Survey to create e-campaigning benchmarks
Howard Lake | 26 July 2006 | News
Susie Wright is seeking information on behalf of the E Campaigning Forum to create the UK’s first benchmarking report on e-campaigning.
The research is underway following the comments by many of the participants at the January 2006 E Campaigning Forum in Oxford about their lack of awareness of how they were doing in comparison with others, and what was best practice in e-campaigning.
Susie is seeking both both qualitative and quantitative information for her report, which she says is the “first report of its kind in the UK” with a view to launching it in Autumn 2006.
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UK organisations keep to help are invited to send Susie their data on their last four emailing-to-action activities, preferably those carried out in 2006. She will accept three if you can not manage four.
She is particularly keen to see the number of:
a) people to whom the email was sent (*required)
b) people who received the email (i.e. the number sent minus the number of invalid email addresses)
c) people who opened the email (or open rate)
d) people who clicked on the email
e) people who took the action (i.e. the number of unique email addresses)
f) actions taken (since some people take actions multiple times) (*required)
g) people who took the action & want to get updates (opted-in)
The data labelled “*required” above is the minimum data needed for her to conduct any quantitative comparison.
She would also like to receive:
1) A copy of each email and date sent
2) The URL of each action (or a screenshot of it if it is no longer online)
3) Some information about how the action was promoted / what exposure the issue received.
Equally she would be pleased to receive, in the absence of such hard data, any relevant stories or impressions organisations have on their experiences.
To encourage organisations to contribute their data the E Campaigning Forum will send a copy of the final report to anybody that contributes material to the research.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.