Sandra Jensen

KELL Partners 1

Your Data is Talking… Are You Listening?

KELL Partners

About Your Presenter

KELL Partners 2

•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

About KELL Partners

3 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

KELL Partners 4

Session Agenda

• Capturing Data

• Using the Data

• Measuring Success

– Real time

– Long term

• How Database Tools Can Help

• Questions

KELL Partners 5

Capturing Data

NPOs have tons of data (silos)

KELL Partners 6

Standard NPO Data Points

• Fundraising

• Communication

• Programs

• Finance

KELL Partners 7

Fundraising – Start Simple

• Donations Raised

• Number of Donors

• Average Donation Amount

• Campaign Comparisons

• Change Over Time

KELL Partners 8

Fundraising – The Next Level

• Start looking at models and trends

• LYBUNT

• SYBUNT

• Data stats over time

• Generational giving

• Channel comparison

• Pipeline of grants

KELL Partners 9

Communication – Start Simple

• Email Open Rates

• Email Response Rates

• Website Visitors

• Facebook Friends

• Twitter Followers

KELL Partners 10

Communication– The Next Level

• Web page referrals

• Twitter Re-Tweets

• Google Analytics

• Facebook Analytics

• Conversion path

• Segmentation

KELL Partners 11

Program Metrics – Start Simple

• Staff Time

• Volunteer Time

• Costs (equipment, location, etc…)

• Program Funding

• Event Attendance

• Margin (Cost v. Profit)

• Impact!

KELL Partners 12

Finance – Start Simple

• Year Over Year Comparisons

• Profit v. Loss

• Budget v. Actual

• Short Term Projections

• Long Term Projections

• Campaign Comparison

KELL Partners 13

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

KELL Partners 14

Case Study – Austin Pets Alive

KELL Partners 15

Use Tools - Foundation

• Salesforce.com – Power of 10

• Convio Common Ground – packaged for

NPO use

KELL Partners 16

Use Tools - Add Ons

• Web Analytics - Google Analytics,

WebTrends

• Email – Vertical Response, Constant

Contact

• Social - Facebook Analytics

KELL Partners 17

Case Study - WITS

KELL Partners 18

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?

KELL Partners 19

• Take stock of your technology

• 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

KELL Partners 20