will bigger and better data help deliver more major donors?
TRANSCRIPT
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Will Bigger & Better Data Help Deliver More Major Donors?
Ben Rymer & Azadi Sheridan
Blackbaud Higher Education Summit
July 2016
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Value of 2016 ST Rich List:£575bn
A Huge Opportunity
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● Uncover patterns of behaviour● Help us be timely, relevant & responsive● Identify competitive advantages ● Say who will give
What Bigger and Better Data Can Do
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● Maintain or analyse itself● Describe anything but the past ● Make decisions ● Say why donors give (yet!)
“What information consumes is rather obvious: it consumes the attention of its recipients. Hence a wealth of information creates
a poverty of attention” Professor Herbert Simon
What Bigger and Better Data Can Do
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What is Big Data?
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Quiz• Data Warehouse• Data Analyst• Data Scientist• Data-Driven Decision• Algorithm• SQL• No SQL
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• High data volume, variety, and/or velocity ("3Vs")• Expensive and
difficult
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Big Data!• 149 million players playing
1.5 billion levels per day• > 1PB of data per year
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What is big data?• What are the
most popular items?• How near is the
stock to the buyer?• What will the
most popular items next be?
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BIG DATA
SMALLDATA
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BIG DATA
SMALLDATA
EXPENSIVE TO FEED.SOMEONE ELSE HUNTS FOR HIM.
KITTENS STILL MOST POPULAR ANIMAL ON INTERNET
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Proper Analysis• Stats not gut instinct• Bad Science – Ben Goldacre• <10,000 = prone to statistical error• Jeremy Corbyn is 14% more popular now than when elected
leader• Data is all around you• But maybe not where you are looking for it
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AARRR!!!
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Back to Ben
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Data in Philanthropy Vertical:Identifying ‘missing’ wealth Targeting communications & activities across the quantum of wealth
Internal: Tracking performance Pipeline managementImproving conversion ratios Measuring donor engagement Increasing donor retention
ExternalBenchmarking against leadersScoping opportunitiesInnovative products
Horizontal: Choosing frequency & channel of communicationBeing relevant, responsive & timely
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Data’s role:Identify more George Soros’s sooner!Plan strategically once identifiedBoost value by targeting asks
A Relationship Case Study
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Summary● Significant potential for growth in philanthropy ● Data integrity key to finding more major donors.
Bigger data a distraction?● Data-driven Philanthropy is innovative. Try it, test
it, improve it● Above all, inspire and earn the respect of your
alumni & donors
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Back to Azadi
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“Look for the One Metric That Matters”Alistair Croll, Lean Analytics
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British Airways - Data Values
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Data Drive Pipeline Management•Manage by exception•What is outlying data? •What data indicates future good or bad performance?•What is the one metric that matters?
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Prospect Management vs Performance Management
Performance Management• Acquisition• % First Mtg Second Meeting
• Activation• Event Sign-Ups %
• Retention• Rolling Donor Duration Avg
• Revenue• Referral• Closed Proposals By Source
Prospects
• Propensity• Capacity• Affinity
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Affinity
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https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/people-and-society/large/generic-paid-search
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https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html#!/the-uk/people-and-society/large/generic-paid-search
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Digital Fundraising Data • Social, viral or advertising drivers to website/ Track
wider website behaviour. (YouTube/ Facebook video is huge – don’t forget subtitles)• Re-marketing to encourage conversion to Facebook like
or Twitter follower• E-mail responsiveness• Content engagement• Calls to action • Conversion to small asks – perhaps non-financial
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Leading vs Trailing IndicatorsTrailing• Survey Results• E-mail Opt-Outs• Donation
• Addressee Goneaway• Repeat Donation
Leading• Survey Trends/ Comparisons• Reduced Click-Throughs• Event Attendances / Event
Apologies• No Change of Address Info• Gratitude for Stewardship gifts/
Social Sharing
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Data and…. Impact Investment• $2m donation • $2m spent on Internet services • 4000 jobs created = Outcome• 4000 * tax rate * average salary = Economic Impact
(plus VAT)
• Supported by Randomised Control Tests = and • Donation OR Payment/ Refunds by Results
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BIG DATA
SMALLDATA
EXPENSIVE TO FEED.SOMEONE ELSE HUNTS FOR HIM.
KITTENS STILL MOST POPULAR ANIMAL ON INTERNET
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Thanks!
Questions?Answers?Further reading:http://customerinsightleader.com/opinion/whats-matter-metadata/http://www.datasciencecentral.com/profiles/blog/show?id=6448529%3ABlogPost%3A379084http://read.nxtbook.com/1to1media/customerstrategist/winter2015/perspectives_marketingdata.htmlhttps://www.timeshighereducation.com/blog/know-your-geography-quantitative-skills-arent-just-about-mathshttp://afpfep.org/wp-content/uploads/2015/02/Forget-About-BIG-Data-AFP-Journal-Winter-2015.pdfhttp://npengage.com/nonprofit-news/5-troubling-nonprofit-statistics/ @martin_squires@EdwardTuftehttps://fundraisingvoices.wordpress.com/https://tdwi.org/Articles/2015/10/06/Top-4-Myths-about-Big-Data.aspx?Page=2 https://www.ted.com/talks/ben_goldacre_battling_bad_science/transcript?language=en https://www.oreilly.com/learning/analytics-frameworks-for-the-startup-lifecycle