5 Multipliers Of IMPACT
How do you measure IMPACT?
The 5 Multipliers of IMPACT Awareness Engagement Conversion Rate Generating growth & Quality website traffic. Powerful tool for email website traffic. Driven by Proven with email list growth, petitions, ads, SEO, and social media. signups and donations. purchases, or donations. Average Value Retention Typically measured as Number of supporters who average donation value, continue to give to your but also lifetime value or organization over time. average order size.
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
Awareness PROs CONs Easiest to modify Often requires budget ● ● There are often low It must be paired with ● ● hanging fruit opportunities other multipliers Measured by: Website Sessions, Social Profile Reach, Video views etc.
Engagement PROs CONs ● Impacts all other ● It takes time multipliers ● It’s difficult to attribute ● Typically inexpensive revenue Measured by channel: Email open, Social clicks comments or shares, Video views
Conversion Rates PROs CONs ● Can drive big results ● There can be a learning ● Lots of low hanging fruit curve opportunities ● Lots of testing is required Measured by: Simply percentage of views that had the desired outcome
Average Value PROs CONs ● Can drive big results ● It usually requires big ● It’s limited in scope changes ● The data can be difficult to gather ● Requires lots of testing Measured by: Average Donation Size or Lifetime Value
Retention PROs CONs ● Biggest potential for ● Requires coordination long term growth across the entire ● Strong indicator of organization sustained impact 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
Daily Multiplier Habits Monday Tuesday Wednesday Awareness Engagement Conversion Rates Thursday Friday Average Value Retention
Challenges and OPPORTUNITIES
Conversion Average Awareness Engagement Retention Rate Value ✓ ✓ ✓ ✓ ✓ Page Speed ✓ Technical SEO ✓ ✓ ✓ Data & Analytics Fundraising ✓ ✓ ✓ Software ✓ ✓ ✓ ✓ Personalization
Is Your Website Built for Speed? 47% 7% 46% of consumers reduction in of people strongly expect a website conversions as a dislike waiting for to load in 2 result of a 1-second a web page to seconds or less. page delay. load on mobile.
Free tools for speed testing
Technical SEO Base Organic traffic The top 10% of comprised websites scored 44% 92% of all nonprofit or better on their websites visits in 2019. SEMRush site audit.
Technology Makes a Difference Average new donor Average recurring Millennials interested in retention rate: donor will give: monthly giving: Less than 23% 42% 52% more
Can You Get The Data You Need?
Leveraging Personalization 72% 83% Personalized call-to- actions convert 202% lower response rates of consumers only on unpersonalized engaged with content. marketing messages better than non- (Monetate) that were customized personalized ones. to their interests. (HubSpot) (SmarterHQ)
Take the 7 Day Personalization Challenge Journity.com/personalization-challenge
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