Post on 12-Nov-2014
description
July 22, 2010
I data!
Social
Media
Data
What is data?
Not just numbers.
It’s facts, statistics,
and informatio
n
Builds relationships&
Creates insights
Tells a
story
“Effective data analysis is like a way of seeing.”
-Stephen Fewwww.perceptualedge.com
The most valuable asset of any organization
What do we do with it?
Gather
Clean
Use
What do we gather?
Biographical
Think personalized
Biographical Data
Names Addresses Phone numbers E-mail addresses Birthdates and anniversaries
Where do we gather this data?
Statistical
Think data points and calculations
Statistical Data
Dates Amounts Codes
Where do we gather this data?
Demographic
Think targeted
Demographic Data
Ethnicity Gender Age range Household Income Home value Education Presence of children
Where do we gather this data?
Psychographic
Think observed(and subjective)
Psychographic Data
Personal preferences, likes and dislikes
Hobbies and interests Values Attitudes
Where do we gather this data?
OK…now we’ve gathered our data.
Let’s clean it!
or “scrub” it… or perform “data hygiene”
on it…
Data Hygiene
What is it anyway?
Data
Principles and practices that serve to maintain accuracy in a computer database
Principles and practices that serve to maintain accuracy in a computer database
The art of keeping our database clean and up-to-date
It’s what happens between the mailbox and the garbage can.
So what?!?Why should we care?
1. Shows respect to your donors Correct information in
communication shows you know them
Treats donors the way they want to be treated
Improves long-term donor value
2. Raise more for less Save costs and reap a higher
response rate Make better fundraising selects
and file maintenance decisions Improve ability to capture your
target audience
Be encouraged…
There are things we can do
1. Documented business rules
2. Regular de-dupe routines
3. Outside hygiene services
4. Hire professional help
And now we have gathered and
cleaned our data.
So let’s use it!
Report
Analyze
Decide
Key Metrics
Micro measures
Number “mailed” Total expenses Number responses Gross Income Average Gift Net Income % Response ROI
Number Mailed
How many
did we mail, call, e-mail?
aka “count”
Total Expenses
How much
did the creative, production (print and/or mail), postage cost?
aka “costs”
Number Responses
How many
people did what we asked them to do by donating or responding (even
without money)?
Gross income
How much
money did we raise?
“You can’t write a check on gross…”
Average Gift
Gross income
divided by
Number Responses
Net income
Gross income
minus
Total Expenses
“Nothing but net baby…”
% Response
Number Responses
divided by
Number Mailed
ROIReturn-on-Investment
Gross Income
divided by
Total Expenses
1:1 – spend $1 get $1
Rules of thumb for these measures are bogus!
Either so broad they mean nothing
or
Cannot be specific enough to be helpful
“If you don’t act on it, you just look at it, you are just enjoying your
data. What do you want to do about it?”
-Lihn DyeBarnes-Jewish Hospital
Macro measures
Impact and Campaign Reports RFM Analysis Key Indicators Long-term value
What questions do I ask every time I pick up a report?
Do I understand what’s going on?
Do I need to do something?
Do I know what to do?
Report
Analyze
Decide
Know the purpose of your report!
Find a specific value: Tables Find the largest value: Bar Chart Compare values: Bar and line
charts
What about pie charts?
Always interpret
your report in context
FYE 2003 FYE 2004 FYE 2005 FYE 2006
TOTAL PROGRAM
Number Giving This Year 90,031 85,009 88,539 87,846
Number of Gifts 401,979 359,047 364,737 357,094
Amount of Gifts 12,761,613 12,088,157 12,371,525 13,500,495
Avg. Number/Donor 4.4 4.2 4.1 4.0
Avg. Amount/Gift 31.74 33.66 33.91 37.80
Avg. Cumulative Amt/Donor 141.74 142.19 139.72 153.68
$1,000,000
“Think how much value you have if all that data
suddenly springs to life.”
-Pat HanrahanCTO Tableau Software
What’s the future hold?
Custom graphics Variable copy Complex calculations Social media integration Contextual ads based off
social media profiles Data visualization
Strategicallygather, clean and use
your dataand you will…
Build strong relationships&
Create actionable insights
Maximize revenue&
Minimize expense
Tell the story
of your non-profit!
I data!
and that’s why…
Questions?
I data! resourcesNTEN: Nonprofit Technologyhttp://www.nten.org
Idealwarehttp://www.idealware.org
NPower: Seattlehttp://www.npowerseattle.org/
Wild Apricothttp://blog.wildapricot.com
Beth Kanter (Beth’s blog)http://beth.typepad.com/beths_blog/
Tableauhttp://www.tableausoftware.com/
Oneicityhttp://www.oneicity.com/blog
Don’t forget one of my favorite
books: “How to Lie with
Statistics”
by Darrell Huff, 1954
Oneicity—Income Solutions for Nonprofits
I data!
Kris HootsPartnerOneicity
Website: www.oneicity.com
Blog: www.oneicity.com/blog
Facebook: www.facebook.com/oneicity
Twitter: www.twitter.com/oneicityLinkedIn: www.linkedin.com/in/krishoots
Photo credits
Used as per Creative Commons Attribution 3.0 U.S. license
Slide 02: http://www.flickr.com/photos/26782864@N00/4782854680/Slide 03: http://www.flickr.com/photos/fdevillamil/2305061260/Slide 05: http://www.flickr.com/photos/jfgornet/4181901804/Slide 06: http://www.flickr.com/photos/toky/2486199601/Slide 07: (purchased photo)Slide 07: http://www.flickr.com/photos/31672944@N07/3346060703/Slide 08: http://www.flickr.com/photos/umjanedoan/496707576/Slide 22: http://www.flickr.com/photos/jhoc/2590732283/Slide 25: http://www.flickr.com/photos/spbutterworth/3196892594/Slide 26: http://www.flickr.com/photos/stibbons/392072011/Slide 33: http://www.flickr.com/photos/redjar/136165399/Slide 49: http://www.flickr.com/photos/wheatfields/2587147000/Slide 51: http://www.flickr.com/photos/refractedmoments/223052548/