|Database Performance Audit||KPI analysis.FY vs plan vs prior years. Key DM measures = recency, frequency, monetary, participation.Program measures = growth, stability, longevity, loyalty reactivation, conversion, attrition and lifetime value.
Measure equity growth whole of database.
|Critical planning times.When you arrive in an organisation and no clear understanding of database is available.Annually.
To support budget submissions to boards/management.
|Acquisition Performance||Measure acquisition results by target, demographic and channel.Rank targets by KPI’s.LTV growth donors acquired last 5 years.
Volume potential, $values, trends up or down per target.
|Annually.Acquisition planning times.Prior to commencing or continuing acquisition investment strategies.|
|Donor Loyalty Modelling||Loyalty profile value score derived from data attributes for each donor, prospect, advocate, event participant, multi-relationship supporters.||Annually, bi-annually, quarterly or real time, depending on capacity.Loyalty Profile Values are used for segmenting donors and advocates into appeals program and for tracking.|
|Post Campaign Analysis||Measure results, donors and prospects who responded to a campaign.KPI’s: current vs previous campaign.Measure test elements, response triggers, shifts and influencers.||During and at completion of reporting for each campaign.|
|Demographic Analysis||Map donors per postcode, or to Census Collection District(CCD), measure penetration ratios.||Annually.Pre-acquisition.Donor bonding. Migration.|
|Survey Analysis||Deeper knowledge of donor likes, dislikes, propensity to give, upgrade, convert into other programs.Lead generation for regular givers, major gifts, bequests.Feeds relationship driven copy for web/mail etc.||Include in annual program as relevant to strategies.Must build in ‘backend’ budget to capture and analyse data to be effective.|
©Robejohn & Associates, March 2010