You have a hunch about how your organization is doing, but a gut feeling is not going to cut it. You need to look at specific data to see what's working and what isn't. Don't just jump in and start measuring absolutely everything; instead, first focus on these three crucial reports: email tracking, invitation history, and levels reports.
1. Email tracking report
Even the busiest group leader needs to track ─ at the very least ─ email rates. With all the email campaigns you create, it’s helpful to see whether the messages are benefiting your members or … not.
Here’s a look at three email rates to keep your eye on. These key performance indicators (KPIs) will let you know whether folks are actually receiving, opening, and reacting to your emails:
Based on a recent email benchmarking report, the average open rate for nonprofits is 24.11%.
The report indicates that a clickthrough rate for nonprofits ranges from 2.76 - 8.00%.
One report sites a 0.47% bounce rate for nonprofits, although a popular email service provider reports a 9.78% bounce rate for its nonprofit customers.
To view opens, bounces, and clicks to your email campaigns on memberplanet, hover over Emails in the left navigation sidebar, then click Email Tracking Report in the submenu.
For the date range selected, your email campaigns will be displayed with corresponding metrics.
2. Members invitation email history
You've worked hard to boost membership. After your membership drive, you probably emailed prospects to join your group. Did you have positive results? View your membership email history to track who was invited and how they responded. At memberplanet, we consider it a best practice to periodically send out invitations to non-members. To become members, recipients only need to make a membership payment or provide info to sign up for a free membership, if you offer the option.
A membership invitation history report shows which admin sent the invitations and when, who opened it, and if the member accepted the invitation. To view your group’s member invitation history:
On the left navigation sidebar, hover over Members and click Invitation History in the submenu.
3. Membership levels report
Sometimes, in a rush to drive membership, group managers and admins forget to look at overall membership levels activity. You just might be looking at new prospects who signed up for a free membership level, and you might not quite get the complete picture.
Most groups have different levels of membership, including free and multiple paid levels. By viewing a membership levels report, you’ll gain a bird’s-eye view of not just who makes up your group, also the history of each member level. This should give you a better idea of how you can target members on a specific level and influence activity by creating events and content to keep members engaged.
2. On the levels tab, click the gear icon for the membership level you wish to view
3. Select View Members from the dropdown menu
All this business intelligence will help you become a better, more informed group admin. You also can look at other metrics, such as survey results, donations, payments, events, RSVPs and so much more – we have reporting for just about everything on the platform.
Sign into your memberplanet account today and get down to reporting!
Updated since original publication on 03/02/2018.