The document discusses smart data and how it can be used to identify problems, predict outcomes, identify opportunities, and improve practices. Smart data is defined as data that can identify problems worth fixing, predict things worth predicting, identify opportunities worth pursuing, and change business practices worth improving. The document provides examples of different types of donor data and how they could help non-profits address these areas. It emphasizes benchmarking metrics against peers and focusing on activities with the highest return on investment.

1. Smart Ideas Behind Smart Data
PRESENTED BY CHUCK LONGFIELD
CHUCK.LONGFIELD@BLACKBAUD.COM

2. Smart Data Are Actionable!
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3. Not all data are created equal!
Not all data are created equal.
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4. Smart Data Are Actionable!
 They identify problems worth fixing.
 They predict things worth predicting.
 They identify opportunities worth pursuing.
 They change business practices worth improving.
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5. Identify problems worth fixing
• Which of these data indicate a potential problem?
A) 3% of donor records are duplicates
B) 3% of donor records have an outdated address
C) 3% of donor records are marked as deceased
D) 3% of sustainer credit cards are rejected monthly
E) 30 donors didn’t receive a thank you last month
F) 30 donors who complained last month,
didn’t have their interaction ‘logged’
G) 30 more major donors downgraded last month
than upgraded
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6. Smart Data Can Fix Problems!
 Develop a data quality scorecard.
 Schedule queries and reports that identify
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important ‘exceptions’.
 Monitor KPI’s that signal important events
 Ask ‘what data am I not capturing’
and consider its value and the cost
to acquire.

7. Predict things worth knowing
• Which of these data best predict a planned gift to
your non-profit?
A) a donor’s wealth
B) a donor’s consecutive years giving
C) a donor’s total gift amount
D) a donor’s call to change address
E) a donor’s response to a survey
F) a donor’s attendance at an event
G) a donor’s sustaining or monthly gift
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8. Predict things worth knowing
• Which of these data best predict a planned gift to
your non-profit?
A) a donor’s wealth
B) a donor’s consecutive years giving
C) a donor’s total gift amount
D) a donor’s call to change address
E) a donor’s response to a survey
F) a donor’s attendance at an event
G) a donor’s sustaining or monthly gift
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9. Smart Data Can Predict Things!
 Append wealth/income – Can’t give if you don’t have!
 Donor-specific data, in general, are more valuable
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than appended data.
 Ask donors key questions like ’Where are
we on your list of philanthropic priorities?
 Capture interactions.
 Organize yourself to act on data.

10. Identify opportunities worth pursuing
• Which of these data indicate a significant revenue
opportunity and why?
A) 40% of new donors didn’t renew last year
B) 20% of multi-year donors didn’t renew last year
C) a $500 unsolicited gift came in online last night
D) a wealthy, new donor agreed to meet with
Executive Director
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11. Smart Data Can Predict Things!
 Allocate resources based on Return on Investment,
e.g. use extra effort to retain higher dollar donors.
 Organize staff to respond to important triggers
 Use interactions as hurdles to allocate resources
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12. Change practices worth improving
• Which of these data indicate that the best business
practices are being employed?
A) 3% of donors have their employer match gift
B) 5% of new donors make a sustaining gift
C) 2% of sustainers stop payment each month
D) 80% of $1000+ donors renew giving each year
E) 50% of 0-48 mo. donors have given in past 18 mo.
F) 5% of revenue comes from planned giving
G) 1% of donors gave $1000 or more last year
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13. Smart Data Can Improve Practices!
 Benchmark metrics with peers.
 Identify and replicate business practices
employed by more successful peers.
 Focus efforts on highest ROI activities.
 Remember - You are not unique!
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14. Smart Data Are Actionable!
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