1. Everything You Need to Know About Measuring Online Results But Were Afraid to Ask April 12, 2010 Steve MacLaughlin Director – Internet Solutions Blackbaud www.blackbaud.com/connections

2. Internet Management for NonprofitsTed Hart, Steve MacLaughlin, James M. Greenfield, Phillip H. Geier, Jr. Beth Kanter Michael Sola and Tim Kobosko Dottie Schindlinger and Leanne Bergey Russell Artzt, John Murcott, and Mark Fasciano Roger M. Craver and Ryann Miller Steve MacLaughlin Adrienne D. Capps Walter P. Pidgeon Jr. Danielle Brigida and Jonathon D. Colman Marcelo IniarraIraegui and Alfredo Botti Philip King Lawrence C. Henze Andrew Mosawi and Anita Yuen Allan Pressel Michael Johnston and Matthew Barr Catherine Pagliaro Ben Rigby Frédéric Fournier

3. The Market is Noisy AGENDA What is a metric? Why should I care? Why should I care? Website Metrics Email Metrics Online Fundraising Metrics Social Media Metrics Benchmarking and Beyond

5. A measurable element of a process or function.

7. Gives you insights into your constituents.

9. Website Metrics

10. Unique Identified Visitors Unique Visitors Visits VALUE OF DATA Page Views Hits VOLUME OF DATA

12. A single web page typically consists of multiple files.

14. A metric for the entire site or specific content.

16. A visit contains one or more page views.

18. A unique visitor is typically based on an IP address or cookie.

20. A unique identified visitor is tracked based on information stored in a central database.

22. Bounce Rate

23. Conversion Rate

24. Click Density

26. The Metrics that Matter Deliverability Open Rate Click-Through Rate Unsubscribe Rate Conversion Rate Source: ReturnPath

27. Deliverability Deliverability measures the % emails successfully delivered or not This is an inexact number as not all ISPs report delivered email Your Sender’s Reputation Impacts Deliverability Blackbaud: Sender Score= 70 Accepted Rate= 99.03% Risk= Low Source: ReturnPath

28. Open Rate Open Rate measures the % of opened emails that were delivered Open Rate can only be tracked on HTML-based emails, not Text emails Many systems block images used to track whether an email has been opened Preview Panes can also provide false-positive open rates The average open rate for known recipients is 19%. Your results may vary BUT… Just getting the message opened doesn’t mean you’re safe A recent Email Sender and Provider Coalition (ESPC) study showed that… 80% of respondents decide whether to click on the "Report Spam" or "Junk" button without opening the actual message Source: MarketingSherpa

29. Click-Through Rate CTR measures the % of links clicked by unique individuals in an email Be sure to look at both unique and per-individual CTRs in your metrics CTRs are highly dependant on the quality of the email segmentation, content, and design Unsubscribe Rate Unsubscribe Rate measures % of opt-outs from the email Remember…to be CAN-SPAM compliant you must allow for opt-outs Allow people to remove themselves from certain email lists as well as all communication

30. Conversion Rate Conversion Rate measures % of clickthroughs that resulted in an action Actions could be making a donation, registering for an event, taking a survey, renewing a membership, or some other trackable action Conversion Rate is the ultimate measure of the success of an email campaign Deliverability Rate Open Rate Click-ThroughRate ConversionRate Unsubscribe Rate

31. How Long Does it Take to Measure Results? 50% of people will open an email in the first 9 hours 75% of people will open an email in the first 28 hours The remaining 25% may take several days The average email campaign has its peak open rate in 14 days What is the Best Day of the Week to Send Email? There is no magic formula…so test, test, and oh yes, TEST! But…the most popular days are Tuesday through Thursday Saturday is the lowest volume email day of the week Source: MarketingSherpa

33. Valid Addresses

34. Average Open Rate

35. Average Conversion Rate

36. Revenue Per Email Appeal

38. 2008 Total Fundraising (US) $292.23 Billion Offline $15.42 Billion Online Source: Giving USA / Blackbaud

39. US Fundraising Trends 2001 2002 2003 2004 2005 2006 2007 2008 $246B $245B $243B $245B $283B $295B $314B $307B Source: Giving USA

40. US Online Fundraising Trends 2001 2002 2003 2004 2005 2006 2007 2008 $550M $1.1B $1.9B $2.62B $4.5B $6.87B $10.7B $15.42B Source: ePhilanthropy Foundation, Blackbaud

41. 39 Month Online Giving Trend Haiti Source: Blackbaud

43. 46% of online revenue was processed Oct - Dec

44. Online transaction volume grew 74% YOY in the first three months of the year Source: Blackbaud

45. Turning Data into Information Total Constituents Total Donors Online Offline Online and Offline Total Gifts Online Offline Total Revenue Online Offline

46. Online Fundraising Metrics Sample

47. Social MediaMetrics

49. Click-Throughs

51. BenchmarkingMetrics

53. Median online revenue YOY growth = 21%

54. Organizations raising > $1M grew 35% YOYSource: Blackbaud

55. 2009 Year Over Year Online Giving Trends Source: Blackbaud

56. 2009 Online Average Gift Trends Source: Blackbaud

57. Online Major Giving Trends

59. 36% of $1,000+ online gifts were $1,001 - $4,999

60. Median $1,000+ online gift = $3,500

61. Median $1,000+ online gift = $2,500 in 2008Source: Blackbaud

62. 2009 Online Major Giving Trends 2009 Long Tail of Significant Online Gifts Source: Blackbaud

63. 2009 Distribution of Online Gifts of at Least $1,000n = 1,798 Source: Blackbaud

64. Haiti EarthquakeOnline Giving

66. Haiti Online Giving Trends Source: Blackbaud

67. Goal Setting forOnline Fundraising

68. Online Percentage of Total Fundraising < 1% 2% 3% 4% 5% 6% 7% 8% 9% > 10% Under Performance< 1% to 3% Average Performance3% to 7% Exceptional Performance7% to > 10%

69. Underperformers UNDER PERFORMERS

70. Average Performers

71. Exceptional Performers

72. Source: The Chronicle of Philanthropy

73. Source: The Chronicle of Philanthropy

74. Source: The Chronicle of Philanthropy

76. Metrics give you insights into your constituents.

77. If you can’t measure it, then you can’t manage it.