Analytics: Your Online Point Guard
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By Sally Heaven
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Analytics: Your Online Point Guard
- 1. How Analytics Can Be Your Online Point Guard PRESENTED BY SALLY HEAVEN & JOHN WILBURN
- 2. It’s Game Time, Y’all! Are You Ready? #bbcon 2 #bbcon Tweet this now
- 3. 3 #bbcon
- 4. 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
- 5. 1. Lay Ups GROUP SEGMENTS TRACK CROSSOVER VARIANT TEST 5 #bbcon 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…
- 6. 1. Lay Ups REVERSE APPEND COMPLETE VIEW 6 #bbcon Complete donor records with alternate contact info to increase engagement & touch points… Combine offline and online giving and interactions into one view …
- 7. 2. Free Throw 1. Evaluate Results Against Others 2. Drive with Model & Insights 3. Provide Relevant Asks 4. Vary Pages for Donors 7 #bbcon
- 8. 2. Free Throw PEER BENCHMARK DATA MODELING 8 #bbcon Compare and evaluate results with other peer organizations to identify potential and strategy changes… Use modeling and indicators to drive strategies and optimize communications…
- 9. 2. Free Throw ASK STRINGS TRACK AFFINITY Adjust your ask strategy to align with the level of donor and program. Test your ask strings 9 #bbcon constantly to optimize giving… Cats vs Dogs. Beach vs. Mountains. Edward vs. Jacob… Track donor affinities and use for communications…
- 10. 3. Three Pointer 1. Enhance Awareness & Engagement 2. Find and Recruit Supporters 3. Create a High Performance Program 10 #bbcon
- 11. 3. Three Pointer TARGET VISITORS SOCIAL MEDIA OPTIMIZE PERFORMANCE 11 #bbcon 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…
- 13. Are you pumped up and ready to go? Don’t forget to complete a session survey! Each completed survey enters you into a drawing to win a complimentary registration to bbcon 2015 in Austin, Texas*. *Blackbaud reserves the right to change or withdraw this promotion at any time, without advance notice. Promotion has no cash value and may not be exchanged, applied to, or combined with any other offer. 13 #bbcon
Notes de l'éditeur
- Add DM lists to Online database / groups to figure out who you are mailing to vs who you email. Conversely, if able, add your email population to your DM files. Create integrated campaigns and stewardship for those who are in multi channel. Review giving levels for multi vs single channel donors. Run new online gifts against your acq rental file. Check with your list broker first before loading any files to a database. But general screen can show sometimes 2x lift in ACQ responses from crossover responders. Analytics also means reviewing results. Look at smaller tests before sending emails out. Unlike DM you can get results in hours not months. Reverse appends can work to grow files and find multi channel segments. Append mailing info to email addresses and vice versa. Add email addresses to dm file and send an opt in to grow email file. Of course also ask for email addresses everywhere! – events, sign ups, DM pieces, customer care calls If not in a single database, at least port all gifts into a single view. Not always possible but gives you a better view into donor actions.
- donorCentrics can provide information on program results. Look at industry benchmark and trend reports to compare programs. Along with info appends, can also include appends to drive segmentation and strategy. Channel appends show who are best targets through different channels. Sustainers are everything, so find out who are your best candidates and chase through multi channels. Conversion & Lapsed indicators help ID who are likely candidates to give again. While email is free unlike DM, still can vary segments to increase engagement and decrease unsubscribe rates. Dynamic ask strings are a staple of direct mail, so why not for email as well? While this can be difficult for some ESP’s and online vendors, at least try to batch donors based on giving level and deliver to tailored landing pages with ask strings relevant to the giving level. Also vary emails and landing pages based on donor types and affiliations. If you have a major donor group, send them to a major donor landing page. If you know affinities – school type, giving type, programs, etc – then tailor the communications throughout accordingly.
- As people traverse across the web you can serve targeted advertising. Connection360 tracks XXXX websites to serve targeted ads to your house file. Use for specific campaigns to raise all boats. Social Media Finder can be used to identify the top social networks for your constituents. Why waste time on Pinterest if everyone is on Twitter? Find your top posters and use them to become champions for your organization. Modeling can also be used to drive send times and rates. If someone is a morning athlete then send emails and social media pushes in the morning. If they are later in night then save communications until after COB.