your data is talking...are you listening by kell partners
Post on 22-Jan-2015
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KELL Partners 1
Sandra Jensen and Kevin Burpo
Your Data is Talking… Are You Listening?
KELL Partners
About KELL Partners
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
Session Agenda
• Capturing Data • Using the Data• Measuring Success
– Real time – Long term
• How Database Tools Can Help• Questions
Capturing Data
NPOs have tons of data (silos)
Standard NPO Data Points
• Fundraising • Communication• Programs• Finance
Fundraising – Start Simple
• Donations Raised • Number of Donors • Average Donation Amount• Campaign Comparisons• Change Over Time
Fundraising – The Next Level
• Start looking at models and trends• LYBUNT • SYBUNT• Data stats over time• Generational giving• Channel comparison• Pipeline of grants
Communication – Start Simple
• Email Open Rates• Email Response Rates• Website Visitors• Facebook Friends• Twitter Followers
Communication– The Next Level
• Web page referrals • Twitter Re-Tweets• Google Analytics• Facebook Analytics• Conversion Path• Segmentation
Program Metrics – Start Simple
• Staff Time • Volunteer Time• Costs (equipment, location, etc…)• Program Funding• Event Attendance• Margin (Cost v. Profit)• Impact!
Finance – Start Simple
• Year Over Year Comparisons• Profit v. Loss• Budget v. Actual• Short Term Projections• Long Term Projections• Campaign Comparison
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
Use Tools
• CRM – Salesforce.com; Convio Common Ground/Luminate
Use Tools – cont’d
• Web Analytics - Google Analytics, WebTrends
• Email – Vertical Response, Constant Contact
• Social - Facebook Analytics
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?
WITS Metrics
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
How do I get started?
• Take stock of your technology• Know/Define your goals• Connect your technology to your goals• Create your reports
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
Questions?
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