Finding meaning in the numbersTools for data analysis and dashboards

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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

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

Today’s agenda

• Let’s talk about data

• The journey to a data-informed culture

• Data analytics and dashboard tools

The real struggle with data

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

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

“… 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

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

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

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

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

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

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

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%

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%

Building a data informed culture

Define your question

Choose metrics

Collect data

Review & share data

Use dataTweak, learn,

improve & repeat

The Data Journey

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?

Example: TechSoup Canada’s data journey

Are our email campaigns leading to donation requests?

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?

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

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

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

4. Review and Share Data

Pull data Analyze Record data & insights

Share

Website?

Email?

Database?

Example: TechSoup Canada’s data journey

Team members are shared on all of our MailChimp and Google Analytics reports

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.”

Example: TechSoup Canada’s data journey

We have a recurring, weekly marketing meetings to review

data (30 mins. max)

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

Nuts and Bolts: Dashboard Tools

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!

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

Example: Excelchandoo.org/wp/excel-dashboards

Example: Google Sheetszapier.com/learn/google-sheets/google-sheets-dashboard-tutorial

[ tip ] No time to make dashboards? Use Excel Pivot Tables

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

Example: SalesForcesalesforce.org/nonprofit (10 free licenses)

Example: MailChimpkb.mailchimp.com/accounts/billing/about-mailchimp-discounts (15% off)

Example: Google Analyticsanalytics.google.com (free)

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

Example: Zoho Reportszoho.com/reports (free & paid plans)

Example: Qlikqlik.com (free & paid plans)

Example: Tableautableau.com (eligible orgs can also get it at techsoupcanada.ca/directory/423)

Pros

• Exactly customized for you, maximum flexibility

• Integrate multiple data sources

Cons

• Custom development (IT) required

• Need capacity to maintain it

Custom Dashboards

Example: One Acre Fundoneacrefund.org/results/impact

Example: Indianapolis Museum of Art

dashboard.imamuseum.org

Good Data Visualization Practices

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

Questions?joyce@techsoupcanada.ca