A Nonprofit, Creative, and Data Geek walk into a bar: How they spent more in digital and didn't get fired
Thursday, July 11th, 2019
2:15 PM - 3:30 PM: Breakout 3
Often mistakenly viewed as a "FREE" channel of "Likes", "Shares", and "Cat Memes", the digital space has become an extremely sophisticated and powerful channel for nonprofits to grown revenue. As the social industry's algorithms for organic donor engagement has shifted the reach of a post, the Paid aspect of social has become equally advanced to target specific donor groups - allowing nonprofits to strategically invest wisely through the channel. This session will be a "best practices" discussion between a nonprofit, a creative, and a data geek on how they strategically spent 350% more in expense with digital and didn't get fired.
The Panelists will discuss how they created digital targets and tracked them to monitor the effectiveness of the spend the added digital investment reaching key targets of Value, Activation, Donors, Conversion Rate, and Return on Initial/Subsequent Investment.
The discussion is designed to help nonprofits learn from a strategic level how tracking and data can allow your organization to be more responsive to channel performance in order to hit revenue and donor targets. Also, how to effectively manage a major digital budget expense increase with multiple partners at the table…and not get fired.
Learning Outcome #1
By attending this session participants will learn: Participants will learn how to strategically leverage the four main upfront metrics (Donors, Activation, Value, Channel) and what each means for the health of the file. Each Panelist will describe why basic metrics matter for their portion of the program and how they leverage the information to drive strategic actions.
Learning Outcome #2
By attending this session participants will learn: Participants will have real world examples of testing groups through the digital channel and the donor pathway experience. We'll identify what worked for this program, what we would never do again, and what we wish we did more of looking back.
Learning Outcome #3
By attending this session participants will learn: Participants will learn advanced tracking techniques both in the social channel and back end to make the case for added investment in digital from your organization. We'll cover how we chose the metrics to track, why we chose those metrics, and what we said to make the argument for more spend in digital.
To enhance the attendee's learning experience, we are looking for a variety of presentation styles. Please indicate your style: A discussion