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CONVERSION RATE (web)

What to measure?. Acquisition. Retention. Financial. AVERAGE GIFT. ATTRITION Rate. DONOR LIFETIME VALUE. CONVERSION RATE (web). COST PER DONOR. RESPONSE RATE (mail). RETURN ON INVESTMENT. What to measure?. DONOR LIFETIME VALUE. =. AVERAGE DONOR LIFETIME (months). x.

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CONVERSION RATE (web)

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  1. What to measure? Acquisition Retention Financial AVERAGE GIFT ATTRITION Rate DONOR LIFETIME VALUE CONVERSION RATE (web) COST PER DONOR RESPONSE RATE (mail) RETURN ON INVESTMENT

  2. What to measure? DONOR LIFETIME VALUE = AVERAGE DONOR LIFETIME (months) x AVERAGE GIFT(monthly) ( NEW DONOR NO-SHOW - ) COST PER DONOR = RECRUITMENT COSTS

  3. What to measure? CLICKS TO LANDING PAGE ADSVERTISEMENT IMPRESSIONS CLICK THROUGH Rate / = NEW DONOR SIGNUPS VISITORS TO WEBPAGE CONVERSIONRate / =

  4. What to measure? * * ACTIVE DONORS THIS MONTH ACTIVE DONORS LAST MONTH RETENTIONRate / = * Upon donors acquired in the same period, therefore without new acquisition ATTRITIONRate RETENTION Rate 1 - =

  5. What to measure? * = SIGNUP per hour NEW DONOR / LABOUR HOURS * Measure both on individual worker and portfolio level FULFILMENT Rate 1000 SIGN UPS 800 Donor pays 80% FULFILMENT

  6. What to measure? = RETURN ON INVESTMENT INCOME / COSTS

  7. Donor Loyalty actions • Welcome call • Welcome email • Welcome pack • First Debit thank you Email • Upgrade call • Newsletters, magazines • Year end thank you letter

  8. Thank You for Attention! Roland Csáki roland.csaki@wwf.hu

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