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Strategic Data Analysis for NGOs

Getting more out of your advocacy and fundraising By Duane Raymond duane@fairsay.com @fairsay Hashtag: #ngodata

Organised and hosted by

Kampaweb.ch

Zurich, Switzerland 9 Feb 2012

@fairsay

#ngodata

duane@fairsay.com


Who are you? Data for what?

@fairsay

#ngodata

duane@fairsay.com

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Data used to be scarce‌

@fairsay #ngodata RĂŠmih

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Now is it overwhelming

Source unknown

@fairsay

#ngodata

duane@fairsay.com

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Data is more important than ever Data answers our questions…

…helps us make informed decisions…

…and usually leads to more questions. @fairsay #ngodata Trevor Rickard

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We need a strategy FIRST 1.  Analysis for who? Public? Senior managers? Peers? 2.  What are your organisational objectives, goals and priorities? 3.  How do you know you are progressing / achieving them? 4.  What model(s) (tactics) will you be using? 5.  What do you need to learn from an analysis? 6.  What indicators will help you learn what is needed? 7.  What data is needed for the indicators? 8.  Where / how do you get that data? 9.  What is ‘good’ or ‘bad’? Throughout this process we ignore the data. @fairsay

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duane@fairsay.com

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Analysis may require a few sources •  Tracking: techniques for knowing where people start their experience with you and how far along the process they get •  Split-testing: techniques for determining what factors get the best results with a given audience •  Surveying/Polling: Asking for responses to questions •  Analysis: understanding what is happening online, what is insightful and what could be improved •  Reporting: selecting findings that relate to the ambitions, goals and objectives of a given stakeholder

@fairsay

#ngodata

duane@fairsay.com

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Case: typical campaigning analysis 1.  For who: managers and peers 2.  Campaign impact + retain and recruit supporters 3.  Impact: Win? Progress? Mobilisation? Retain: Repeat active. Recruit: new supporters. 4.  Model: call-to-action

@fairsay

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duane@fairsay.com

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Model: call-to-action

Usually email

                    via email + other social media

@fairsay

#ngodata

       Usually web form

 

duane@fairsay.com

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Email still best for calls-to-action Source of 1GOAL eAction Supporters 0% 10% 20% 30% 40% % of 50%Total 60% 11% via Mobile Site 4% via Widgets 12% via Facebook App 2% via Facebook Links 1% via Twitter Links 2% via YouTube Links 0% via Flickr Links 2% via Habbo 6% via Stardoll 2% via Online Ads 10% via Search 49% Email + Direct

http://fairsay.com/hypevsreality2010 @fairsay #ngodata duane@fairsay.com 10


Case: typical campaigning analysis 5.  Learn: Are we on-track? Where are our gaps? 6.  Impact indicators: target movement Other indicators: participation ratio, activity levels, recruitment levels/ratio, etc. 7.  Impact data needed: target movement Other data needed: - what was promoted, how and to who - who responded to what was promoted 8.  Data source: campaigners (impact) + email & action tool @fairsay

#ngodata

duane@fairsay.com

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Qualitative & quantitative •  Qualitative: impact, design, usability •  Quantitative: rates, counts When doing data analysis •  most is quantitative •  the qualitative –  adds context –  helps explain the findings

I will focus on quantitative findings today @fairsay

#ngodata

duane@fairsay.com

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Notice what I haven’t mentioned? •  Google Analytics / web stats •  Emailing open / click rates I focus first on the end-to-end findings – not the middle steps

@fairsay

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duane@fairsay.com

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Simple findings: where are we now

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Simple findings: activity patterns

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Comparisons: ratios and volume

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High and low points

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Ratios to ‘level’ data

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Repeat activity levels

@fairsay

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Related indicators

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Segments: Journey indicators

@fairsay

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Lifespan: time to lapse

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Sector benchmarks

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Analysis: Key Indicators Key Indicators

Best Practice Level

Participation rate (of email received) 25% (35% with chaser) Attraction Rate (of actions)

33%

Opt-in rate (of new)

55%

Recruitment rate (of actions)

17%

Cost / recruit (variable costs)

3-5 CHF

Avg. donation value

21 CHF

Conversion to donors

0.5%

@fairsay

#ngodata

duane@fairsay.com

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Analysis: Key Formulas Key Indicator

Formulas

Participation Rate

# Emailed who acted / # Emails received

Attraction Rate

# New / # Unique Actions

Opt-in Rate

# New opt-ins / # new

Recruitment Rate

Attraction rate x Opt-in rate

Cost / recruit

Variable costs / # New opt-ins

Avg. donation value

Donation Value / # Donors

Donor conversion

# Donors / # Unique Actions

@fairsay

#ngodata

duane@fairsay.com

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How: blood, sweat and tears Process 1.  Extract 2.  Standardise 3.  Clean 4.  Import 5.  Explore 6.  Relate 7.  Query 8.  Visualise @fairsay

#ngodata

Volume Picks Tools •  Small (MB): spread sheet •  Medium-large (GB): relational database •  Massive (TB): hadoop, etc.

duane@fairsay.com

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How: relate the data Emailing Recipients Emailing Recipient

Email-Action Link

Action Participants

Emailing

Action

Action

Participant

Open Date

Action Date

Click Date

Action Source

Bounce Date

Action Referrer

Unsubscribe Date

@fairsay

#ngodata

duane@fairsay.com

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How: query the data SQL SELECT COUNT(Participants) FROM Actions WHERE Action = ‘Apple Labour Rights’ ..or use visual query tool (e.g. MS Access, Navicat)

@fairsay

#ngodata

duane@fairsay.com

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Split-testing is best place to start

Do split testing and analysis with every emailing – and act on the lessons learned @fairsay

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duane@fairsay.com

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Split-testing: indicators Email

Other

# Sent % Received % Opened % Clicked % Landed

Web

% Completed % Help promote @fairsay

#ngodata

duane@fairsay.com

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Great campaigning matters Having great advocacy / fundraising campaigns makes more difference than anything you learn from data analysis. Solid research and strategy ensures data analysis will help you make the most of the campaign. @fairsay

#ngodata

duane@fairsay.com

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So what next?

1.  Plan great campaigns 2.  Have activity that is recorded 3.  Have systems for emailing and actions data (e.g. CRM) 4.  Analyse how you are performing 5.  Change what you are doing & re-analyse @fairsay

#ngodata

duane@fairsay.com

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Questions? Comments? Join eCampaigning Forum 2012: 21-22 March, Oxford, UK http://fairsay.com/ecf12 Learn more at •  2009 eCampaigning Review: http://fairsay.com/ecr09 •  Join the eCampaigning Community: fairsay.com/ecflist •  FairSay Blog: http://fairsay.com/blog •  Kampaweb: http://kampaweb.ch/news Contact me: Duane Raymond: duane@fairsay.com Skype/ Twitter: fairsay @fairsay

#ngodata

duane@fairsay.com

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Datenanalyse für NGO/NPO  

Folien zum Referat von Duane Raymond an der Kampaweb Soiree zum Thema: Analyse von Unterstützer-Daten.

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