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DEBRA ASKANASESTEVEN BACKMAN

MARC BAIZMAN

introducing

DATA DRIVENTECH LEADERSHIP

Some rights reserved: This work is licensed by Debra Askanase, Steven Backman, Marc Baizman under the Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by-nc-sa/3.0/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.

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TODAY’S AGENDA

• Introductions: Who’s in the room• Data-driven leadership and business goals• Facebook Insights: informing decisions• Getting what you need from Google Analytics• Smart data segmentation• Wrap-up/Q&A• Handout

What you need to make great decisions!

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WHO’S IN THE ROOM?

…AND WHO ARE WE?

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LEADERSHIP QUESTIONS

Sample Questions to Consider

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Marketing

Development

Programs

Volunteers/Advocacy

1. Which social media effort will help us recruit volunteers?

2. Should I hire a marketing staff?3. How to compare the

effectiveness of print, email, web, social media, press?

1. Which programs grew the most last year?

2. Do our client demographics match our mission, funding?

3. Do participants take part in more than one program?

1. What determines the giving potential for our donors?

2. Which donors have the most interest in our work?

3. Are our current or potential donors using social media? Which channels?

1. Where do good volunteers come from?

2. Are we hitting the issues important to our constituents

3. Do our activists support us financially?

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1FACEBOOKINSIGHTS

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3GOOGLE ANALYTICS

SMART

SEGMENTATION

WHERE TO GET THE DATA

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FACEBOOK INSIGHTS1

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SAMPLE SOCIAL MEDIA QUESTIONS

1. How many people care about us (and how deeply)?

2. What do they care about the most (and how deeply)?

3. What are we doing that reaches the most people?

4. What do we know about who cares about us?

Programming, advocacy and fundraising implications

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1. How many people care about us (and how deeply)?

PATA: “People Are Talking About” is the new engagement metric

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Liking the page doesn’t translate into reach. Stories reach.

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2. What do they care about the most?

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2. What are we doing that is working => What do they care the most about?

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What prompts them to mention you?

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Example of a success story: Einstein story, by the Insights

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Drilling down into post engagementFor the Einstein post, there were more engaged users (268) than the PATA metric (205)

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3. What are we doing that reaches the most people?

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4. What do we know about our fans?

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What do we know about who cares a lot?

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Tie it together with your own social media dashboard

Find this sample online metrics tracking template at: http://bit.ly/onlinemetricspreadsheet

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2 WEB ANALYTICS

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Definition:

Web analytics is the assessment of a variety of data, including web traffic, web-based transactions, web server performance, usability studies, and

related sources to help create a generalized understanding of the visitor experience on-line.

Eric Petersen, “Web Analytics Demystified”http://webanalyticsdemystified.com

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“Knowledge without action is meaningless” Goethe

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Need to determine YOUR“Key Performance Indicators”

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Google Analytics is Free BUT

Your Staff’s Time Isn’t!

Invest in Training OR

Get Someone to Help!

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http://www.google.com/analytics

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SAMPLE NONPROFIT QUESTIONS

1. How many people look at our site?2. How do people find our website?3. What are people looking at?4. What do we want people to do?

(“Calls to action” e.g. donate, sign-up for newsletter)

5. Are they actually doing those things?

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How many people look at our site?

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How do people find our website?

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What are people looking at?

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What do we want people to do? (“Calls to action” e.g. donate, sign-up for newsletter)

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Are they doing those things?

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THIS IS JUST THE BEGINNING!

• Geography/Language Targeting• AdWords/Google Grants ($10K/month)

www.google.com/nonprofits • Real-time statistics• Benchmarking…and so much more!

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3 SMART SEGMENTATION

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Where to begin? How is our Email Newsletter doing?

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Where to Begin? Try your calendar

. . .• September News• October News• Open House• --Fall Fund Appeal--• November News• --Fall 2d Appeal—

. . .

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Segmentation and Nonprofit Communications

“Segmentation is the process of defining the largest potential market in a way that is most useful to an organization. Market segmentation is done by dividing the whole into definable parts to identify, name, and describe these pieces in a way that makes sense for an organization.” --Shelli Bischoff

http://www.austincc.edu/npo/library/documents/Nonprofit%20Marketing%20with%20a%20Purpose.pdf

Make Your Peace with Segmentation

One List fits All Use Segmentation“Our constituents share common interests”

vs. Experiment with meeting specialized interests

Separate messages take time and funds

vs. Target resources to increase effectiveness

No way to separate lists

vs. Take campaign approach to redrawing lists

Our funders don’t expect it

vs. Match fund sources to constituents, services

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Data in Many Places

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Donors

Print Mailings

Email, Activity

Volunteers

Web

Clients,FundersMemberships, ServicesRegistrations…

Partners, Activists

ContactsEvents, Social Media

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Segmenting Contacts - Possibilities

• Policy Interest Areas—legislation, advocacy• Program Interest Areas—your services• Participation Area—Volunteer areas• Client Services—past history• Demographics—what matters to you?• Giving History• Formal membership• Key staff or board contact• Individuals vs Households vs Organizations

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From Calendar to Lists

Event Media Source Data GoalFall Appeal 1

Email Contact, donor, email history

Open HouseFall Appeal 2a

Print, Email

Email sign-up? FB?

Large, Lapsed donors

10% return

Fall Appeal 2b

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Managing the Fall Appeal

- Exclude - Year End Only, {Premier Volunteer}, Do not solicit, No Mail, Bad Address, Deceased, and Anonymous 1: Major Active - Gift date since 1/1/11; gift amount >= $250

2. Major Lapsed - Gift date since 1/1/08; amount >= $250 ; Not this year 3. Regular Active - Gift date since 1/1/11; amount <= $249 4 Regular Lapsed - Gift date since 1/1/08; amount <= $249

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Report Example

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Combining Data Sources –

Query Email Solicitation Results against Contact data

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Don’t Overreach

Find indicators that support your goal

Find measures you can collect

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1FACEBOOKINSIGHTS

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3GOOGLE ANALYTICS

SMART

SEGMENTATION

RESOURCES FOR YOU

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Wrapping Up: Where to Start

• Know what you want to know before digging into the data

• Learn from experience...Be confident everyone is learning

• Plan to have integrated tools• Demystify “data” for your organization• FREE is not FREE - invest in training or get help!!!!

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Facebook Insights Resources

• Customizable online metrics tracking spreadsheet for you to use and share: http://bit.ly/onlinemetricspreadsheet

• (New) Facebook page insights, explained: ads.ak.facebook.com/ads/creative/insights/page-insights-guide.pdf

• Applying social metrics framework to the new Facebook Insights, from Beth Kanter: http://www.bethkanter.org/best-metrics/

• How to use the new Facebook insights (video tutorial), from John Haydon: http://www.johnhaydon.com/2011/10/how-use-facebook-insights-video-tutorial/

• Using Facebook to Meet Your Mission, Idealware report: http://idealware.org/facebook_survey

• Consistently updated list of nonprofit marketing bloggers and influencers: http://campaigns.traackr.com/campaigns/view/3518

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Social Media Sharing Centerhttp://socialbrite.org/sharing-center

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Web Analytics Resources

• Brian Clifton, “Advanced Web Metrics with Google Analytics”• Eric Petersen, “Web Analytics Demystified”• Jim Sterne, “Web Metrics”• Analysis Exchange (pairs web analytics peeps and NPOs for FREE): http://www.webanalyticsdemystified.com/ae/ae-business.asp• Frogloop Blog Post:

http://www.frogloop.com/care2blog/2008/10/13/using-google-analytics-to-track-a-nonprofit-website-part-1.html

• Google Analytics Help:http://www.google.com/support/analyticshelp

• Google Analytics Getting Started: http://www.google.com/analytics/discover_analytics.html

• Google Analytics Blog: http://analytics.blogspot.com• LunaMetrics:

http://www.lunametrics.com/google-analytics-training/• eMetrics Marketing: http://www.emetrics.org

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Data Segmentation Resources

• Geoff Lancaster, “Customers and marketing,” http://bit.ly/9f8FRq

• Ian Bruce, “Segmentation and targeting “ http://bit.ly/apETsV• Idealware, Consumers Guide to Low Cost Donor Management

Systems, http://bit.ly/ljzdKC• Constant Contact, Email Marketing resources, http://

bit.ly/8YiiTs• Convio, Moves Management, http://slidesha.re/pdgmfn• Shelli Bishoff, Nonprofit Marketing With a Purpose http://

bit.ly/nfKuCD

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Thank You!!Debra Askanase, Digital Engagement Strategist

http://communityorganizer20.comdebra@communityorganizer20.com

(617) 682-2977Marc Baizman, My Computer Guy

http://mcgtraining.commarc@mcgtraining.com

(617) 329-1868Steve Backman, Database Designs

http://www.dbdes.comsteve@dbdes.com

(617) 423-6355