Evolution. Meg Weber Colorado State University

Transcription

1 Evolution Meg Weber Colorado State University Josh Robertson RuffaloCODY

2 Before we start

3 History Lesson

4 Data Integrity 17% of of Americans create a new address every 6 months

5 USER EXPERIENCE

6 Subject Lines 47% of people say they open an because of the subject line Source: Chadwick Martin Bailey 38% read marketing s via mobile because the subject line sounds interesting Source: monday.com Personalized subject lines are 22.2% more likely to be opened. Source: Adestra July 2012 Report 69% of recipients report as spam based solely on subject line Source: Convince and Convert

7 Subject Lines

8 Sender

9 Device Optimization

10 Mobile Optimization Source: BlueHornet Consumer Views of Marketing (2012)

11 Content

12 Content

13 Relevant Messaging What do you want your constituents to know? What do your constituents want to know? How do you combine the two? How do you create nostalgia? How do you communicate impact? Keep it concise.

14 Know Your Audience

15

16 How much is too much? CSU Annual Touch Report ,135, 7% 405, 0% 51, 0% 6, 0% 60,689, 17% 30,409, 9% 184,048, 53% 48,898, %

17 Online Giving Page How cumbersome is it to make a gift? Avg. time spent on giving pages? 5 min 30 seconds What percent of people end up making a gift? 8.9% $194 Avg.

18 Online/ Giving Young Donors

19 Integration Timing Are your alumni thinking about you? Sequencing How does it enhance other channels? Messaging Is it consistent? AkSt Ask Strategy Is t there one?

20 Integration

21 TRENDING

22 Unique Opens

23 Unique Clicks

24 Unique Click to Open Rate

25 Total Bounce Rate

26 Unsubscribe Rate

27 Response Rates Relative Participation for Key s Participation Date All FY13 Donors Rate Anniversary s 10/12 6/13 1, % SYBUNT Survey 10/12 4, % LYBUNT Survey 4/13 3, % Young Alumni Survey 10/12 26, % Considers only undergraduate recipients of the s to measure against the baselines above Considers only undergraduate recipients of the s, to measure against the baselines above Anniversary s are sent weekly these stats consider all recipients Bounce, opt outs, etc. not considered. Counts are based on recipients.

28 Trending Tips Understand your own trends type influences results Segmentation influences results Understand the metrics influence

29 Outside Noise

30 $690 Million in Fundraising Segment Based on Donor Status Test Daily Make it Easy to Donate 2 nd Gift One ClickGift Start with a lot of Versions Hire this guy

31 It s not just about an ask FY13 Gift Realization by Segment and Availability of 18 Jul 13 All FY13 Donors Participation ii i Rate FY13 Dollars Average Gift Donors 9,268 5, % $ 3,415,522 $ 643 No 1, % $ 241,917 $ 348 Lapsed 12,385 1, % $ 287,036 $ 164 Josh No 3, % $ 27,308 $ 105 Non Donor 68,419 2, % $ 274,339 $ 129 No 54, % $ 40,269 $ ,072 9, % $ 3,976,897 $ 433 Overall No 60,010 1, % $ 309,494 $ 240 Combined 150,082 10, % $ 4,286,391 $ 409 Based on undergraduates (who are active as of 7/18/13) with a degree before 6/30/12. Participation rate based on soft credit gift donors during FY13 (7/1/12 6/30/13). Average gift based on the cumulative giving of each donor (excluding those >= $50k) vs. No is based on the presence of an as of 7/18/13 (may have come in with some gifts ) "Donors" = had given in FY12 (based on segment codes) "Lapsed" = had not given in FY12 but had given at least once in prior 6 years (based on segment codes) "Non Donor" = has never given, or last gift was more than 7 FYs ago

32 Summary Data Quality is King Learn from Other Industries Last Year s Best Subject Line is Last Year s Best Subject Line Tailor to Your Audience Create Relevant Content is Not Free Test Constantly and Measure Results

33 Thank you! For more information contact: Josh Robertson Please complete the session evaluation at: