📊 SayPro Campaign Analysis – January SCDR-7

Programme: SayPro Development Royalty (SCDR)
Department: SayPro Resource Mobilisation Office
Campaign Period: January 1–31, 2025
Focus: Evaluation of Campaign Effectiveness through Analytical Tools

🎯 Purpose of Campaign Analysis

The primary objective of this campaign analysis is to assess the overall effectiveness of the fundraising efforts made during the January 2025 SCDR-7 campaign. This evaluation will focus on key performance indicators (KPIs) such as Return on Investment (ROI), donor engagement, and overall campaign performance. The analysis will also provide insights into areas for improvement, ensuring that future campaigns can be optimized for greater success.

1. 💰 Return on Investment (ROI)

A. Fundraising Revenue vs. Campaign Costs

The ROI is one of the most important metrics for assessing the efficiency of the campaign. It calculates how much value (in terms of funds raised) was generated for every unit of investment (in terms of campaign costs).

ROI Calculation:

ROI=Net Funds RaisedTotal Campaign Costs×100\text{ROI} = \frac{\text{Net Funds Raised}}{\text{Total Campaign Costs}} \times 100

Total Funds Raised: R1,512,000.00
Total Campaign Costs:

• Marketing Expenses: R100,000.00
• Event Costs: R50,000.00
• Payment Processing Fees: R14,650.00
• Total Campaign Costs: R164,650.00

Net Funds Raised: R1,497,350.00 (after expenses)

ROI:

ROI=R1,497,350.00R164,650.00×100=909.9%\text{ROI} = \frac{R1,497,350.00}{R164,650.00} \times 100 = 909.9\%

This ROI indicates that for every R1 spent on the campaign, R9.09 was raised in donations. This is an excellent ROI, reflecting the high efficiency of the campaign’s fundraising efforts.

2. 📈 Donor Engagement Analysis

Donor engagement is another critical metric to measure the success of a fundraising campaign. It helps gauge how well the campaign connected with its audience, both in terms of participation and retention.

A. Engagement Metrics

Email Campaign Engagement:

The email campaign was a major component of the fundraising strategy. The following metrics were extracted from Mailchimp for three main email campaigns:

• Average Open Rate: 28.0%
• Average Click-Through Rate (CTR): 7.5%
• Average Bounce Rate: 2.3%
• Unsubscribe Rate: 1.0%

The open rate of 28% is above the industry average of 20–25%, indicating that the email content resonated well with recipients. The click-through rate (CTR) of 7.5% is also strong, suggesting that the campaign messages and calls to action effectively prompted recipients to engage further (clicking through to donation pages).

Social Media Engagement:

Campaign posts on Instagram, Facebook, Twitter, and LinkedIn were tracked to measure the reach and engagement of the campaign across social media platforms.

• Total Reach: 186,000 impressions across all platforms.
• Engagement Rate: 3.2% average (likes, shares, and comments).
• Top Engagement Platform: Instagram, with the highest reach (68,000 impressions) and engagement (2,500 likes).

The high engagement rate on Instagram and Facebook suggests that these platforms were particularly effective in spreading awareness and encouraging participation in the campaign. The share rates on social media also indicate that content was being shared by participants, helping to amplify the campaign’s reach.

B. Donor Retention Analysis

Another key aspect of donor engagement is donor retention—the ability of the campaign to keep donors coming back for future donations. For this, we evaluate repeat donor activity.

• Total Number of Unique Donors: 487
• Donors Who Gave More Than Once: 85
• Retention Rate: 17.4%

While the retention rate of 17.4% is relatively modest, it provides valuable insights into the campaign’s effectiveness in cultivating repeat donors. Moving forward, strengthening donor relations through personalized thank-you notes, loyalty programs, and targeted follow-ups could improve this rate.

3. 🎯 Campaign Effectiveness Analysis

A. Campaign Performance Based on Donor Categories

Understanding which donor segments contributed the most helps to identify areas of focus for future campaigns.

• Corporate donors contributed the largest share of total funds (70%).
• The average donation amount was significantly higher for corporate donors (R8,600.00) compared to individual donors (R1,245.00).

This highlights the importance of corporate sponsorships and could suggest that more targeted corporate outreach might be a valuable strategy for future campaigns.

B. Channel Performance

The campaign was conducted across multiple donation channels, including online banking, credit cards, PayFast, and SnapScan. Analyzing the performance of these channels helps optimize future efforts.

• Bank Transfer was the most popular method, raising 39.6% of the total funds.
• Processing fees were relatively low for Bank Transfers, but more expensive for credit cards and PayFast.

The data suggests that while bank transfers were the most cost-effective method, platforms like PayFast and SnapScan provided greater convenience for smaller donors, and their usage should be continued or expanded in future campaigns.

4. 📈 Key Performance Indicators (KPIs)

To further understand the effectiveness of the January SCDR-7 campaign, we tracked the following KPIs:

• Total Funds Raised: R1,512,000.00
• Campaign Reach: 186,000 impressions
• Donor Engagement Rate: 3.2% average across all platforms
• Average Donation: R3,104.12
• ROI: 909.9%

The high ROI and strong engagement across both email and social media platforms suggest the campaign was highly successful. However, there are areas for improvement in donor retention and expanding the individual donor base.

✅ Conclusion

The January 2025 SCDR-7 campaign was a highly successful fundraising initiative for SayPro, as evidenced by:

• An outstanding ROI of 909.9%.
• High engagement rates across email and social media platforms.
• Strong performance from corporate donors, but opportunities for growth in individual donor engagement and retention.
• Effective use of bank transfers and digital platforms for easy donation collection.

Key recommendations for future campaigns include focusing on corporate partnerships, increasing individual donor retention, and improving the donor experience through personalized communication and loyalty initiatives.