Presentation by Keira Roth for ECF 2017

1. ECF DATA BENCHMARKS
PRESENTATION 2017

2.  we’ll review aggregate benchmark data
for key metrics in digital fundraising
and campaigning
 we’ll look at some not-for-profits that
exceeds the metric and consider the
keys to their success
 We’ll look at pictures of Data
what’s the plan?
2

3. 3
what is the data source?
 Organisations using the Engaging
Networks platform
 International data set
 60,032,754 data records
 Just under 2 billion emails sent

4. MOBILE

5. COMPUTING ERAS
1975 1985 1995 2005 2015
PC
Internet
Mobile

8. 8
email and social drive mobile
“68% of emails were opened on a mobile
device and 52% on smartphones” US
Consumer Device Report

9. 9
Mobile Conversion by Action Type
Transaction Type Percentage 2015 Percentage 2016
Petition 31.55% 33.2%
Email Advocacy 28.97% 32.56%
Single Donation 10.71% 14.57%
Recurring Donation 4.58% 15.60%

10. 10
design for all mobile devices
Honk Kong, Korea, Mexico and
Taiwan all over 70% mobile
conversions for petitions

11. 11
Humane Society International
36% of single
gifts processed
on mobile out
of 55,290
single gifts

12. 12
Humane Society International
65.23% of
email to
target
actions
converted on
a mobile

13. TEMPLATE #1

14. 29%
increase in
conversion,
30%
increase in
revenue

15. 15
 responsive pages across devices
 pre-population of constituent data
from email – encrypted link that does
not populate when forwarded
 one-click donations that re-process
stored token

16. DONOR CONVERSION

17. 17
hypothetically, based on actual data
2.85m email advocacy unique records with
average conversion to donation of 4%
- increased from 3.4% in 2015

18. 18
hypothetically, based on actual data
 Poor conversion rate to activist to donor of just 0.5%
 average gift of $53 representing $1,961 raised
WHAT IF…
 conversion rate of activist to donor of 7.8%
 average gift of $53 representing $30,591 raised

19. Post-Action is an important part of the
supporter journey where they have the
opportunity to reinforce their
commitment by donating or sharing.
!

20. what’s the plan?
20

21. 21
hypothetically, based on actual data
Retained Supporters
Year-on-Year
Average retained Donors 27.19
Average retained Activists 25.29

22. 22
hypothetically, based on actual data
 Client with average donor retention rate of 8% raised
$772,863
WHAT IF…
 Client had a donor retention rate of 48%.... Would have
raised $1.14 MILLION

23. 23
hypothetically, based on actual data
Need to sell fundraising to the
campaigning team?
Retained donors who also integrate advocacy: 28.81
Retained activists who also integrate fundraising: 32.46

24. 24
hypothetically, based on actual data
Need to sell campaigning to
the fundraising team or vice
versa?
Integrated campaigning and fundraising: 30.64%
+4%!

25. NEW RECRUITS

26. 26
acquisition
Transaction Type Percentage 2014-
2015
Percentage 2015-
2016
Petition 43.02% 36%
Email Advocacy 32.32% 37%
Single Donation ** 19.44% 21%
Recurring Donation ** 1.34% 4.9%

27. 27
New signups from signup form:
average doing well
New signups from signup form:
average poor
2-4k
per year
100-
500
per year

28. 28

29. 29

30. 30

31. 31

32. 32

33. ENGAGEMENT SCORING

35. 35
1-3 months
Level 1: 1+ page
converted
Level 2: 2+ link
clicked
Level 3: 1 link
clicked
4-6 months
Level 4: 1+ page
converted
Level 5: 2+ link
clicked
Level 6: 1 link
clicked
7-12 months
Level 7: 1+ page
converted
Level 8: 2+ link
clicked
Level 9: 1 link
clicked
Level 10: Opened an email in the last 12 months
Level 11: No actions or opens in past 12 months

36. 36
engagement data
Engagement
Level
Percentage
(March 2016)
Percentage
(February 2017)
Level 1-3 8.23% 6.7%
Level 4-6 3.75% 3.6%
Level 7-9 4.41% 4.5%
Level 10 33.61% 32.45%
Inactive 49.97% 55.2%
*Based on evaluation of 34.8m constituent data records

37. 20 Category 1 Highest
Engagement send an average
of 20 emails per person
20
emails
person

38. 20 Category 1 Lowest
Engagement send an average
of 6.9 emails per person

39. Highest Category 1
Engagement score was 46.81%
Sending an average of 96.3 emails per person
27.3% inactive

40. One of the lowest category 1
engagement score was 1.54%
Sending an average of 12.9 emails per person
54% inactive

41. 41
email frequency
10% biggest lists have 1.2m records
and average inactive 54.4%
10% smallest lists have 6,700 records
and average inactive of 50.4 %

42. 42
hypothetically, based on actual data
INTERNATIONAL AVERAGES

43. !
AVOID CONFUSION
AVERAGE GIFTS BY CURRENCY
- SINGLE
‣ 39.69 GBP
‣ 90.59 USD
‣ 157.56 CAN

44. !
AVOID CONFUSION
AVERAGE GIFTS BY CURRENCY
- RECURRING
‣ 9.78 GBP
‣ 26.65 USD
‣ 24.87 CAN

45. Thank you!
keira@engagingnetworks.net
@keiblob
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