Your data is talking

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The document discusses how non-profits can better utilize data to improve their operations and measure success. It outlines key data points non-profits should track related to fundraising, communication, programs, and finance. The presentation recommends non-profits start by capturing basic metrics in these areas and then progress to more advanced analytics. Tools like Salesforce, Google Analytics, and Constant Contact are presented as ways non-profits can better leverage the data they collect. Case studies of Austin Pets Alive and WITS are also reviewed. The overall message is that non-profits should use real-time data to immediately improve their work and more effectively communicate their mission and impact.

Technology Business

Your Data is Talking…
Are You Listening?

KELL Partners

Sandra Jensen

KELL Partners 1

About Your Presenter

•KELL Partners Co-Founder
•SaaS and NPO Veteran
•Held executive positions at AOL, BMC
Software, Convio and PeopleAdmin
•Attended University of Texas, majoring in
Business Management
•Participates in ongoing education through
Harvard Kennedy School
•Board member of Texas School for the
Deaf
•Longtime donor and volunteer to Goodwill
and Capital Area Food Bank

KELL Partners 2

Inspiration
• Coca-Cola and Melinda Gates
• What NPOs can learn from for-profits
• 3 Major Points
– Use real-time data to immediately improve
what you’re doing
– Use and acquire local entrepreneurial talent
– Market your mission
• Talking to NPOs
• Blogs from Beth Kanter and Kurt Voelker
KELL Partners 4

Session Agenda
• Capturing Data
• Using the Data
• Measuring Success
– Real time
– Long term
• How Database Tools Can Help
• Questions

KELL Partners 5

Capturing Data
NPOs have tons of data (silos)

KELL Partners 6

Standard NPO Data Points
• Fundraising
• Communication
• Programs
• Finance

KELL Partners 7

Fundraising – Start Simple
• Donations Raised
• Number of Donors
• Average Donation Amount
• Campaign Comparisons
• Change Over Time

KELL Partners 8

Fundraising – The Next Level
• Start looking at models and trends
• LYBUNT
• SYBUNT
• Data stats over time
• Generational giving
• Channel comparison
• Pipeline of grants

KELL Partners 9

Communication – Start Simple
• Email Open Rates
• Email Response Rates
• Website Visitors
• Facebook Friends
• Twitter Followers

KELL Partners 10

Communication– The Next Level
• Web page referrals
• Twitter Re-Tweets
• Google Analytics
• Facebook Analytics
• Conversion path
• Segmentation

KELL Partners 11

Program Metrics – Start Simple
• Staff Time
• Volunteer Time
• Costs (equipment, location, etc…)
• Program Funding
• Event Attendance
• Margin (Cost v. Profit)
• Impact!

KELL Partners 12

Finance – Start Simple
• Year Over Year Comparisons
• Profit v. Loss
• Budget v. Actual
• Short Term Projections
• Long Term Projections
• Campaign Comparison

KELL Partners 13

Using the Data
• Share your data
• Evaluate data in real time
• Data storytelling
• Contextualize your data with outside data
• Recognize different people need different
data

KELL Partners 14

Case Study – Austin Pets Alive

KELL Partners 15

Use Tools - Foundation
• Salesforce.com – Power of 10
• Convio Common Ground – packaged for
NPO use

KELL Partners 16

Use Tools - Add Ons
• Web Analytics - Google Analytics,
WebTrends
• Email – Vertical Response, Constant
Contact

• Social - Facebook Analytics

KELL Partners 17

Case Study - WITS

Fundraising Communication Programs Finance

Donor Count Email Open Rates Students Enrolled Profit v. Loss

Average Donation Facebook Friends Volunteer Count Budget v. Actual

Amount Raised Page Hits Inquiries Year Over Year

LYBUNT

KELL Partners 18

How do I get started?
• Take stock of your technology
• Define your goals
• Connect your technology to your goals
• Create your reports

KELL Partners 19

In Conclusion
• Set your goals
• Find balance
• Track data in real time
• Use your data to tell your story
• Shift culture
• Don’t get mired in the details

KELL Partners 20

In this session, we will review the ins and outs of data mining, including best practices for reviewing both internal and external sources. The goal is to provide a comprehensive overview of the information that fundraisers have residing in their constituent database systems while also reviewing external sources that can help in uncovering prospects as well. The session will continue with a skill lab that covers how the information should then be disseminated and managed for both major and annual giving. Lastly, we will cover key metrics that can help direct development staff to areas of success and those needing improvement.

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Your data is talking

1. Your Data is Talking… Are You Listening? KELL Partners Sandra Jensen KELL Partners 1

2. About Your Presenter •KELL Partners Co-Founder •SaaS and NPO Veteran •Held executive positions at AOL, BMC Software, Convio and PeopleAdmin •Attended University of Texas, majoring in Business Management •Participates in ongoing education through Harvard Kennedy School •Board member of Texas School for the Deaf •Longtime donor and volunteer to Goodwill and Capital Area Food Bank KELL Partners 2

3. About KELL Partners 3 KELL Partners

4. Inspiration • Coca-Cola and Melinda Gates • What NPOs can learn from for-profits • 3 Major Points – Use real-time data to immediately improve what you’re doing – Use and acquire local entrepreneurial talent – Market your mission • Talking to NPOs • Blogs from Beth Kanter and Kurt Voelker KELL Partners 4

5. Session Agenda • Capturing Data • Using the Data • Measuring Success – Real time – Long term • How Database Tools Can Help • Questions KELL Partners 5

6. Capturing Data NPOs have tons of data (silos) KELL Partners 6

7. Standard NPO Data Points • Fundraising • Communication • Programs • Finance KELL Partners 7

8. Fundraising – Start Simple • Donations Raised • Number of Donors • Average Donation Amount • Campaign Comparisons • Change Over Time KELL Partners 8

9. Fundraising – The Next Level • Start looking at models and trends • LYBUNT • SYBUNT • Data stats over time • Generational giving • Channel comparison • Pipeline of grants KELL Partners 9

10. Communication – Start Simple • Email Open Rates • Email Response Rates • Website Visitors • Facebook Friends • Twitter Followers KELL Partners 10

11. Communication– The Next Level • Web page referrals • Twitter Re-Tweets • Google Analytics • Facebook Analytics • Conversion path • Segmentation KELL Partners 11

12. Program Metrics – Start Simple • Staff Time • Volunteer Time • Costs (equipment, location, etc…) • Program Funding • Event Attendance • Margin (Cost v. Profit) • Impact! KELL Partners 12

13. Finance – Start Simple • Year Over Year Comparisons • Profit v. Loss • Budget v. Actual • Short Term Projections • Long Term Projections • Campaign Comparison KELL Partners 13

14. Using the Data • Share your data • Evaluate data in real time • Data storytelling • Contextualize your data with outside data • Recognize different people need different data KELL Partners 14

15. Case Study – Austin Pets Alive KELL Partners 15

16. Use Tools - Foundation • Salesforce.com – Power of 10 • Convio Common Ground – packaged for NPO use KELL Partners 16

17. Use Tools - Add Ons • Web Analytics - Google Analytics, WebTrends • Email – Vertical Response, Constant Contact • Social - Facebook Analytics KELL Partners 17

18. Case Study - WITS Fundraising Communication Programs Finance Donor Count Email Open Rates Students Enrolled Profit v. Loss Average Donation Facebook Friends Volunteer Count Budget v. Actual Amount Raised Page Hits Inquiries Year Over Year LYBUNT KELL Partners 18

19. How do I get started? • Take stock of your technology • Define your goals • Connect your technology to your goals • Create your reports KELL Partners 19

20. In Conclusion • Set your goals • Find balance • Track data in real time • Use your data to tell your story • Shift culture • Don’t get mired in the details KELL Partners 20

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