Vanity Metrics
What are you measuring?
This article from Huffington Post — Are Vanity Metrics Making Your Organization Sick? — argues that too many organizations measure the wrong things … and when they do, they are “bound to get sick.”
Vanity metrics are “metrics that only look at the surface performance and don’t relate to the actual health of an organization.” I love that term!
Examples:
Facebook ‘Likes’, versus a combination of active Likes of posts, shares and comments.
Or website pageviews, versus bounce rates, time on site, goal conversions.
Or total users, versus rates of growth and churn.
Author George Weiner talks mostly in commercial terms, but notes: “Not-for-profits with online communities should be no different, even if the funders don’t care about it.”
His basic point: you want to know how your customers/donors are actually behaving … what are they actually doing?
Amen!
Tom
Behavioral Science Q & A
Integrating an individual giving appeal with other communications from a charity can have both positive and negative effects, and the outcome largely depends on how it’s executed. Advantages of Integration Brand Consistency: Maintaining a consistent appearance and messaging across all communications can reinforce the org’s brand identity and strengthen brand recognition and trust among your […]
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I’m not aware of any in-market tests specifically comparing recurring vs. gift frequency language. I suspect the answer might not be the same with all gift frequencies, nor with all people. It sounds like a great opportunity for you to test and find out what works for your audience. Based on the literature, here’s a couple […]
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Based on what we know from existing data, those renewal notices can actually be pretty effective in getting people to donate. They tap into our psychology – creating a sense of urgency, reminding us of past support, and using personalization to make the message hit home. They’re playing on our natural tendencies to feel obligated […]
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Interesting question. I had a quick look at the testing done on this topic. On the positive side, in all cases, over half of donors decide to cover the fee. In some cases, it goes as high as 65%. Not a negligible percentage at all. Here’s another test from iRaiser showing consistent results (see point […]
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There’s just one thing to consider when designing a supporter journey: the supporter. More specifically, you need to take into account: Who the supporter is i.e. their identity, which is the reason they support this cause, and their personality, which describes the way they “see” and process the world. These will determine the kind of […]
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I’m not an expert in this but a quick search surfaced this article on the effect of tax reforms on 2019’s charitable giving. The researchers didn’t find a reduction. Actually, they observed an “increase in charitable contributions in 2019, even with the lower tax rates and the dramatically smaller number of taxpayers who itemize their […]
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