Tips for thinking about and utilizing the data you collect about your constituents and supporters. Presented in the context of the open source CRM, CiviCRM.org but generally applicable. http://civi.cc/cividc http://www.meetup.com/net2dc/ http://civicrm.org How to add value to your contact list and target your outreach efforts.

1. Michael Z Daryabeygi
Ginkgo Street Labs
http://ginkgostreet.com
202-400-3911
@ginkgoMZD
(twitter / LinkedIn / #CiviCRM IRC / ginkgostreet.com)

2. Understanding your supporters
for increased engagement.

3. Community Driven & Open Source
A little about CiviCRM.org

4. Community Driven & Open Source
Stores info about your supporters
A little about CiviCRM.org

5. Community Driven & Open Source
Stores info about your supporters
A team player - a clearinghouse for your
data ecosystem
A little about CiviCRM.org
*

6. Storing your Data

7. Civi Contact Record
- Summary (Custom Data)
- Activities
- Relationships
- Groups
Storing your Data
*

8. What do you want to know about your
Supporter?
Storing your Data

9. What do you want to know about your
Supporter?
- Interests and Preferences
Storing your Data

10. What do you want to know about your
Supporter?
- Interests and Preferences
- Capabilities
Storing your Data

11. What do you want to know about your
Supporter?
- Interests and Preferences
- Capabilities
- History
Storing your Data

12. What do you want to know about your
Supporter?
- Interests and Preferences
- Capabilities
- History
- Roles and Relationships
Storing your Data
*

13. Interests & Preferences

14. - Your Campaigns
Interests & Preferences

15. - Your Campaigns
- Types of participation
Interests & Preferences

16. - Your Campaigns
- Types of participation
- Contact Preferences, where, when, how
Interests & Preferences

17. - Your Campaigns
- Types of participation
- Contact Preferences, where, when, how
- Personalized – (prefixes, pronouns)
Interests & Preferences

18. - Your Campaigns
- Types of participation
- Contact Preferences, where, when, how
- Personalized – (prefixes, pronouns)
- Visibility of their data (to your staff, your
volunteers, other supporters)
Interests & Preferences

19. - Your Campaigns
- Types of participation
- Contact Preferences, where, when, how
- Personalized – (prefixes, pronouns)
- Visibility of their data (to your staff, your
volunteers, other supporters)
- Currency or means of giving financially
Interests & Preferences
*?

20. Capabilities

21. - Volunteer availability
Capabilities

22. - Volunteer availability
- Volunteering interests
Capabilities

23. - Volunteer availability
- Volunteering interests
- Skills or Certifications
Capabilities
*?

24. History

25. - How and when did you get their contact info?
History

26. - How and when did you get their contact info?
- What events have they attended?
History

27. - How and when did you get their contact info?
- What events have they attended?
- What is their giving history and pattern?
History

28. - How and when did you get their contact info?
- What events have they attended?
- What is their giving history and pattern?
- How frequently have they participated
History

29. - How and when did you get their contact info?
- What events have they attended?
- What is their giving history and pattern?
- How frequently have they participated
- How have you contacted them?
History
*

30. - Other data within CiviCRM
- Integrated Website (CMS)
- Integrated Services
Linking with other Stores
*?

31. Before you decide how to store your data
it’s useful to know how it can be usedused
and think about how it will be collected.collected.
Storing your Data

32. How does CiviCRM facilitate collection?

33. - CMS form integrations
How does CiviCRM facilitate collection?

34. - CMS form integrations
- Special-purpose forms
How does CiviCRM facilitate collection?

35. - CMS form integrations
- Special-purpose forms
- API for coder extension
How does CiviCRM facilitate collection?

36. - CMS form integrations
- Special-purpose forms
- API for coder extension
- Click-tracking for email
How does CiviCRM facilitate collection?

37. - CMS form integrations
- Special-purpose forms
- API for coder extension
- Click-tracking for email
- Imports/Uploads
How does CiviCRM facilitate collection?
*

38. Using your Data

39. Segmentation
What is it?
Why do we do it?
Using your Data

40. - don’t treat all supporters the same
Using your Data - Segmentation

41. - don’t treat all supporters the same
- know what they are ready to act on
Using your Data - Segmentation

42. - don’t treat all supporters the same
- know what they are ready to act on
- target your messaging
Using your Data - Segmentation

43. - don’t treat all supporters the same
- know what they are ready to act on
- target your messaging
- target your efforts and measure the results
Using your Data - Segmentation
*

44. Smart Groups and Groups
Using your Data – Segmentation

45. (Static) Groups
- Allow for arbitrary (explicit) group membership
Using your Data – Segmentation

46. (Static) Groups
- Allow for arbitrary (explicit) group membership
- Allows for a group-hierarchy (sub-groups or
implicitly included groups)
Using your Data – Segmentation

47. (Static) Groups
- Allow for arbitrary (explicit) group membership
- Allows for a group-hierarchy (sub-groups or
implicitly included groups)
- e.g. Board Members and committees
Using your Data – Segmentation
*

48. (Dynamic) Smart Groups
- A Saved Search
Using your Data - Segmentation

49. (Dynamic) Smart Groups
- A Saved Search
- Based off of contact properties, so auto-updates
membership
Using your Data - Segmentation

50. (Dynamic) Smart Groups
- A Saved Search
- Based off of contact properties, so auto-updates
membership
- Sorts your supporters as you learn about them
or their info changes
Using your Data - Segmentation
*

51. Use groups for targeted mailings or other
types of contact
Using your Data
*

52. Select segments by contact properties
- Giving History
- Event participation
- Demographics or preferences
Using your Data
*

53. The 3-Steps
- Target
- Sample
- Measure
Using your Data

54. A/B Testing
- Upworthy mantra: “Write 25 Titles”
- Select sample groups
- Measure success of versions of your message
Using your Data

55. Using your Data

56. Same rules for other channels of engagement
- Target
- Sample
- Measure
Using your Data
*

57. Before you create a custom field...
Planning Data Collection

58. How well does it support creation of groups?
- Free-text not very useful for segmentation
- What is the degree of difficulty of obtaining the
data?
Planning Data Collection

59. Registrations, Donations, Email clicks, triggered
api logging
vs.
- Required filling out a form (website or paper)
- Parsing out by staff
- Have to implement new infrastructure
Planning Data Collection

60. Better strategies for gathering data:
- Hold an event, and see who shows up
- See who registers, even if they don’t show up
- Which program link in an email do they click?
- Other suggestions?...
Using your Data

61. More ways to collect data
- Campaign
- Surveys
- Events
- Volunteer
- Donations
- Phone Banks
- Canvassing

62. Thank You!
Michael Z Daryabeygi
Ginkgo Street Labs
http://ginkgostreet.com
202-400-3911
@ginkgoMZD
(twitter / LinkedIn / #CiviCRM IRC / ginkgostreet.com)