How to Manage What You Can’t Measure: The Backend of an Urban Forestry Nonprofit

1. How to Manage What
You Can’t Measure
ITALIA PERETTI | DIRECTOR OF COMMUNICATIONS AND DEVELOPMENT | CASEY TREES

2. Cover Credit: GREGORY HEISLER,
1997

3. New York Times,
1997

4. New York Times,
1997

5. Washington Post.
1999

6. Who is Casey Trees?
Our mission is to restore, enhance, and protect the tree
canopy of Washington, DC.

12. Casey Tree Farm
Comms + Devo
Admin
Planning &
Land Conservation
Education
Tree Operations
How do we do it?

13. Tree Data
People Data
How do we do it? Casey Tree Farm
Comms + Devo
Admin
Planning &
Land Conservation
Education
Tree Operations

14. Understanding a CRM

15. User Experience & Adoption

20. Lifetime Event Attendance

26. Timeline
2001
Using spreadsheets & siloed
data-keeping methods
2013
CT gets Salesforce NPSP
2015-2017
Donations, contacts, events
2018-2019
Migration to Lightning + Pardot
2019
Farm Inventory + Adoption
Tree Records + Residential
Workflows
March 2020
Pandemic Happens,
internal workflows,
Today & Beyond
2021
Events and other internal
data keeping

30. Environmental Threats

31. At Risk Demographics

32. Contacts by Ward & Year
Trees by Ward 2022
Total Events by Ward & Type 2022

34. Connect with Italia & Casey Trees
caseytrees.org
@caseytrees
iperetti@caseytrees.org
#DataSavesLives