A practical guide of how to analyze the success of your fundraising program, key metrics to consider and overall excellent advice from Kevin Moran of Integral

1. April 22, 2015

2. 2
Integral is a leading independent strategic analytical consulting firm
specializing in servicing the non-profit community.
We worked with more than 100 non profits to help them leverage
data to make better strategy decisions – from advocacy to digital to
direct response to major giving.
We work with clients to gain a comprehensive view of their business
models and provide the insight to improve performance.
Kevin T. Moran, Principal & Co-Founder, Integral, LLC

3. Digital Analytics

4. Questions You May Already be Asking
4
• What are the right measures of success for my digital experience?
• How do I show that Digital is a source of sustained value – Not just
a channel?
• How can we create an communication pathways to enhance the
donor experience?
• Is more better? What the best return on my time?
• What should be our optimal investment?
• How do we generate $10 Million of new revenue?
• How do I articulate a better vision to my
team?

5. Big 3 Strategic Questions We Get
from C-Suite
5
1. What Should Our Digital Presence Model
Be?
2. What is the Financial Value of our Digital
Experience?
3. What Investments are needed to take it
to the Next Level?

6. What’s Your Model?
Who is your Audience ?

7. 4 Digital Presence Models
7
A. Brand
B. Education
C. Advocacy/Community
D. Revenue
1. Philanthropy
2. Lead Generation
3. Transactional – Subscription based - Ads
4. Innovation
Deciding defines the right metrics

8. 8
• CommittedHi$
• Financially CommitDonors
• Do something for youInvolved
• Giving you permissionLeads
• Driven by the
Brand
Qualified Visitors
Quantifying Your E-Community

9. What We See Today!

10. What Did We Learn in 2014 and What is Happening in 2015

11. Traffic Analysis
Overview 2014|01 2014|02 2014|03 2014|04
Unique Visitors 553,974 376,574 608,635 419,224
% New Visitors 72.0 % 79.2 % 75.1 % 77.8 %
PageViews 1109332 831962 1223038 998784
Bounce Rate 73.0 % 70.2 % 73.8 % 67.9 %
Branded Traffic 18189 13266 18934 17524
Non Branded Traffic 553,294 376,559 615,193 420,925
Direct Traffic 288,827 248,990 272,023 284,319
Search 100,203 79,505 78,625 76,116
Paid Search 18,779 13,006 19,564 15,535
Non Paid Search 85,944 68,998 63,400 64,550
Referral 37,249 35,129 31,890 29,971
Campaign 155048 28855 258364 52349

12. 7 Less Important Metrics
12
1. General Site Traffic
2. Bounce Rates
3. Page Views
4. Time on Site
5. Platform – Mobile, Tablet, Computer
6. Unsubscribes
7. Digital Campaign Reports

13. 7 Key Value Driven Metrics
13
1. Qualified Visitor Valuation
2. E-Community Valuation
3. Lead Investment Levels by Audience & Source
4. Email Valuation/Fatigue/Disengagement
5. Online Advertising Impacts
6. Behavioral metrics (web vs email responsive)
7. Transactional Impacts – Form LTV; Price Point
Optimization.

14. Expand the Picture

15. The One Metric You Should Know!
Digital: Value Per Qualified Unique Visitor Digital: Value Per Qualified Unique Visitor
$1.16
$0.00
$0.20
$0.40
$0.60
$0.80
$1.00
$1.20
$1.40
$1.60
2012-08
2012-09
2012-10
2012-11
2012-12
2013-01
2013-02
2013-03
2013-04
2013-05
2013-06
2013-07
2013-08
2013-09
2013-10
2013-11
2013-12
2014-01
2014-02
2014-03
2014-04

16. Investments

17. Develop a Lead Investment Strategy
JoinCategory Registrants
Day Of
Donor
Subsequent
Donor
Total
Donor
Conversion
Rate
Value3
Per Reg
Value6
Per Reg
Value9
PerReg
Value 12
PerReg
ORGANIC_SEARCH 58,117 349 2010 2359 4% $0.96 $1.33 $1.64 $2.01
REFERRALS 65,155 198 942 1140 2% $0.53 $0.66 $0.78 $0.93
PAID_SEARCH 19,833 64 407 471 2% $0.46 $0.63 $0.75 $0.85
EMAIL_MARKETING 8,113 61 170 231 3% $3.67 $4.29 $5.10 $6.14
OTHER_CAMPAIGNS 25,133 46 174 220 1% $1.06 $1.43 $1.76 $2.11
SOCIAL_MEDIA 14,391 32 95 127 1% $0.79 $0.95 $1.16 $1.36
DIRECT_TRAFFIC 39,973 40 46 86 0% $1.18 $1.52 $1.80 $2.13
OFFLINE 26,264 18 27 45 0% $0.70 $0.91 $1.21 $1.36
6 0 0 0 0% $0.00 $0.00 $0.00 $0.00
Grand Total 256,985 808 3871 4679 2% $0.91 $1.17 $1.43 $1.70
With a continual conversion strategy both on- and off-line, each source can serve a unique role in
adding value.

18. Know the Value of Bought Emails
Values Care2 Change.org
Leads 23,296 48,220
DayOfDonors 0 0
PostDonors 356 454
Total Donor 356 454
Conversion % 1.53% 0.94%
VPR3Mos $0.49 $0.24
VPR6Mos $0.74 $0.41
VPR12Mos $0.75 $0.44
VPD3Mos $32.26 $25.36
VPD6Mos $48.66 $43.73
VPD12Mos $48.96 $46.44
Costs $60,000 $80,000
CPD $168.54 $176.21
The conversion was better from source 1 over source 2 – however they paid $2.57
per lead from source 1 and $1.66 per lead from source 2. Can they negotiate a
lower cost for source 1 or improve conversion on source 2

19. NEW+EXISTING DONORS
Source Donors
Initial
Value 12 Mo. Value
12 Mo. Rate
of Return
AOL 20 $26 $165 627%
BBC 226 $42 $204 489%
Casale 28 $51 $177 348%
eMiles 2,140 $32 $94 292%
Goodreads 18 $27 $119 436%
Google 2,060 $176 $336 191%
Greater Good 388 $35 $143 407%
MyPoints 172 $29 $201 695%
Netmining 22 $38 $199 528%
Quantcast 14 $61 $237 391%
RadiumOne 135 $6 $26 405%
TrialPay 1,628 $11 $54 501%
Yahoo 53 $101 $241 239%
*Timeframe: Jan. 2011 - Sep. 2012
19
Investing in Online Ads
As long as we’re not
paying over $336 to get a
donor from Google, we’re
fine.
Each publisher
has its own
measure of
success, for
example:

20. Digital Media Mix Valuation
FirstSustainerSourceCodeId Donors01Mos VPD01Mos VPD03Mos VPD06Mos VPD09Mos VPD12Mos ACT06 Act12
F2F 17,391 $18.29 $45.70 $80.11 $108.86 $141.38 61% 44%
Other 108,819 $20.03 $39.54 $70.95 $99.12 $132.54 53% 43%
True North 101,081 $23.27 $56.37 $97.76 $132.55 $171.28 62% 44%
Web 141,194 $23.54 $62.64 $115.19 $160.90 $211.96 77% 57%
TMInvite 82,995 $17.50 $40.87 $74.57 $105.72 $142.43 63% 50%
DRTV 409,975 $20.31 $53.89 $98.49 $137.33 $180.70 69% 50%
eMiles 4,056 $20.08 $54.28 $98.42 $133.92 $171.84 71% 46%
Direct Agents 2,543 $20.70 $45.46 $71.58 $92.40 $107.82 41% 18%
Generator 2,973 $20.87 $51.07 $89.61 $112.63 $119.13 59% 2%
RKG 13,197 $49.50 $84.93 $128.74 $157.43 $159.15 61% 0%
Grand Total 884,224 $21.26 $52.85 $95.42 $132.39 $173.55 67% 49%
Let this data begin to define media mix investments

21. Know the Value of a New Donor LTV
FY13 Program LTV JoinSource AG CPD VPD6 VPD12
Offline Direct Response $20.64 $38.74 $31.59 $39.78
Offline Total $20.64 $38.74 $31.59 $39.78
Online Email Conversion $41.39 $4.59 $115.54 $123.61
Website $76.60 $0.00 $105.96 $125.56
Online Advertising $93.67 $72.19 $100.33 $115.33
Social Media $29.17 $157.68 $41.67 $78.17
Acquired Email $26.51 $168.86 $44.14 $52.43
Online Total $60.89 $45.56 $89.10 $105.06
Grand Total $22.51 $36.28 $34.27 $42.82
Objective: Monitor Return on Investment by Join Source and establish benchmarks for each source.

22. Think Differently About
Emails!

23. “I Feel like You Don’t
Even Know Who I
Am?”

24. 24
Digital Dashboard -Updated through 4.2014
Digital is rolling10% below the budget goal forthe year: in dangerof not beingmet
Digital Program Revenue Responses
2014 Budget/Goal $3,500,000 44,154
Actuals to Date $2,875,787 36,658
Past 12 Mos. $3,145,705 41,256
Digital: Rolling-12 Revenue Trend & Qualified Visitors Digital: Value Per Qualified Unique Visitor
New Donor Value by Channel New Donor Retention by Channel Digital Investments Breakeven Email List: Deliverable Emails and Revenue of All Time
Google Analytics: R12 Qualified Traffic Composition
$0.00
$0.50
$1.00
$1.50
$2.00
$2.50
$3.00
$3.50
Millions
0
50,000
100,000
150,000
200,000
250,000
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
2012-07
2012-09
2012-11
2013-01
2013-03
2013-05
2013-07
2013-09
2013-11
2014-01
2014-03
Digital (Dept 49) Qualified Visitors
$96
$125
$22
$145
$188
$36
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
WebsiteOther Website Offline
Initial Value 12 Mo. LTV
$0
$500,000
$1,000,000
$1,500,000
$2,000,000
$2,500,000
$3,000,000
$3,500,000
0
2,000
4,000
6,000
8,000
10,000
12,000
Qualified Direct Qualified Paid Qualified Organic Qualified Referral R12Revenue
$17.23
$0.00
$5.00
$10.00
$15.00
$20.00
2012-07
2012-09
2012-11
2013-01
2013-03
2013-05
2013-07
2013-09
2013-11
2014-01
2014-03
$61 $63
$22.91 $12.97
$43.59
$53.02
$0
$50
$100
$150
$200
2013 2014
Initial Value LTV0-6 LTV7-12
LTV13-18 CPD
22%
27%
29%
26% 25%
29%
44%
32%
27%
32%
26% 26%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Web Other Website Offline
2010-05-02-2011-05-01 2011-05-02-2012-05-01
2012-05-02-2013-05-01 2013-05-02-2014-05-01
71,498
$188,283,216
23,665
$18,851,641
118,786
$55,563,089
453,150
$0
D EL I VERABLE EMAI LS TOTAL REVENUE
Active 0-12 Mos Short lapsed 13-24 Mos
Deep Lapsed 25+ Mos Non-Donor/Prospect
$467
$796 LTV
$2633 LTV
ents Breakeven Email List: Deliverable Emails and Revenue of All Time
rect Qualified Paid Qualified Organic Qualified Referral R12Revenue
$63
$12.97
2014
LTV0-6 LTV7-12
CPD
71,498
$188,283,216
23,665
$18,851,641
118,786
$55,563,089
453,150
$0
D EL I VERABLE EMAI LS TOTAL REVENUE
Active 0-12 Mos Short lapsed 13-24 Mos
Deep Lapsed 25+ Mos Non-Donor/Prospect
$467
$796 LTV
$2633 LTV

25. 25
Where Are You Spending Your Time?

26. Are they Engaged – It is Getting Bad!
C: 12+ 2388 1.89% 2388 $4,918,766 $
Z: Zero 1392 1.10% 1392 $1,328,183
Active 0-12 Mos Total 6111 4.84% 6111 $8,683,959 $
Short lapsed 13-24 Mos A: 1-5 769 0.61% 769 $403,357
B: 6-11 386 0.31% 386 $141,225
C: 12+ 1584 1.26% 1584 $272,272
Z: Zero 893 0.71% 893 $493,227
Short lapsed 13-24 Mos Total 3632 2.88% 3632 $1,310,081
Deep lapsed 25+ Mos A: 1-5 2955 2.34% 2955 $1,347,028
B: 6-11 1801 1.43% 1801 $460,487
C: 12+ 11220 8.89% 11220 $1,328,913
Z: Zero 2469 1.96% 2469 $1,618,313
Deep lapsed 25+ Mos Total 18445 14.61% 18445 $4,754,741
Prospects A: 1-5 215 0.17% 0
B: 6-11 228 0.18% 0
C: 12+ 96532 76.48% 0
Z: Zero 1050 0.83% 0
Prospects Total 98025 77.67% 0
Grand Total 126213 100.00% 28188 $14,748,781 $
Show me the money!

27. Form Valuation
Form Objective Users New Donors
Conversion
Rate
Initial
Value
Val 12 VPQU 12
Join Form 1 Choice 125,941 13427 10.7% $39.25 $129.93 13.85$
Join Form 2 Monthly 148,309 11512 7.8% $41.87 $151.33 11.75$
Join Form 3 One-Time 36,242 9561 26.4% $63.78 $78.90 20.81$
Advertising One-Time 835,105 6963 0.8% $68.19 $107.72 0.90$
Advertising Monthly 656,113 6215 0.9% $48.25 $199.21 1.89$
Advertising One-Time 69,429 5768 8.3% $29.24 $75.24 6.25$
Advertising Monthly 931,175 3105 0.3% $42.29 $137.77 0.46$
Search 1 16,031 2747 17.1% $117.75 $120.70 20.68$
Search 2 14,993 2449 16.3% $88.63 $91.50 14.95$
Search 3 8,765 2208 25.2% $49.45 $69.38 17.48$

28. Other At-Risk Questions
28
1. Are unsubscribes more valuable
than email? Are they different by
Audience?
2. Web Donors does not equal email –
can you manage that experience
better?
3. Can you do what your donors ask --
Really?

29. 29
Moving Forward!
 Create a Strategy Map to Guides
Investments.
 Think Differently about Communication
strategies
 Know what activities yield big results.
 Expand the Measures of Success
 Monitoring Results – Adjust - Communicate

30. Kevin Moran
Principal
Integral, LLC
202-452-9731
kevin@integral-dc.com
www.integral-dc.com
30