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Collecting audience data and developing usable insights for staff and volunteers | Charity digital conference | 21 November 2018

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Laura Scarlett, director of data and digital transformation, Ramblers

Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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Collecting audience data and developing usable insights for staff and volunteers | Charity digital conference | 21 November 2018

  1. 1. Ramble On Revitalising the Ramblers Through Data Laura Scarlett 21 November 2018
  2. 2. Laura Scarlett Data & Digital Transformation Director ✓ Been with Ramblers 1 year ✓ Career in using data to grow organisations and achieve their goals ✓ Or in other words taking a customer-centric approach ✓ Experience with Tesco, John Lewis Partnership, National Trust, Guardian ✓ 3 year transformation programme to modernise and simplify Ramblers ✓ Share the story so far ….
  3. 3. Delivering a transformation • 20% what you do: 80% how you do it • it’s not technical it’s organisational • it’s about people, processes, politics • culture eats strategy for breakfast
  4. 4. Agenda 1. Situation analysis 2. Arriving at the pivotal enabler 3. Data capture 4. Self-serve intelligence
  5. 5. Ramblers are an 85-year-old organisation Our goal is to get people walking • Provide led walks & independent routes • Looking after the land • Income circa. £10m • 90 staff • 60 regional areas • 600 local walking groups • Circa. 20,000 volunteers • 104,000 members
  6. 6. dying in a digital age thriving in a digital age Status
  7. 7. working with trustees, staff & area leads we defined 5 key things which are holding our progress back – we have no data centre - we are missing business critical data – we have a dearth of insight & intelligence: extremely rudimentary reporting capabilities resulting in paralysis and good-intentioned activities that don’t move the dial – our supporter communication capabilities are not fit-for-purpose - we cannot create or curate our walks/routes in a consistent way which is useful to everyone Situation analysis
  8. 8. Situation analysis intelligence & insights Which tools to develop for staff & volunteers What comms. to send or publish to whom Brand direction and clarity Evidence solves cultural issues, supports fundraising and measurement raises staff/ volunteer performance
  9. 9. Programme scope 7 workstreams, 3 years DATA CENTRE 2018 INSIGHT HUB 2018 COMMUNICATIONS SYSTEM 2019 NEW WEBSITE SYSTEM 2019 MOBILE STRATEGY & APPS DATA CAPTURE STRATEGY, TOOLS & PROCESSES DIGITAL MAPPING & ROUTE PLANNING
  10. 10. Mission Critical Data Blind Spots who walks with us ❌membership retention ❌membership acquisition ❌walking proposition development ❌relevant comms. ❌evidence of impact who volunteers for us ❌volunteer retention ❌volunteer acquisition ❌volunteering proposition development ❌relevant comms. ❌evidence of impact ❌GDPR compliance
  11. 11. Mission Critical Data Blind Spots Walker Registration App Volunteer ‘check in’ area on My Profile
  12. 12. These activities kicked off our cultural transformation ❌Current members resistant to change ❌An unhealthy suspicion over data collection (lack of trust) ❌Some local groups are mini-fiefdoms ❌Data & tech. ‘an evil necessity’ ❌Staff & volunteers ‘don’t know what to do with data’
  13. 13. Slowly slowly catchee monkey!POC March April 2018 3 walking groups Data capture was full keying in of data PILOT August-Dec 2018 50 walking groups Data capture with bar code reader (membership cards had to be redesigned & reprinted) ROLLOUT Feb 2019 + Any group who wants One function in multi-functional membership app Data capture with look-up lists ???? Walk Register App development taking the organisation with you
  14. 14. Walk register app pilot
  15. 15. It’s working ✓ 23 areas now trying it ✓ Acceptance that ‘it’s the future’ ✓ Some volunteers actually enjoying it
  16. 16. Self-Serve Insight Hub - Tableau
  17. 17. ✓ But be fast to get the POC/first stage out ✓ Transparency ✓ Agile – iterative dashboards – creates ‘ownership’ amongst staff ✓ Piloted with 150 staff & volunteers ✓ Their feedback was acted on within weeks ✓ The doubt is turning to excitement Slowly slowly catchee monkey!
  18. 18. It’s working ✓ Data quality is improving ✓ Path issue submissions have increased ✓ Email opt-ins have increased ✓ More walks are being put on ✓ Data transparency does change behaviours
  19. 19. It’s working PS – they’re still saying they ‘don’t know what to do with it’
  20. 20. Change – top tips ✓ Be credible – confident & authentic ✓ Get your support structure sorted first ✓ Select a few people to pilot with – gives everyone confidence ✓ Be agile – no one can criticise a beta product (the conversation turns from why? To how best?) ✓ totally transparent ✓ Keep on with the same message ad nauseam ✓ Build layer by layer on top of any small triumphs and create a story that the organisation can buy-into
  21. 21. Sharing observations & any questions
  22. 22. Sponsored by Charity digital conference 21 November 2018 London #charitydigital
  23. 23. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

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