Data Driven Strategies for Successful Communication

February 27, 2013

Communication is Essential to All

The Communication Triangle

Targeting the How

We Can Generalize

Generation Y (18-28)

Generation X (29-40)

Trailing Boomers (41-50)

Leading Boomers (51-59)

Matures (60-69)

I want to make a difference—tech entitled

I want to strike a balance—flexibility matters

I don’t trust institutions—it may get worse

I respect experience—not authority

I respect authority—money is recognition

5

Knowing the WhoVolunteers

Board MembersDonors

StaffLegislators

Clients

MediaPotential Donors

Potential Clients

Partners

What Do You Know ?

What Should You Know?

Age

Educational Level

Interests

Activities Household Income

Address

History of Giving

Values

Email

Gender

Volunteer Work

Use of Technology

Occupation

Research Process

ProfilesDonors

VolunteersPartnersClientsOthers

• Secondary research– Census

• American Community Survey

– Bureau of Labor Statistics– Pew Research– Other non-profit associations related to your area of

service or population, e.g., The Annie E. Casey Foundation Kids Count data center, Robert Wood Johnson Foundation

• Primary research

How Do You Find It?

Types of Primary Research

Quantitative

• Surveys• Assessments/Evaluations• Historical Documents

Qualitative

• Interviews• Focus Groups• Historical Documents

Surveys

• Types of Surveys– Telephone

– Mail

– Online

• Cautions!– Ability to connect

– Extent of engagement

– Length of questionnaire

– Quality of questionnaire

Common Survey Question Mistakes

BAD• Double-barreled question

– How often do you prefer email and/or mail communications from us?

• Inability to recall– How many times in the past year

have you visited a medical professional?

• Requesting sensitive information– Have you or someone close to

you ever required social services before?

BETTER

• Focus on one issue– How often do you prefer email

communications from us?

• Give time frames that make sense.– How many times in the past 30

days have you visited a medical professional?

• Don’t ask for sensitive information.– If you or someone you know

would like to confidentially share their experience with social service providers, please let us know.

Qualitative ResearchWhy did you decide to volunteer with our organization?

How do you decide which charitable organizations you will financially support?

What was your experience like when you called our office for services?

Results

Quantitative Examples

• Frequencies, Percentages• Crosstabs, Averages• Comparisons, Predictions

Qualitative Examples

• Themes, Patterns• Quotes, Case Studies• Conceptual Relationships

Collaborative Interpretation

1. Preview draft of findings with task force/project team.

2. Present/discuss with Leadership/Board

3. Resolve any questions

4. Share with internal stakeholders

5. Share externally

Sharing InternallyOverall, are you satisfied with your volunteer experience with this organization?

Sharing Externally

• Invitation• From your organizations leadership• Providing the rationale• Assuring confidentiality/introducing the researcher• Asking for the action

• A Reminder• From the researcher• Offering overview of results (after shared internally)

Communicating About Research

• Results• Reporting to the committee/director• Reporting to the Board• Reporting to Staff• Sharing with Key Donors, Volunteers, Etc.

Communicating About Research

Turning Research into Strategy

Staying on Course

Communication Target Last Month Today

Clean up e-mail lists 20 days Identified resources and lists

On target to complete xx/xx/xx

Conduct Research to determine current perceptions

30 days Research partner selected

Survey launch scheduled for xx/xx/xx

Refresh Brand 120 days Pending research data

No progress to report

Scorecard for Board Reporting

Questions?