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?