Learn how to transform from a mild-mannered online organizer into a true data-driven mastermind! What to track, how to test, and methods for creating a data-driven culture at your nonprofit.

1. Superheroes of Online Fundraising: Become a Data-Driven Strategist Presented by Sarah DiJulio

4. HOW DATA SAVED THE DAY

5. November, 2008

8. Original Version

9. Revised Version

11. AARP

12. The Wilderness Society

14. TESTING

15. What to test first?

16. What to test first?

17. What to test first?

18. What to test first?

19. What to test first?

21. Accounting for Other Variables

26. KEY STATS

27. Email Message Results Email Messaging Benchmarks Open Rate Click-Through Rate Response Rate Unsubscribe Rate All Message Types 14.09% 2.55% 0.23% Fundraising Emails 12.82% 0.78% 0.13% 0.23% Advocacy Emails 14.26% 4.65% 4.00% 0.19% Email Newsletters 14.57% 2.96% 0.25%

28. Fundraising Email Performance Fundraising Email Performance Open Rate Click-Through Rate Page Completion Rate Response Rate Unsubscribe Rate High Response Rate 16.42% 1.48% 23.38% 0.28% 0.38% Middle Response Rate 12.07% 0.57% 22.31% 0.10% 0.18% Low Response Rate 10.32% 0.29% 17.20% 0.04% 0.19%

29. Advocacy Email Performance Advocacy Email Performance Open Rate Click-Through Rate Page Completion Rate Response Rate Unsubscribe Rate High Response Rate 15.93% 6.75% 92.94% 7.03% 0.11% Middle Response Rate 13.64% 4.55% 83.02% 3.58% 0.19% Low Response Rate 13.73% 2.71% 62.54% 1.75% 0.27%

30. Email List Churn

31. Average Gift Size

32. Cost Per Acquisition

33. $ Raised Per $ Spent (FY05 Recruits)

34. $ Raised Per $ Spent

35. Giving Trends Over Time

36. Cost Per New Donor

37. $ Raised Per $ Spent

39. DATA-DRIVEN CULTURE

40. “ How often do we test? We test constantly. We test everything. It’s what we do.”

41. “ We don’t really test. I wish we did. We just go on instinct a lot of the time.”

42. Roadblocks

43. Data Overload

44. Step 1: Have a Template

47. Steps 4 & 5: Lather, Rinse, Repeat

49. OTHER IDEAS?

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