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Programs, Membership, Donations, and eMetrics 2017

An overview of Western Cuyahoga Audubon chapter activities, audiences, and trends.

Submitted by Betsey Merkel, Consultant, January 15, 2018

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Report Sections
1. Are people losing interest in WCAS birding 1. Does social media really work?
activities?
2. What kind of marketing impact are we
2. Are people interested in the Second Saturday talking about?
Bird Walks?
3. Meanwhile, what’s the long view on WCAS
3. How interested are people in the monthly membership?
Field Trips?
4. Where do we stand on membership and
4. Are audiences growing or dropping off for the donation revenue?
monthly Speaker Series?
5. Ecommerce transactions for 2017
5. All together, are Chapter programs growing
or shrinking ? 6. Recommendations

6. Do people really want to get WCAS emails?


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© Betsey Merkel
Are people losing interest in WCAS
birding activities?

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© Betsey Merkel
Birder engagement in WCAS Bird Walks and Field Trips 2004 - 2017 is on a strong upward trend.

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© Betsey Merkel
Are people interested in the Second
Saturday Bird Walks?

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© Betsey Merkel
Yes, WCAS Second Saturday Bird Walk attendance grew 79% from 2016 to 2017 and is on an
upward trend.

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© Betsey Merkel
How interested are people in the monthly
Field Trips?

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© Betsey Merkel
The WCAS Field Trip attendance grew 11% from 2016 to 2017 and is on an upward trend.

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© Betsey Merkel
Are audiences growing or dropping off
for the monthly Speaker Series?

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© Betsey Merkel
WCAS Speaker Series audiences grew .26% from 2016 to 2017 and are on an upward trend.

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© Betsey Merkel
All together, are Chapter programs
growing or shrinking ?

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© Betsey Merkel
The combined WCAS Bird Walks, Field Trips, and Speaker Series programs grew 30% in
attendance from 2016 to 2017 and are on an upward trend.

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© Betsey Merkel
Do people really want to get WCAS
emails?

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© Betsey Merkel
Yes, WCAS subscribers grew 61% in 2017. 698 Subscribers
in 2017

486 Subscribers
in 2015

433 Subscribers
in 2016

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© Betsey Merkel
In 21 months, WCAS content marketing grew
subscribers and participants.
● The WCAS Volunteer network grew to over 80
new subscribers and volunteers
● The Bird Friendly Coffee network grew to 68 new
subscribers and buyers
● The Christmas Bird Count network added nearly
150 new subscribers

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Does social media really work?

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© Betsey Merkel
In 21 months, WCAS content marketing on Twitter grew substantial online audiences.

Number of Twitter audience


impressions UP 293%

Number of Twitter Twitter New Twitter


Tweets Profile visits Mentions Followers
UP 18.9% UP 11% UP 189% UP 352%

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© Betsey Merkel
What kind of marketing impact are we
talking about? Big, small…or something
else?

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© Betsey Merkel
This is something else called ‘exponential’ growth. Not 2% or 5% growth, but 5 or 10x.

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© Betsey Merkel
Q: Why aren’t memberships pouring in?

A: Online relationships take time to


develop and convert to memberships.
A: Technology accelerates connectivity
and growth moving faster than the speed
people are accustomed to.
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© Betsey Merkel
Meanwhile, what’s the long view on
WCAS membership?

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© Betsey Merkel
Annual WCAS Membership is on an upward trend.

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© Betsey Merkel
Where do we stand on membership and
donation revenue?

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© Betsey Merkel
Annual WCAS Membership and Donation totals for 2007 - 2017 are on an upward trend.
(No data was available for 2013)

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© Betsey Merkel
Ecommerce transactions for 2017

● First year benchmark: $860.19, after PayPal fees

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© Betsey Merkel
Recommendations
1. Build on Second Sat Bird Walk attendance success.
2. Create strategic activities to position speaker series for growth.
3. Grow exhibit/outreach schedule and develop volunteer activities.
4. Continue to grow coffee sales.
5. Convince and convert online subscribers to volunteer, become members, and donate.
6. Launch serial marketing campaigns to more deeply engage online audiences.
7. Seek partners and collaborations to connect to new secondary networks and scale for
mutuality.
8. Identify quarterly policy topics to grow a ‘policy voice’.
9. Increase Board and member activity on social media.
10. Pursue BIG, HAIRY, AUDACIOUS GOALS or ‘BHAGS’

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© Betsey Merkel
Thank you!
Betsey Merkel

Digital Strategist

www.BetseyMerkel.com

betseymerkel@gmail.com

(216) 246-2447

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