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/