2008 eNonprofit Benchmarks Study. Presented by Sarah DiJulio, M+R Karen Matheson, M+R Steve Daigneault, Amnesty International Mathew Grimm, Environmental Defense Fund. INTRODUCTIONS. Methodology. 21 Major Nonprofit Organizations Civil/Legal Rights Environmental International Health
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2008 eNonprofit Benchmarks Study
Sarah DiJulio, M+R
Karen Matheson, M+R
Steve Daigneault, Amnesty International
Mathew Grimm, Environmental Defense Fund
2007 NUMBER OF ONLINE GIFTS BY GIFT SIZE
2007 AMOUNT RAISED ONLINE BY GIFT SIZE
2007 ACTION TAKERS vs. ACTIONS TAKEN
Our open and click rates havedeclined sharply in the past year
Problem with our messaging?
Benchmarks are vital in putting our efforts into perspective
We’re not experiencing anything that others aren’t
40% of online dollars come during December. Perfect time to test.
55% of those dollars come via EDF.org website – many prompted by our email
Two previous December tests showed that those getting fewer messages gave at statistically the same rate as those getting more messages.
A random 15% of the list received only the three messages in red. The rest of the list received the full compliment of messages listed to the left.
Those that received fewer messages had a 0.59% giving rate over the course of the campaign.
The others gave at a rate of 0.91%. So much for the previous findings?
Further tests will be structured to find the “sweet spot” between 3 and 13 messages!
Why take the time and effort to message unnecessarily, risking unsubscribes when you don’t have to?
Donation form won - brought in 8% more gifts (number of gifts)
Raised 8% more dollars in donations $1,000 and under
Raised 10% more dollars in donations $500 and under
Did not hinder homepage interaction – bounce rate for the homepage stayed relatively unchanged
EXAMPLE ANALYSIS SENT TO STAFF:
- We continue to monitor actions that inspire our activists to donate. Darfur consistently tops the list of actions garnering the most donations. This month, the Shi Tao action and war on terror related actions also performed well. The death penalty, although it brought in the most actions, did not prompt people to give. We’ve seen similar results in direct mail.
However beautiful the strategy, you should occasionally look at the results.