Data, data and more data... what to do with it all?
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As part of your fundraising campaigns and online engagement, you likely collect many metrics and data points. But do you take the time to reflect on this data and use it to improve for next time? In this session, we’ll discuss metrics you can collect, share each other’s best practices for data collection processes, and demo dashboard tools that will help you see the big picture. Prezented at Artez Interaction, September 26 2013, by Tierney Smith.
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Data, data and more data... what to do with it all?
- 3. Is my org eligible? a) Does your business number end in RR0001? b) Do you have a Letters Patent from Industry Canada? c) Are you incorporated as a not-for-profit corporation with your province? d) Are you a library? You may be eligible to get donations of… DONATIONS PROGRAM
- 4. ABOUT ME • Community Engagement Manager • Online community & resources about nonprofit technology For example… the nonprofit tech self-assesment: https://www.techsoupcanada.ca/en/community/blog/are-your-technology-priorities-in-order-take-the-tech-self- assessment @tierneys @techsoupcanada facebook.com/techsoupcanada techsoupcanada.ca/community/blog youtube.com/techsoupcanada slideshare.net/techsoupcanada
- 5. AGENDA • A bit about metrics (what to measure) • A bit about data collection (how to measure) • A bit about dashboards (what to do after measuring)
- 7. HOW DO YOU MEASURE SUCCESS? SEE SAY FEEL DO EngagementExposure Conversion Credit: Fenton http://www.fenton.com/resources/see-say-feel- do/
- 8. WHAT ARE SOME EXAMPLE METRICS? SEE SAY FEEL DO Credit: Fenton http://www.fenton.com/resources/see-say-feel- do/ • FB Page Likes • TW followers • RSS or email subscriptions -------------------- • YouTube views • Bit.ly clicks • FB reach • FB Content Likes • FB Shares • Retweets • Email forwards • Google +1s • FB Shares with message • Retweet with message • FB or blog comments • Online mentions • Donations • Advocacy actions • Event attendance • Membership • Volunteerism
- 9. PAIR-SHARE What metrics do you feel are most useful for capturing what you do?
- 11. STEPS TO DATA HAPPINESS 1.Define your question 2.Choose metrics 3.Collect data 4.Share data 5.Use data 6.Tweak, learn, improve, repeat
- 12. … but are you using it? YOU PROBABLY ALREADY HAVE LOTS OF DATA… Source: http://www.nten.org/research/2012-state-of-data
- 13. TIP: BUILD ON WHAT YOU HAVE Look at the data you are already collecting: • Social media stats • Opens/clicks for email • Donations • Volunteer records Etc. Pull it all together & cross reference
- 14. TIP: CREATE NEW HABITS Momsrising holds a weekly staff meeting nicknamed “Metrics Monday.” Each program and campaign staff person reviews their reports in preparation for a group conversation about what actions to reinforce, how refine messages, and other improvements. Says Kristin, “Our dashboards have multiple views – a high level view and the ability to drill down into specific campaigns – this informs our discussion.” Source: http://www.bethkanter.org/momsrising-key-results/
- 15. TIP: MAKE IT VISUAL Source: http://dashboard.imamuseum.org/
- 16. PAIR-SHARE What tips have helped you to stay on top of your data?
- 18. 4 APPROACHES TO DASHBOARDS Excel or PowerPoint1 2 3 4 Built-in dashboards (in your database/ CRM/donor management system) Reporting/dashboard/business intelligence tool Custom built dashboards
- 19. EXCEL & POWERPOINT DASHBOARDS PROS • Familiar tools • No IT expertise needed • Flexible, easy to customize • Helps you experiment CONS • Less powerful than other tools • Usually involves manual effort • No real-time feedback 1
- 20. EXCEL EXAMPLE: NTEN1 Source: http://www.nten.org/blog/2009/04/16/dashboards-track-your-organizational-progress
- 21. POWERPOINT EXAMPLE: YEAR UP1 Source: http://www.givewell.org/files/04-3534407/B/Dashboard%20assessment.ppt
- 22. TECHSOUP CANADA1
- 23. BUILT-IN DASHBOARDS PROS • Pulls directly from existing data automatically • Often update in real time • No new systems required CONS • Requires a robust dashboard feature in your existing system • System may not include all relevant data 2
- 25. GOOGLE ANALYTICS2 More info: http://gettingattention.org/articles/625/evaluation/increase-nonprofit-marketing-impact-google- analytics.html http://googlefornonprofits.blogspot.ca/2013/07/how-to-keep-track-of-multiple-marketing.html
- 26. DASHBOARD TOOL PROS • Integrate multiple data sources • Not reliant on built- in dashboard functionality • More features available (e.g. compared to a spreadsheet) CONS • A new system to acquire and learn • May require IT assistance, or at least some tech savvy 3
- 27. DASHBOARD TOOLS Features to consider: • Data sources • Drill-down-ability • Ease of updating • Data analysis capabilities 3 More info: https://www.techsoupcanada.ca/en/community/blog/jane-vs-tierney/dashboard- challenge http://www.dashboardinsight.com/articles/digital-dashboards/fundamentals/7-small-business- dashboard-design-dos-and-donts.aspx
- 28. ZOHO REPORTS3 More info: https://www.techsoupcanada.ca/en/community/blog/jane-vs-tierney/zoho-reports-
- 29. GECKOBOARD3
- 30. CUSTOM DASHBOARDS PROS • Exactly customized for you, maximum flexibility • Integrate multiple data sources CONS • Custom development (IT) required • Need capacity to maintain it 4
- 31. EXAMPLE: ONE ACRE FUND4 Source: http://www.oneacrefund.org/results/dashboard/
- 32. EXAMPLE: INDIANAPOLIS MUSEUM OF ART4 Source: http://dashboard.imamuseum.org/
- 33. GOOD DATA VISUALIZATION PRACTICES Source: http://www.techsoupcanada.ca/community/blog/data-visualization- foundations
- 34. FURTHER READING • Getting started with Data-Driven Decision making (NTEN workbook) http://www.nten.org/research/2013-data-workbook-download • Jane vs. Tierney: Dashboard Tools for Nonprofits https://www.techsoupcanada.ca/en/community/blog/jane-vs-tierney/dashboard- challenge • Data visualization for dummies: how your nonprofit can tell powerful stories with data http://www.techsoupcanada.ca/community/blog/data-visualization-foundations • Understanding Software for Program Evaluation (report by Idealware) http://www.idealware.org/reports/understanding-software-program-evaluation
Editor's Notes
- Getting to know audience:-size of organization?-have you personally been involved in a website redesign before?-do you own a tablet or smartphone?Note: we’re assuming you know something about redesigning websites in general. All that stuff still applies. We’ll be focusing on the mobile aspects today.
- What metrics should you use?Here’s one framework I liked. There are others out there if this doesn’t work for you.SEE: people see your stuff. Only useful to help you get the other metrics. 2 types of SEE metrics: followers and viewsSAY: people repeat your message. Shows that they have some interest in itFEEL: people comment on your message. Shows even more interest/buy-in, gives you even more insight into what people think.DO: what you want at the end of the day, what everything else is leading towards. Actual actionsMake sure your metrics have leadership buy-in – don’t want to go to the trouble of measuring it if you don’t have agreement that what you’re measuring is useful.
- Note that not all metrics are created equal. For example, there are different types of SEE metrics in my opinion. Some are more general (followers) – you really don’t know if they are getting the message, it’s very vague and not too useful.Some actually indicate that someone did something specific to see your content – it’s still “see”, they haven’t DONE anything, but it shows more engagement. E.g. email opens, bit.ly click, etc.
- You don’t have to do everything at once, or in the right order. Once you get started then you’ll start asking more questions, which will help give you direction.ALWAYS LINK BACK TO IMPACT!!
- The next step is to collect dataYou probably already track a lot of data but don’t use it. This is the case for most nonprofitsOf course whether you have the RIGHT data, and whether it’s shared with the RIGHT people, is another question
- The best way to make progress is to force yourself to look at your metrics regularly
- More complex example. Developed in Drupal? (confirm)
- There are ways to reduce the manual aspect with Excel e.g. automatic import from other files
- Old school NTEN, that is!
- Note that many tools are quite expensive – we will focus on ones that are low cost, but if you have thousands of dollars or more to spend then there are certainly lots of options!These features also apply to all types of dashboards in some way, but this is the area where you’d most likely be evaluating multiple tools which is why we’re discussing it here.
- Live demo?
- Integrates with lots of other accounts, like Google Analytics, Mailchimp, etc.You can link it to a Google Spreadsheet to display data, as long as your data is in columns
- This is a very simple example. It’s basically a web page, so easy to create and update. It’s really more like the PowerPoint example we saw before than the other dashboard we’ll look at.
- More complex example. Developed in Drupal? (confirm)
- Resources:http://conviosummit2011.com/?wpfb_dl=480 (make sure this is the right link, it is a report)