what's right and what's wrong with nonprofit data today
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Data Slide 0
What's Right and What's
Wrong with Nonprofit Data
Today #12NTCDDTL
Steve Backman Debra Askanase
Evaluate This Session! 12NTCDDTL
Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval
Data Slide 2
Goals for today’s session
• A non-judgmental framework for data collection strategies
• Defining your own data collection needs
• Methodology for collecting quality data
• Strategies for building internal data enthusiasm
• Purposeful use of data externally
Data Slide 3
Today’s session
Contextual framework – Growing interest in data
– Right/wrong data collection today
– Leaky data
– 5 keys to effective data collection – Start from what matters: SMART data collection processes
– Take control of the pieces: CRM and social media data collection
– Internal data collection strategies
– Building data enthusiasm from within
– Using data externally
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Where we stand…
4
CONTEXTUAL FRAMEWORK
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Everyone wants to be data driven
What does data-driven mean?
Data helps you lead, manage change
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Growing interest in data
• Leaders, boards seek data-driven decisions
• Proving value of social media
• Funders want richer outcomes measurement
• Higher bar for effective marketing
• Qualifying data
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What’s right with data today
Tougher Questions
Collecting More
Easier Software
Visualizing Better
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What’s wrong with data today
Tougher Questions Can’t Make Data-Driven Decisions
Collecting More Don’t Have A Framework to Determine What We Need
Easier Software Data in More Places and tools
Visualizing Better Only Skimming the Surface
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Are you leaking data?
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Clients and services
Usable data
Acitivities
Referrals
People
Lost Data Lost Data
6 KEYS TO EFFECTIVE DATA COLLECTION
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1. Start from what matters: SMART data collection processes
2. Define your organization’s data type: dimension and mode
3. Take control of the pieces: CRM and social media data collection
4. Internal data collection strategies
5. Building data enthusiasm from within
6. Using data externally
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1. Start from what matters
Nonprofit Imperative:
Gather and Use Data to Serve Mission
Data Cycles
June 2011 Briefing: Success with Salesforce 15
Plan
Design
Collect Report
Analyze
Three types of reports
Feb 2011 Training: Success with Salesforce 16
• Day To Day Admin Reports
“My Clients”
• Management Dashboards
“Our Enrollments”
• Analytical Reports
“Our Effectiveness”
“Indicators of Change”
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SMART goals data collection
www.flickr.com/photos/49503155381@N01/2221162502/
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Specific
Measurable
Attainable Realistic
Time-bound
What do you
need to
measure?
translated to
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Data directly relevant to your goals
Define what you need to know from the data
Define tracking metrics
What is success? How would you measure it?
http://www.flickr.com/photos/25529158@N07/2404966475/
Tweetathon:
• 258 people/1,524 tweets with #bluekey
• 169% increase in web traffic
• led to >50% of key purchases that
week
Used with permission from USA for UNHCR
SMART Goal – sell more Blue keys from the #bluekey Tweetathon
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Starting questions
• what lists and reports do you need to have?
• and before that, what do you need to collect?
• and before that, what are the SMART goals?
• and before that, what do you want to know?
• and before that, how will knowing make your org more effective?
• and before that, what theory of change or logic model defines your effectiveness?
• and before that what do you want change?
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2. Take control of the pieces: CRM and social media data collection
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Therapy: Identify Systems Continents
Donor Database
Case Management
Volunteer Manager
Grant Management
Marketing Management
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Systems - Islands
Donor Database
Case Management
Volunteer Manager
Grant Management
Marketing Management
Outlook
Accounting
Legislative Action
Facebook/ Twitter
Google Cal
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And “Secret Spreadsheets”
Donor Database
Case Management
Volunteer Manager
Grant Management
Marketing Management
Outlook
Accounting
Legislative Action
Facebook/ Twitter
Funders.xls
Partner.xls
Vendors.xls
Board.xls
Google Cal
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Step 1. Identify Your Data Elements
People
Services
Organizations Programs
Transactions
Households ????
Step 2: Individuals and Organizations
Feb 2011 Briefing: Success with Salesforce 27
Organizations:
Partners,
Funders,
Government,
Vendors
Contacts:
Donors
Volunteers
Clients
Partners
Media
Affiliations/
Relationships
Primary
Multiple, Flexible
Everyone has one
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Step 3: Household Dramas
• How important is print mail?
• Aggregate household donations?
• Individual address vs Household Address
• Label and Mail Merge names
• Tracking Family Services
March 2012 Healthy Data 28
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Addresses?
March 2012 Healthy Data 29
Contact Primary?
Contact Work ?
Household ?
Org Secondary?
Org Main?
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Step 3: Plan for Segmentation • Attributes of an Individual
– Interest Areas
– Committees, volunteerism
– Demographics
– Giving history, registration
– Social History
• Attributes of an organization
– Type of organization
– Relationship to Your organization
– Geography
– Service Attributes
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Step 4: Email Integration
Briefing: Success with Salesforce 31
iContact
Example
Feb 2011
Step 5: Tracking Activity
Feb 2011 Briefing: Success with Salesforce 32
Organizations
Contacts
Documents Activities Events Notes EMail
Step 6: Anticipate Reports Early
Feb 2011 Training: Success with Salesforce 33
• Day To Day Admin Reports
“My Clients”
• Management Dashboards
“Our Enrollments”
• Strategic Reports
“Our Effectiveness”
Feb 2011 Training: Success with Salesforce 34
Step 7: Add Relationships To Foundation
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Step 8: Engage Your Community
CRM
Events
Donors
Social Intake
Advocacy
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3. Taking control of data: Social media data collection
http://www.flickr.com/photos/nataliejohnson/2206475032/in/photostream/
Status metrics
+ SMART goals
+ systems metrics
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Beware of relying on status measurements
Number of followers, friends, RTs, readers, Likes, views, connections, photos shared, etc.
http://www.flickr.com/photos/myklroventine/2332789392/sizes/m/in/photostream/
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Status measurements alone do not tell the right story
400 spammers Only 3 followers that cared at all Could not influence people to click links! No one playing game came from Twitter
Goal: sign up to play an online game Social media activity: Twitter Status metric: number of Twitter followers
4,000 Twitter followers in one
year!
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Status metrics data collection value
Awareness: Broad numbers as a crude snapshot of general interest Numbers in context to competitors Community-building: A benchmark over time of community growth and interest Thought leadership: A measure of what content is shared most frequently Building online leadership internally: Participation and engagement levels Status metric collection does not help you figure out whether
or not you are meeting your goals
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It comes down to SMART goals
Are your fans taking the action that you asked
them to do?
Are they playing the online game?
How many?
From which social media channels?
How does that compare with last month’s
actions?
Look at what actions you’ve designed and their
effects on your SMART goals: what needs to be
tweaked, what is not working?
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Systems-based data collection supports SMART goals
http://www.flickr.com/photos/38834306@N00/1487326995/
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Systems metrics to investigate
1. How many people care about us
(and how deeply)?
2. What do they care about the most
(and how deeply)?
3. What are we doing that reaches the most people?
4.What do we know about who cares about us?
Programming, advocacy and fundraising implications
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How many people care about us (and how deeply)?
PATA:
“People Are Talking
About” is the new
engagement metric
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What do they care about the most?
What prompts them to mention you?
45
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What do we know about who cares deeply?
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Measure actions: Can you move them to action?
http://www.communityorganizer20.com/2010/12/29/what-makes-lily-the-black-bear-so-incredible/
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Tie it together with your own social media dashboard
Find this sample online metrics tracking template
at: http://bit.ly/onlinemetricspreadsheet
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4. Internal data collection practices
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Don’t skimp on data migration
Where Should Start Up Time and Effort Go?
Data migration
Everything Else
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Store data in just one place
Pay Attention
to Structure
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Look for the secret spreadsheets
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Collect only what you can update
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Use validation rules…
June 2011 Briefing: Success with Salesforce 54
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…sparingly: “is this rule needed?”
March 2012 Healthy Data 55
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Use audit Reports…regularly
March 2012 Healthy Data 56
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5. Building data enthusiasm from within
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Design internal acceptance with your team
• What motivates them to collect the data?
• How can they help you design data collection?
• How can they share knowledge systematically?
• What will it take to create teams of “data champions?”
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Operate in “campaign mode”
Tie data quality to your calendar
Tie data collection to what
people are enthusiastic
about at the moment
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Empower your own staff
http://www.flickr.com/photos/sadmafioso/
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Share and publicize dashboard reports internally
March 2012 Healthy Data 61
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Beware the dark side, Luke!
Use data to gain knowledge and learn from that knowledge.
Proving you are right isn’t
the point.
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5. Expanding Data Horizons
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Storytelling with data
• What story do you need to tell?
• Why?
• What do you want to see stakeholders and others do with that data?
• How will you define “success?”
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Data storytelling
http://www.guardian.co.uk/news/datablog/interactive/2012/ma
r/29/carbon-map-infographic-world
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Final thoughts
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Questions? We’re open
Debra Askanase
(617) 682-2977
Twitter: @askdebra
Steve Backman
(617) 423-6355 x115
Twitter: @stevebackman
Evaluate This Session! 12NTCDDTL
Each entry is a chance to win an NTEN engraved iPad!
or Online at www.nten.org/ntc/eval