What is a New Member Worth? Calculating Customer Acquisition Cost and Lifetime Value

In this webinar, learn methods to assess and calculate Customer Acquisition Cost (CAC), Lifetime Value (LTV), and more!

How much should you spend on ads or growth at your nonprofit? What is each email address worth? You need to know how to calculate customer acquisition cost and lifetime value.

In this webinar, author and University of Southern California Professor Paul Orlando gives a friendly and accessible introduction to Unit Economics.  Paul will demonstrate methods to assess and calculate Customer Acquisition Cost (CAC), Lifetime Value (LTV), and more.

What You’ll Learn

  • Ways to calculate Customer Acquisition Cost (CAC) and Lifetime Value (LTV) with additions like customer segments, cohorts, retention, and more (and why they can be imperfect methods).
  • How to manage the cost of growth along with potential value generated.
  • The difference between growing and scaling a nonprofit.

Important Definitions

Customer:

Anyone who exchanges money with your nonprofit i.e. members, donors, ticket holders, corporate sponsors, etc

Lifetime Value (LTV):

“The gross profit that an organization earns over the relationship with a customer.”

Customer Acquisition Cost (CAC):

“Cost of getting a paying customer ‘in the door.’” (figuratively or literally)

Key Takeaways from this Webinar

  • It’s important to balance Customer Acquisition Cost and Lifetime Value with time. As Paul mentions, it’s a race, and you have to make sure you don’t run out of time!
  • There are many ways to get a customer/donor “in the door.” A variety of methods are discussed in the webinar by both the presenter and attendees.
  • Using the formulas shared in the webinar, nonprofits will be able to calculate Lifetime Value and Customer Acquisition Cost and use that data to help guide their focus.
  • Segmenting customers/donors is an important part of calculating and tracking LTV and CAC.

Bonus Q&A

Stay tuned to the end of the webinar for the Q&A and get answers to these questions:

  • Should ads be focused on the top three performing segments and consistently test for that segment using a single platform?
  • Which is better: Excel templates or online calculators? 
  • Where should you begin if you are new to Unit Economics?

Watch the recording to learn how to calculate customer acquisition cost and lifetime value!

What is a New Member Worth?

Additional Resources

About the Presenter: Paul Orlando

I build internal incubator/accelerator programs around the world (including Los Angeles, Hong Kong, Rome, and remote), getting companies to solve problems that they couldn’t in other ways. Building these programs I unlock new revenue and partnership opportunities for large organizations. These programs build autonomy and skills that keep employee retention high in an era when companies need to maintain their top talent.

Join the TechSoup Connect British Columbia Community!

TechSoup Connect British Columbia hosts online and in-person tech-for-good events that bring nonprofits together. We help you build communities, share resources, and discover new opportunities for social impact.

We welcome nonprofits, consultants, technologists, funders, and everyone else passionate about using technology for good. 

Check us out: https://events.techsoup.org/techsoup-connect-british-columbia-chapter/

Sponsors

A HUGE thanks to our amazing community partners and sponsors. Give them love! Spend 💵with them!

Digital Marketing Diagnostics for Nonprofits

Watch this two part webinar series to learn everything your nonprofit needs to know about digital marketing diagnostics!

In this two-part webinar series, you will learn all about digital marketing diagnostics for nonprofits. Part one focuses on how to run a “checkup” on your website to diagnose what’s working (and what isn’t). Part two dives into online advertising and how to create a marketing strategy that delivers.

Part 1: Web Analytics Checkup

In the same way that it’s considered good practice to see your doctor for a checkup every now and then, conducting a website “checkup” is important.

In part one, join digital marketing consultant Matt Whalen as he guides you through an interrogatory approach to web analytics and the role that measurement can play in your overall marketing strategy.

Part 2: Paid Media Best Practices

In Part 2, Matt Whalen will cover a few PPC (pay-per-click) advertising best practices that you can apply to your own approach to digital marketing.

If you have a limited marketing budget and want to ensure you’re deploying it effectively, this is the session for you.

Key Takeaways from this Digital Marketing Diagnostics Webinar

  • Learn what a website checkup is, how to conduct one, and why it’s important
  • Discover which measurements you should be tracking and why
  • Explore ways to avoid common issues nonprofits face with digital marketing
  • Learn how to determine if your online advertising is delivering

Key Tools for Digital Marketing Diagnostics Success

Bonus Q&A

Stay tuned to the end of the webinar for the Q&A and learn answers to these questions:

  • How can you tell if Google Analytics is properly installed on your website?
  • How can you improve bounce rate?
  • What do you do if your ROI (return on investment) isn’t sufficient?

Watch the recording to learn more about digital marketing diagnostics for nonprofits!

Digital Marketing Diagnostics Part I: Web Analytics Checkup
Digital Marketing Diagnostics Part 2: Paid Media Best Practices

Additional Resources

About the Presenter: Matt Whalen

Matt is a Halifax-based digital marketing consultant with almost 10 years of experience in marketing agencies and consultancies and has been working as an independent consultant since early 2020. He specializes in a variety of areas of digital marketing including paid digital ads, analytics, and demand generation. He has worked with a wide variety of clients including orthodontists, insurance brokers, multinational B2B software companies, Universities, major utilities, regional growth agencies and more.

Website: www.mattwhalen.com

Join the TechSoup Connect British Columbia Community!

TechSoup Connect British Columbia hosts online and in-person tech-for-good events that bring nonprofits together. We help you build communities, share resources, and discover new opportunities for social impact.

We welcome nonprofits, consultants, technologists, funders, and everyone else passionate about using technology for good. 

Check us out: https://events.techsoup.org/techsoup-connect-british-columbia-chapter/

Sponsors

A HUGE thanks to our amazing community partners and sponsors. Give them love! Spend 💵with them!

The Easy Guide to Data Storytelling using Google DataStudio with Michael Despotovic

Using Google’s free DataStudio tool, you can plug in your website, socials, email, and excel sheets in order to visualize what matters most to you, your boss, your board or any other stakeholders.

Gather insights, share stories, and build trust over the common language of data. Using Google’s free DataStudio tool, you can plug in your website, socials, email, and excel sheets in order to visualize what matters most to you, your boss, your board or any other stakeholders.

What You’ll Learn

  • How to visualize data in 5 minutes using any DataStudio template
  • How to make your report/dashboard make sense to “non-techy” people
  • How to share your data to foster trust and secure relationships with those that matter most

Watch the webinar on Data Storytelling using Google DataStudio:

“You have to contextualize data.”

-Michael Despotovic

Michael offers a step-by-step guide for using Google DataStudio. His demo includes:

  • Editing text and adding sections
  • Customizing your theme and layout or using prebuilt templates
  • Using charts to pull insights
  • Telling a story with scorecards
  • Utilizing funnels
  • Adding filters
  • Blending data
  • Creating various charts including line and bar graphs
  • Creating more complex accumulative charts
  • Adding and customizing spreadsheet tables
  • Developing audience charts
  • Integrating services such as Facebook and Twitter using APIs

Additional resources and notes from the presenter:

You can access the main DataStudio workshop report template here: https://datastudio.google.com/reporting/15b06422-80b5-413c-83b4-de515609272f

Instructions on how to use the template:

  1. Click the link
  2. Find the 3 dots icon next to the “share” button, click it and click “make a copy”
  3. DataStudio will ask you to pick new data sources, but you can do that later. Just click “copy report”
  4. You’ll be taken to your own, personal copy of this data report, located at datastudio.google.com, similar to a google doc.
  5. Edit your copied report and be sure to add your own data sources into it.

A note from Michael:

I would love for everyone to take 5 minutes and see what my amazing team and I do at A & O. Check out this link: http://bit.ly/aoanalytics. We are eager and interested to help all the nonprofits with whatever digital marketing support they need, whether that’s analysis, strategy, or execution. We’re very affordable!

About the Presenter: Michael Despotovic of Apples & Oranges Analytics and Marketing

Michael Despotovic is the Co-Director of Apples & Oranges Analytics and Marketing (A & O) based out of Vancouver, BC. Learn more about A & O at http://bit.ly/aoanalytics. Michael has a Master’s in Publishing from SFU and is continuously involved in various arts, culture, and faith-based organizations around town. He’s also really into co-operatives!

Join the TechSoup Connect British Columbia Community!

TechSoup Connect British Columbia hosts online and in-person tech-for-good events that bring nonprofits together. We help you build communities, share resources, and discover new opportunities for social impact.

We welcome nonprofits, consultants, technologists, funders, and everyone else passionate about using technology for good. 

Check us out: https://events.techsoup.org/techsoup-connect-british-columbia-chapter/

Sponsors

A HUGE thanks to our amazing community partners and sponsors. Give them love! Spend 💵with them!

Slides and Video: Social Media Analytics for Nonprofits

In the February 2020 Net2van meetup guest experts Charly Jarret and and Katrina Nguyen of the SPCA share case studies from their work with the SPCA.

Engagement? Followers? Likes? We’ve all heard the lingo, and some of us probably even write reports on these social media metrics, but what do they mean, and how can we go beyond Facebook analytics to glean real knowledge? How can we get better data to help us inform our decisions? Watch the video to learn (or subscribe to the podcast if audio is more your thing.)

Slides

Video

There’s two options — webinar-style with a focus on the slides or livestream-style with a view of the presenters.

Webinar-style!
Livestream recording!

Key Resources

Lovely Tweets

Start here!

ABBOTSFORD Feb 19: Analytics (Google, KISS Metrics etc.)

RSVP on the NetSquared Fraser Valley meetup page.

 

When: February 5, 2013

Where: Abbotsford, BC

RSVP: NetSquared Fraser Valley

I’ve got bad news. Most of the time you spend looking at your analytics is probably in vain. There is too much data that tells you too little information. You thought analytics was all about using information to make better decisions, but it isn’t working. How do you go beyond just giving yourself a nice pat on the back with how many visitors you got last month?

This presentation will cover how charities and non-profits can select and track the metrics that truly matter and how they can use them to make and confirm decisions that matter.

Here’s a rough outline of some of the thoughts you might have throughout the presentation:

“What are vanity metrics and why should I hate them so much?”

“Ok smart guy… how do I pick metrics that actually matter then?”

“Pirates! Now I know your crazy.”

“Talking to real people?! I thought this was a presentation about analytics.”

“Oh… it’s A/B testing… not Ab testing. That sounds more pleasant.”

About the presenter: Chris Geoghegan is the Product and User Experience Lead at Peer Giving where he works with a team to create software that enables charities to tell their story and raise funds online.

Twitter handles

@chrisgeoghegan

@peergiving

@dariankovacs

Hashtags

#Net2 

 

http://www.meetup.com/NetSquared-Fraser-Valley-a-nonprofit-technology-meetup/events/97907092/