data driven strategies for communication success
TRANSCRIPT
Data Driven Strategies for Successful Communication
February 27, 2013
Communication is Essential to All
The Communication Triangle
Targeting the How
We Can Generalize
Generation Y (18-28)
Generation X (29-40)
Trailing Boomers (41-50)
Leading Boomers (51-59)
Matures (60-69)
I want to make a difference—tech entitled
I want to strike a balance—flexibility matters
I don’t trust institutions—it may get worse
I respect experience—not authority
I respect authority—money is recognition
5
Knowing the WhoVolunteers
Board MembersDonors
StaffLegislators
Clients
MediaPotential Donors
Potential Clients
Partners
What Do You Know ?
What Should You Know?
Age
Educational Level
Interests
Activities Household Income
Address
History of Giving
Values
Gender
Volunteer Work
Use of Technology
Occupation
Research Process
ProfilesDonors
VolunteersPartnersClientsOthers
• Secondary research– Census
• American Community Survey
– Bureau of Labor Statistics– Pew Research– Other non-profit associations related to your area of
service or population, e.g., The Annie E. Casey Foundation Kids Count data center, Robert Wood Johnson Foundation
• Primary research
How Do You Find It?
Types of Primary Research
Quantitative
• Surveys• Assessments/Evaluations• Historical Documents
Qualitative
• Interviews• Focus Groups• Historical Documents
Surveys
• Types of Surveys– Telephone
– Online
• Cautions!– Ability to connect
– Extent of engagement
– Length of questionnaire
– Quality of questionnaire
Common Survey Question Mistakes
BAD• Double-barreled question
– How often do you prefer email and/or mail communications from us?
• Inability to recall– How many times in the past year
have you visited a medical professional?
• Requesting sensitive information– Have you or someone close to
you ever required social services before?
BETTER
• Focus on one issue– How often do you prefer email
communications from us?
• Give time frames that make sense.– How many times in the past 30
days have you visited a medical professional?
• Don’t ask for sensitive information.– If you or someone you know
would like to confidentially share their experience with social service providers, please let us know.
Qualitative ResearchWhy did you decide to volunteer with our organization?
How do you decide which charitable organizations you will financially support?
What was your experience like when you called our office for services?
Results
Quantitative Examples
• Frequencies, Percentages• Crosstabs, Averages• Comparisons, Predictions
Qualitative Examples
• Themes, Patterns• Quotes, Case Studies• Conceptual Relationships
Collaborative Interpretation
1. Preview draft of findings with task force/project team.
2. Present/discuss with Leadership/Board
3. Resolve any questions
4. Share with internal stakeholders
5. Share externally
Sharing InternallyOverall, are you satisfied with your volunteer experience with this organization?
Sharing Externally
• Invitation• From your organizations leadership• Providing the rationale• Assuring confidentiality/introducing the researcher• Asking for the action
• A Reminder• From the researcher• Offering overview of results (after shared internally)
Communicating About Research
• Results• Reporting to the committee/director• Reporting to the Board• Reporting to Staff• Sharing with Key Donors, Volunteers, Etc.
Communicating About Research
Turning Research into Strategy
Staying on Course
Communication Target Last Month Today
Clean up e-mail lists 20 days Identified resources and lists
On target to complete xx/xx/xx
Conduct Research to determine current perceptions
30 days Research partner selected
Survey launch scheduled for xx/xx/xx
Refresh Brand 120 days Pending research data
No progress to report
Scorecard for Board Reporting
Questions?