This document discusses how non-profit organizations can better utilize data to improve their work. It recommends that non-profits use real-time data to immediately improve programs, utilize local talent, and market their mission more effectively. The document provides examples of basic and advanced metrics that non-profits can track for fundraising, communications, programs, and finances. It also discusses tools like CRM systems, web analytics, and email/social media platforms that can help non-profits capture and use data to evaluate performance, contextualize trends, and share their impact.

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

2. About KELL Partners 2 KELL Partners

3. 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 3

4. Session Agenda Capturing Data Using the Data Measuring Success Real time Long term How Database Tools Can Help Questions KELL Partners 4

5. Capturing Data NPOs have tons of data (silos) KELL Partners 5

6. Standard NPO Data Points Fundraising Communication Programs Finance KELL Partners 6

7. Fundraising – Start Simple Donations Raised Number of Donors Average Donation Amount Campaign Comparisons Change Over Time KELL Partners 7

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 8

9. Communication – Start Simple Email Open Rates Email Response Rates Website Visitors Facebook Friends Twitter Followers KELL Partners 9

10. Communication– The Next Level Web page referrals Twitter Re-Tweets Google Analytics Facebook Analytics Conversion Path Segmentation KELL Partners 10

11. Program Metrics – Start Simple Staff Time Volunteer Time Costs (equipment, location, etc…) Program Funding Event Attendance Margin (Cost v. Profit) Impact! KELL Partners 11

12. Finance – Start Simple Year Over Year Comparisons Profit v. Loss Budget v. Actual Short Term Projections Long Term Projections Campaign Comparison KELL Partners 12

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 13

14. Use Tools CRM – Salesforce.com; Convio Common Ground/Luminate KELL Partners 14

15. Use Tools – cont’d Web Analytics - Google Analytics, WebTrends Email – Vertical Response, Constant Contact Social - Facebook Analytics KELL Partners 15

16. Let’s Collaborate ~ WITS Writers in the School Houston Engages children in the pleasure and power of reading and writing. Have in school programs, after school programs and camps Provide Professional Development Any ideas for data that they should track? KELL Partners 16

17. WITS Metrics KELL Partners 17

18. How do I get started? KELL Partners 18 Take stock of your technology Know/Define your goals Connect your technology to your goals Create your reports

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 19

20. Questions?