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1 FTE
NONPROFIT ENGAGEMENT
DATA MANAGEMENT STUDY:
2013
A GRAPHIC REPORT
When it comes to tracking and using “engagement” data –
the actions, interactions, and even conversations that relate to
an organization’s work but don’t necessarily represent the
transactional or financial data that have been
traditionally used for measuring an
organization’s health –
today’s nonprofits are either
tracking a lot, or hardly
anything at all. And very few
organizations are applying that
data to make decisions about
their programs or measure their strategic outcomes.
What Kind of
NON-FINANCIAL
HOW DOES YOUR
ORGANIZATIONUSE THIS PARTICIPATION OR ENGAGEMENT DATA
ACTIVITY ARE YOU
TRACKING ABOUT
Email Open-Rates 88%
86%
86%
72%
69%
E-newsletter Subscription
Activity on Organization Facebook Page
Mention of Organization Twitter Profile
Virality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks)
CONSTITUENTS?
(i.e. "participation" or "engagement")
Email Open-Rates
24%
Attendance at free events
27%
23%
18%
17%
17%
E-newsletter Subscription
Activity on Organization Facebook Page
Mention of Organization Twitter Profile
Virality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks)
SOCIALTRADITIONAL
Email Open-Rates
20%
Attendance at free events
23%
16%
16%
14%
14%
47%
35%36%
30%31%
38%
E-newsletter Subscription
Activity on Organization Facebook Page
Mention of Organization Twitter Profile
Virality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks)
SOCIALTRADITIONALSOCIALTRADITIONAL
To measure
OUR ORGANIZATIONAL HEALTH
To measure
OUR STRATEGIC OUTCOMES
APPROXIMATELY
2/3 OF RESPONDENTS
Annual Fundraising Amount
Frequency of Donations
Giving Level (gift size)
Constituent/Donor Retention
Constituent/Donor Growth
Event Participation
SEE AT LEAST SOME CORRELATION
BETWEENENGAGEMENT DATA AND
OTHER KEY INDICATORS
ENGAGEMENT/PARTICIPATION
Have you seen any correlation between your
data and other areas of your work for which you collect data?
ENGAGEMENT/PARTICIPATION
Do you plan to invest in any resources related to this kind of
data collection, analysis, and use in the next 12 months?
"PARTICIPATION" OR "ENGAGEMENT" DATA?
What isyourorganization'sbiggestchallengeintermsofcollecting and using
What does this mean for
Brought to you by
YOUR ORGANIZATION?
Organizations tracking and analyzing
this kind of engagement data
are finding “some” to “a
significant amount of”
correlation between
engagement level and
other key organization areas
such as: annual fundraising
amount, constituent and donor
retention, giving levels and
frequency, and event participation.
1 in 10 organizations responded
that they don't know how to
determine correlation for
engagement data and other key
organizational areas such as:
annual fundraising amount,
constituent and donor retention, giving
levels and frequency, and event
participation.
Yet despite acknowledging an inability to track and/or measure a
correlation between engagement data and other key operational
areas, organizations indicated a plan to invest in evaluation projects,
staff and even new systems in the coming year to begin or improve
their management of this type of constituent data.
If your organization has room for improvement – or just needs to get
started – when it comes to tracking and making use of the
engagement data of your key constituents and donors, you’re not
alone. Here are resources we think will help you take the right next
steps to becoming more data-savvy:
Book: Measuring the Networked Nonprofit, by Beth
Kanter and Katie Delahaye Paine. With an emphasis on
social networking data, this book provides concrete
lessons for measuring what matters for your mission.
http://www.amazon.com/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604
Free Workbook: Getting Started With Data-Driven
Decision-Making, from NTEN and produced by
Idealware. Step-by-step worksheets to help you define
your goals, determine what data you need, what data
you can use, and how to put it together into a
data-measurement plan for your organization.
http://www.nten.org/research/2013-data-workbook-download
Free Whitepaper: Donor Attrition: Stopping the
Downward Spiral to build long-term meaningful
relationships.
http://success.avectra.com/donorretentionGAinfographic.html
Coming soon! Stay tuned for a deeper look at how
nonprofits are working with engagement data within their
organizations in our Case Study companion report, which
includes examples and insights from nonprofits tackling the
evolving role of engagement data in their day-to-day work.
Methodology:
We distributed an online survey in March, 2013, to nonprofit and association professionals via email to
NTEN and Avectra contacts, as well as through the social media channels of NTEN and Avectra. We
received 244 responses.
Which of the following is your organization's primary focus area -- as determined by your NTEE category on your IRS Form 990?
Answer Options
I. Arts, Culture, and Humanities
II. Education
III. Environment and Animals
IV. Health
V. Human Services
VI. International, Foreign Affairs
VII. Public, Societal Benefit
VIII. Religion Related
IX. Mutual/Membership Benefit
X. Unknown/Unclassified
XI. Other
Response Percent
6.4%
14.8%
8.5%
13.6%
19.5%
3.4%
12.3%
3.0%
8.1%
3.4%
7.2%
35.1%
29.8%
9.6%
9.2%
25%
Plan to implement a
data evaluation
project
Plan to add related
job task(s) to
current staff
responsibilities
Plan to hire a
consultant/contract
person for a data
analysis project
Plan to hire new staff
with data analysis
responsibilities
Plan to invest in new
systems to help
collect/analyze this
kind of data
Less than
1 FTE staff
person
responsible
for these
tasks
0 Staff / no
defined job
responsibilities
to this
More than 3 FTE
1.5 - 3 FTE
ENGAGEMENT/PARTICIPATION
HAVE LESS THAN
APPROXIMATELY
80%
Do you have dedicated staff positions or defined job
responsibilities related to collecting and analyzing this kind of
data? Please consider in Full Time Equivalency (FTE).
29%
49%
12%
8%
2%
ENGAGEMENTPARTICIPATIONDATA
1 FTE

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2013 Nonprofit Engagement Data Management Study: A Graphic Report

  • 1. 1 FTE NONPROFIT ENGAGEMENT DATA MANAGEMENT STUDY: 2013 A GRAPHIC REPORT When it comes to tracking and using “engagement” data – the actions, interactions, and even conversations that relate to an organization’s work but don’t necessarily represent the transactional or financial data that have been traditionally used for measuring an organization’s health – today’s nonprofits are either tracking a lot, or hardly anything at all. And very few organizations are applying that data to make decisions about their programs or measure their strategic outcomes. What Kind of NON-FINANCIAL HOW DOES YOUR ORGANIZATIONUSE THIS PARTICIPATION OR ENGAGEMENT DATA ACTIVITY ARE YOU TRACKING ABOUT Email Open-Rates 88% 86% 86% 72% 69% E-newsletter Subscription Activity on Organization Facebook Page Mention of Organization Twitter Profile Virality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks) CONSTITUENTS? (i.e. "participation" or "engagement") Email Open-Rates 24% Attendance at free events 27% 23% 18% 17% 17% E-newsletter Subscription Activity on Organization Facebook Page Mention of Organization Twitter Profile Virality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks) SOCIALTRADITIONAL Email Open-Rates 20% Attendance at free events 23% 16% 16% 14% 14% 47% 35%36% 30%31% 38% E-newsletter Subscription Activity on Organization Facebook Page Mention of Organization Twitter Profile Virality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks) SOCIALTRADITIONALSOCIALTRADITIONAL To measure OUR ORGANIZATIONAL HEALTH To measure OUR STRATEGIC OUTCOMES APPROXIMATELY 2/3 OF RESPONDENTS Annual Fundraising Amount Frequency of Donations Giving Level (gift size) Constituent/Donor Retention Constituent/Donor Growth Event Participation SEE AT LEAST SOME CORRELATION BETWEENENGAGEMENT DATA AND OTHER KEY INDICATORS ENGAGEMENT/PARTICIPATION Have you seen any correlation between your data and other areas of your work for which you collect data? ENGAGEMENT/PARTICIPATION Do you plan to invest in any resources related to this kind of data collection, analysis, and use in the next 12 months? "PARTICIPATION" OR "ENGAGEMENT" DATA? What isyourorganization'sbiggestchallengeintermsofcollecting and using What does this mean for Brought to you by YOUR ORGANIZATION? Organizations tracking and analyzing this kind of engagement data are finding “some” to “a significant amount of” correlation between engagement level and other key organization areas such as: annual fundraising amount, constituent and donor retention, giving levels and frequency, and event participation. 1 in 10 organizations responded that they don't know how to determine correlation for engagement data and other key organizational areas such as: annual fundraising amount, constituent and donor retention, giving levels and frequency, and event participation. Yet despite acknowledging an inability to track and/or measure a correlation between engagement data and other key operational areas, organizations indicated a plan to invest in evaluation projects, staff and even new systems in the coming year to begin or improve their management of this type of constituent data. If your organization has room for improvement – or just needs to get started – when it comes to tracking and making use of the engagement data of your key constituents and donors, you’re not alone. Here are resources we think will help you take the right next steps to becoming more data-savvy: Book: Measuring the Networked Nonprofit, by Beth Kanter and Katie Delahaye Paine. With an emphasis on social networking data, this book provides concrete lessons for measuring what matters for your mission. http://www.amazon.com/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604 Free Workbook: Getting Started With Data-Driven Decision-Making, from NTEN and produced by Idealware. Step-by-step worksheets to help you define your goals, determine what data you need, what data you can use, and how to put it together into a data-measurement plan for your organization. http://www.nten.org/research/2013-data-workbook-download Free Whitepaper: Donor Attrition: Stopping the Downward Spiral to build long-term meaningful relationships. http://success.avectra.com/donorretentionGAinfographic.html Coming soon! Stay tuned for a deeper look at how nonprofits are working with engagement data within their organizations in our Case Study companion report, which includes examples and insights from nonprofits tackling the evolving role of engagement data in their day-to-day work. Methodology: We distributed an online survey in March, 2013, to nonprofit and association professionals via email to NTEN and Avectra contacts, as well as through the social media channels of NTEN and Avectra. We received 244 responses. Which of the following is your organization's primary focus area -- as determined by your NTEE category on your IRS Form 990? Answer Options I. Arts, Culture, and Humanities II. Education III. Environment and Animals IV. Health V. Human Services VI. International, Foreign Affairs VII. Public, Societal Benefit VIII. Religion Related IX. Mutual/Membership Benefit X. Unknown/Unclassified XI. Other Response Percent 6.4% 14.8% 8.5% 13.6% 19.5% 3.4% 12.3% 3.0% 8.1% 3.4% 7.2% 35.1% 29.8% 9.6% 9.2% 25% Plan to implement a data evaluation project Plan to add related job task(s) to current staff responsibilities Plan to hire a consultant/contract person for a data analysis project Plan to hire new staff with data analysis responsibilities Plan to invest in new systems to help collect/analyze this kind of data Less than 1 FTE staff person responsible for these tasks 0 Staff / no defined job responsibilities to this More than 3 FTE 1.5 - 3 FTE ENGAGEMENT/PARTICIPATION HAVE LESS THAN APPROXIMATELY 80% Do you have dedicated staff positions or defined job responsibilities related to collecting and analyzing this kind of data? Please consider in Full Time Equivalency (FTE). 29% 49% 12% 8% 2% ENGAGEMENTPARTICIPATIONDATA 1 FTE