The Only Metrics That Matter in Digital Fundraising. Fundraising Moneyball 2/29/2016. The Only Metrics That Matter in Digital Fundraising

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1 Fundraising Moneyball The Only Metrics That Matter in Digital Fundraising Jeff Stanger Cause Geek The pleasure of rooting for Goliath is that you can expect to win. The pleasure of rooting for David is that, while you don t know what to expect, you stand at least a chance of being inspired. The Only Metrics That Matter in Digital Fundraising 1

2 When you are done You will know the 3 goals you want to pursue with your digital strategy and why. You will know how to calculate the ROI of your digital strategy. You will understand how numbers only have meaning when they have the power of language. BUT FIRST Our talk today is based on Moneyball. Yes, it s based on that book and the Brad Pitt movie. Why Moneyball? 2

3 Social Frustration Facebook engagement is down. New FB model is pay to play (Ads). How do we keep up with so many platforms. Can we really raise money via Social Media? It s No Longer About Community Engagement Transparency Likes & Followers Did we forget any buzzwords? Why? Because we can t measure the first three in a way that is meaningful to boards, CEO s, Development Directors, etc. And because of Slacktivism, we can t fully trust the fourth. 3

4 One absolutely cannot tell, by watching, the difference between a.300 hitter and a.275 hitter. The difference is one hit every two weeks. A Long Obedience in the Same Direction View fans/followers in a similar way to the approach we take with Major Gift donors. All fans, followers, and friends are not created equal. People who run ball clubs, they think in terms of buying players. Your goal shouldn t be to buy players. Your goal should be to buy wins. And to buy wins, you must buy runs. 4

5 Permission Permission is our greatest asset: Permission both online and offline. Permission should be cultivated and increased. Permission should never be taken lightly. How do I turn permission into success? 5

6 Give Your Digital Strategy 3 Goals Easy to measure Easy to show return on investment Easy to show causation versus correlation The 3 Goals Increase the number of subscribers to . Increase the number of volunteers. Increase the number of monthly givers. Why these three? That s not what the social media guru told us! 6

7 Managers tend to pick a strategy that is the least likely to fail, rather than to pick a strategy that is the most efficient. The pain of looking bad is worse than the gain of making the best move. is not dead. 7

8 Why ? 95% of consumers use and 91% check it once a day. (That s still more than Facebook.) There are 3.25 times more accounts than social media accounts. Last year, marketers reported delivered 40% more new customers than Facebook and Twitter. 42% of heavy social media users still check their a minimum of 4 times per day. 75% of social media users say that is the best way for brands to communicate with them. Integrating with social is the best way to maximize your brand online. Monthly Giving Why Monthly Giving Matters: -MG's renew at a 60% or better rate on average. -MG's give to an average of 2-3 additional appeals throughout the year. -MG's are the most likely to give a Major Gift. -MG's are the most likely to give a Planned Gift. -Increasing MG's lowers overall fundraising costs. -MG's have a lifetime value that is twice that of single gift donors. 8

9 Volunteering Why Volunteering? It s often the first step on the giving ladder. It s the way many major donors kick the tires. It allows us to build deeper relationships. Volunteers Give and RAISE Money! Eight in 10 (79.2%) volunteers donated to charity, compared to four in 10 (40.4%) non-volunteers. (VolunteeringInAmerica.gov) The top activities volunteers engaged in were fundraising or selling items to raise money (25.7%) 9

10 Measuring ROI W/Volunteers Is it possible to assign an actual dollar value to volunteer recruitment done via digital? YES! How Do We Do This? Implementation Tips Ask. No, really. ASK! Create a plan that includes regular messages for each of goals. Use landing pages & free offers to gain subscribers. You can create a Sign Up for s button in Tweets. Make monthly giving special. 10

11 Questions? 11