analytics: your online point guard
DESCRIPTION
By Sally HeavenTRANSCRIPT
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How Analytics Can Be Your Online Point Guard
PRESENTED BY SALLY HEAVEN & JOHN WILBURN
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It’s Game Time, Y’all! Are You Ready?
#bbcon
2 #bbcon
Tweet this now
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3 #bbcon
1. Lay Ups = Easy 2. Free Throw = Medium 3. Three Pointer = Harder
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1. Lay Ups
1. Track Donor Segments
2. Increase Your Response Rates
3. Figure Out What Works
4. Grow Your Donor Files
5. Create A 360 Degree View
4 #bbcon
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1. Lay Ups
5 #bbcon
GROUP SEGMENTS
TRACK CROSSOVER VARIANT TEST
Add Direct Mail groups to Online program to monitor
channel mix & donor touches - & vice versa…
Review mail files against online gifts for a certain period
to monitor offline to online crossover…
Figure out what works best to small test groups before you send to the
full file…
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1. Lay Ups
6 #bbcon
REVERSE APPEND COMPLETE VIEW
Complete donor records with alternate contact info to increase engagement &
touch points…
Combine offline and online giving and interactions into one
view …
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2. Free Throw
1. Evaluate Results Against Others
2. Drive with Model & Insights
3. Provide Relevant Asks
4. Vary Pages for Donors
7 #bbcon
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2. Free Throw
8 #bbcon
PEER BENCHMARK DATA MODELING
Compare and evaluate results with other peer organizations to identify potential and strategy
changes…
Use modeling and indicators to drive strategies and optimize
communications…
Channels
Sustainers
Loyalty
Conversion
Prospects
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2. Free Throw
9 #bbcon
ASK STRINGS TRACK AFFINITY
Adjust your ask strategy to align with the level of donor and program. Test your ask strings
constantly to optimize giving…
Cats vs Dogs. Beach vs. Mountains. Edward vs. Jacob…
Track donor affinities and use for communications…
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10 #bbcon
3. Three Pointer
1. Enhance Awareness & Engagement
2. Find and Recruit Supporters
3. Create a High Performance Program
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11 #bbcon
3. Three Pointer
TARGET VISITORS SOCIAL MEDIA OPTIMIZE PERFORMANCE
Connect with your supporters as they visit their preferred websites to drive interaction
and increase donations…
Find your active supporters with the strongest reach to increase your mission and
voice through social media…
Bring it all together with data appends, modeling, analytics,
and systems to create a dynamic and donor-centric
program…
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Questions?
12 #bbcon
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13 #bbcon
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