5 Multipliers Of IMPACT How do you measure IMPACT? The 5 - - PowerPoint PPT Presentation

5 Multipliers Of IMPACT

How do you measure IMPACT?

Awareness

The 5 Multipliers of IMPACT

Engagement Conversion Rate Average Value Retention

Generating growth & website traffic. Driven by ads, SEO, and social media. Quality website traffic. Proven with email signups and donations. Powerful tool for email list growth, petitions, purchases, or donations. Typically measured as average donation value, but also lifetime value or average order size. Number of supporters who continue to give to your

• rganization over time.

Why do these multipliers matter?

Multipliers Original 20% Increase Awareness 10,000 12,000 Conversion Rate 1% 1.2% Average Value $100 $120 Retention 45% 54% 1st Gift $10,000 $17,280 Year 2 $4,500 $7,776 Total $14,500 $25,056

CONs

• Often requires budget
• It must be paired with
• ther multipliers

PROs

• Easiest to modify
• There are often low

hanging fruit opportunities

Awareness

Measured by: Website Sessions, Social Profile Reach, Video views etc.

CONs

• It takes time
• It’s difficult to attribute

revenue PROs

• Impacts all other

multipliers

• Typically inexpensive

Engagement

Measured by channel: Email open, Social clicks comments or shares, Video views

CONs

• There can be a learning

curve

• Lots of testing is

required PROs

• Can drive big results
• Lots of low hanging fruit
• pportunities

Conversion Rates

Measured by: Simply percentage of views that had the desired outcome

CONs

• It usually requires big

changes

• The data can be difficult

to gather

• Requires lots of testing

PROs

• Can drive big results
• It’s limited in scope

Average Value

Measured by: Average Donation Size or Lifetime Value

CONs

• Requires coordination

across the entire

• rganization

PROs

• Biggest potential for

long term growth

• Strong indicator of

sustained impact

Retention

Measured by: Donors with a 2nd gift, monthly donors

Build your Multiplier HABITS

Answer These 4 Questions

Week 1: Where can I find this data? What are my benchmarks? Week 2: What is the biggest factor influencing this multiplier? Week 3: What change can I make today to impact this multiplier? Week 4: Did the change have the desired result? Repeat weeks 3&4 indefinitely

Monday

Daily Multiplier Habits

Tuesday Wednesday Thursday Friday

Awareness Engagement Conversion Rates Average Value Retention

Challenges and OPPORTUNITIES

Awareness Engagement Conversion Rate Average Value Retention Page Speed

✓ ✓ ✓ ✓ ✓

Technical SEO

✓

Data & Analytics

✓ ✓ ✓

Fundraising Software

✓ ✓ ✓

Personalization

✓ ✓ ✓ ✓

Is Your Website Built for Speed?

• f consumers

expect a website to load in 2 seconds or less.

47%

reduction in conversions as a result of a 1-second page delay.

7% 46%

• f people strongly

dislike waiting for a web page to load on mobile.

Free tools for speed testing

Technical SEO Base

44%

• f all nonprofit

websites visits in 2019.

92%

The top 10% of websites scored Organic traffic comprised

• r better on their

SEMRush site audit.

23% 42% 52%

Less than

Average new donor retention rate: Average recurring donor will give: Millennials interested in monthly giving:

more

Technology Makes a Difference

Can You Get The Data You Need?

Leveraging Personalization

202%

Personalized call-to- actions convert

83%

lower response rates

• n unpersonalized

content. (Monetate)

72%

• f consumers only

engaged with marketing messages that were customized to their interests. (SmarterHQ) better than non- personalized ones. (HubSpot)

Take the 7 Day Personalization Challenge

Journity.com/personalization-challenge