Nonprofit data-driven leadership


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Presentation by Debra Askanase, Steve Backman, Marc Baizman at the 2011 Massachusetts Nonprofit Network/Associated Grantmakers of Massachusetts annual conference.

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  • This presentation demonstrates the new capabilities of PowerPoint and it is best viewed in Slide Show. These slides are designed to give you great ideas for the presentations you’ll create in PowerPoint 2011!For more sample templates, click the File menu, and then click New From Template. Under Templates, click Presentations.
  • Roles:LeadershipDevelopmentMarketing/CommsTechAre you in charge of doing any of this (looking at numbers)?
  • Sample questions?
  • What are the leadership decisions you need to make in these 4 areas? We’re setting up to answer these in our sections of the preso.
  • Programming, advocacy and fundraising implications
  • Columns L to R: Total Reach, Engaged users, Talking about this, Virality
  • Yes, it’s long and sucky. But it eoncompasses everything!
  • Purpose of web analytics is to help you make decisions about your org: what to change, what to add, what to remove, etc.
  • KPIs reduce all the mounds of data to a few simple, crucial points of data that are important to you, your org, your board, etc. The are often ratios,
  • Training providers: FREE: Google Analytics Help, LunaMetrics
  • In today’s world, data is not something else.
  • Nonprofit data-driven leadership

    1. 1. DEBRA ASKANASE STEVEN BACKMAN MARC BAIZMANintroducingDATA DRIVENTECH LEADERSHIP Some rights reserved: This work is licensed by Debra Askanase, Steven Backman, Marc Baizman under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA. 1
    2. 2. TODAY’S AGENDA What you need to make great decisions!• Introductions: Who’s in the room• Data-driven leadership and business goals• Facebook Insights: informing decisions• Getting what you need from Google Analytics• Smart data segmentation• Wrap-up/Q&A• Handout 2
    3. 3. WHO’S IN THE ROOM? 3
    4. 4. …AND WHO ARE WE? 4
    5. 5. Sample Questions to Consider 5
    6. 6. Marketing Programs1. Which social media effort will 1. Which programs grew the help us recruit volunteers? most last year?2. Should I hire a marketing staff? 2. Do our client demographics3. How to compare the match our mission, funding? effectiveness of print, email, 3. Do participants take part in web, social media, press? more than one program? Development Volunteers/Advocacy1. What determines the giving 1. Where do good volunteers potential for our donors? come from?2. Which donors have the most 2. Are we hitting the issues interest in our work? important to our constituents3. Are our current or potential 3. Do our activists support us donors using social media? financially? Which channels? 6
    9. 9. SAMPLE SOCIAL MEDIA QUESTIONSProgramming, advocacy and fundraising implications1. How many people care about us (and how deeply)?2. What do they care about the most (and how deeply)?3. What are we doing that reaches the most people?4. What do we know about who cares about us? 9
    10. 10. 10
    11. 11. 1. How many people care about us(and how deeply)? PATA: “People Are Talking About” is the new engagement metric 11
    12. 12. Liking the page doesn’t translate intoreach. Stories reach. 12
    13. 13. 2. What do they care about the most? 13
    14. 14. 2. What are we doing that is working=> What do they care the most about? 14
    15. 15. What prompts them to mention you? 15
    16. 16. Example of a success story:Einstein story, by the Insights 16
    17. 17. Drilling down into post engagementFor the Einstein post, there were more engagedusers (268) than the PATA metric (205) 17
    18. 18. 3. What are we doing that reaches themost people? 18
    19. 19. 4. What do we know about our fans? 19
    20. 20. What do we know about who cares a lot? 20
    21. 21. Tie it together with your own social media dashboard Find this sample online metrics tracking template at: 21
    22. 22. WEB ANALYTICS 22
    23. 23. Definition:Web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, and related sources to help create a generalized understanding of the visitor experience on-line. Eric Petersen, “Web Analytics Demystified” 23
    24. 24. “Knowledge without action ismeaningless” Goethe 24
    25. 25. Need to determine YOUR“Key Performance Indicators” 25
    26. 26. Google Analytics is Free BUTYour Staff’s Time Isn’t! Invest in Training ORGet Someone to Help! 26
    27. 27. 27
    28. 28. SAMPLE NONPROFIT QUESTIONS1. How many people look at our site?2. How do people find our website?3. What are people looking at?4. What do we want people to do? (“Calls to action” e.g. donate, sign-up for newsletter)5. Are they actually doing those things? 28
    29. 29. How many people look at our site? 29
    30. 30. How do people find our website? 30
    31. 31. What are people looking at? 31
    32. 32. What do we want people to do? (“Calls toaction” e.g. donate, sign-up for newsletter) 32
    33. 33. Are they doing those things? 33
    34. 34. THIS IS JUST THE BEGINNING!• Geography/Language Targeting• AdWords/Google Grants ($10K/month)• Real-time statistics• Benchmarking…and so much more! 34
    36. 36. Where to begin? How is our Email Newsletter doing? 36
    37. 37. Where to Begin? Try your calendar . . . • September News • October News • Open House • --Fall Fund Appeal-- • November News • --Fall 2d Appeal— . . . 37
    38. 38. Segmentation and Nonprofit Communications“Segmentation is the process of defining thelargest potential market in a way that is mostuseful to an organization. Market segmentationis done by dividing the whole into definableparts to identify, name, and describe thesepieces in a way that makes sense for anorganization.” --Shelli Bischoff 38
    39. 39. Make Your Peace with SegmentationOne List fits All Use Segmentation“Our constituents vs. Experiment with meetingshare common specialized interestsinterests”Separate messages vs. Target resources to increasetake time and funds effectivenessNo way to separate vs. Take campaign approach tolists redrawing listsOur funders don’t vs. Match fund sources toexpect it constituents, services 39
    40. 40. Data in Many Places Events, Email, Social Contacts Activity Media Partners, ActivistsClients,FundersMemberships,ServicesRegistrations Web Print… Mailings Volunteers Donors 40
    41. 41. Segmenting Contacts - Possibilities• Policy Interest Areas—legislation, advocacy• Program Interest Areas—your services• Participation Area—Volunteer areas• Client Services—past history• Demographics—what matters to you?• Giving History• Formal membership• Key staff or board contact• Individuals vs Households vs Organizations 41
    42. 42. From Calendar to ListsEvent Media Source Data GoalFall Email Contact,Appeal 1 donor, email historyOpen HouseFall Print, Email sign- Large, 10% returnAppeal 2a Email up? FB? Lapsed donorsFallAppeal 2b 42
    43. 43. Managing the Fall Appeal- Exclude - Year End Only, {Premier Volunteer}, Do not solicit,No Mail, Bad Address, Deceased, and Anonymous1: Major Active - Gift date since 1/1/11; gift amount >= $2502. Major Lapsed - Gift date since 1/1/08; amount >= $250 ;Not this year3. Regular Active - Gift date since 1/1/11; amount <= $2494 Regular Lapsed - Gift date since 1/1/08; amount <= $249 43
    44. 44. Report Example 44
    45. 45. Combining Data Sources – Query Email Solicitation Results against Contact data 45
    46. 46. Don’t OverreachFindindicatorsthatsupportyour goal Find measures you can collect 46
    48. 48. Wrapping Up: Where to Start• Know what you want to know before digging into the data• Learn from experience...Be confident everyone is learning• Plan to have integrated tools• Demystify “data” for your organization• FREE is not FREE - invest in training or get help!!!! 48
    49. 49. Facebook Insights Resources• Customizable online metrics tracking spreadsheet for you to use and share:• (New) Facebook page insights, explained:• Applying social metrics framework to the new Facebook Insights, from Beth Kanter:• How to use the new Facebook insights (video tutorial), from John Haydon: tutorial/• Using Facebook to Meet Your Mission, Idealware report:• Consistently updated list of nonprofit marketing bloggers and influencers: 49
    50. 50. Social Media Sharing Center
    51. 51. Web Analytics Resources• Brian Clifton, “Advanced Web Metrics with Google Analytics”• Eric Petersen, “Web Analytics Demystified”• Jim Sterne, “Web Metrics”• Analysis Exchange (pairs web analytics peeps and NPOs for FREE):• Frogloop Blog Post: to-track-a-nonprofit-website-part-1.html• Google Analytics Help:• Google Analytics Getting Started:• Google Analytics Blog:• LunaMetrics:• eMetrics Marketing: 51
    52. 52. Data Segmentation Resources• Geoff Lancaster, “Customers and marketing,”• Ian Bruce, “Segmentation and targeting “• Idealware, Consumers Guide to Low Cost Donor Management Systems,• Constant Contact, Email Marketing resources,• Convio, Moves Management,• Shelli Bishoff, Nonprofit Marketing With a Purpose 52
    53. 53. Thank You!!Debra Askanase, Digital Engagement Strategist (617) 682-2977 Marc Baizman, My Computer Guy (617) 329-1868 Steve Backman, Database Designs (617) 423-6355 53