Upload
mewald
View
475
Download
5
Embed Size (px)
Citation preview
Use this Area for a Photo
TWS FY2007Online Goals and Progress
Presented by:
Sarah DiJulio, Marie Ewald, Matt Reading, James Hupp
AGENDA
Key Goals vs. Actuals
FY07 Accomplishments
FY07 & Q4 Results• List Growth
• Online Advocacy
• E-Newsletter
• Online Fundraising
FY08 Priorities
KEY GOALS VS ACTUALS
FY06 Projected ActualReachable subscribers 128,999 136,781 160,570New subscribers 41,202 34,140 57,269Online giving $317,901 $347,621 $408,536
FY07 Accomplishments
Recruitment strategies
Direct mail integration
Advocacy impact
Unrestricted funds
Approval of 3-year plan!
FY07 Campaign Overview
Matching gift• 1,328 gifts
• 0.2% response rate
• $87,909
• 715 new donors (54% of total donors)
Deadline extended!
There's still time to double your dollars for stronger protection of
public lands.
Help us beat back Bush's budget proposal.Click here today.
FY07 Campaign Overview
Spotted owl• 9,204 recruited
• 56,826 actions
• $34,159
Spotted Owl Response by Segment
SubscribersActivist
RRDonation
RRDonor Activist
RateNew Recruits 9,204 100% 0.23% 0.23%California (before FY07) 16,287 19% 0.87% 0.54%Colorado (before FY07) 3,677 18% 0.71% 0.33%Core Activists 33,803 51% 0.88% 0.67%Overall 153,977 22% 0.45% 0.05%
List Growth
LIST GROWTH: Month by Month
110000
120000
130000
140000
150000
160000
170000S
ep
-06
Oct
-06
No
v-0
6
De
c-0
6
Jan
-07
Fe
b-0
7
Ma
r-0
7
Ap
r-0
7
Ma
y-0
7
Jun
-07
Jul-
07
Au
g-0
7
Se
p-0
7
FY07 Actual FY07 Projected
TongassToo Wild
Team Approach Import Upper Green Spotted Owl
List Growth: Composition
Subscriber Snapshot
26,302
97,546
160,583
120,981
5,696 4,725
128,999
33,803
6,1487,652
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
ReachableSubscribers
CoreActivists
Activists Donors DonorActivists
FY06
FY07
List Growth: Composition
Core Activists: 31,451 (33,803)
Activists: 88,950 (120,981)
Donors: 6,089 (7,652)
Donor Activists: 4,357 (6,148)
Advocacy
Advocacy Overview
496,261
620,780
821,151
674,454
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
900,000
Actions Taken Letters Sent
FY06
FY07
Advocacy: Response Rates
Average Response Rate
0.0%2.0%4.0%6.0%8.0%
10.0%12.0%14.0%16.0%18.0%
Oct
-06
Nov
-06
Dec
-06
Jan-
07
Feb
-07
Mar
-07
Apr
-07
May
-07
Jun-
07
Jul-0
7
Aug
-07
TWS
M+RClient Avg.
WildAlert News
E-Newsletter: Overview
20.83%20.65%21.26%
8.03%
5.77%
9.06%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Open Rate CTR
WildAlert News
July
August
September
E-Newsletter: CTR by Section
Click-Through Rates
0.01%
0.10%
1.00%
10.00%
Jun Jul Aug Sep
Take Action
Support Us /Our WorkNews
Go Wild
Inside Story
Words toInspireTrivia
TAF
Fundraising
Fundraising: Overview
$309,807$347,621
$408,536
$0
$50,000
$100,000
$150,000
$200,000
$250,000
$300,000
$350,000
$400,000
$450,000
FY06 Actual FY07 Projected FY07 Actual
Fundraising: Average Gift
$40
$50
$60
$70
$80
$90
$100
Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
TWS M+R Client Avg.
Fundraising: Donate Page Conversions
Donate Page Conversions
10.2%
21.4% 22%
32%
0.0%5.0%
10.0%15.0%20.0%25.0%
30.0%35.0%
TWS Overall TWSAppeals
M+RBenchmark
Env.Benchmark
Fundraising: Donate Page Copy
Fundraising: Donate Page Fields
Donate Page Example: Oxfam
Donate Page Example: Care
FY08 Objectives
Recruitment• 336,408 reachable
• 171,408 new
Fundraising• $549,570
• $329,359 via appeals• $110,930 via renewals• $3,998 via sustainer
Priorities for FY08 Q1 & Q2
Recruitment• Email append• List chaperones• Viral campaign
• Video
• Online advertising• Google grant• Care2
• Quarterly integrated campaigns• Teshekpuk – Oct• Tongass - Jan
Priorities for FY08 Q1 & Q2
Fundraising• Sustainer• Renewal• Quarterly fundraising campaigns
• Holiday tribute• EOY
• Upgrade strategy• Major donor suppression
Priorities for FY08 Q1 & Q2
Cultivation• New subscribers
• Automated welcome• First appeal
• Offline engagement• Conference calls• Offline petitions
• State targeting
California/Colorado Cultivation
CA list CO list OverallStart FY07 16,287 3,677 128,525End FY07 24,709 5,303 160,583Growth Rate 51.7% 44.2% 24.9%
CA list CO list OverallSubscribers since start of FY06 12,123 2,794 81,320% taking action in FY06 61.3% 62.0% 55.4%% taking action in FY07 96.1% 89.1% 34.4%
The Wilderness Society
Discussion
Advocacy: Response Rates
Full list response rates
4.0%6.0%8.0%
10.0%12.0%14.0%16.0%18.0%
List Growth: Churn
Subscriber Churn Rate
0.00%
0.50%1.00%
1.50%
2.00%
2.50%3.00%
3.50%
4.00%4.50%
5.00%O
ct-0
6
No
v-0
6
De
c-0
6
Jan
-07
Fe
b-0
7
Ma
r-0
7
Ap
r-0
7
Ma
y-0
7
Jun
-07
Jul-
07
Au
g-0
7
Se
p-0
7
Overall Churn Unsubscribe Rate Bounce Rate