Back to UpdatesA Clearer View of Donor Engagement
Every site, report, and survey you send through Ovrture generates engagement data. Getting to that data used to mean opening records one at a time, finding and navigating an unclear dashboard, or exporting a spreadsheet. By the time you obtained and understood the data, the time to act on it may have already passed.
We rebuilt the analytics experience so the numbers show up where the work already happens. Clearer dashboards, better metrics, and engagement data inside the tables you use every day. Here is what changed.
Dashboards built around the data you want to see
Sites, Reports, and Surveys now each have their own redesigned Analytics Dashboard. The metrics that you’ve told us are most important to you, like open rates, engagement levels, repeat visits, and time spent with your materials, are visible at a glance for any segment of constituents. A donor relations director reviewing a spring reporting cycle and a gift officer checking a single portfolio can both start from the same place and get a straight answer.
Engagement data inside your tables
The Sites, Reports, and Survey Recipients tables now carry analytics columns: engagement level, opens, active duration, and last opened.
Filter your Reports table to everyone who has not opened theirs, and you have a follow-up list in a few seconds. Sort by time spent, and you have the donors who read every word, which is the list you want in a gift officer’s hands while the interest is still warm.
We’ve learned that reminders make a big difference. One private research university tracked open rates climbing nearly 25% with each subsequent reminder they sent, and documented more than $900,000 in new gifts following impact reports and more than $700,000 following financial reports. Making it easier for you to generate a follow-up list unlocks more return front the time you invested into the materials you share.
A clearer view of any single record
The individual site, report, and survey recipient pages have been redesigned as well. Whether someone opened their materials, how many times they came back, and how long they stayed are all readable without hunting through a cluttered page. This information is highly useful before a visit, and useful when a colleague asks what a donor has actually seen.
A new definition of Active Time
Previously, the number Ovrture reported as Active time on a site or report only measured the time when the viewer was clicking, moving their mouse, or scrolling, filtering out time when they may have been reading written pieces or watching videos. Our new analytics system measures Active time as the time when that tab is open in front of the viewer, counting them as Away (not active) only if they click to another tab, minimize the window, or open another application or window. This way, you get a better measure of viewing time, which counts the time spent reading or watching when they are not moving their mouse or scrolling.
You decide what counts as engaged
A new system setting lets your administrator choose how long a session has to last before it counts as an Engaged visit, allowing you to separate the records who spent real time with their materials from the ones who opened, glanced, and closed the tab.
Where you set that number depends on what you send. At one private research university, donors gave their reports about three and a half minutes on average, and that held steady across four years of reporting cycles whether the team packed the content in or trimmed it back. A threshold set against your own averages tells you which donors are truly your most engaged.
We’ve set the default to count as engaged after 1 minute of active time, which will filter out just those who only skimmed. You can go to System Settings and change your “Count as Engaged After” setting for both sites and reports, to customize this threshold as needed.
What to do next
If you are an Ovrture client, the redesigned analytics are live in your system now. We’d be happy to walk your team through the new dashboards and help you set an engaged threshold that fits your unique situation.
If you are evaluating platforms for major donor cultivation and stewardship, let’s connect for a live demo. We’d love to show you the all of these analytics enhancements.
Remy Erkel
Assistant Account Executive, Client Engagement
Remy Erkel
Assistant Account Executive, Client Engagement
As part of the client engagement team, Remy continually engages with key contacts to ensure smooth adoption of Ovrture, helping fundraising teams become expert Ovrture users. He guides clients through every step of the onboarding process, helping new users get up-and-running and ensuring that experienced users can make the most of Ovrture’s powerful features. Remy believes that anyone and everyone can be a digital expert with the right support and training, regardless of their previous technology experience.
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