1. I data! July 22, 2010

2. Social Media

3. Data

4. What is data?

5. Not just numbers.

6. It’s facts, statistics, and information

7. Builds relationships&Creates insights

8. Tells a story

9. “Effective data analysis is like a way of seeing.”-Stephen Fewwww.perceptualedge.com

10. The most valuable asset of any organization

11. What do we do with it?GatherCleanUse

12. What do we gather?

13. Biographical Think personalized

15. Addresses

16. Phone numbers

17. E-mail addresses

18. Birthdates and anniversariesWhere do we gather this data?

19. Statistical Think data points and calculations

21. Amounts

22. CodesWhere do we gather this data?

23. Demographic Think targeted

25. Gender

26. Age range

27. Household Income

28. Home value

29. Education

30. Presence of childrenWhere do we gather this data?

31. Psychographic Think observed (and subjective)

33. Hobbies and interests

34. Values

35. AttitudesWhere do we gather this data?

36. OK…now we’ve gathered our data. Let’s clean it! or “scrub” it… or perform “data hygiene” on it…

37. Data Hygiene Data What is it anyway?

38. Principles and practices that serve to maintain accuracy in a computer database

39. Principles and practices that serve to maintain accuracy in a computer database The art of keeping our database clean and up-to-date

40. It’s what happens between the mailbox and the garbage can.

41. So what?!? Why should we care?

43. Treats donors the way they want to be treated

45. Make better fundraising selects and file maintenance decisions

47. Documented business rules Regular de-dupe routines Outside hygiene services Hire professional help

48. And now we have gathered and cleaned our data. So let’s use it!

50. Key Metrics

52. Total expenses

53. Number responses

54. Gross Income

55. Average Gift

56. Net Income

57. % Response

59. Total Expenses How much did the creative, production (print and/or mail), postage cost? aka “costs”

60. Number Responses How many people did what we asked them to do by donating or responding (even without money)?

61. Gross income How much money did we raise? “You can’t write a check on gross…”

62. Average Gift Gross income divided by Number Responses

63. Net income Gross income minus Total Expenses “Nothing but net baby…”

64. % Response Number Responses divided by Number Mailed

65. ROIReturn-on-Investment Gross Income divided by Total Expenses 1:1 – spend $1 get $1

66. Rules of thumb for these measures are bogus! Either so broad they mean nothing or Cannot be specific enough to be helpful

67. “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

69. RFM Analysis

70. Key Indicators

73. Find the largest value: Bar Chart

75. What about pie charts?

76. 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

77. $1,000,000

78. “Think how much value you have if all that data suddenly springs to life.”-Pat HanrahanCTO Tableau Software

80. Variable copy

81. Complex calculations

82. Social media integration

83. Contextual ads based off social media profiles

85. Build strong relationships&Create actionable insights

86. Maximize revenue&Minimize expense

87. Tell the storyof your non-profit!

88. and that’s why… I data!

89. Questions?

90. I data! resources NTEN: Nonprofit Technology http://www.nten.org Idealware http://www.idealware.org NPower: Seattle http://www.npowerseattle.org/ Wild Apricot http://blog.wildapricot.com Beth Kanter (Beth’s blog) http://beth.typepad.com/beths_blog/ Tableau http://www.tableausoftware.com/ Oneicity http://www.oneicity.com/blog Don’t forget one of my favorite books: “How to Lie with Statistics” by Darrell Huff, 1954

91. Oneicity—Income Solutions for NonprofitsI data! Kris Hoots Partner Oneicity Website: www.oneicity.com Blog: www.oneicity.com/blog Facebook: www.facebook.com/oneicity Twitter: www.twitter.com/oneicity LinkedIn: www.linkedin.com/in/krishoots

92. 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/