MoneyballHow Analytics Improves FundraisingPRESENTED BY DENNIS MCCARTHY

DONNA WILKINS

What should I do?

#moneyball how to measure success

The Lean Start-up Methodology

M&M

Charity Dynamics TEMpO™ Technology Engagement MOdel

Strategy for managing the pace and prioritization of online investment

• Inherently come and go• Drive awareness, audience,

response• Require incremental

investment

• Built to last• Provides utility• Manages growing

constituency• Unites disparate campaigns

• Ensures ongoing engagement• Maximizes campaign

investment• Converts from campaign to

mission-oriented supporters

CMO/CDO+

CTO / CIO

Benefits of the love fest

#moneyball left and right side work together

1. Do-It-Yourself

2. Integrated Fundraising

3. Mobile

3 Buckets

Do It Yourself

Fundraising Potential

• 2014 Insights into IFE Programs• http://my.charitydynamics.com/IFEStudy.html

DIY Strategic Goals

Strategic Goals

Donor En-gagementRevenueWider Re-cruitment

40% of Donors encourage family and friends to donate27% actively fundraise for their favorite charity* 2012 Nonprofit Donor Engagement Study

• 2014 Insights into IFE Programs• http://my.charitydynamics.com/

IFEStudy.html

Analytics

• How do you make the case for program potential?

• How do you manage the program for greatest success?

Program Potential

StrategyRecruiting

Campaign

Audiences Analysis

Coaching Campaign

DIY Program PotentialDIY Campaign

Audience Audience Size

RecruitingEffort

Registrations

Fundraising(average / fundraiser)

Birthdays 20-35 yr old

Milestone birthdays

35- 50 yr old

Memorial Memorial donors

Contributed photos stories

School Educators

Fun events Special event attendees

DIY Program PotentialDIY Campaign

Audience Audience Size

RecruitingEffort

Registration Fundraising(average / fundraiser)

Birthdays 20-35 yr old 10,000 Happy birthday msg

Milestone birthdays

5,000 Happy birthday msg

35- 50 yr old 20,000 Happy birthday msg

Memorial Memorial donors

25,000 Thank you

Contributed photos stories

2,500 3 part msg seriesSocial media

School Educators 5,000 Education newsletter

Fun events Special event attendees

10,000 Post event, quarterly newsletter

DIY Program PotentialDIY Campaign

Audience Audience Size

RecruitingEffort

Registration Fundraising(average / fundraiser)

Birthdays 20-35 yr old 10,000 Happy birthday msg

100 $150

Milestone birthdays

5,000 Happy birthday msg

100 $250

35- 50 yr old 20,000 Happy birthday msg

100 $200

Memorial Memorial donors

25,000 Thank you 50 $400

Contributed photos stories

2,500 3 part msg seriesSocial media

50 $150

School Educators 5,000 Education newsletter

50 $300

Fun events Special event attendees

10,000 Post event, quarterly newsletter

100 $150

DIY Key Performance Indicators (KPIs)

• Number of fundraiser registrations

• Type of DIY

• Number of fundraising fundraiser registrations

• Number of donors / fundraiser

• Dollars raised / fundraiser

• Returning fundraisers

On Line Advertising & Integrated Marketing

Advertising/Integrated Marketing Strategic Goals

• Increase response and donation amounts from direct response

campaigns by adding in a digital display ad component

Evaluate the incremental performance using a forensic test and control methodology

Calculate the return on ad dollars spent (ROAS) of the program: (incremental donation $’s / incremental costs)

Results are based on aggregation of the 6 stations and statistically significant @ 99% level

Donation amounts were capped at $10K

So what are the Key Performance Indicators?• Return on Ad Spend • Audience Reach• Incremental increase in Response Rate (across

channels)• Incremental increase in Average Gift (across

channels)• Incremental Return on Investment• Incremental Long Term Value increase

• Multiple ad sizes and types for each station

• Clear Call to Action

• Brand clearly highlighted

• Multiple fundraising channels!

Creative Review

RMPBS:

Controls Explained

Run the Campaign

Define the Control Group

Measure Performance

Post Exposure Pre-Result

• The Analysis worked as follows:• We used the total population of households served ads as the

“Test Group,” this group is the 254,139 households that were served ads during the campaign

• We compared the performance of the “Test Group” to the “Control Group to identify the incremental lift

Controls Explained

Run the Campaign

Define the Control Group

Measure Performance

Post Exposure Pre-Result

• The “Control Population” was created from the population of 383,846 households that were:• Matched to a cookie, and• Received mail, and• Did not receive ad impressions

• Control population was verified to “match” the Test Population using key demographics (see Appendix)

Global Campaign Results• Test response rate of 13.75%, a lift of 19.34% (lift in response rate

was >99% statistically significant)

         

Results Test Control Variance % Percent Variance

Donations 34,941 29,279 5,662 19.34%

Donors 28,458 25,061 3,397 13.55%

Average Gift $81.06 $83.09 ($2.04) -2.45%

Revenue $2,832,187 $2,432,948 $399,240 16.41%

Ad Spend $63,750

Return on Ad Spend = 6.26:1

Mobile

Mobile

Mobile

Accessible Content

SMS Applications

Analytics to Guide Strategy

• Mobile web traffic %• Mobile email read %• Mobile gift %• Average mobile gift• Number of constituents with known cell

phone numbers• Application users

Mobile strategies

Low HighAccessing Content

Hig

h

Low

Mob

ile H

ouse

file

Responsive Design / Mobile Optimized

SMS Msg

Apps

#moneyball all about mobile content

Who are your constituents

Transparent Loyalty Programs

Valuing Acceleration

• http://my.charitydynamics.com/donorengagement.html• http://my.charitydynamics.com/InteractiveInvestment.html• http://blog.charitydynamics.com/• http://

www.mckinsey.com/insights/business_technology/getting_the_cmo_and_cio_to_work_as_partners

• http://npengage.com/nonprofit-fundraising/the-key-performance-indicators-and-the-elephant/

• http://www.imabgroup.net/

• Copy of this deck at can be found at: http://www.slideshare.net/charitydynamics

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