finding meaning in the numbers
TRANSCRIPT
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Finding meaning in the numbersTools for data analysis and dashboards
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Hi,We’re from TechSoup Canada.
Our mission is to help nonprofitsuse tech effectively.
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Nonprofits can save money on tech products through the Technology Donations Program
Register your charity, nonprofit or library to see which products you’re eligible for: www.TechSoupCanada.ca/Getting_Started
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You have access to free nonprofit tech resources
facebook.com/techsoupcanada
techsoupcanada.ca/learning_centre
techsoupcanada.ca/webinar
@techsoupcanada
techsoupcanada.ca/blog
techsoupcanada.ca/newslettersubscribe
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We are a program of the Centre for Social Innovation.
CSI is a coworking space, community and launchpad for people who are changing the world.
Find us @ Spadina, Annex, Regent Park in Toronto (ON) and in New York (NY).
socialinnovation.ca
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We are part of the TechSoup Global Network.
TSGN is a partnership 60+ civil society organizations that aims to improve lives globally through the use of
technology.
Together, we’ve reached more then 735,000 organizations and saved nonprofits more than $5.8 M
(USD) in tech tools and services.
meet.techsoup.org
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About me
Joyce Hsu
• Manages TechSoup Canada's marketing and communication initiatives including product campaigns, branding, learning content and community partnerships
• 7+ years experience as a fundraiser, and program coordinator at national and local charities
• Keep in touch: @fuuyin
Communications Lead, TechSoup Canada
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Today’s agenda
• Let’s talk about data
• The journey to a data-informed culture
• Data analytics and dashboard tools
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The real struggle with data
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Benefits of measuring your data
Improve your work
Make data-informed decisions
Multiply ImpactUnderstand your donor demographics, identity
high need areas
AccountabilityDemonstrate your impact to donors, funders, board
and supporters
Better forecasts
Predict and analyze program and fundraising
Know what’s effective
Understand what is working and what
isn’t working
impact
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Benefits of measuring your data
Improve your work
Make data-informed decisions
Multiply ImpactUnderstand your donor demographics, identity
high need areas
AccountabilityDemonstrate your impact to donors, funders, board
and supporters
Better forecasts
Predict and analyze program and fundraising
Know what’s effective
Understand what is working and what
isn’t working
impact
But most of you already know this
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“… most nonprofits are collecting
data, but simply tracking it isn’t
enough. Our findings produced
clear results stating that many
nonprofits are collecting data, but
often aren’t sure what to do with
it.”
Source:
act.everyaction.com/2016-nonprofit-data-whitepaper
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How are nonprofits using data?
60% of nonprofitprofessionals don’t use data to make decisions
60%don‘t use data
in decisions
97% wants to learn how to use data more effectively
97%want to
utilize data
49% don’t know how their organization is
collecting data
49%are unsure how data is collected
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36%
42%
46%
55%
79%
What’s preventing nonprofits from using data?
Not enough time or staff to focus on data
Staff doesn’t have enough experience using data
Data isn’t kept in one place
Lack of tools to help analyze data
Nonprofit isn’t collecting enough data
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36%
42%
46%
55%
79%
What’s preventing nonprofits from using data?
Not enough time or staff to focus on data
Staff doesn’t have enough experience using data
Data isn’t kept in one place
Lack of tools to help analyze data
Nonprofit isn’t collecting enough data
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36%
42%
46%
55%
79%
What’s preventing nonprofits from using data?
Not enough time or staff to focus on data
Staff doesn’t have enough experience using data
Data isn’t kept in one place
Lack of tools to help analyze data
Nonprofit isn’t collecting enough data
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1. DenialAnything can be
measured – you just need to find the
right metric!
2. FearKnowing what works is
equally important as knowing what doesn’t
work
3. ConfusionStart small and build
on it; don’t get overwhelmed with
data
4. DelightEncourage it!
Share data with others
5. Data-informedLead by example and help others struggling with data
My program is an art, not a science … it
can’t be measured!
What if my strategy/ program
doesn’t show success?
I know I should be measuring our program,
but I’m not sure how?
Hey, check out these cool metrics!
What does the data
say?
5 Stages of Data/Measurement Acceptance
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36%
42%
46%
55%
79%
What’s preventing nonprofits from using data?
Not enough time or staff to focus on data
Staff doesn’t have enough experience using data
Data isn’t kept in one place
Lack of tools to help analyze data
Nonprofit isn’t collecting enough data
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What’s preventing nonprofits from using data?
Not enough time or staff to focus on data
Staff doesn’t have enough experience using data
Data isn’t kept in one place
Lack of tools to help analyze data
Nonprofit isn’t collecting enough data 36%
42%
46%
55%
79%
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What’s preventing nonprofits from using data?
Not enough time or staff to focus on data
Staff doesn’t have enough experience using data
Data isn’t kept in one place
Lack of tools to help analyze data
Nonprofit isn’t collecting enough data 36%
42%
46%
55%
79%
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Building a data informed culture
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Define your question
Choose metrics
Collect data
Review & share data
Use dataTweak, learn,
improve & repeat
The Data Journey
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1. Define your question
What area would you like to explore?
What is your action question?
Recruiting clients Efficiency of a process
A specific programAnnual campaign
Email list building
Social media outreach
Which segment is more engaged, express or implied consent?
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Example: TechSoup Canada’s data journey
Are our email campaigns leading to donation requests?
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2. Choose Metrics
What metrics should you measure? A few guiding questions:
What data could you be
tracking? What decisions do you want to be able to make
based on the data?What does
success look like?
What data are you already
tracking?
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Example: TechSoup Canada’s data journey
How do we know if our email campaigns lead to donation requests?
• # of clicks on a product• # of product requests placed within a
week of receiving email• Ideal: Track conversions directly from
email to website
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3. Collect Data
How will you gather your metrics?
One-off• Surveys
• User testing
Ongoing• Registration/
Donation forms
• Website visits
or Offline• Event surveys
• Focus groups
Online• Web forms
• Email interactions
or
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Example: TechSoup Canada’s data journey
Our desired metrics:• # of clicks on a product• # of product requests placed• Conversions
Metrics are tracked online on an ongoing basis in MailChimp, Google Analytics & on our website
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4. Review and Share Data
Pull data Analyze Record data & insights
Share
Website?
Email?
Database?
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Example: TechSoup Canada’s data journey
Team members are shared on all of our MailChimp and Google Analytics reports
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5. Use Data
MomsRising holds a weekly staff meeting called “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.
Learn more: www.bethkanter.org/momsrising-key-results
“Our dashboards have multiple views –a high level view and the ability to drill down into specific campaigns.This informs our discussion.”
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Example: TechSoup Canada’s data journey
We have a recurring, weekly marketing meetings to review
data (30 mins. max)
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Define your question
Choose metrics
Collect data Review & share data
Use data Tweak, learn, improve & repeat
How do we retain staff?
Is our staff happy?
Why is our turn-over so high?
Job satisfaction
Ergonomics
Salary range
Benefits
Opportunities
Satisfied
Very Satisfied
Dissatisfied
Very dissatisfied
Satisfied
Dissatisfied
Satisfied
Very Satisfied
Very Dissatisfied
The Data Journey
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Nuts and Bolts: Dashboard Tools
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4 approaches to Dashboards
Static spreadsheet
• Excel
• Google sheets
Built-in dashboard
• Comes with your database: CRM, CMS, Email platform
Reporting/B.I./ dashboard tool
• Microsoft Power BI
• SAP
• Tableau
Custom dashboards
• Need a programmer!
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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
Spreadsheet Dashboards
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Example: Excelchandoo.org/wp/excel-dashboards
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Example: Google Sheetszapier.com/learn/google-sheets/google-sheets-dashboard-tutorial
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[ tip ] No time to make dashboards? Use Excel Pivot Tables
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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
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Example: SalesForcesalesforce.org/nonprofit (10 free licenses)
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Example: MailChimpkb.mailchimp.com/accounts/billing/about-mailchimp-discounts (15% off)
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Example: Google Analyticsanalytics.google.com (free)
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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 tech savvy staff
Reporting /B.I./Dashboard Tools
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Example: Zoho Reportszoho.com/reports (free & paid plans)
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Example: Qlikqlik.com (free & paid plans)
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Example: Tableautableau.com (eligible orgs can also get it at techsoupcanada.ca/directory/423)
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Pros
• Exactly customized for you, maximum flexibility
• Integrate multiple data sources
Cons
• Custom development (IT) required
• Need capacity to maintain it
Custom Dashboards
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Example: One Acre Fundoneacrefund.org/results/impact
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Example: Indianapolis Museum of Art
dashboard.imamuseum.org
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Good Data Visualization Practices
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Further reading
• How Can Nonprofits Switch to a Data-Informed Culture?bethkanter.org/switch-data-driven
• TechSoup Battles: Dashboard Tools for Nonprofitstechsoupcanada.ca/community/blog/techsoupbattles-dashboard-tools
• Getting Started with Data-Driven Decision Making (workbook)nten.org/NTEN_images/reports/Data_Workbook_final.pdf