subscribers

# Emails Sent

XDonation Page Visits

Email Engagements

Why? Website update? CTA moved?Faulty link?

Why? Low email deliverability?Spam content?Bad data?

Establish your benchmarks

Metric Benchmark (p/m) Target ResultResult / Target %

# Donations 500 550 600 +9%

$ Donations $2,000 $2,200 $1,700 -22.7%

Avg Donation $ $25 $30 $27.50 -8.3%

Registrations 80 100 110 +10%

Attendance 20 30 30 0%

Web Visits 3,200 4,000 3,800 -5%

Facebook Fans 1,200 1,500 1,000 -33.3%

Facebook Posts 50 60 60 0%

Facebook Clicks

70 100 80 -20%

How would you use this? 1. Track your

progress month to month

2. Provide an executive view of success

3. Use your conversion path results to provide insights to increases or decreases

Building Your Scoreboard

Getting the data you need in a place you can see and analyse it

Metrics & Tools

Web Analytics (Conversion Paths)

Google Analytics

Donations, RegistrationsCMS / Donation Platform

eg. causevox.com

Email PerformanceMailChimp, Campaign

Monitor

ProfilingCRM (Excel, Salesforce.

com)

Facebook EngagementFacebook Insights

Social EngagementHootsuite, SumAll

Web

Social

Email

CRM

Google Analytics: Goals

Set up Goals: https://support.google.com/analytics/answer/1012040?hl=en&ref_topic=1007030

Google Analytics: UTM

Facebook

Twitter

Email

Donations

surfersinadress.com/?utm_source=Facebook

surfersinadress.com/?utm_source=Email&utm_Campaign=JuneNewsletter

SumAll

Set up SumAll: https://sumall.com

Facebook Insights

Set up Facebook Insights: https://www.facebook.com/<yourpage>?sk=insights

Hootsuite

Set up Hootsuite: https://hootsuite.com

MailChimp

Set up MailChimp Reports: http://mailchimp.com/resources/guides/understanding-reports/html/

Running Your Plays

How to use the data to make better decisions

Understanding what your levers are and how they work

70 | 20 | 10 Business as Usual | Optimising Existing Tactics | Blue Sky Ideas

Test and Learn

1. Observe/Measure the current state 2. Determine what needs to change in your

Model3. Develop a hypothesis on how that change

could be made4. Perform the change and test the result

Iterating through Marketing Decisions

Rinse & Repeat

How to go about your 20% and 10%

● Testing Between Iterations● Testing Within Iterations

● A/B Testing● Control Groups

Testing

Control Group

Send Email Campaign

Registered Members

Donated

500

50

http://visualwebsiteoptimizer.com/ab-split-significance-calculator/

1000

10

A/B Testing

Website Banner A Website Banner B

Web Traffic

Donated

1000 1000

50 100

http://visualwebsiteoptimizer.com/ab-split-significance-calculator/

BONUS ROUND

● Occam’s RazorGreat blog on setting up and using Google Analytics

● Marketing Metrics: The Definitive Guide to Measuring Marketing PerformanceFerris, P., Bendle, N.T., Pfeifer, P.E., Reibstein, D.J

● SumALLAlex’s Favourite Dashboard Tool

● Surfers In A Dress 2013 Case Study

Greg Beazley’s blog

● Google Analytics UTM TrackingHow to video

● A/B Test Calculator

Suggested Resources on Analytics for Digital

What next?

Questions?

http://www.youtube.com/watch?v=iUcqT5zpZ5E