1. Your Data is Talking…
Are You Listening?
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Sandra Jensen
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2. About Your Presenter
•KELL Partners Co-Founder
•SaaS and NPO Veteran
•Held executive positions at AOL, BMC
Software, Convio and PeopleAdmin
•Attended University of Texas, majoring in
Business Management
•Participates in ongoing education through
Harvard Kennedy School
•Board member of Texas School for the
Deaf
•Longtime donor and volunteer to Goodwill
and Capital Area Food Bank
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4. 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
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5. Session Agenda
• Capturing Data
• Using the Data
• Measuring Success
– Real time
– Long term
• How Database Tools Can Help
• Questions
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7. Standard NPO Data Points
• Fundraising
• Communication
• Programs
• Finance
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8. Fundraising – Start Simple
• Donations Raised
• Number of Donors
• Average Donation Amount
• Campaign Comparisons
• Change Over Time
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9. Fundraising – The Next Level
• Start looking at models and trends
• LYBUNT
• SYBUNT
• Data stats over time
• Generational giving
• Channel comparison
• Pipeline of grants
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10. Communication – Start Simple
• Email Open Rates
• Email Response Rates
• Website Visitors
• Facebook Friends
• Twitter Followers
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11. Communication– The Next Level
• Web page referrals
• Twitter Re-Tweets
• Google Analytics
• Facebook Analytics
• Conversion path
• Segmentation
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12. Program Metrics – Start Simple
• Staff Time
• Volunteer Time
• Costs (equipment, location, etc…)
• Program Funding
• Event Attendance
• Margin (Cost v. Profit)
• Impact!
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13. Finance – Start Simple
• Year Over Year Comparisons
• Profit v. Loss
• Budget v. Actual
• Short Term Projections
• Long Term Projections
• Campaign Comparison
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14. 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
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16. Use Tools - Foundation
• Salesforce.com – Power of 10
• Convio Common Ground – packaged for
NPO use
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17. Use Tools - Add Ons
• Web Analytics - Google Analytics,
WebTrends
• Email – Vertical Response, Constant
Contact
• Social - Facebook Analytics
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18. Case Study - WITS
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
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19. How do I get started?
• Take stock of your technology
• Define your goals
• Connect your technology to your goals
• Create your reports
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20. 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
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