1 FTENONPROFIT ENGAGEMENTDATA MANAGEMENT STUDY:2013A GRAPHIC REPORTWhen it comes to tracking and using “engagement” data –...
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2013 Nonprofit Engagement Data Management Study: A Graphic Report

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We surveyed nonprofit professionals about the "engagement" data their organizations track, how they use it, what their key challenges are regarding working with this data for their missions, and what their plans are regarding engagement data projects in the next 12 months. This is our graphic report of the results. The study was conducted by NTEN (nten.org) in partnership with Avectra (Avectra.com) in the spring of 2013.

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2013 Nonprofit Engagement Data Management Study: A Graphic Report

  1. 1. 1 FTENONPROFIT ENGAGEMENTDATA MANAGEMENT STUDY:2013A GRAPHIC REPORTWhen it comes to tracking and using “engagement” data –the actions, interactions, and even conversations that relate toan organization’s work but don’t necessarily represent thetransactional or financial data that have beentraditionally used for measuring anorganization’s health –today’s nonprofits are eithertracking a lot, or hardlyanything at all. And very feworganizations are applying thatdata to make decisions abouttheir programs or measure their strategic outcomes.What Kind ofNON-FINANCIALHOW DOES YOURORGANIZATIONUSE THIS PARTICIPATION OR ENGAGEMENT DATAACTIVITY ARE YOUTRACKING ABOUTEmail Open-Rates 88%86%86%72%69%E-newsletter SubscriptionActivity on Organization Facebook PageMention of Organization Twitter ProfileVirality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks)CONSTITUENTS?(i.e. "participation" or "engagement")Email Open-Rates24%Attendance at free events27%23%18%17%17%E-newsletter SubscriptionActivity on Organization Facebook PageMention of Organization Twitter ProfileVirality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks)SOCIALTRADITIONALEmail Open-Rates20%Attendance at free events23%16%16%14%14%47%35%36%30%31%38%E-newsletter SubscriptionActivity on Organization Facebook PageMention of Organization Twitter ProfileVirality or Reach of Social Networks(i.e. "sharing" activity and reach of your fans/followers/networks)SOCIALTRADITIONALSOCIALTRADITIONALTo measureOUR ORGANIZATIONAL HEALTHTo measureOUR STRATEGIC OUTCOMESAPPROXIMATELY2/3 OF RESPONDENTSAnnual Fundraising AmountFrequency of DonationsGiving Level (gift size)Constituent/Donor RetentionConstituent/Donor GrowthEvent ParticipationSEE AT LEAST SOME CORRELATIONBETWEENENGAGEMENT DATA ANDOTHER KEY INDICATORSENGAGEMENT/PARTICIPATIONHave you seen any correlation between yourdata and other areas of your work for which you collect data?ENGAGEMENT/PARTICIPATIONDo you plan to invest in any resources related to this kind ofdata collection, analysis, and use in the next 12 months?"PARTICIPATION" OR "ENGAGEMENT" DATA?What isyourorganizationsbiggestchallengeintermsofcollecting and usingWhat does this mean forBrought to you byYOUR ORGANIZATION?Organizations tracking and analyzingthis kind of engagement dataare finding “some” to “asignificant amount of”correlation betweenengagement level andother key organization areassuch as: annual fundraisingamount, constituent and donorretention, giving levels andfrequency, and event participation.1 in 10 organizations respondedthat they dont know how todetermine correlation forengagement data and other keyorganizational areas such as:annual fundraising amount,constituent and donor retention, givinglevels and frequency, and eventparticipation.Yet despite acknowledging an inability to track and/or measure acorrelation between engagement data and other key operationalareas, organizations indicated a plan to invest in evaluation projects,staff and even new systems in the coming year to begin or improvetheir management of this type of constituent data.If your organization has room for improvement – or just needs to getstarted – when it comes to tracking and making use of theengagement data of your key constituents and donors, you’re notalone. Here are resources we think will help you take the right nextsteps to becoming more data-savvy:Book: Measuring the Networked Nonprofit, by BethKanter and Katie Delahaye Paine. With an emphasis onsocial networking data, this book provides concretelessons for measuring what matters for your mission.http://www.amazon.com/Measuring-Networked-Nonprofit-Using-Change/dp/1118137604Free Workbook: Getting Started With Data-DrivenDecision-Making, from NTEN and produced byIdealware. Step-by-step worksheets to help you defineyour goals, determine what data you need, what datayou can use, and how to put it together into adata-measurement plan for your organization.http://www.nten.org/research/2013-data-workbook-downloadFree Whitepaper: Donor Attrition: Stopping theDownward Spiral to build long-term meaningfulrelationships.http://success.avectra.com/donorretentionGAinfographic.htmlComing soon! Stay tuned for a deeper look at hownonprofits are working with engagement data within theirorganizations in our Case Study companion report, whichincludes examples and insights from nonprofits tackling theevolving 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 toNTEN and Avectra contacts, as well as through the social media channels of NTEN and Avectra. Wereceived 244 responses.Which of the following is your organizations primary focus area -- as determined by your NTEE category on your IRS Form 990?Answer OptionsI. Arts, Culture, and HumanitiesII. EducationIII. Environment and AnimalsIV. HealthV. Human ServicesVI. International, Foreign AffairsVII. Public, Societal BenefitVIII. Religion RelatedIX. Mutual/Membership BenefitX. Unknown/UnclassifiedXI. OtherResponse Percent6.4%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 adata evaluationprojectPlan to add relatedjob task(s) tocurrent staffresponsibilitiesPlan to hire aconsultant/contractperson for a dataanalysis projectPlan to hire new staffwith data analysisresponsibilitiesPlan to invest in newsystems to helpcollect/analyze thiskind of dataLess than1 FTE staffpersonresponsiblefor thesetasks0 Staff / nodefined jobresponsibilitiesto thisMore than 3 FTE1.5 - 3 FTEENGAGEMENT/PARTICIPATIONHAVE LESS THANAPPROXIMATELY80%Do you have dedicated staff positions or defined jobresponsibilities related to collecting and analyzing this kind ofdata? Please consider in Full Time Equivalency (FTE).29%49%12%8%2%ENGAGEMENTPARTICIPATIONDATA1 FTE

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