Your data is talking
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  • 1. Your Data is Talking…Are You Listening?KELL Partners Sandra Jensen KELL Partners 1
  • 2. About Your Presenter •KELL Partners Co-Founder •SaaS and NPO Veteran •Held executive positions at AOL, BMC Software, Convio and PeopleAdmin •Attended University of Texas, majoring in Business Management •Participates in ongoing education through Harvard Kennedy School •Board member of Texas School for the Deaf •Longtime donor and volunteer to Goodwill and Capital Area Food Bank KELL Partners 2
  • 3. About KELL Partners 3 KELL Partners
  • 4. Inspiration• Coca-Cola and Melinda Gates• What NPOs can learn from for-profits• 3 Major Points – Use real-time data to immediately improve what you’re doing – Use and acquire local entrepreneurial talent – Market your mission• Talking to NPOs• Blogs from Beth Kanter and Kurt Voelker KELL Partners 4
  • 5. Session Agenda• Capturing Data• Using the Data• Measuring Success – Real time – Long term• How Database Tools Can Help• Questions KELL Partners 5
  • 6. Capturing DataNPOs have tons of data (silos) KELL Partners 6
  • 7. Standard NPO Data Points• Fundraising• Communication• Programs• Finance KELL Partners 7
  • 8. Fundraising – Start Simple• Donations Raised• Number of Donors• Average Donation Amount• Campaign Comparisons• Change Over Time KELL Partners 8
  • 9. Fundraising – The Next Level• Start looking at models and trends• LYBUNT• SYBUNT• Data stats over time• Generational giving• Channel comparison• Pipeline of grants KELL Partners 9
  • 10. Communication – Start Simple• Email Open Rates• Email Response Rates• Website Visitors• Facebook Friends• Twitter Followers KELL Partners 10
  • 11. Communication– The Next Level• Web page referrals• Twitter Re-Tweets• Google Analytics• Facebook Analytics• Conversion path• Segmentation KELL Partners 11
  • 12. Program Metrics – Start Simple• Staff Time• Volunteer Time• Costs (equipment, location, etc…)• Program Funding• Event Attendance• Margin (Cost v. Profit)• Impact! KELL Partners 12
  • 13. Finance – Start Simple• Year Over Year Comparisons• Profit v. Loss• Budget v. Actual• Short Term Projections• Long Term Projections• Campaign Comparison KELL Partners 13
  • 14. Using the Data• Share your data• Evaluate data in real time• Data storytelling• Contextualize your data with outside data• Recognize different people need different data KELL Partners 14
  • 15. Case Study – Austin Pets Alive KELL Partners 15
  • 16. Use Tools - Foundation• – Power of 10• Convio Common Ground – packaged for NPO use KELL Partners 16
  • 17. Use Tools - Add Ons• Web Analytics - Google Analytics, WebTrends• Email – Vertical Response, Constant Contact• Social - Facebook Analytics KELL Partners 17
  • 18. Case Study - WITSFundraising Communication Programs FinanceDonor Count Email Open Rates Students Enrolled Profit v. LossAverage Donation Facebook Friends Volunteer Count Budget v. ActualAmount Raised Page Hits Inquiries Year Over YearLYBUNT KELL Partners 18
  • 19. How do I get started?• Take stock of your technology• Define your goals• Connect your technology to your goals• Create your reports KELL Partners 19
  • 20. In Conclusion• Set your goals• Find balance• Track data in real time• Use your data to tell your story• Shift culture• Don’t get mired in the details KELL Partners 20